{"id":1116,"date":"2023-01-20T13:03:40","date_gmt":"2023-01-20T12:03:40","guid":{"rendered":"https:\/\/www.digiamo.cz\/content-marketing\/"},"modified":"2023-01-20T13:03:40","modified_gmt":"2023-01-20T12:03:40","slug":"content-marketing","status":"publish","type":"post","link":"https:\/\/new.digiamo.cz\/new\/content-marketing\/","title":{"rendered":"Co je to content marketing a jak ho vyu\u017e\u00edt pro v\u00e1\u0161 business?"},"content":{"rendered":"\n<p>Nen\u00ed lep\u0161\u00ed zp\u016fsob, jak si z\u00edskat d\u016fv\u011bru z\u00e1kazn\u00edk\u016f, ne\u017e vytvo\u0159it obsah, kter\u00fd je hodnotn\u00fd a organick\u00fd, nikoli ru\u0161iv\u00fd. M\u00edsto p\u0159edv\u00e1d\u011bn\u00ed va\u0161ich produkt\u016f nebo slu\u017eeb va\u0161emu publiku poskytn\u011bte relevantn\u00ed informace, kter\u00e9 jim pom\u016f\u017eou vy\u0159e\u0161it jejich probl\u00e9my. Jin\u00fdmi slovy, vyu\u017eijte potenci\u00e1l marketingu. Zaj\u00edm\u00e1 v\u00e1s, co je obsahov\u00fd marketing a jak konkr\u00e9tn\u011b v\u00e1m m\u016f\u017ee pomoci? Pokra\u010dujte ve \u010dten\u00ed.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/new.digiamo.cz\/new\/wp-content\/uploads\/2023\/07\/firmbee-com-gcsNOsPEXfs-unsplash-1-1024x680.jpg\" alt=\"content marketing\" class=\"wp-image-29911\" \/><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\">Co je content marketing?<\/h2>\n\n\n\n<p>Content marketing zn\u00e1m\u00fd tak\u00e9 jako obsahov\u00fd marketing pat\u0159\u00ed do kategorie <strong>digit\u00e1ln\u00edho inbound marketingu<\/strong>, kter\u00fd se zam\u011b\u0159uje na tvorbu dlouhodob\u00e9ho pozitivn\u00edho vztahu s&nbsp;publikem. Jeho podstatou je pravideln\u00e9 a c\u00edlen\u00e9 poskytov\u00e1n\u00ed hodnotn\u00fdch informac\u00ed potenci\u00e1ln\u00edm a st\u00e1vaj\u00edc\u00edm z\u00e1kazn\u00edk\u016fm s&nbsp;c\u00edlem z\u00edskat si jejich loajalitu.<\/p>\n\n\n\n<p>Strategie obsahov\u00e9ho marketingu spo\u010d\u00edv\u00e1 v&nbsp;p\u0159il\u00e1k\u00e1n\u00ed, zapojen\u00ed a udr\u017een\u00ed publika prost\u0159ednictv\u00edm relevantn\u00edch \u010dl\u00e1nk\u016f, vide\u00ed, podcast\u016f, infografiky, newsletter\u016f a dal\u0161\u00edch m\u00e9di\u00ed. Tento p\u0159\u00edstup spo\u010d\u00edv\u00e1 ve sd\u00edlen\u00ed odborn\u00fdch znalost\u00ed, <strong>vytv\u00e1\u0159\u00ed pov\u011bdom\u00ed o zna\u010dce a udr\u017euje ji v&nbsp;centru pozornosti<\/strong>, kdy\u017e je spr\u00e1vn\u00fd \u010das nab\u00eddnou v\u00e1\u0161 produkt.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Jak v\u00e1m content marketing pom\u016f\u017ee?<\/h2>\n\n\n\n<p>V\u011bt\u0161ina z\u00e1kazn\u00edk\u016f nebude p\u0159ipravena u v\u00e1s zakoupit zbo\u017e\u00ed nebo slu\u017eby, jakmile o v\u00e1s poprv\u00e9 usly\u0161\u00ed. Ne\u017e se lid\u00e9 rozhodnou&nbsp;nakoupit, projdou nejprve n\u00e1kupn\u00edm procesem. U men\u0161\u00edch produkt\u016f, jako je nap\u0159\u00edklad oble\u010den\u00ed, je n\u00e1kupn\u00ed proces pom\u011brn\u011b rychl\u00fd, zat\u00edmco u v\u011bt\u0161\u00edch produkt\u016f, jako je t\u0159eba automobil, <strong>n\u00e1kupn\u00ed proces trv\u00e1 mnohem d\u00e9le<\/strong>. Typicky zahrnuje t\u0159i f\u00e1ze.<\/p>\n\n\n\n<p>P\u0159ed jak\u00fdmkoli v\u011bt\u0161\u00edm n\u00e1kupem si lid\u00e9 nejprve uv\u011bdom\u00ed, \u017ee maj\u00ed n\u011bjak\u00fd \u201eprobl\u00e9m\u201c, kte\u0159\u00ed cht\u011bj\u00ed nebo pot\u0159ebuj\u00ed vy\u0159e\u0161it. To je f\u00e1ze<strong> uv\u011bdom\u011bn\u00ed<\/strong>. N\u00e1sleduje zkoum\u00e1n\u00ed a v\u011bt\u0161\u00ed pochopen\u00ed dan\u00e9ho probl\u00e9mu, neboli <strong>rozvaha<\/strong>. Posl\u00e9ze p\u0159ich\u00e1z\u00ed rozhodnut\u00ed pro <strong>\u0159e\u0161en\u00ed<\/strong>, kter\u00e9 se jim jev\u00ed jako nejlep\u0161\u00ed. Spr\u00e1vn\u011b vytvo\u0159en\u00e1 marketingov\u00e1 strategie content marketingu pom\u00e1h\u00e1 va\u0161im potenci\u00e1ln\u00edm z\u00e1kazn\u00edk\u016fm ve v\u0161ech t\u011bchto t\u0159ech f\u00e1z\u00edch t\u00edm, \u017ee je vzd\u011bl\u00e1v\u00e1 o tom, co hledaj\u00ed.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Obsahov\u00fd marketing zv\u00fd\u0161\u00ed va\u0161e prodeje<\/h3>\n\n\n\n<p>Obsahov\u00fdm marketingem v podstat\u011b budujete vztah s&nbsp;c\u00edlov\u00fdm publikem, abyste zv\u00fd\u0161ili pravd\u011bpodobnost, \u017ee si rad\u011bji <strong>vyberou v\u00e1s ne\u017e va\u0161i konkurenci<\/strong>. Touto cestou p\u0159ivedete sv\u00e9 potenci\u00e1ln\u00ed z\u00e1kazn\u00edky o krok bl\u00ed\u017ee k&nbsp;n\u00e1kupu.<\/p>\n\n\n\n<p>Podle statistik spole\u010dnosti <a href=\"https:\/\/inter-web.co\/lead-generation\/\">Interweb<\/a> maj\u00ed potenci\u00e1ln\u00ed z\u00e1kazn\u00edci z&nbsp;obsahov\u00e9ho online marketingu <a href=\"https:\/\/inter-growth.co\/seo-stats\/\"><strong>m\u00edru konverze 14, 6 %<\/strong>,<\/a> zat\u00edmco potenci\u00e1ln\u00ed z\u00e1kazn\u00edci z&nbsp;outbound marketingu, jako je p\u0159\u00edm\u00fd email apod., maj\u00ed m\u00edru konverze pouze 1,7 %.<\/p>\n\n\n\n<p>Krom\u011b toho pr\u016fzkum proveden\u00fd spole\u010dnost\u00ed <a href=\"https:\/\/www.semrush.com\/blog\/content-marketing-statistics\/\">Semrush<\/a> potvrdil, \u017ee 73 % spole\u010dnost\u00ed, kter\u00e9 utratily 10 a\u017e 70 % sv\u00e9ho celkov\u00e9ho marketingov\u00e9ho rozpo\u010dtu na obsahov\u00fd marketing, bylo velmi \u00fasp\u011b\u0161n\u00fdch. Tent\u00fd\u017e pr\u016fzkum odhalil, \u017ee 46 % spole\u010dnost\u00ed, kter\u00e9 m\u011bly velmi \u00fasp\u011b\u0161n\u00fd obsahov\u00fd marketing, <strong>zv\u00fd\u0161ilo v roce 2021 sv\u016fj rozpo\u010det<\/strong> na propagaci placen\u00e9ho obsahu.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Obsahov\u00fd marketing dovede lid\u00ed na va\u0161e prodejn\u00ed str\u00e1nky<\/h3>\n\n\n\n<p>Obsahov\u00fd marketing p\u0159\u00edmo i nep\u0159\u00edmo dovede na va\u0161e prodejn\u00ed str\u00e1nky v\u00edce lid\u00ed. Pokud nap\u0159\u00edklad p\u00ed\u0161ete blogov\u00e9 \u010dl\u00e1nky, kter\u00e9 se t\u00fdkaj\u00ed toho, co prod\u00e1v\u00e1te, mnoho va\u0161ich \u010dten\u00e1\u0159\u016f m\u016f\u017ee po p\u0159e\u010detn\u00ed \u010dl\u00e1nku zav\u00edtat na str\u00e1nku s&nbsp;dan\u00fdm produktem, zejm\u00e9na pokud na n\u011bj v&nbsp;\u010dl\u00e1nku odk\u00e1\u017eete. Spole\u010dnost <a href=\"https:\/\/www.demandmetric.com\/content\/content-marketing-infographic\">Demand Metric<\/a> uv\u00e1d\u00ed, \u017ee firmy, kter\u00e9 maj\u00ed blogy, z\u00edsk\u00e1vaj\u00ed o <strong>67 % v\u00edce potenci\u00e1ln\u00edch z\u00e1kazn\u00edk\u016f<\/strong> ne\u017e jin\u00e9 spole\u010dnosti.