{"id":2979,"date":"2020-08-29T10:39:56","date_gmt":"2020-08-29T08:39:56","guid":{"rendered":"https:\/\/www.jindrichsmitka.cz\/?p=2979"},"modified":"2020-08-29T10:39:56","modified_gmt":"2020-08-29T08:39:56","slug":"decentralizovane-informace-obsahovy-nebo-li-content-marketing","status":"publish","type":"post","link":"https:\/\/www.jindrichsmitka.cz\/index.php\/2020\/08\/29\/decentralizovane-informace-obsahovy-nebo-li-content-marketing\/","title":{"rendered":"Decentralizovan\u00e9 informace: Obsahov\u00fd nebo-li content marketing"},"content":{"rendered":"\n<p><strong>Obsahov\u00fd nebo-li content marketing je komunika\u010dn\u00ed postup poskytuj\u00edc\u00ed dencentralizovan\u00e9 informace. M\u00e1 c\u00edle, postupy a strategie. P\u0159echodov\u00fd m\u016fstek do digit\u00e1ln\u00ed doby a na digit\u00e1ln\u00ed produkty.<\/strong><\/p>\n\n\n\n<p>Obsahov\u00fd marketing je sou\u010d\u00e1st\u00ed online marketingov\u00fdch aktivit, jeho\u017e c\u00edlem je mimo jin\u00e9 zviditelnit firmy, instituce, webov\u00e9 str\u00e1nky nebo jednotlivce na internetu. Nejedn\u00e1 se o reklamu, ale o soubor aktivit, kter\u00e9 maj\u00ed za c\u00edl poskytovat kvalitn\u00ed informace a obohatit \u010dten\u00e1\u0159e.<\/p>\n\n\n\n<p>P\u0159i psan\u00ed tohoto blogu jsem se tak automaticky od doby jeho z\u0159\u00edzen\u00ed stal tv\u016frcem obsahov\u00e9ho marketingu. Blog jsem p\u016fvodn\u011b z\u0159\u00eddil s c\u00edlem zaznamen\u00e1vat si pozn\u00e1mky z cest a zejm\u00e9na pak z m\u00e9 \u017eivotn\u00ed 3000 kilometr\u016f dlouh\u00e9 pout\u011b do <strong>Santiaga de Compostela<\/strong> <a href=\"https:\/\/www.jindrichsmitka.cz\/2017\/06\/08\/kudy-z-cech-do-santiaga-de-compostela\/\">(\u010dt\u011bte v\u00edce zde)<\/a>.<\/p>\n\n\n\n<p>Nyn\u00ed se v\u0161ak d\u00edky jeho z\u0159\u00edzen\u00ed m\u016f\u017eeme spole\u010dn\u011b u\u010dit zaj\u00edmav\u00e9 dovednosti v oblasti online marketingu a digitalizace <a href=\"https:\/\/www.jindrichsmitka.cz\/2020\/04\/25\/dovednosti-digitalni-doby-a-open-source-platformy\/\">(v\u00edce o dovednostech digit\u00e1ln\u00ed doby jsem psal zde)<\/a>.<\/p>\n\n\n\n<p><strong>Obsah jako decentralizace informac\u00ed<\/strong><\/p>\n\n\n\n<p>Obsahov\u00fd marketing je vlastn\u011b novina\u0159ina v nov\u00e9 podob\u011b a nov\u00fdm posl\u00e1n\u00edm. Psan\u00ed a informov\u00e1n\u00ed ve\u0159ejnosti bylo p\u016fvodn\u011b v\u00fdsadou velk\u00fdch medi\u00e1ln\u00edch dom\u016f. D\u00edky internetu se v\u0161ak tento model p\u0159evr\u00e1til a poskytovat zaj\u00edmav\u00e9 a obohacuj\u00edc\u00ed informace m\u016f\u017ee ka\u017ed\u00fd jednotlivec \u010di firma.<\/p>\n\n\n\n<p>Zab\u00fdv\u00e1 se t\u00edm autor blogu, stejn\u011b jako mnoh\u00e9 firmy. Ka\u017ed\u00fd se tak nyn\u00ed m\u016f\u017ee sv\u00fdm zp\u016fsobem st\u00e1t novin\u00e1\u0159em i vydavatelsk\u00fdm domem. Je proto u\u017eite\u010dn\u00e9 \u010dten\u00e1\u0159e a z\u00e1kazn\u00edky informovat a zaj\u00edmav\u00fdch slu\u017eb\u00e1ch, produktech, my\u0161lenk\u00e1ch \u010di postupech a tak podobn\u011b.