{"id":2071,"date":"2026-01-13T15:56:44","date_gmt":"2026-01-13T14:56:44","guid":{"rendered":"https:\/\/arana-studio.com\/como-estructurar-y-escribir-un-video-de-producto-b2b\/"},"modified":"2026-08-21T10:46:32","modified_gmt":"2026-08-21T08:46:32","slug":"como-estructurar-y-escribir-un-video-de-producto-b2b","status":"publish","type":"post","link":"https:\/\/arana-studio.com\/es\/como-estructurar-y-escribir-un-video-de-producto-b2b\/","title":{"rendered":"C\u00f3mo estructurar y escribir un video de producto B2B"},"content":{"rendered":"[vc_row type=\u00bbin_container\u00bb full_screen_row_position=\u00bbmiddle\u00bb column_margin=\u00bbdefault\u00bb column_direction=\u00bbdefault\u00bb column_direction_tablet=\u00bbdefault\u00bb column_direction_phone=\u00bbdefault\u00bb scene_position=\u00bbcenter\u00bb text_color=\u00bbdark\u00bb text_align=\u00bbleft\u00bb row_border_radius=\u00bbnone\u00bb row_border_radius_applies=\u00bbbg\u00bb row_position_desktop=\u00bbdefault\u00bb row_position_tablet=\u00bbinherit\u00bb row_position_phone=\u00bbinherit\u00bb overflow=\u00bbvisible\u00bb overlay_strength=\u00bb0.3&#8243; gradient_direction=\u00bbleft_to_right\u00bb shape_divider_position=\u00bbbottom\u00bb bg_image_animation=\u00bbnone\u00bb][vc_column column_padding=\u00bbno-extra-padding\u00bb column_padding_tablet=\u00bbinherit\u00bb column_padding_phone=\u00bbinherit\u00bb column_padding_position=\u00bball\u00bb flex_gap_desktop=\u00bb10px\u00bb column_element_direction_desktop=\u00bbdefault\u00bb column_element_spacing=\u00bbdefault\u00bb desktop_text_alignment=\u00bbdefault\u00bb tablet_text_alignment=\u00bbdefault\u00bb phone_text_alignment=\u00bbdefault\u00bb background_color_opacity=\u00bb1&#8243; background_hover_color_opacity=\u00bb1&#8243; column_backdrop_filter=\u00bbnone\u00bb column_shadow=\u00bbnone\u00bb column_border_radius=\u00bbnone\u00bb column_link_target=\u00bb_self\u00bb column_position=\u00bbdefault\u00bb gradient_direction=\u00bbleft_to_right\u00bb overlay_strength=\u00bb0.3&#8243; width=\u00bb1\/1&#8243; tablet_width_inherit=\u00bbdefault\u00bb animation_type=\u00bbdefault\u00bb bg_image_animation=\u00bbnone\u00bb border_type=\u00bbsimple\u00bb column_border_width=\u00bbnone\u00bb column_border_style=\u00bbsolid\u00bb][vc_column_text css=\u00bb\u00bb text_direction=\u00bbdefault\u00bb]Escribir el guion de un video de producto B2B (o SaaS) no es una tarea sencilla.<br \/>\nEspecialmente al inicio del proceso, cuando te enfrentas a una p\u00e1gina en blanco.<\/p>\n<p>Ya publicamos <a href=\"https:\/\/arana-studio.com\/es\/ayudamos-a-marketers-a-escribir-guiones-de-video-que-conectan\/\" target=\"_blank\" rel=\"noopener\">otro art\u00edculo<\/a> sobre c\u00f3mo ayudamos a los equipos de marketing con el guionizado de videos. Pero si quieres hacerlo por tu cuenta, aqu\u00ed encontrar\u00e1s una gu\u00eda pr\u00e1ctica para abordar el proceso de forma m\u00e1s estructurada.<\/p>\n<p>Antes de escribir una sola l\u00ednea, <strong>necesitas responder a ciertas preguntas<\/strong>:<\/p>\n<ul>\n<li>\u00bfPara qui\u00e9n es este video?<\/li>\n<li>\u00bfQu\u00e9 sabe ya la persona que lo va a ver?<\/li>\n<li>\u00bfQu\u00e9 decisi\u00f3n queremos ayudar a tomar?<\/li>\n<li>\u00bfD\u00f3nde se va a utilizar este video?<\/li>\n<\/ul>\n<p>Una vez que esto est\u00e1 claro, el siguiente paso es <strong>dividir el guion en bloques<\/strong>.