<\/p>\n\n\n\n<p>Pokud sd\u00edl\u00edte obsah, kter\u00fd je hodnotn\u00fd a jedine\u010dn\u00fd, jin\u00e9 weby na tento obsah mohou tak\u00e9 odkazovat, \u010d\u00edm\u017e z\u00edsk\u00e1te nov\u00e9 n\u00e1v\u0161t\u011bvn\u00edky, pota\u017emo z\u00e1kazn\u00edky, nep\u0159\u00edmo. Vyhled\u00e1va\u010de, jako Google a Seznam, nav\u00edc vn\u00edmaj\u00ed tyto zp\u011btn\u00e9 odkazy jako d\u016fkaz toho, \u017ee je v\u00e1\u0161 \u010dl\u00e1nek <strong>u\u017eite\u010dn\u00fdm zdrojem informac\u00ed<\/strong>.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Content marketing va\u0161e publikum neobt\u011b\u017euje<\/h3>\n\n\n\n<p>P\u0159iznejme si na rovinu, \u017ee asi nikdo nem\u00e1 r\u00e1d, kdy\u017e ho uprost\u0159ed dne vyru\u0161uj\u00ed lid\u00e9, kte\u0159\u00ed se mu sna\u017e\u00ed n\u011bco prodat. Utr\u00e1cet pen\u00edze za reklamy, kter\u00e9 ru\u0161\u00ed va\u0161e z\u00e1kazn\u00edky, nen\u00ed tedy v\u017edy nejlep\u0161\u00ed zp\u016fsob, jak je z\u00edskat, zejm\u00e9na v&nbsp;kontextu B2B. Obsahov\u00fdm marketingem sv\u00e9 publikum nevyru\u0161ujete, ani mu nic nevnucujete. Naopak mu p\u0159edstav\u00edte svoji zna\u010dku zp\u016fsobem, kter\u00fd mu <strong>ve skute\u010dnosti pom\u016f\u017ee<\/strong>.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Obsahov\u00fd marketing umo\u017en\u00ed kontrolu nad konverzac\u00ed se z\u00e1kazn\u00edky<\/h3>\n\n\n\n<p>Prodej jak\u00e9hokoli produktu je snaz\u0161\u00ed, kdy\u017e v\u00e1\u0161 potenci\u00e1ln\u00ed z\u00e1kazn\u00edk hled\u00e1 pr\u00e1v\u011b to, co prod\u00e1v\u00e1te. P\u0159edstavte si, \u017ee nap\u0159\u00edklad nab\u00edz\u00edte kvalitn\u00ed luxusn\u00ed matrace. Ty bude t\u011b\u017ek\u00e9 prodat n\u011bkomu, kdo si chce koupit oby\u010dejnou matraci do dvou tis\u00edc korun. Ve chv\u00edli, kdy tento z\u00e1kazn\u00edk nav\u0161t\u00edv\u00ed v\u00e1\u0161 obchod, u\u017e bude pravd\u011bpodobn\u011b <strong>rozhodnut\u00fd, jakou \u010d\u00e1stku chce utratit<\/strong>.<\/p>\n\n\n\n<p>Co kdybyste s&nbsp;n\u00edm ale m\u011bli mo\u017enost nav\u00e1zat kontakt je\u0161t\u011b p\u0159edt\u00edm, ne\u017e se rozhodne, kolik za matraci utrat\u00ed, a mohli mu vysv\u011btlit, pro\u010d je d\u016fle\u017eit\u00e9 platit za kvalitu?<\/p>\n\n\n\n<p>M\u00edt kontrolu nad konverzac\u00ed, zat\u00edmco se va\u0161i potenci\u00e1ln\u00ed z\u00e1kazn\u00edci vzd\u011bl\u00e1vaj\u00ed, je neoceniteln\u00e9. Firma <a href=\"https:\/\/www.wyzowl.com\/video-marketing-statistics\/\">Wyzowl<\/a> dokonce uv\u00e1d\u00ed, \u017ee 88 % lid\u00ed oce\u0148uje videa zna\u010dek za to, \u017ee je p\u0159esv\u011bd\u010dila ke koupi produktu nebo slu\u017eby.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Obsahov\u00fd marketing zes\u00edl\u00ed d\u016fv\u011bru ve va\u0161i zna\u010dku<\/h3>\n\n\n\n<p>P\u0159edstavte si, \u017ee provozujete investi\u010dn\u00ed spole\u010dnost a rozhodnete se zve\u0159ejnit informativn\u00ed a hodnotn\u00fd \u010dl\u00e1nek, kter\u00fd se d\u00edky kvalitn\u00edmu <a href=\"https:\/\/new.digiamo.cz\/new\/seo\/\">SEO<\/a> um\u00edst\u00ed na prvn\u00edch pozic\u00edch v&nbsp;Google vyhled\u00e1va\u010di pod kl\u00ed\u010dov\u00fdm slovem \u201ejak investovat do akci\u00ed\u201c, kterou ka\u017ed\u00fd m\u011bs\u00edc hled\u00e1 nap\u0159\u00edklad 10 tis\u00edc lid\u00ed.<\/p>\n\n\n\n<p>Ka\u017ed\u00fd rok tak m\u016f\u017eete va\u0161i zna\u010dku p\u0159edstavit a\u017e 120 tis\u00edc\u016fm potenci\u00e1ln\u00edch z\u00e1kazn\u00edk\u016f pouze p\u0159es jedno <a href=\"https:\/\/new.digiamo.cz\/new\/blog\/klicova-slova\/\">kl\u00ed\u010dov\u00e9 slovo<\/a>. Podle statistik zve\u0159ejn\u011bn\u00fdch <a href=\"https:\/\/www.advancedwebranking.com\/ctrstudy\/\">Advanced Web Raniking<\/a> se na takto um\u00edst\u011bn\u00fd \u010dl\u00e1nek <strong>proklikne p\u0159ibli\u017en\u011b 25 % lid\u00ed<\/strong>.<\/p>\n\n\n\n<p>Pokud bude v\u00e1\u0161 p\u0159\u00edsp\u011bvek skute\u010dn\u011b p\u0159\u00ednosn\u00fd a u\u017eite\u010dn\u00fd pro \u010dten\u00e1\u0159e, m\u016f\u017eete se st\u00e1t my\u0161lenkov\u00fdm l\u00eddrem a <strong>d\u016fv\u011bryhodn\u00fdm zdrojem informac\u00ed<\/strong> pro tis\u00edce lid\u00ed. Mnoho z&nbsp;t\u011bchto lid\u00ed se d\u00edky tomu m\u016f\u017ee st\u00e1t va\u0161imi z\u00e1kazn\u00edky a tak\u00e9 o v\u00e1s \u0159\u00edci sv\u00e9mu okol\u00ed.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Dal\u0161\u00ed v\u00fdhody obsahov\u00e9ho marketingu<\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Nen\u00ed finan\u010dn\u011b n\u00e1kladn\u00fd<\/li>\n\n\n\n<li>Zvy\u0161uje n\u00e1v\u0161t\u011bvnost soci\u00e1ln\u00edch s\u00edt\u00ed<\/li>\n\n\n\n<li>Zlep\u0161\u00ed um\u00edst\u011bn\u00ed va\u0161ich str\u00e1nek na Google<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\">Formy obsahov\u00e9ho marketingu<\/h2>\n\n\n\n<p>Obsahov\u00fd marketing je v&nbsp;podstat\u011b v\u0161e, co vytvo\u0159\u00edte a <strong>neobsahuje to zjevn\u00e9 prodejn\u00ed sd\u011blen\u00ed<\/strong>. Konkr\u00e9tn\u00ed forma content marketingu se v\u017edy odv\u00edj\u00ed od t\u00e9matu, kan\u00e1l\u016f a c\u00edl\u016f, kter\u00fdch m\u00e1 obsah dos\u00e1hnout.<\/p>\n\n\n\n<p>Pou\u017e\u00edv\u00e1n\u00ed v\u00edce druh\u016f obsahu nen\u00ed nutn\u00e9, ale m\u016f\u017ee v\u00e1m to pomoci z\u00edskat v\u011bt\u0161\u00ed anga\u017eovanost publika. T\u00edmto zp\u016fsobem nav\u00edc m\u016f\u017eete prozkoumat rozd\u00edly v&nbsp;ka\u017ed\u00e9m form\u00e1tu a ujistit se, kter\u00e9 jsou optim\u00e1ln\u00ed pro typ informac\u00ed, kter\u00fd chcete sv\u00e9mu publiku p\u0159edat. Mezi <strong>nejpou\u017e\u00edvan\u011bj\u0161\u00ed formy<\/strong> content marketingu pat\u0159\u00ed:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Blogov\u00e9 p\u0159\u00edsp\u011bvky<\/li>\n\n\n\n<li>Infografika<\/li>\n\n\n\n<li>Podcasty<\/li>\n\n\n\n<li>Videa<\/li>\n\n\n\n<li><a href=\"https:\/\/new.digiamo.cz\/new\/socialni-site\/\">Soci\u00e1ln\u00ed s\u00edt\u011b<\/a><\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\">Blogov\u00e9 p\u0159\u00edsp\u011bvky<\/h3>\n\n\n\n<p>Blogy v&nbsp;sou\u010dasnosti tvo\u0159\u00ed v\u011bt\u0161inu obsahov\u00e9ho marketingu, podle <a href=\"https:\/\/www.semrush.com\/lp\/state-of-content-marketing\/en\/?utm_source=statistics_post&amp;utm_medium=link&amp;utm_campaign=State_CM2019\">The State of Content Marketing Report 2019: Global Report<\/a> je to dokonce 89 %. Aby byly blogov\u00e9 p\u0159\u00edsp\u011bvky pro publikum u\u017eite\u010dn\u00e9, m\u011bli byste ps\u00e1t o t\u00e9matech souvisej\u00edc\u00edch s&nbsp;va\u0161imi produkty a slu\u017ebami sp\u00ed\u0161e ne\u017e o tom, jak jim dan\u00fd produkt zm\u011bn\u00ed \u017eivot. Podle spole\u010dnosti <a href=\"https:\/\/www.semrush.com\/blog\/blog-content-types-for-ecommerce\/\">Semrush<\/a> podniky, kter\u00e9 maj\u00ed blogy, z\u00edsk\u00e1vaj\u00ed <strong>o 97 % v\u00edce odkaz\u016f<\/strong> na sv\u00e9 webov\u00e9 str\u00e1nky a maj\u00ed o 434 % procent <strong>v\u00edce indexovan\u00fdch str\u00e1nek v&nbsp;<a href=\"https:\/\/new.digiamo.cz\/new\/blog\/serp\/\">SERP<\/a>u<\/strong>.