<\/p>\n\n\n\n<p>D\u00edky tomu maj\u00ed snad v\u0161ichni u\u017eivatel\u00e9 internetu p\u0159\u00edstup k informac\u00edm, kter\u00e9 pot\u0159ebuj\u00ed a to prakticky na dosah ruky. A to je p\u0159esn\u011b v\u00fddobytkem obsahov\u00e9ho marketingu. Poskytovat decentralizovan\u00e9 informace a komunikovat se z\u00e1jmovou ve\u0159ejnost\u00ed.<\/p>\n\n\n\n<script async=\"\" src=\"\/\/pagead2.googlesyndication.com\/pagead\/js\/adsbygoogle.js\"><\/script><!-- Automatick\u00e1 velikost reklamy --><ins class=\"adsbygoogle\" style=\"display: block;\" data-ad-client=\"ca-pub-9221645303649413\" data-ad-slot=\"8661693083\" data-ad-format=\"auto\" data-full-width-responsive=\"true\"><\/ins><script>\n(adsbygoogle = window.adsbygoogle || []).push({});\n<\/script><br>\n\n\n\n<p><strong>Obsah jako komunika\u010dn\u00ed aktivita<\/strong><\/p>\n\n\n\n<p>Stejn\u00fd postup k informov\u00e1n\u00ed lze pou\u017e\u00edt tak\u00e9 jako marketingovou a zejm\u00e9na komunika\u010dn\u00ed aktivitu. Nejv\u011bt\u0161\u00ed v\u00fdzvou v komunikaci firem se z\u00e1kazn\u00edky je p\u0159itom pr\u00e1v\u011b dob\u0159e komunikovat, udr\u017eet si pozornost z\u00e1kazn\u00edk\u016f a informovat smyslupln\u011b o sv\u00e9 \u010dinnosti.<\/p>\n\n\n\n<p>Poskytov\u00e1n\u00ed kvalitn\u00edch informac\u00ed je p\u0159itom jednou z mo\u017enost\u00ed jak setrvale komunikovat bez nutnosti aktivn\u011b tla\u010dit informace v\u0161udy kudy to jde jak to d\u011bl\u00e1 nap\u0159\u00edklad klasick\u00e1 reklama.<\/p>\n\n\n\n<p>Sta\u010d\u00ed pravideln\u011b poskytovat informace o zaj\u00edmav\u00fdch t\u00e9matech, produktech, slu\u017eb\u00e1ch \u010di n\u00e1padech a lid\u00e9 si tyto informace na internetu \u010dasto dohledaj\u00ed sami. Z\u00e1rove\u0148 t\u00edm definujeme, tvo\u0159\u00edme a p\u0159ed\u00e1v\u00e1me vlastn\u00ed image a poselstv\u00ed. Pracujeme t\u00edm tak\u00e9 na vlastn\u00ed nez\u00e1vislosti, m\u00e1me-li webovou str\u00e1nku, tak pro\u010d j\u00ed nevyu\u017e\u00edt k aktivn\u00ed komunikaci.<\/p>\n\n\n\n<p><strong>O<\/strong><strong>bsahov<\/strong><strong>\u00e1<\/strong><strong> komunikac<\/strong><strong>e<\/strong><strong> jako marketingov\u00fd n\u00e1stroj<\/strong><\/p>\n\n\n\n<p>Komunika\u010dn\u00ed postup je p\u0159itom stejn\u00fd: poskytovat kvalitn\u00ed obsah, poutav\u011b informovat c\u00edlovou skupinu, tak \u017ee je budou takov\u00e9 informace zaj\u00edmat a pozornost ji\u017e p\u0159ijde \u201esama\u201c. Nebo sp\u00ed\u0161 t\u00e9m\u011b\u0159 sama. Je proto pot\u0159eba pou\u017e\u00edt \u0161ir\u0161\u00ed soubor aktivit.