<br \/>\nEste enfoque te ayudar\u00e1 a:<\/p>\n<ul>\n<li>Dar una estructura clara al video, con un objetivo definido para cada parte<\/li>\n<li>Alinear a los equipos de marketing, producto y ventas<\/li>\n<li>Facilitar la adaptaci\u00f3n del v\u00eddeo a distintos canales y formatos<\/li>\n<\/ul>\n<p><strong>Los bloques clave de un guion de video B2B (o SaaS)<\/strong><\/p>\n<p>No necesitar\u00e1s todos estos bloques en cada video, pero entenderlos te permitir\u00e1 <strong>dise\u00f1ar el guion adecuado<\/strong>.<\/p>\n<ol>\n<li><strong> El Hook (gancho)<\/strong><\/li>\n<\/ol>\n<p>Captar la atenci\u00f3n del p\u00fablico adecuado. Se trata de ser relevante. Algunos ejemplos habituales de hook:<\/p>\n<ul>\n<li>Un problema reconocible para tu audiencia<\/li>\n<li>Una afirmaci\u00f3n contundente sobre el estado actual de las cosas<\/li>\n<li>Una pregunta que tu ICP ya se est\u00e1 haciendo<\/li>\n<\/ul>\n<ol start=\"2\">\n<li><strong> El Problema<\/strong><\/li>\n<\/ol>\n<p>Demostrar que entiendes la realidad de quien ve el v\u00eddeo. Este bloque suele describir:<\/p>\n<ul>\n<li>C\u00f3mo se hacen las cosas hoy<\/li>\n<li>Por qu\u00e9 eso genera fricci\u00f3n, costes o riesgos<\/li>\n<li>Por qu\u00e9 \u201cno hacer nada\u201d ya no es una buena opci\u00f3n<\/li>\n<\/ul>\n<ol start=\"3\">\n<li><strong> La Soluci\u00f3n<\/strong><\/li>\n<\/ol>\n<p>Posicionar tu producto como la respuesta l\u00f3gica. Se explican de forma clara y breve los resultados:<\/p>\n<ul>\n<li>Qu\u00e9 es tu producto<\/li>\n<li>Para qui\u00e9n es<\/li>\n<li>Qu\u00e9 mejora una vez est\u00e1 en marcha<\/li>\n<\/ul>\n<ol start=\"4\">\n<li><strong> La Demo<\/strong><\/li>\n<\/ol>\n<p>Hacer tangible el valor. Las promesas abstractas se vuelven concretas cuando el producto aparece en pantalla.<\/p>\n<p>Una demo no consiste en mostrar todo lo que el producto puede hacer.<br \/>\nConsiste en mostrar los pocos momentos que realmente importan.<\/p>\n<ol start=\"5\">\n<li><strong> Los Casos de Uso<\/strong><\/li>\n<\/ol>\n<p>Ayudar a que distintos perfiles se identifiquen. Los casos de uso responden a preguntas como:<\/p>\n<ul>\n<li>\u201c\u00bfEsto es para alguien como yo?\u201d<\/li>\n<li>\u201c\u00bfEncaja con mi rol o con mi equipo?\u201d<\/li>\n<\/ul>\n<ol start=\"6\">\n<li><strong> Las Funcionalidades<\/strong><\/li>\n<\/ol>\n<p>Justificar la decisi\u00f3n de forma racional. Conviene centrarse en:<\/p>\n<ul>\n<li>Las funcionalidades m\u00e1s relevantes<\/li>\n<li>Cada una claramente ligada a un beneficio<\/li>\n<li>Explicadas en lenguaje de negocio, no con jerga interna<\/li>\n<\/ul>\n<ol start=\"7\">\n<li><strong> La Prueba Social<\/strong><\/li>\n<\/ol>\n<p>Reducir la percepci\u00f3n de riesgo. Este bloque puede incluir:<\/p>\n<ul>\n<li>Logos de clientes<\/li>\n<li>Testimonios<\/li>\n<li>M\u00e9tricas<\/li>\n<li>Validaci\u00f3n del sector<\/li>\n<\/ul>\n<ol start=\"8\">\n<li><strong> La Llamada a la Acci\u00f3n (CTA)<\/strong><\/li>\n<\/ol>\n<p>Indicar claramente el siguiente paso. Un solo video deber\u00eda impulsar una acci\u00f3n principal, por ejemplo:<\/p>\n<ul>\n<li>Solicitar una demo<\/li>\n<li>Empezar una prueba<\/li>\n<li>Hablar con ventas<\/li>\n<li>Obtener m\u00e1s informaci\u00f3n<\/li>\n<\/ul>\n<p><strong>No todos los videos necesitan todos los bloques<\/strong><\/p>\n<p>No es necesario incluir todos estos bloques en un \u00fanico video.