<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p><strong><em>N\u00e1\u0161 tip<\/em><\/strong><em>: Zjist\u011bte, <\/em><a href=\"https:\/\/new.digiamo.cz\/new\/blog\/jak-napsat-clanek\/\"><em>jak napsat TOP \u010dl\u00e1nek na firemn\u00ed blog<\/em><\/a><em>, a\u0165 neopomenete nic d\u016fle\u017eit\u00e9ho.<\/em><\/p>\n<\/blockquote>\n\n\n\n<h3 class=\"wp-block-heading\">Infografika<\/h3>\n\n\n\n<p>Infografiku lze pou\u017e\u00edt jako dopln\u011bk k&nbsp;blogov\u00fdm p\u0159\u00edsp\u011bvk\u016fm i jako samostatn\u00fd obsah pro blogovac\u00ed platformy nebo pro soci\u00e1ln\u00ed s\u00edt\u011b. V&nbsp;podstat\u011b jde o to <strong>vz\u00edt komplikovan\u00e9 informace<\/strong> z&nbsp;nejr\u016fzn\u011bj\u0161\u00edch studi\u00ed a <strong>rozd\u011blit je do nejd\u016fle\u017eit\u011bj\u0161\u00edch bod\u016f<\/strong>. Opravdu dobr\u00e1 infografika vytvo\u0159en\u00e1 za pou\u017eit\u00ed kvalitn\u00edch <a href=\"https:\/\/new.digiamo.cz\/new\/blog\/4-top-nastroje-pro-tvorbu-infografiky\/\">n\u00e1stroj\u016f pro tvorbu infografiky<\/a> v\u00e1m m\u016f\u017ee pomoci z\u00edskat velkou pozornost publika. Kvalitn\u00ed infografika m\u016f\u017ee vypadat nap\u0159\u00edklad takto:<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/new.digiamo.cz\/new\/wp-content\/uploads\/2023\/07\/cool-infographics-inspiration-1-1024x613.jpg\" alt=\"\" class=\"wp-image-29907\" \/><figcaption class=\"wp-element-caption\">Zdroj: https:\/\/mymodernmet.com\/30-cool-infographics\/<\/figcaption><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\">Podcast<\/h3>\n\n\n\n<p>Podcasty nejsou univerz\u00e1ln\u00edm \u0159e\u0161en\u00edm pro ka\u017ed\u00fd typ obsahu. Pokud ale m\u00e1te co p\u0159ed\u00e1vat a m\u00e1te pot\u0159ebn\u00e9 vybaven\u00ed, podcasty sd\u00edlen\u00e9 prost\u0159ednictv\u00edm soci\u00e1ln\u00edch s\u00edt\u00ed <strong>mohou m\u00edt obrovsk\u00fd dosah<\/strong>. Tento typ obsahu je v\u0161ak d\u016fle\u017eit\u00e9 pl\u00e1novat a p\u0159ipravit s&nbsp;dostate\u010dn\u00fdm p\u0159edstihem.<\/p>\n\n\n\n<p>Podcasty pot\u00e9 m\u016f\u017eete za\u010dlenit do webov\u00fdch str\u00e1nek, soci\u00e1ln\u00edch s\u00edt\u00ed i hudebn\u00edch platforem. Obsah z&nbsp;podcast\u016f v\u00e1m m\u016f\u017ee poslou\u017eit jako <strong>z\u00e1klad \u201eevergreen\u201c obsahu<\/strong> ur\u010den\u00e9ho k&nbsp;roz\u010dlen\u011bn\u00ed na men\u0161\u00ed \u010d\u00e1sti, p\u0159epracov\u00e1n\u00ed a dal\u0161\u00edmu pou\u017eit\u00ed v&nbsp;jin\u00fdch form\u00e1ch. Podle <a href=\"https:\/\/www.toprankblog.com\/2014\/01\/podcasting-content-marketing\/\">Toprank blogu<\/a> v\u00edce ne\u017e jedna \u010dtvrtina poslucha\u010d\u016f podcast\u016f si za t\u00fdden poslechne \u0161est nebo v\u00edce relac\u00ed.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Videa<\/h3>\n\n\n\n<p>Videoobsah je finan\u010dn\u011b i \u010dasov\u011b n\u00e1ro\u010dn\u011bj\u0161\u00ed ne\u017e ostatn\u00ed formy obsahov\u00e9ho marketingu, nicm\u00e9n\u011b je mezi div\u00e1ky velmi \u017e\u00e1dan\u00fd. Dob\u0159e vytvo\u0159en\u00fd video spot m\u016f\u017ee publiku uk\u00e1zat zcela odli\u0161nou str\u00e1nku va\u0161eho podnik\u00e1n\u00ed, podobn\u011b jako podcast, a umo\u017en\u00ed v\u00e1m <strong>l\u00e9pe sd\u011blit<\/strong>, <strong>jak n\u011bkter\u00e9 v\u011bci funguj\u00ed<\/strong> nebo <strong>jak n\u011bco ud\u011blat<\/strong>.<\/p>\n\n\n\n<p>U\u017eite\u010dn\u00e9 je tak\u00e9 obohatit video textov\u00fdm \u00favodem a titulky. V\u00fdsledn\u00e9 video m\u016f\u017eete zve\u0159ejnit na va\u0161\u00ed webov\u00e9 str\u00e1nce, na blogu, na soci\u00e1ln\u00edch s\u00edt\u00edch nebo v&nbsp;r\u00e1mci e-mailingov\u00e9 kampan\u011b. V posledn\u00edch letech videoobsah jako\u017eto strategie obsahov\u00e9ho marketingu <strong>nab\u00fdv\u00e1 st\u00e1le v\u00edce na v\u00fdznamu<\/strong>. Dokl\u00e1daj\u00ed to i n\u00e1sleduj\u00edc\u00ed statistiky:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Podle <a href=\"https:\/\/www.marketingsherpa.com\/article\/chart\/preroll-ad-trust-by-generation\">MarketingSherpa<\/a> videa pom\u00e1haj\u00ed p\u0159il\u00e1kat o 300 % v\u011bt\u0161\u00ed n\u00e1v\u0161t\u011bvnost.<\/li>\n\n\n\n<li>Podle <a href=\"https:\/\/www.wyzowl.com\/video-marketing-statistics\/\">Wyzowl<\/a> shl\u00e9dnut\u00ed videa zna\u010dky p\u0159esv\u011bd\u010dilo 84 % lid\u00ed ke koupi produktu nebo slu\u017eby.<\/li>\n\n\n\n<li>68 % market\u00e9r\u016f tvrd\u00ed, \u017ee video m\u00e1 lep\u0161\u00ed n\u00e1vratnost investic ne\u017e Google Ads, uv\u00e1d\u00ed <a href=\"https:\/\/biteable.com\/blog\/video-marketing\/\">Biteable<\/a>.<\/li>\n\n\n\n<li>88 % video market\u00e9r\u016f uvedlo, \u017ee jim video p\u0159in\u00e1\u0161\u00ed pozitivn\u00ed n\u00e1vratnost investic, zve\u0159ejnil <a href=\"https:\/\/www.wyzowl.com\/video-marketing-statistics\/\">Wyzowl<\/a>.<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\">Soci\u00e1ln\u00ed s\u00edt\u011b<\/h3>\n\n\n\n<p><a href=\"https:\/\/new.digiamo.cz\/new\/socialni-site\/\" target=\"_blank\" rel=\"noreferrer noopener\">Soci\u00e1ln\u00ed s\u00edt\u011b<\/a> p\u0159edstavuj\u00ed specifickou kategorii obsahov\u00e9ho marketingu s&nbsp;vlastn\u00edmi pravidly. Na rozd\u00edl od jin\u00e9ho digit\u00e1ln\u00edho obsahu je toti\u017e va\u0161\u00edm c\u00edlem z\u00edskat <strong>anga\u017eovanost publika, kter\u00e1 je dob\u0159e m\u011b\u0159iteln\u00e1<\/strong>. <a href=\"https:\/\/blog.hubspot.com\/blog\/tabid\/6307\/bid\/23865\/13-mind-bending-social-media-marketing-statistics.aspx\">Hubspot<\/a> v&nbsp;souvislosti se soci\u00e1ln\u00edmi s\u00edt\u011bmi uv\u00e1d\u00ed n\u00e1sleduj\u00edc\u00ed statistiky:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Kr\u00e1tk\u00e1 videa<\/strong> jsou hlavn\u00edm form\u00e1tem soci\u00e1ln\u00edch m\u00e9di\u00ed, kter\u00fd pou\u017e\u00edv\u00e1 54 % market\u00e9r\u016f na soci\u00e1ln\u00edch s\u00edt\u00edch, n\u00e1sleduje \u017eiv\u00e9 vys\u00edl\u00e1n\u00ed, \u017eiv\u00e9 zvukov\u00e9 chatovac\u00ed m\u00edstnosti a obsah vytv\u00e1\u0159en\u00fd u\u017eivateli.