<\/p>\n\n\n\n<p>Na rozd\u00edl rozd\u00edl od nejr\u016fzn\u011bj\u0161\u00edch reklam lid\u00e9 cht\u011bj\u00ed takov\u00fdm informac\u00edm v\u011bnovat pozornost. Je to p\u0159ece jen n\u011bco, co si sami vyhledaj\u00ed proto, \u017ee se cht\u011bj\u00ed n\u011bco dozv\u011bd\u011bt. Sta\u010d\u00ed takov\u00fdm hledaj\u00edc\u00edm poskytnout obohacuj\u00edc\u00ed informace, kter\u00e9 jim bude st\u00e1t za to \u010d\u00edst. <\/p>\n\n\n\n<p>Pochopiteln\u011b pokud se v\u011bnujete revolu\u010dn\u011b nov\u00e9mu oboru, kter\u00fd lid\u00e9 zat\u00edm ani neznaj\u00ed, tud\u00ed\u017e ho nemohou hledat, je pak dobr\u00e9 zvolit jin\u00e9 formy marketingu. V mno\u017estv\u00ed ostatn\u00edch p\u0159\u00edpad\u016f je v\u0161ak <strong>content marketing<\/strong> dobrou volnou. I <strong>obsahov\u00fd marketing<\/strong> v\u0161ak m\u00e1 sv\u00e1 pravidla a specifika.<\/p>\n\n\n\n<p>V minul\u00e9m \u010dl\u00e1nku jsme se proto zab\u00fdvali oblast\u00ed online marketingu zvanou SEO (Search engine optimization), nebo-li optimalizace (nejen) digit\u00e1ln\u00edho obsahu pro vyhled\u00e1vac\u00ed mechanismy <a href=\"https:\/\/www.jindrichsmitka.cz\/2020\/08\/01\/jak-na-digitalni-a-online-marketing-zaklady-prace-bez-velkych-nakladu\/\">(\u010dt\u011bte v\u00edce zde)<\/a>. Jedn\u00e1 se v podstat\u011b o soubor n\u00e1stroj\u016f pro pr\u00e1ci s vytvo\u0159en\u00fdm obsahem, kter\u00fd p\u0159izp\u016fsobujeme \u010ditelnosti u\u017eivatel\u016f i vyhled\u00e1va\u010d\u016f.<\/p>\n\n\n\n<script async=\"\" src=\"\/\/pagead2.googlesyndication.com\/pagead\/js\/adsbygoogle.js\"><\/script><!-- Automatick\u00e1 velikost reklamy --><ins class=\"adsbygoogle\" style=\"display: block;\" data-ad-client=\"ca-pub-9221645303649413\" data-ad-slot=\"8661693083\" data-ad-format=\"auto\" data-full-width-responsive=\"true\"><\/ins><script>\n(adsbygoogle = window.adsbygoogle || []).push({});\n<\/script><br>\n\n\n\n<p><strong>C\u00edle obsahov\u00e9ho marketingu<\/strong><\/p>\n\n\n\n<p>Z\u00e1kladn\u00ed ot\u00e1zkou, kterou by si m\u011bl ka\u017ed\u00fd v p\u0159\u00edpad\u011b obsahov\u00e9ho marketingu polo\u017eit je, \u010deho chci sv\u00fdmi aktivitami vlastn\u011b dos\u00e1hnout. C\u00edl\u016f m\u016f\u017ee b\u00fdt i v\u00edcero, ale aby jak\u00e1koli aktivita m\u011bla smysl, je t\u0159eba ji zac\u00edlit.<\/p>\n\n\n\n<p>Tento blogu m\u00e1 nap\u0159\u00edklad hned \u010dty\u0159i c\u00edle, na kter\u00fdch v r\u016fzn\u00fdch obdob\u00edch pracuji r\u016fzn\u011b intenzivn\u011b. A jak\u00e9 to jsou:<\/p>\n\n\n\n<p>1) Poskytovat zaj\u00edmav\u00e9 a kvalitn\u00ed informace<br>2) Prezentace a prodej vlastn\u00edch slu\u017eeb <a href=\"https:\/\/www.jindrichsmitka.cz\/sluzby\/\">(\u010dt\u011bte v\u00edce zde)<\/a><br>3) Prodej digit\u00e1ln\u00edch produkt\u016f <a href=\"https:\/\/www.jindrichsmitka.cz\/produkt\/videobeseda-3-000-kilometru-pesky-do-santiaga-de-compostela\/\">(m\u016f\u017eete shl\u00e9dnout zde)<\/a><br>4) Zkou\u0161en\u00ed zaj\u00edmav\u00fdch hobby aktivit na vlastn\u00ed k\u016f\u017ei (nap\u0159\u00edklad <a href=\"https:\/\/www.jindrichsmitka.cz\/2019\/06\/01\/domaci-vyroba-ryzovaci-zlab-na-zlato%EF%BB%BF\/\">jak si vyrobit r\u00fd\u017eovac\u00ed \u017elab zde<\/a>)<\/p>\n\n\n\n<p><strong>Dal\u0161\u00ed mo\u017en\u00e9 c\u00edle obsahov\u00e9ho marketingu<\/strong><\/p>\n\n\n\n<p>V p\u0159\u00edpad\u011b firemn\u00edho i osobn\u00edho marketingu se m\u016f\u017eeme