<\/p>\n<p>Cada video tiene un objetivo distinto y ocupa un lugar diferente dentro del recorrido del cliente. Un video de cabecera en la web no se estructura igual que un video de apoyo a ventas o un anuncio.<\/p>\n<p>La clave est\u00e1 en <strong>encontrar la combinaci\u00f3n de bloques adecuada<\/strong> para el tipo de v\u00eddeo que vas a producir. Adem\u00e1s, este enfoque facilita mucho la adaptaci\u00f3n del contenido a distintas plataformas y canales.<\/p>\n<p>Por ejemplo:<\/p>\n<ul>\n<li><strong>Video principal de la web:<\/strong> Hook \u2192 Soluci\u00f3n \u2192 Prueba social \u2192 CTA<\/li>\n<li><strong>Video explicativo de producto:<\/strong> Problema \u2192 Soluci\u00f3n \u2192 Demo \u2192 Funcionalidades<\/li>\n<li><strong>Video para ventas:<\/strong> Casos de uso \u2192 Demo \u2192 Prueba Social<\/li>\n<li><strong>Publicidad de pago:<\/strong> Hook \u2192 Problema \u2192 Soluci\u00f3n \u2192 CTA<\/li>\n<\/ul>\n[\/vc_column_text][\/vc_column][\/vc_row][vc_row type=\u00bbfull_width_background\u00bb full_screen_row_position=\u00bbmiddle\u00bb column_margin=\u00bbdefault\u00bb column_direction=\u00bbdefault\u00bb column_direction_tablet=\u00bbdefault\u00bb column_direction_phone=\u00bbdefault\u00bb scene_position=\u00bbcenter\u00bb top_padding=\u00bb20&#8243; bottom_padding=\u00bb20&#8243; text_color=\u00bbdark\u00bb text_align=\u00bbleft\u00bb row_border_radius=\u00bbnone\u00bb row_border_radius_applies=\u00bbbg\u00bb row_position_desktop=\u00bbdefault\u00bb row_position_tablet=\u00bbinherit\u00bb row_position_phone=\u00bbinherit\u00bb overflow=\u00bbvisible\u00bb overlay_strength=\u00bb0.3&#8243; gradient_direction=\u00bbleft_to_right\u00bb shape_divider_position=\u00bbbottom\u00bb bg_image_animation=\u00bbnone\u00bb gradient_type=\u00bbdefault\u00bb shape_type=\u00bb\u00bb][vc_column column_padding=\u00bbno-extra-padding\u00bb column_padding_tablet=\u00bbinherit\u00bb column_padding_phone=\u00bbinherit\u00bb column_padding_position=\u00bball\u00bb flex_gap_desktop=\u00bb10px\u00bb column_element_direction_desktop=\u00bbdefault\u00bb column_element_spacing=\u00bbdefault\u00bb desktop_text_alignment=\u00bbdefault\u00bb tablet_text_alignment=\u00bbdefault\u00bb phone_text_alignment=\u00bbdefault\u00bb background_color_opacity=\u00bb1&#8243; background_hover_color_opacity=\u00bb1&#8243; column_backdrop_filter=\u00bbnone\u00bb column_shadow=\u00bbnone\u00bb column_border_radius=\u00bbnone\u00bb column_link_target=\u00bb_self\u00bb column_position=\u00bbdefault\u00bb gradient_direction=\u00bbleft_to_right\u00bb overlay_strength=\u00bb0.3&#8243; width=\u00bb1\/1&#8243; tablet_width_inherit=\u00bbdefault\u00bb animation_type=\u00bbdefault\u00bb bg_image_animation=\u00bbnone\u00bb border_type=\u00bbsimple\u00bb column_border_width=\u00bbnone\u00bb column_border_style=\u00bbsolid\u00bb][vc_column_text css=\u00bb\u00bb text_direction=\u00bbdefault\u00bb]\n<h3 class=\"western\" align=\"left\"><span lang=\"en-GB-oxendict\">\u00bfTienes alg\u00fan proyecto en mente?