<\/li>\n\n\n\n<li>80 % market\u00e9r\u016f \u0159\u00edk\u00e1, \u017ee <strong>vtipn\u00fd obsah<\/strong> je na soci\u00e1ln\u00edch s\u00edt\u00edch nej\u00fa\u010dinn\u011bj\u0161\u00ed.<\/li>\n\n\n\n<li>82 % market\u00e9r\u016f tvrd\u00ed, \u017ee upravuj\u00ed obsah nap\u0159\u00ed\u010d kan\u00e1ly soci\u00e1ln\u00edch m\u00e9di\u00ed.<\/li>\n\n\n\n<li>Jedn\u00edm z c\u00edl\u016f marketingu, kter\u00fd maj\u00ed market\u00e9\u0159i na soci\u00e1ln\u00edch s\u00edt\u00edch pro svou marketingovou strategii na soci\u00e1ln\u00edch s\u00edt\u00edch, je reklama jejich produkt\u016f nebo slu\u017eeb, n\u00e1sledovan\u00e1 zvy\u0161ov\u00e1n\u00edm <a href=\"https:\/\/new.digiamo.cz\/new\/slovnik\/brand-awareness\/\">pov\u011bdom\u00ed o zna\u010dce<\/a>.<\/li>\n<\/ul>\n\n\n\n<p>Naj\u00edt typ obsahu, kter\u00fd bude rezonovat s&nbsp;va\u0161\u00ed c\u00edlovou skupinou nen\u00ed jednoduch\u00e9, na druhou stranu pro \u00fa\u010dely soci\u00e1ln\u00edch s\u00edt\u00ed m\u016f\u017eete pou\u017e\u00edt <strong>obsah, kter\u00fd ji\u017e sd\u00edl\u00edte jinde<\/strong> (videa, podcasty, infografika apod.). Prost\u0159ednictv\u00edm anal\u00fdzy soci\u00e1ln\u00edch s\u00edt\u00ed budete schopni velmi rychle zjistit, <strong>jak\u00fd typ obsahu<\/strong> (audio, audio vizu\u00e1ln\u00ed, vizu\u00e1ln\u00ed) a <strong>jak\u00fd t\u00f3n hlasu<\/strong> (v\u00e1\u017en\u00fd, humorn\u00fd apod.) va\u0161e publikum preferuje.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Dal\u0161\u00ed formy content marketingu<\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Elektronick\u00e9 knihy<\/li>\n\n\n\n<li>Recenze<\/li>\n\n\n\n<li>N\u00e1vody<\/li>\n\n\n\n<li>Aktuality<\/li>\n\n\n\n<li>Webin\u00e1\u0159e<\/li>\n\n\n\n<li>P\u0159\u00edpadov\u00e9 studie<\/li>\n\n\n\n<li>Diskuzn\u00ed skupiny a po\u0159ady<\/li>\n\n\n\n<li>Newslettery<\/li>\n\n\n\n<li>Tematick\u00e9 weby<\/li>\n\n\n\n<li>Sout\u011b\u017ee<\/li>\n\n\n\n<li>Statistiky<\/li>\n\n\n\n<li>Internetov\u00e9 memy<\/li>\n<\/ul>\n\n\n\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" src=\"https:\/\/new.digiamo.cz\/new\/wp-content\/uploads\/2023\/07\/meme-marketing-filmy-1.jpg\" alt=\"\" class=\"wp-image-29908\" \/><figcaption class=\"wp-element-caption\"><em>Zdroj: https:\/\/lajk.online\/wp-content\/uploads\/2021\/01\/meme-marketing-filmy.jpg<\/em><\/figcaption><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\">C\u00edle obsahov\u00e9ho marketingu<\/h2>\n\n\n\n<p>Podstatou obsahov\u00e9ho marketingu je vytvo\u0159it obsah, kter\u00fd <strong>zaujme c\u00edlov\u00e9 publikum<\/strong>, z\u00edsk\u00e1 si jeho pozornost a vryje se mu do pam\u011bti. Abyste toho dos\u00e1hli, je nezbytn\u00e9 sd\u00edlet hodnotn\u00e9 a u\u017eite\u010dn\u00e9 informace, kter\u00e9 ur\u010ditou skupinu lid\u00ed <strong>vzd\u011bl\u00e1vaj\u00ed<\/strong>, <strong>pom\u00e1haj\u00ed<\/strong> j\u00ed nebo ji <strong>bav\u00ed<\/strong>. D\u016fle\u017eit\u00e1 je tak\u00e9 <strong>originalita<\/strong> obsahu, abyste dok\u00e1zali vyniknout v z\u00e1plav\u011b jin\u00e9ho digit\u00e1ln\u00edho obsahu, kter\u00fdmi je b\u011b\u017en\u00fd spot\u0159ebitel denn\u011b obklopov\u00e1n.<\/p>\n\n\n\n<p>Konkr\u00e9tn\u00ed c\u00edle content marketingu v\u017edy z\u00e1vis\u00ed na <strong>odv\u011btv\u00ed, produktu nebo slu\u017eb\u011b<\/strong>, kterou dan\u00e1 spole\u010dnost poskytuje a na tom, \u010deho se sna\u017e\u00ed dos\u00e1hnout. Hlavn\u00edm a nejd\u016fle\u017eit\u011bj\u0161\u00edm&nbsp;c\u00edlem ka\u017ed\u00e9ho kvalitn\u00edho obsahov\u00e9ho marketingu je v\u0161ak <strong>vn\u00e9st zna\u010dku do pov\u011bdom\u00ed<\/strong> c\u00edlov\u00e9ho publika.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Zv\u00fd\u0161en\u00ed pov\u011bdom\u00ed o va\u0161\u00ed zna\u010dce<\/h3>\n\n\n\n<p>Dobr\u00e9 pov\u011bdom\u00ed o zna\u010dce znamen\u00e1, \u017ee jednotlivec zn\u00e1 <strong>n\u00e1zev, vlastnosti i image produktu<\/strong>. Kdy\u017e pak z\u00e1kazn\u00edk pot\u0159ebuje ur\u010ditou slu\u017ebu nebo produkt, m\u011bl by si vybavit pr\u00e1v\u011b va\u0161i zna\u010dku. Pokud si va\u0161i z\u00e1kazn\u00edci nav\u00edc spoj\u00ed zna\u010dku s&nbsp;<strong>pozitivn\u00edmi zku\u0161enostmi<\/strong>, je mnohem vy\u0161\u0161\u00ed pravd\u011bpodobnost, \u017ee se k&nbsp;v\u00e1m budou vracet, sd\u00edlet v\u00e1\u0161 marketingov\u00fd obsah a tak\u00e9 od v\u00e1s nakupovat.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Dal\u0161\u00ed c\u00edle content marketingu<\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Ustanoven\u00ed zna\u010dky jako my\u0161lenkov\u00e9ho l\u00eddra<\/li>\n\n\n\n<li>Generov\u00e1n\u00ed potenci\u00e1ln\u00edch z\u00e1kazn\u00edk\u016f (zv\u00fd\u0161en\u00ed konverze)<\/li>\n\n\n\n<li>Budov\u00e1n\u00ed loajality a vazby z\u00e1kazn\u00edk\u016f<\/li>\n\n\n\n<li>Zlep\u0161en\u00ed organick\u00e9 n\u00e1v\u0161t\u011bvnosti webu (<a href=\"https:\/\/new.digiamo.cz\/new\/seo\/\">SEO<\/a>)<\/li>\n\n\n\n<li>Pos\u00edlen\u00ed prodeje<\/li>\n<\/ul>\n\n\n\n<p>Abyste t\u011bchto c\u00edl\u016f mohli dos\u00e1hnout, je nezbytn\u00e9 vytvo\u0159it kvalitn\u00ed marketingovou strategii, v&nbsp;r\u00e1mci n\u00ed\u017e se napl\u00e1nuje <strong>co, kde, kdy, jak a pro koho<\/strong> se vytvo\u0159\u00ed.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Strategie obsahov\u00e9ho marketingu<\/h2>\n\n\n\n<p>Z\u00e1kladem ka\u017ed\u00e9ho \u00fasp\u011b\u0161n\u00e9ho content marketingu je dob\u0159e vytvo\u0159en\u00e1 marketingov\u00e1 strategie, jej\u00edm\u017e z\u00e1kladem je obsahov\u00e1 anal\u00fdza. Strategie obsahov\u00e9ho marketingu p\u0159edstavuje promy\u0161len\u00fd projekt, kter\u00fd v\u00e1m pom\u016f\u017ee p\u0159ej\u00edt od chaotick\u00e9ho vytv\u00e1\u0159en\u00ed obsahu k <strong>budov\u00e1n\u00ed organizovan\u00e9ho syst\u00e9mu se specifick\u00fdmi c\u00edli<\/strong>, metrikami \u00fasp\u011bchu a procesy pro neust\u00e1l\u00e9 zlep\u0161ov\u00e1n\u00ed.