zam\u011b\u0159it na n\u011bkolik hlavn\u00edch bod\u016f, kter\u00fdch chceme v r\u00e1mci obsahov\u00e9ho marketingu dos\u00e1hnout. M\u016f\u017ee se jednat nap\u0159\u00edklad o:<\/p>\n\n\n\n<p>1) Zv\u00fd\u0161en\u00ed pov\u011bdom\u00ed o firm\u011b a produktech<br>2) P\u0159ita\u017een\u00ed pozornosti c\u00edlov\u00e9 skupiny<br>3) Generov\u00e1n\u00ed potenci\u00e1ln\u00edch z\u00e1kazn\u00edk\u016f<br>4) Zlep\u0161en\u00ed um\u00edst\u011bn\u00ed ve vyhled\u00e1va\u010d\u00edch<br>5) Informov\u00e1n\u00ed z\u00e1kazn\u00edk\u016f<\/p>\n\n\n\n<p><strong>Jak realizovat obsahov\u00fd marketing?<\/strong><\/p>\n\n\n\n<p>P\u0159edn\u011b je t\u0159eba si ur\u010dit ke komu chcete vlastn\u011b mluvit, co bychom c\u00edlov\u00e9 skupin\u011b r\u00e1di sd\u011blili a jak\u00fd p\u0159\u00edstup a cesty k tomu zvol\u00edme. D\u00e1le bychom m\u011bli zn\u00e1t c\u00edl vlastn\u00ed aktivity a to v\u0161echno nejl\u00e9pe zabalit do jednotn\u00e9 strategie.<\/p>\n\n\n\n<p>Toto jsou p\u0159\u00edklady podn\u011bt\u016f, kter\u00e9 mohu p\u0159\u00edpadn\u00fdm z\u00e1jemc\u016fm pomoci zpracovat. V\u00edce o slu\u017eb\u00e1ch, kter\u00fdmi se zab\u00fdv\u00e1m se nejen v oblasti obsahov\u00e9ho marketingu se dozv\u00edte v z\u00e1lo\u017ece <a href=\"https:\/\/www.jindrichsmitka.cz\/sluzby\/\">slu\u017eby (zde)<\/a>.<\/p>\n\n\n\n<p>Po bezm\u00e1la p\u011bti letech tvorby obsahov\u00e9ho marketingu nejen na tomto blogu tak\u00e9 realizuji \u0161kolen\u00ed pro firmy, podnikatele i jednotlivce o tom jak s obsahov\u00fdm marketingem pracovat. V p\u0159\u00edpad\u011b z\u00e1jmu o spolupr\u00e1ci se na m\u011b s p\u0159\u00edpadn\u00fdm z\u00e1jmem m\u016f\u017eete obracet p\u0159\u00edmo prost\u0159ednictv\u00edm <a href=\"https:\/\/www.jindrichsmitka.cz\/kontaktni-formular\/\">kontaktn\u00edho formul\u00e1\u0159e (zde)<\/a>.<\/p>\n\n\n\n<p><strong>P\u0159echod<\/strong><strong>ov\u00fd m\u016fstek <\/strong><strong>do digit\u00e1ln\u00ed doby<\/strong><\/p>\n\n\n\n<p>Obsahov\u00fd marketing je tak\u00e9 dobr\u00fd p\u0159echodov\u00fd m\u016fstek do digit\u00e1ln\u00ed doby <a href=\"https:\/\/www.jindrichsmitka.cz\/2020\/04\/11\/prichazi-doba-informacni-a-digitalni-vek\/\">(psal jsem zde)<\/a>. Je p\u0159itom pot\u0159eba vz\u00edt to, co \u010dlov\u011bk um\u00ed a posunout to na novou \u00farove\u0148.<\/p>\n\n\n\n<p>Za\u010dal jsem s m\u00e1lem a postupn\u011b hled\u00e1m a zkou\u0161\u00edm dal\u0161\u00ed zaj\u00edmav\u00e9 cesty, jak uplatnit svoje znalosti a zku\u0161enosti. Jednou z cest je pr\u00e1v\u011b pokra\u010dov\u00e1n\u00ed p\u0159echodu na <strong>digit\u00e1ln\u00ed produkty<\/strong>.