<\/span><\/h3>\n[\/vc_column_text][\/vc_column][\/vc_row][vc_row type=\u00bbfull_width_background\u00bb full_screen_row_position=\u00bbmiddle\u00bb column_margin=\u00bbdefault\u00bb column_direction=\u00bbdefault\u00bb column_direction_tablet=\u00bbdefault\u00bb column_direction_phone=\u00bbdefault\u00bb scene_position=\u00bbcenter\u00bb top_padding=\u00bb20&#8243; bottom_padding=\u00bb0&#8243; text_color=\u00bbdark\u00bb text_align=\u00bbleft\u00bb row_border_radius=\u00bbnone\u00bb row_border_radius_applies=\u00bbbg\u00bb row_position_desktop=\u00bbdefault\u00bb row_position_tablet=\u00bbinherit\u00bb row_position_phone=\u00bbinherit\u00bb overflow=\u00bbvisible\u00bb overlay_strength=\u00bb0.3&#8243; gradient_direction=\u00bbleft_to_right\u00bb shape_divider_position=\u00bbbottom\u00bb bg_image_animation=\u00bbnone\u00bb gradient_type=\u00bbdefault\u00bb shape_type=\u00bb\u00bb][vc_column column_padding=\u00bbno-extra-padding\u00bb column_padding_tablet=\u00bbinherit\u00bb column_padding_phone=\u00bbinherit\u00bb column_padding_position=\u00bball\u00bb flex_gap_desktop=\u00bb10px\u00bb column_element_direction_desktop=\u00bbdefault\u00bb column_element_spacing=\u00bbdefault\u00bb desktop_text_alignment=\u00bbdefault\u00bb tablet_text_alignment=\u00bbdefault\u00bb phone_text_alignment=\u00bbdefault\u00bb background_color_opacity=\u00bb1&#8243; background_hover_color_opacity=\u00bb1&#8243; column_backdrop_filter=\u00bbnone\u00bb column_shadow=\u00bbnone\u00bb column_border_radius=\u00bbnone\u00bb column_link_target=\u00bb_self\u00bb column_position=\u00bbdefault\u00bb gradient_direction=\u00bbleft_to_right\u00bb overlay_strength=\u00bb0.3&#8243; width=\u00bb1\/1&#8243; tablet_width_inherit=\u00bbdefault\u00bb animation_type=\u00bbdefault\u00bb bg_image_animation=\u00bbnone\u00bb border_type=\u00bbsimple\u00bb column_border_width=\u00bbnone\u00bb column_border_style=\u00bbsolid\u00bb][nectar_btn size=\u00bbjumbo\u00bb button_style=\u00bbsee-through-2&#8243; color_override=\u00bb#131414&#8243; hover_color_override=\u00bb#194fff\u00bb hover_text_color_override=\u00bb#ffffff\u00bb icon_family=\u00bbnone\u00bb text=\u00bbContacta con nosotros\u00bb url=\u00bbhttps:\/\/arana-studio.com\/es\/contacto\/\u00bb][\/vc_column][\/vc_row][vc_row type=\u00bbfull_width_background\u00bb full_screen_row_position=\u00bbmiddle\u00bb column_margin=\u00bbdefault\u00bb column_direction=\u00bbdefault\u00bb column_direction_tablet=\u00bbdefault\u00bb column_direction_phone=\u00bbdefault\u00bb scene_position=\u00bbcenter\u00bb top_padding=\u00bb60&#8243; bottom_padding=\u00bb20&#8243; text_color=\u00bbdark\u00bb text_align=\u00bbleft\u00bb row_border_radius=\u00bbnone\u00bb row_border_radius_applies=\u00bbbg\u00bb row_position_desktop=\u00bbdefault\u00bb row_position_tablet=\u00bbinherit\u00bb row_position_phone=\u00bbinherit\u00bb overflow=\u00bbvisible\u00bb overlay_strength=\u00bb0.3&#8243; gradient_direction=\u00bbleft_to_right\u00bb shape_divider_position=\u00bbbottom\u00bb bg_image_animation=\u00bbnone\u00bb gradient_type=\u00bbdefault\u00bb shape_type=\u00bb\u00bb][vc_column column_padding=\u00bbno-extra-padding\u00bb column_padding_tablet=\u00bbinherit\u00bb column_padding_phone=\u00bbinherit\u00bb column_padding_position=\u00bball\u00bb flex_gap_desktop=\u00bb10px\u00bb column_element_direction_desktop=\u00bbdefault\u00bb column_element_spacing=\u00bbdefault\u00bb desktop_text_alignment=\u00bbdefault\u00bb tablet_text_alignment=\u00bbdefault\u00bb phone_text_alignment=\u00bbdefault\u00bb background_color_opacity=\u00bb1&#8243; background_hover_color_opacity=\u00bb1&#8243; column_backdrop_filter=\u00bbnone\u00bb column_shadow=\u00bbnone\u00bb column_border_radius=\u00bbnone\u00bb column_link_target=\u00bb_self\u00bb column_position=\u00bbdefault\u00bb gradient_direction=\u00bbleft_to_right\u00bb overlay_strength=\u00bb0.3&#8243; width=\u00bb1\/1&#8243; tablet_width_inherit=\u00bbdefault\u00bb