<\/p>\n\n\n\n<p><strong>Obsahov\u00e1 anal\u00fdza<\/strong> se v&nbsp;po\u010d\u00e1tc\u00edch zam\u011b\u0159uje hlavn\u011b na samotn\u00fd produkt a na z\u00e1kazn\u00edka, pom\u00e1h\u00e1 stanovit zp\u016fsob komunikace s&nbsp;publikem a zkoum\u00e1 konkurenci. Jakmile m\u00e1te n\u011bjak\u00e9 publikum a z\u00e1kazn\u00edky, je nezbytn\u00e9 podrobit rozboru data z\u00edskan\u00e1 m\u011b\u0159en\u00edm n\u00e1v\u0161t\u011bvnosti a konverz\u00ed. Pro vytvo\u0159en\u00ed obsahov\u00e9 strategie je nutn\u00e9 si stanovit:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Pro koho se bude tvo\u0159it<\/li>\n\n\n\n<li>Co se bude tvo\u0159it<\/li>\n\n\n\n<li>Kdy a jak \u010dasto se to bude publikovat<\/li>\n\n\n\n<li>Jak se to bude propagovat (aby byly napln\u011bny stanoven\u00e9 c\u00edle)<\/li>\n<\/ul>\n\n\n\n<p>Strategie obsahov\u00e9ho marketingu by tedy m\u011bla m\u00edt <strong>p\u011bt z\u00e1kladn\u00edch prvk\u016f<\/strong>, aby byla \u00fasp\u011b\u0161n\u00e1: osobnost publika, um\u00edst\u011bn\u00ed zna\u010dky a p\u0159\u00edb\u011bhu, posl\u00e1n\u00ed obsahov\u00e9ho marketingu, obchodn\u00ed p\u0159\u00edpad a ak\u010dn\u00ed pl\u00e1n. N\u00ed\u017ee si je p\u0159ibl\u00ed\u017e\u00edme.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Osobnost publika<\/h3>\n\n\n\n<p>P\u0159\u00edb\u011bh va\u0161\u00ed zna\u010dky nem\u016f\u017eete vypr\u00e1v\u011bt bez toho, ani\u017e byste v\u011bd\u011bli, <strong>komu jej vypr\u00e1v\u00edte<\/strong>. Prvn\u00edm krokem pro v\u00e1s bude identifikovat publikum, na kter\u00e9 budete c\u00edlit. Nejlep\u0161\u00edm v\u00fdchoz\u00edm bodem pro va\u0161i obsahovou strategii je tedy va\u0161e c\u00edlov\u00e9 publikum.<\/p>\n\n\n\n<p>Zat\u00edmco osobnosti kupuj\u00edc\u00edch budou tvo\u0159it z\u00e1klad va\u0161\u00ed obsahov\u00e9 strategie, va\u0161e publikum se <strong>neskl\u00e1d\u00e1 pouze z kupuj\u00edc\u00edch<\/strong>. Publikum zahrnuje lidi, kte\u0159\u00ed za\u010dnou interagovat s va\u0161\u00ed zna\u010dkou dlouho p\u0159edt\u00edm, ne\u017e zam\u00fd\u0161lej\u00ed prov\u00e9st n\u00e1kup. Zjistit, kdo je va\u0161\u00edm publikem m\u016f\u017eete nap\u0159\u00edklad na z\u00e1klad\u011b:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Pr\u016fzkumu va\u0161ich st\u00e1vaj\u00edc\u00edch z\u00e1kazn\u00edk\u016f<\/li>\n\n\n\n<li>Pr\u016fzkumu, na koho c\u00edl\u00ed va\u0161e konkurence<\/li>\n\n\n\n<li>Stanoven\u00edm si, na koho nechcete c\u00edlit<\/li>\n<\/ul>\n\n\n\n<p>Pokud m\u00e1 va\u0161e firma v\u00edce ne\u017e jeden typ z\u00e1kazn\u00edka, i va\u0161e marketingov\u00e1 strategie m\u016f\u017ee b\u00fdt zam\u011b\u0159ena na <strong>v\u00edce typ\u016f u\u017eivatel\u016f<\/strong>. C\u00edlit na ka\u017ed\u00e9ho z&nbsp;nich v\u00e1m umo\u017en\u00ed vyu\u017eit\u00ed v\u00edce typ\u016f obsahu i kan\u00e1l\u016f.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Um\u00edst\u011bn\u00ed zna\u010dky a p\u0159\u00edb\u011bhu<\/h3>\n\n\n\n<p>Jasn\u011b definovan\u00e9 um\u00edst\u011bn\u00ed zna\u010dky a produktu v\u00e1m pom\u016f\u017ee zajistit konzistentn\u00ed z\u00e1\u017eitek pro va\u0161e publikum a tak\u00e9 <strong>vybudovat vhodnou image<\/strong> prost\u0159ednictv\u00edm v\u0161ech n\u00e1stroj\u016f obsahov\u00e9ho marketingu. Ot\u00e1zky, kter\u00e9 v\u00e1m v&nbsp;rozhodov\u00e1n\u00ed mohou pomoci, jsou nap\u0159\u00edklad:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Jak\u00e9 m\u00e1 va\u0161e publikum c\u00edle?<\/li>\n\n\n\n<li>Kdo je va\u0161\u00ed nejv\u011bt\u0161\u00ed konkurenc\u00ed a jak prod\u00e1vaj\u00ed sv\u00e9 produkty?<\/li>\n\n\n\n<li>Jak\u00e1 je jedine\u010dn\u00e1 hodnota va\u0161\u00ed zna\u010dky?<\/li>\n\n\n\n<li>Jak\u00e9 probl\u00e9my pom\u00e1h\u00e1 v\u00e1\u0161 produkt \u0159e\u0161it?<\/li>\n\n\n\n<li>Co z&nbsp;n\u011bj d\u011bl\u00e1 lep\u0161\u00ed volbu oproti jin\u00fdm konkuren\u010dn\u00edm produkt\u016fm?<\/li>\n<\/ul>\n\n\n\n<p>Informace, kter\u00e9 z\u00edsk\u00e1te, pou\u017eijte k&nbsp;<strong>utv\u00e1\u0159en\u00ed pil\u00ed\u0159\u016f p\u0159\u00edb\u011bhu va\u0161\u00ed zna\u010dky<\/strong>. P\u0159\u00edb\u011bh zna\u010dky je souhrnem historie, posl\u00e1n\u00ed, \u00fa\u010delu a hodnot va\u0161\u00ed spole\u010dnosti. M\u016f\u017ee v\u00e1m tedy pomoci vybrat spr\u00e1vn\u00fd sm\u011br va\u0161\u00ed obsahov\u00e9 strategie a <strong>identifikovat nejlep\u0161\u00ed t\u00e9mata<\/strong>.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Posl\u00e1n\u00ed obsahov\u00e9ho marketingu<\/h3>\n\n\n\n<p>Aby se va\u0161e zna\u010dka stala d\u016fv\u011bryhodn\u00fdm zdrojem obsahu, je d\u016fle\u017eit\u00e9 definovat vlastn\u00ed nab\u00eddku medi\u00e1ln\u00ed hodnoty. Usnadn\u00ed v\u00e1m tom zjistit, v&nbsp;\u010dem se va\u0161e obsahov\u00e1 strategie odli\u0161uje od ostatn\u00edch a <strong>efektivn\u011bji konkurovat jin\u00fdm zna\u010dk\u00e1m<\/strong>. Pomoci v\u00e1m mohou tyto ot\u00e1zky:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Jakou jedine\u010dnou hodnotu publiku poskytujete sv\u00fdm obsahem?<\/li>\n\n\n\n<li>Jak se odli\u0161ujete od ostatn\u00edch tv\u016frc\u016f obsahu?<\/li>\n\n\n\n<li>Pro\u010d by lid\u00e9 m\u011bli sledovat va\u0161e komunika\u010dn\u00ed kan\u00e1ly?<\/li>\n<\/ul>\n\n\n\n<p>Odpov\u011bdi na tyto ot\u00e1zky by v\u00e1m m\u011bli pomoci si uv\u011bdomit, <strong>jak\u00e9 je posl\u00e1n\u00ed va\u0161eho obsahov\u00e9ho marketingu<\/strong>, a t\u00edm p\u00e1dem shrnout, pro\u010d obsah vytv\u00e1\u0159\u00edte a kdo z&nbsp;n\u011bj m\u016f\u017ee m\u00edt prosp\u011bch.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Obchodn\u00ed p\u0159\u00edpad<\/h3>\n\n\n\n<p>Poskytov\u00e1n\u00ed hodnoty publiku je ned\u00edlnou sou\u010d\u00e1st\u00ed dobr\u00e9 marketingov\u00e9 strategie. Krom\u011b z\u00edsk\u00e1n\u00ed v\u011bt\u0161\u00edho mno\u017estv\u00ed publika by ale m\u011bl v\u00e1\u0161 obsah tak\u00e9 <strong>posunout va\u0161e podnik\u00e1n\u00ed vp\u0159ed<\/strong>. Je proto d\u016fle\u017eit\u00e9 si <strong>definovat obchodn\u00ed c\u00edle<\/strong>, kter\u00fdch mus\u00ed spole\u010dnost dos\u00e1hnout, a zjistit, jak toho obsahov\u00fdm marketingem dos\u00e1hnete. Zodpov\u011bzte si ot\u00e1zku:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Kolik finan\u010dn\u00edch zdroj\u016f mus\u00edte investovat do va\u0161\u00ed obsahov\u00e9 strategie a jak\u00e9 v\u00fdsledky chcete generovat?<\/li>\n<\/ul>\n\n\n\n<p>Zpracovan\u00fd obchodn\u00ed p\u0159\u00edpad v\u00e1m pom\u016f\u017ee l\u00e9pe <strong>porozum\u011bt v\u00fdhod\u00e1m, n\u00e1klad\u016fm a rizik\u016fm<\/strong> integrov\u00e1n\u00ed obsahov\u00e9ho marketingu a umo\u017en\u00ed v\u00e1m p\u0159esv\u011bd\u010dit osoby s&nbsp;rozhodovac\u00ed pravomoc\u00ed o jeho p\u0159\u00ednosu pro spole\u010dnost.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Ak\u010dn\u00ed pl\u00e1n<\/h3>\n\n\n\n<p>Na z\u00e1v\u011br vypi\u0161te sv\u00e9 hlavn\u00ed marketingov\u00e9 kampan\u011b a projekty pro dan\u00fd rok nebo obdob\u00ed a <strong>p\u0159idejte je do sv\u00e9ho pl\u00e1nu obsahu<\/strong>. Je d\u016fle\u017eit\u00e9 p\u0159em\u00fd\u0161let o tom, jak dos\u00e1hnout c\u00edl\u016f obsahov\u00e9ho marketingu, kter\u00e9 jste pro svou firmu stanovili. D\u00edky tomu budete moci efektivn\u011bji promyslet ka\u017ed\u00fd krok obsahov\u00e9 strategie. Do ak\u010dn\u00edho pl\u00e1nu nezapome\u0148te p\u0159idat n\u00e1sleduj\u00edc\u00ed informace:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Hlavn\u00ed form\u00e1ty obsahu, na kter\u00e9 se chcete zam\u011b\u0159it<\/li>\n\n\n\n<li>Hlavn\u00ed t\u00e9mata a kampan\u011b<\/li>\n\n\n\n<li>Kan\u00e1ly pro distribuci obsahu<\/li>\n<\/ul>\n\n\n\n<p>V\u00e1\u0161 pl\u00e1n je d\u016fle\u017eit\u00e9 <strong>zdokumentovat v&nbsp;redak\u010dn\u00edm kalend\u00e1\u0159i <\/strong>nap\u0159\u00edklad prost\u0159ednictv\u00edm prezentace, tabulky, Google dokumentu apod., kter\u00fd dob\u0159e funguje pro v\u00e1\u0161 obchodn\u00ed model a lze jej snadno sd\u00edlet se v\u0161emi z\u00fa\u010dastn\u011bn\u00fdmi stranami.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Kvalitativn\u00ed a kvantitativn\u00ed obsahov\u00e1 anal\u00fdza<\/h2>\n\n\n\n<p>Z\u00e1kladn\u00ed zp\u016fsoby z\u00edsk\u00e1v\u00e1n\u00ed dat se d\u011bt\u00ed na dv\u011b specifick\u00e9 skupiny \u2013 kvalitativn\u00ed a kvantitativn\u00ed. Jakmile si zvol\u00edte <strong>c\u00edlovou skupinu a c\u00edle v\u00fdzkumu<\/strong>, m\u016f\u017eete zvolit vhodnou metodu. C\u00edl\u016f v\u00fdzkumu m\u016f\u017ee b\u00fdt n\u011bkolik. Jako p\u0159\u00edklady si m\u016f\u017eeme uv\u00e9st n\u00e1sleduj\u00edc\u00ed:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Naj\u00edt produkt<\/li>\n\n\n\n<li>Specifikovat produkt nebo slu\u017ebu<\/li>\n\n\n\n<li>Zjistit, jak\u00e9 probl\u00e9my \u0159e\u0161\u00ed c\u00edlov\u00e1 skupina<\/li>\n\n\n\n<li>Zjistit, jak c\u00edlov\u00e1 skupina na produkt reaguje<\/li>\n<\/ul>\n\n\n\n<p>S&nbsp;ohledem na povahu va\u0161ich c\u00edl\u016f je nezbytn\u00e9 si vyjasnit, zda v\u00e1m jde p\u0159edev\u0161\u00edm o <strong>mno\u017estv\u00ed respondent\u016f a odpov\u011bd\u00ed<\/strong>, tedy co nejv\u011bt\u0161\u00ed po\u010det m\u011b\u0159iteln\u00fdch odpov\u011bd\u00ed, nebo <strong>o kvalitu dat<\/strong>, kter\u00e1 jsou \u0161iroce variabiln\u00ed. P\u0159i detailn\u00edm v\u00fdzkumu s&nbsp;v\u011bt\u0161\u00edm rozpo\u010dtem je tak\u00e9 mo\u017en\u00e9 ob\u011b metody kombinovat.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Kvalitativn\u00ed obsahov\u00e1 anal\u00fdza<\/h3>\n\n\n\n<p>Je-li va\u0161\u00edm c\u00edlem zjistit, jak\u00fd probl\u00e9m \u0159e\u0161\u00ed va\u0161e <a href=\"https:\/\/new.digiamo.cz\/new\/slovnik\/cilova-skupina\/\">c\u00edlov\u00e1 skupina<\/a>, naj\u00edt jeho p\u0159\u00ed\u010dinu, <strong>pod\u00edvat se na danou problematiku do hloubky <\/strong>a porozum\u011bt souvislostem, je kvalitativn\u00ed anal\u00fdza vhodnou volbou. Tento pr\u016fzkum m\u016f\u017eete prov\u00e9st n\u00e1sleduj\u00edc\u00edmi zp\u016fsoby:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Rozhovorem: je \u010dasov\u011b n\u00e1ro\u010dn\u011bj\u0161\u00ed.<\/li>\n\n\n\n<li>Pozorov\u00e1n\u00edm: pou\u017e\u00edv\u00e1 se k&nbsp;popisu etnografick\u00fdch, soci\u00e1ln\u00edch nebo z\u00e1jmov\u00fdch skupin.<\/li>\n\n\n\n<li>Studiem vizu\u00e1ln\u00edch nebo zvukov\u00fdch produkt\u016f c\u00edlov\u00e9 skupiny (fotografie, online komunikace, apod.). Umo\u017e\u0148uje vysledovat vztahy, vazby a informace, kter\u00e9 nelze z\u00edskat z&nbsp;rozhovoru ani pozorov\u00e1n\u00ed.<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\">Kvantitativn\u00ed obsahov\u00e1 anal\u00fdza<\/h3>\n\n\n\n<p>Chcete-li z\u00edskat <strong>m\u011b\u0159iteln\u00e1 a uspo\u0159adateln\u00e1 data<\/strong>, vhodn\u011bj\u0161\u00ed volbou je kvantitativn\u00ed anal\u00fdza. V&nbsp;tomto p\u0159\u00edpad\u011b ji\u017e m\u00e1te p\u0159edstavu o tom, jak\u00e9 odpov\u011bdi m\u016f\u017eete na va\u0161e ot\u00e1zky dostat. N\u00e1sledn\u011b je m\u016f\u017eete vy\u010d\u00edslit, srovnat a podrobit dal\u0161\u00ed anal\u00fdze. Nej\u010dast\u011bji se odpov\u00edd\u00e1 na ot\u00e1zky typu <em>co<\/em>? a <em>kolik<\/em>?. V\u00fdsledky lze z\u00edskat nap\u0159\u00edklad prost\u0159ednictv\u00edm <strong>dotazn\u00edk\u016f <\/strong>s&nbsp;uzav\u0159en\u00fdmi \u010di otev\u0159en\u00fdmi ot\u00e1zkami. K&nbsp;tvorb\u011b dotazn\u00edk\u016f lze vyu\u017e\u00edt nap\u0159\u00edklad Google forms.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Form\u00e1ty obsahov\u00e9ho marketingu v&nbsp;z\u00e1vislosti na c\u00edlech<\/h2>\n\n\n\n<p>Jak jsme si ji\u017e uvedli v\u00fd\u0161e, jednotliv\u00e9 c\u00edle obsahov\u00e9ho marketingu se v\u017edy odv\u00edjej\u00ed od odv\u011btv\u00ed, produktu i slu\u017eby, kterou dan\u00e1 spole\u010dnost poskytuje. Nehled\u011b na to, co nab\u00edz\u00edte, hlavn\u00edm c\u00edlem va\u0161eho obsahov\u00e9ho marketingu by m\u011blo b\u00fdt zv\u00fd\u0161en\u00ed pov\u011bdom\u00ed o zna\u010dce, kter\u00e9 bude <strong>generovat v\u011bt\u0161\u00ed publikum<\/strong> a potenci\u00e1ln\u00ed z\u00e1kazn\u00edky.<\/p>\n\n\n\n<p>Publikum sest\u00e1v\u00e1 z&nbsp;div\u00e1k\u016f, sleduj\u00edc\u00edch, kupuj\u00edc\u00edch a obh\u00e1jc\u016f, kte\u0159\u00ed va\u0161i zna\u010dku doporu\u010d\u00ed jin\u00fdm lidem. V&nbsp;z\u00e1vislosti na va\u0161ich konkr\u00e9tn\u00edch c\u00edlech a produktu si m\u016f\u017eete vybrat vhodn\u00e9 form\u00e1ty, ty je \u010dasto mo\u017en\u00e9 r\u016fzn\u011b kombinovat. N\u00ed\u017ee si uvedeme n\u011bkolik p\u0159\u00edklad\u016f.