animation_type=\u00bbdefault\u00bb bg_image_animation=\u00bbnone\u00bb border_type=\u00bbsimple\u00bb column_border_width=\u00bbnone\u00bb column_border_style=\u00bbsolid\u00bb][vc_column_text css=\u00bb\u00bb text_direction=\u00bbdefault\u00bb]\n<h3 class=\"western\" align=\"left\"><span lang=\"en-GB-oxendict\">Suscr\u00edbete<\/span><\/h3>\n[\/vc_column_text][divider line_type=\u00bbNo Line\u00bb custom_height=\u00bb20&#8243;]\n<div class=\"wpcf7 no-js\" id=\"wpcf7-f1258-o1\" lang=\"es-ES\" dir=\"ltr\" data-wpcf7-id=\"1258\">\n<div class=\"screen-reader-response\"><p role=\"status\" aria-live=\"polite\" aria-atomic=\"true\"><\/p> <ul><\/ul><\/div>\n<form action=\"\/es\/wp-json\/wp\/v2\/posts\/2071#wpcf7-f1258-o1\" method=\"post\" class=\"wpcf7-form init\" aria-label=\"Formulario de contacto\" novalidate=\"novalidate\" data-status=\"init\">\n<fieldset class=\"hidden-fields-container\"><input type=\"hidden\" name=\"_wpcf7\" value=\"1258\" \/><input type=\"hidden\" name=\"_wpcf7_version\" value=\"6.1.7\" \/><input type=\"hidden\" name=\"_wpcf7_locale\" value=\"es_ES\" \/><input type=\"hidden\" name=\"_wpcf7_unit_tag\" value=\"wpcf7-f1258-o1\" \/><input type=\"hidden\" name=\"_wpcf7_container_post\" value=\"0\" \/><input type=\"hidden\" name=\"_wpcf7_posted_data_hash\" value=\"\" \/><input type=\"hidden\" name=\"_wpcf7_recaptcha_response\" value=\"\" \/>\n<\/fieldset>\n<p><label><strong>Nombre<\/strong><br \/>\n<span class=\"wpcf7-form-control-wrap\" data-name=\"your-name\"><input size=\"40\" maxlength=\"400\" class=\"wpcf7-form-control wpcf7-text\" aria-invalid=\"false\" value=\"\" type=\"text\" name=\"your-name\" \/><\/span> <\/label>\n<\/p>\n<p><label><strong>Empresa<\/strong><br \/>\n<span class=\"wpcf7-form-control-wrap\" data-name=\"your-company\"><input size=\"40\" maxlength=\"400\" class=\"wpcf7-form-control wpcf7-text\" aria-invalid=\"false\" value=\"\" type=\"text\" name=\"your-company\" \/><\/span> <\/label>\n<\/p>\n<p><label><strong>Email *<\/strong><br \/>\n<span class=\"wpcf7-form-control-wrap\" data-name=\"your-email\"><input size=\"40\" maxlength=\"400\" class=\"wpcf7-form-control wpcf7-email wpcf7-validates-as-required wpcf7-text wpcf7-validates-as-email\" autocomplete=\"email\" aria-required=\"true\" aria-invalid=\"false\" value=\"\" type=\"email\" name=\"your-email\" \/><\/span> <\/label>\n<\/p>\n<p><input class=\"wpcf7-form-control wpcf7-submit has-spinner\" type=\"submit\" value=\"Enviar\" \/>\n<\/p><div class=\"wpcf7-response-output\" aria-hidden=\"true\"><\/div>\n<\/form>\n<\/div>\n[\/vc_column][\/vc_row]\n","protected":false},"excerpt":{"rendered":"<p>Escribir el guion de un video de producto B2B (o SaaS) no es una tarea sencilla. Especialmente al inicio del proceso, cuando te enfrentas a una p\u00e1gina en blanco.<\/p>\n","protected":false},"author":2,"featured_media":2066,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[46],"tags":[51,54],"class_list":["post-2071","post","type-post","status-publish","format-standard","has-post-thumbnail","category-claves-de-produccion","tag-guion","tag-saas"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.2 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>ARANA STUDIO - C\u00f3mo estructurar y escribir un video de producto B2B<\/title>\n<meta name=\"description\" content=\"\u00bfAtascado con el guion de un video de producto? 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