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Zv\u00fd\u0161en\u00ed pov\u011bdom\u00ed o zna\u010dce<\/h3>\n\n\n\n<p>Chcete-li zv\u00fd\u0161it pov\u011bdom\u00ed o zna\u010dce, m\u011bli byste nejprve ur\u010dit <strong>t\u00f3n a osobnost sv\u00e9 zna\u010dky<\/strong> a pot\u00e9 se spojit s c\u00edlov\u00fdm publikem tam, kde tr\u00e1v\u00ed \u010das, nap\u0159\u00edklad na soci\u00e1ln\u00edch s\u00edt\u00edch. Mezi zp\u016fsoby, jak zlep\u0161it pov\u011bdom\u00ed o zna\u010dce, pat\u0159\u00ed nap\u0159\u00edklad:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Sd\u00edlen\u00ed zaj\u00edmav\u00fdch \u010dl\u00e1nk\u016f o va\u0161\u00ed spole\u010dnosti nebo oboru<\/li>\n\n\n\n<li>Vytv\u00e1\u0159en\u00ed pr\u016fzkum\u016f, kter\u00e9 oslov\u00ed va\u0161e publikum<\/li>\n\n\n\n<li>Sd\u00edlen\u00ed hodnot a kultury spole\u010dnosti na soci\u00e1ln\u00edch s\u00edt\u00edch<\/li>\n\n\n\n<li>Sd\u00edlen\u00ed bezplatn\u00fdch materi\u00e1l\u016f, jako jsou videa, pr\u016fvodce \u010di elektronick\u00e9 knihy<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\">Ustanoven\u00ed zna\u010dky jako my\u0161lenkov\u00e9ho l\u00eddra<\/h3>\n\n\n\n<p>My\u0161lenkov\u00ed l\u00edd\u0159i jsou jednotlivci a organizace, kter\u00fdm lid\u00e9 d\u016fv\u011b\u0159uj\u00ed a <strong>uzn\u00e1vaj\u00ed je jako autority ve sv\u00e9m oboru<\/strong>. Pokud lid\u00e9 pova\u017euj\u00ed va\u0161i spole\u010dnost za my\u0161lenkov\u00e9ho l\u00eddra v oboru, p\u0159ijdou za v\u00e1mi pro odborn\u00e9 znalosti a rady v t\u00e9to oblasti, co\u017e m\u016f\u017ee nakonec v\u00e9st k prodeji. Rozv\u00edjet my\u0161lenkov\u00e9 veden\u00ed m\u016f\u017eete nap\u0159\u00edklad pomoc\u00ed:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Vytv\u00e1\u0159en\u00edm a sd\u00edlen\u00edm kvalitn\u00edho a renomovan\u00e9ho obsahu, se kter\u00fdm se va\u0161e publikum rezonuje<\/li>\n\n\n\n<li>Spoluprac\u00ed s dal\u0161\u00edmi l\u00eddry v oboru prost\u0159ednictv\u00edm webin\u00e1\u0159\u016f a panelov\u00fdch diskuz\u00ed<\/li>\n\n\n\n<li>Zobrazov\u00e1n\u00edm va\u0161eho obsahu na webov\u00fdch str\u00e1nk\u00e1ch, kter\u00e9 lid\u00e9 nav\u0161t\u011bvuj\u00ed, nap\u0159\u00edklad prost\u0159ednictv\u00edm blogov\u00fdch \u010dl\u00e1nk\u016f nebo jin\u00fdch p\u0159\u00edsp\u011bvk\u016f (guest post\u016f).<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\">Generov\u00e1n\u00ed potenci\u00e1ln\u00edch z\u00e1kazn\u00edk\u016f<\/h3>\n\n\n\n<p>Podle firmy <a href=\"https:\/\/mailchimp.com\/resources\/business-to-business-marketing\/\">Mail Chimp<\/a> 72 % B2B market\u00e9r\u016f uv\u00e1d\u00ed, \u017ee obsahov\u00fd marketing zvy\u0161uje zapojen\u00ed a po\u010det potenci\u00e1ln\u00edch z\u00e1kazn\u00edk\u016f, kter\u00e9 generuj\u00ed. Jakmile identifikujete typ spot\u0159ebitele, kter\u00fd se s&nbsp;nejv\u011bt\u0161\u00ed pravd\u011bpodobnost\u00ed stane va\u0161\u00edm z\u00e1kazn\u00edkem, je na m\u00edst\u011b <strong>z\u00edskat jeho kontaktn\u00ed \u00fadaje<\/strong>, abyste ho mohli oslovit s&nbsp;informacemi o slu\u017eb\u00e1ch \u010di produktu, propaga\u010dn\u00edch akc\u00edch nebo chystan\u00fdch novink\u00e1ch. Toho lze dos\u00e1hnout nap\u0159\u00edklad:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>E-mailov\u00fdmi newslettery<\/li>\n\n\n\n<li>Zapojen\u00edm soci\u00e1ln\u00edch m\u00e9di\u00ed<\/li>\n\n\n\n<li>Propaga\u010dn\u00edmi akcemi, vzorky zdarma nebo jin\u00fdmi nab\u00eddkami<\/li>\n\n\n\n<li>Webin\u00e1\u0159i a jin\u00fdmi akcemi<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\">Obsahov\u00fd marketing: uk\u00e1zkov\u00e9 p\u0159\u00edklady<\/h2>\n\n\n\n<p>Vybavujete si obdob\u00ed, kdy z&nbsp;v\u00e1s ur\u010dit\u00fd obsah ud\u011blal v\u011brn\u00e9ho fanou\u0161ka konkr\u00e9tn\u00ed zna\u010dky? Mo\u017en\u00e1 to bylo video, blogov\u00fd p\u0159\u00edsp\u011bvek nebo d\u016fkladn\u011b promy\u0161len\u00e1 kampa\u0148. Poj\u010fme si n\u00ed\u017ee p\u0159edstavit n\u011bkter\u00e9 uk\u00e1zky zda\u0159il\u00e9ho obsahov\u00e9ho marketingu.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Spotify &#8211; Wrapper<\/h3>\n\n\n\n<p>V&nbsp;roce 2017 Spotify spustilo na soci\u00e1ln\u00edch s\u00edt\u00edch datovou kampa\u0148 s&nbsp;n\u00e1zvem Wrapped, kterou dnes zn\u00e1 snad ka\u017ed\u00fd u\u017eivatel. Spole\u010dnost vzala data poslucha\u010d\u016f a vytvo\u0159ila \u0159adu poutav\u00fdch statistik o jejich chov\u00e1n\u00ed p\u0159i poslechu. D\u016fvodem, pro\u010d kampa\u0148 velmi dob\u0159e zafungovala, je p\u0159edev\u0161\u00edm ten, \u017ee data o u\u017eivatelsk\u00e9 zku\u0161enosti byla personalizovan\u00e1 a <strong>velmi detailn\u00ed<\/strong> a v\u00fdsledn\u00e1 grafika byla vizu\u00e1ln\u011b p\u0159\u00edjemn\u00e1.<\/p>\n\n\n\n<p>Podle spole\u010dnosti <a href=\"https:\/\/www.moengage.com\/blog\/spotify-wrapped-2020-app-downloads-engagement\/\">Moengage<\/a> d\u00edky t\u00e9to kampani vzrostl v&nbsp;prosinci 2020 <strong>po\u010det registrac\u00ed do aplikace o 21 %<\/strong>. Wrapped je tedy uk\u00e1zkov\u00fdm p\u0159\u00edkladem obsahov\u00e9ho marketingu na soci\u00e1ln\u00edch s\u00edt\u00edch \u0159\u00edzen\u00e9ho influencery.<\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter size-full\"><img decoding=\"async\" src=\"https:\/\/new.digiamo.cz\/new\/wp-content\/uploads\/2023\/07\/content-marketing-priklad-1.png\" alt=\"content marketing uk\u00e1zka\" class=\"wp-image-29909\" \/><figcaption class=\"wp-element-caption\"><em>Zdroj: https:\/\/terakeet.com\/wp-content\/uploads\/2021\/08\/spotify-wrapped-content-marketing-example.png<\/em><\/figcaption><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\">Coca-Cola \u2013 Pod\u011bl se o radost<\/h3>\n\n\n\n<p>Coca-Cola spustila v&nbsp;roce 2013 reklamn\u00ed kampa\u0148 s&nbsp;n\u00e1zvem <em>Pod\u011bl se o radost<\/em> (v origin\u00e1le <em>Share a Coke<\/em>) v&nbsp;r\u00e1mci kter\u00e9 <strong>nahradila tradi\u010dn\u00ed logo<\/strong> k\u0159estn\u00edmi jm\u00e9ny. Kampa\u0148 byla spu\u0161t\u011bna v&nbsp;70 zem\u00edch po cel\u00e9m sv\u011bt\u011b a jen v&nbsp;\u010cesk\u00e9 republice se na etiket\u00e1ch lahv\u00ed objevilo 100 nejpou\u017e\u00edvan\u011bj\u0161\u00edch \u010desk\u00fdch jmen.<\/p>\n\n\n\n<p>Podle <a href=\"https:\/\/www.mrs.org.uk\/pdf\/US_COCA_COLA_-_FINAL_TWO.pdf\">studie Coca-Coly<\/a> v\u00fdsledkem kampan\u011b bylo, \u017ee 1,25 milionu dal\u0161\u00edch dosp\u00edvaj\u00edc\u00edch vyzkou\u0161elo kolu b\u011bhem n\u00e1sleduj\u00edc\u00edho l\u00e9ta a prodeje balen\u00ed Coca-Coly jen v&nbsp;USA vzrostly o 11 %. <em>Pod\u011bl se o radost<\/em> byla v USA \u00fasp\u011b\u0161n\u011bj\u0161\u00ed v podpo\u0159e prodeje ne\u017e na kter\u00e9mkoli p\u0159edchoz\u00edm trhu, kde kampa\u0148 prob\u00edhala.<\/p>\n\n\n\n<p>D\u016fvodem, pro\u010d byla kampa\u0148 velmi \u00fasp\u011b\u0161n\u00e1 a ka\u017ed\u00fd o n\u00ed mluvil, byla op\u011bt <strong>personalizace obsahu<\/strong>. Tento osobn\u00ed kontakt byl j\u00e1drem cel\u00e9ho obsahov\u00e9ho marketingu. Coca-cola nesledovala online chov\u00e1n\u00ed spot\u0159ebitel\u016f, ale m\u00edsto toho se zam\u011b\u0159ila na to nejosobn\u011bj\u0161\u00ed a pro z\u00e1kazn\u00edky nejd\u016fle\u017eit\u011bj\u0161\u00ed \u2013 jejich jm\u00e9no.&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter size-full\"><img decoding=\"async\" src=\"https:\/\/new.digiamo.cz\/new\/wp-content\/uploads\/2023\/07\/Coca_Cola_pers-kampan-1.jpg\" alt=\"\" class=\"wp-image-29910\" \/><figcaption class=\"wp-element-caption\"><em>Zdroj: https:\/\/mediagurucdn.azureedge.net\/wp-content\/uploads\/2013\/05\/Coca_Cola_pers-kampan.jpg<\/em><\/figcaption><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\">Mail Chimp \u2013 All in a Day\u2019s Work<\/h3>\n\n\n\n<p>MailChimp je popul\u00e1rn\u00ed, snadno pou\u017eiteln\u00fd marketingov\u00fd n\u00e1stroj, kter\u00fd slou\u017e\u00ed p\u0159edev\u0161\u00edm k&nbsp;tvorb\u011b a hromadn\u00e9mu rozes\u00edl\u00e1n\u00ed newsletter\u016f pro mal\u00e9 a st\u0159edn\u00ed podniky. Krom\u011b toho ale poskytuje mo\u017enost sd\u00edlen\u00ed na soci\u00e1ln\u00edch s\u00edt\u00edch a sledov\u00e1n\u00ed dosahovan\u00e9 \u00fasp\u011b\u0161nosti.<\/p>\n\n\n\n<p>Vynik\u00e1 hlavn\u011b t\u00edm, \u017ee pom\u00e1h\u00e1 podnikatel\u016fm a mal\u00fdm podnik\u016fm vytv\u00e1\u0159et seznamy p\u0159edplatitel\u016f a generovat z nich nov\u00e9 potenci\u00e1ln\u00ed z\u00e1kazn\u00edky. To ale nebr\u00e1n\u00ed MailChimpu ve <strong>vytv\u00e1\u0159en\u00ed vlastn\u00edho zaj\u00edmav\u00e9ho a relevantn\u00edho obsahu<\/strong>. V lednu 2021 firma spustila minis\u00e9rii s n\u00e1zvem All in a Day\u2019s Work, kter\u00e1 hovo\u0159\u00ed o triumfech a v\u00fdzv\u00e1ch men\u0161\u00edch podnik\u016f.<\/p>\n\n\n\n<p>Atraktivn\u00ed stop-motion videa ukazuj\u00ed, \u017ee MailChimp rozum\u00ed probl\u00e9m\u016fm a triumf\u016fm, kter\u00fdm \u010del\u00ed mal\u00e9 podniky a podnikatel\u00e9. Vyu\u017e\u00edv\u00e1 tak p\u0159\u00edle\u017eitosti uk\u00e1zat sv\u00fdm z\u00e1kazn\u00edk\u016fm, \u017ee jim <strong>rozum\u00ed zp\u016fsobem, jak\u00fdm jin\u00ed mo\u017en\u00e1 ne<\/strong>.<\/p>\n\n\n\n<p><strong>Zde je odkaz na minis\u00e9rii:<\/strong><\/p>\n\n\n\n<p><a href=\"https:\/\/mailchimp.com\/presents\/series\/all-in-a-days-work\/silicon-valley-legends\/\">https:\/\/mailchimp.com\/presents\/series\/all-in-a-days-work\/silicon-valley-legends\/<\/a><\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Bu\u010fte konzistentn\u00ed v tvorb\u011b obsahu<\/h2>\n\n\n\n<p>Podstatou obsahov\u00e9ho marketingu je konzistentnost postaven\u00e1 na d\u016fkladn\u011b p\u0159ipraven\u00e9m pl\u00e1nu. Uspo\u0159\u00e1dejte si sv\u016fj redak\u010dn\u00ed kalend\u00e1\u0159 a vytrvejte. P\u0159ipravte se na to, \u017ee prvn\u00ed \u010dl\u00e1nky, videa ani jin\u00e9 typy p\u0159\u00edsp\u011bvk\u016f v\u00e1m nezajist\u00ed, \u017ee va\u0161emu publiku hned n\u011bco prod\u00e1te.<\/p>\n\n\n\n<p>H\u00fd\u010dkejte si sv\u00e9 fanou\u0161ky, zlep\u0161ujte sv\u00e9 dovednosti, propagujte v\u00e1\u0161 p\u0159\u00edb\u011bh a sb\u00edrejte data o va\u0161ich div\u00e1c\u00edch. Tvorba obsahu je ot\u00e1zkou <strong>um\u011bn\u00ed vypr\u00e1v\u011bt p\u0159\u00edb\u011bh <\/strong>a porozum\u011bt div\u00e1k\u016fm. \u010c\u00edm l\u00e9pe sv\u00e9 publikum zas\u00e1hnete, t\u00edm pravd\u011bpodobn\u011bji si z\u00edsk\u00e1te jeho sympatie a zajist\u00edte, \u017ee v\u00e1\u0161 obsah bude \u0161\u00ed\u0159it d\u00e1l. Tvorba a sd\u00edlen\u00ed va\u0161eho p\u0159\u00edb\u011bhu je v&nbsp;podstat\u011b <strong>marketingov\u00fdm ekvivalentem seznamov\u00e1n\u00ed<\/strong>.<\/p>\n\n\n\n<p>Zn\u00e1te n\u011bjak\u00e9 dal\u0161\u00ed zda\u0159il\u00e9 p\u0159\u00edklady obsahov\u00e9ho marketingu? Pokud ano, r\u00e1di si je p\u0159e\u010dteme v&nbsp;koment\u00e1\u0159\u00edch.<\/p>\n\n\n","protected":false},"excerpt":{"rendered":"<p>Nen\u00ed lep\u0161\u00ed zp\u016fsob, jak si z\u00edskat d\u016fv\u011bru z\u00e1kazn\u00edk\u016f, ne\u017e vytvo\u0159it obsah, kter\u00fd je hodnotn\u00fd a organick\u00fd, nikoli ru\u0161iv\u00fd. M\u00edsto p\u0159edv\u00e1d\u011bn\u00ed va\u0161ich produkt\u016f nebo slu\u017eeb va\u0161emu publiku poskytn\u011bte relevantn\u00ed informace, kter\u00e9 jim pom\u016f\u017eou vy\u0159e\u0161it jejich probl\u00e9my. Jin\u00fdmi slovy, vyu\u017eijte potenci\u00e1l marketingu. Zaj\u00edm\u00e1 v\u00e1s, co je obsahov\u00fd marketing a jak konkr\u00e9tn\u011b v\u00e1m m\u016f\u017ee pomoci? Pokra\u010dujte ve \u010dten\u00ed. [&hellip;]<\/p>\n","protected":false},"author":12,"featured_media":1120,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[25,29],"tags":[],"class_list":["post-1116","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-seo","category-social"],"meta_box":{"nadpis_cta":"Neda\u0159\u00ed se V\u00e1m vybudovat silnou zna\u010dku?","podnadpis_cta":"Vztah s publikem vy\u017eaduje p\u00e9\u010di, pravidelnost a zku\u0161enosti, jinak d\u016fv\u011bru nez\u00edsk\u00e1te.","text_button_cta":"Chci zv\u00fd\u0161it pov\u011bdom\u00ed o sv\u00e9 zna\u010dce","link_button_cta":"https:\/\/www.digiamo.cz\/spojte-se-s-nami\/"},"_links":{"self":[{"href":"https:\/\/new.digiamo.cz\/new\/wp-json\/wp\/v2\/posts\/1116","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/new.digiamo.cz\/new\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/new.digiamo.cz\/new\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/new.digiamo.cz\/new\/wp-json\/wp\/v2\/users\/12"}],"replies":[{"embeddable":true,"href":"https:\/\/new.digiamo.cz\/new\/wp-json\/wp\/v2\/comments?post=1116"}],"version-history":[{"count":0,"href":"https:\/\/new.digiamo.cz\/new\/wp-json\/wp\/v2\/posts\/1116\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/new.digiamo.cz\/new\/wp-json\/wp\/v2\/media\/1120"}],"wp:attachment":[{"href":"https:\/\/new.digiamo.cz\/new\/wp-json\/wp\/v2\/media?parent=1116"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/new.digiamo.cz\/new\/wp-json\/wp\/v2\/categories?post=1116"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/new.digiamo.cz\/new\/wp-json\/wp\/v2\/tags?post=1116"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}