<\/p>\n\n\n\n<p>Velmi jsem si nap\u0159\u00edklad u\u017eil p\u0159edn\u00e1\u0161kovou \u010dinnost s besedou o pouti do Santiaga de Compostela, se kterou jsem projel republiku <a href=\"https:\/\/www.jindrichsmitka.cz\/2017\/11\/06\/besedova-tour-de-cesko-ma-dalsi-terminy\/\">(\u010dt\u011bte v\u00edce zde)<\/a>. V n\u00e1vaznosti na to jsem p\u0159ipravil digit\u00e1ln\u00ed produkt pr\u00e1v\u011b o t\u00e9to 3000 kilometr\u016f dlouh\u00e9 p\u011b\u0161\u00ed pouti <a href=\"https:\/\/www.jindrichsmitka.cz\/produkt\/videobeseda-3-000-kilometru-pesky-do-santiaga-de-compostela\/\">(v\u00edce zde)<\/a>, k tomu jsem dodal digit\u00e1ln\u00ed prodejn\u00ed kan\u00e1l <a href=\"https:\/\/www.jindrichsmitka.cz\/2020\/07\/18\/spusteni-e-shopu-alias-projekt-pocatku-digitalizace\/\">(\u010dt\u011bte v\u00edce zde)<\/a> p\u0159es kter\u00fd, si m\u016f\u017eete digit\u00e1ln\u00ed videobesedu o pouti do Santiaga de Compostela po\u0159\u00eddit p\u0159\u00edmo prost\u0159ednictv\u00edm tohoto blogu.<\/p>\n\n\n\n<p><strong>Vymyslet, odzkou\u0161et, digitalizovat<\/strong><\/p>\n\n\n\n<p>Stejn\u00fd postup nyn\u00ed realizuji i v oblasti \u0161kolen\u00ed. Vzal jsem to co ji\u017e um\u00edm, zpracoval to do nov\u00e9 podoby tak, aby toto know-how mohlo poslou\u017eit i dal\u0161\u00edm lidem.<\/p>\n\n\n\n<p>Na z\u00e1klad\u011b zp\u011btn\u00e9 vazby \u0161kolen\u00ed postupn\u011b vylep\u0161uji a v ur\u010dit\u00e9m bod\u011b p\u0159ijde na \u0159adu tak\u00e9 tvorba digit\u00e1ln\u00ed verze. A u\u017e se velmi t\u011b\u0161\u00edm, a\u017e cel\u00fd tento tvo\u0159iv\u00fd proces realizuji a\u017e do t\u00e9to podoby. Nyn\u00ed si m\u016f\u017eete p\u0159e\u010d\u00edst v\u00edce o tom, jak digitalizace zlep\u0161uje lidem \u017eivot <a href=\"https:\/\/www.jindrichsmitka.cz\/2020\/08\/15\/jak-digitalizace-zlepsuje-lidem-zivot\/\">(\u010dt\u011bte v\u00edce zde)<\/a>.<\/p>\n\n\n\n<p><em>M\u016f\u017eete se tak\u00e9 d\u00e1le pod\u00edvat na Videobesedu o pouti do Santiaga de Compostela <a href=\"https:\/\/www.jindrichsmitka.cz\/produkt\/videobeseda-3-000-kilometru-pesky-do-santiaga-de-compostela\/\">(zde)<\/a> a nad\u00e1le se m\u016f\u017eete t\u011b\u0161it na dal\u0161\u00ed zaj\u00edmav\u00e1 t\u00e9mata. Rozhodn\u011b se proto <strong>zapi\u0161t\u011b k odb\u011bru novinek<\/strong> do formul\u00e1\u0159e n\u00ed\u017ee, aby V\u00e1m nic neuniklo nebo <strong>podpo\u0159te provoz<\/strong> tohoto blogu p\u0159\u00edsp\u011bvkem <a href=\"https:\/\/www.jindrichsmitka.cz\/2019\/04\/13\/podporte-dalsi-rozvoj-blogu\">(v\u00edce zde)<\/a>.<\/em><\/p>\n\n\n\n<p><strong>P\u0159ihl\u00e1sit k odb\u011bru novinek:<\/strong> [mc4wp_form id=&#8220;175&#8243;]<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Obsahov\u00fd nebo-li content marketing je komunika\u010dn\u00ed postup poskytuj\u00edc\u00ed dencentralizovan\u00e9 informace. M\u00e1 c\u00edle, postupy a strategie. P\u0159echodov\u00fd m\u016fstek do digit\u00e1ln\u00ed doby a na digit\u00e1ln\u00ed produkty.<\/p>\n","protected":false},"author":2,"featured_media":2980,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[56],"tags":[1166,1253,1254,1193,1234,402,1255,1143,1256,1257],"class_list":["post-2979","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-myslenky","tag-cile","tag-content-marketing","tag-decentralizace","tag-digitalizace","tag-digitalni-produkt","tag-informace","tag-komunikace","tag-obsah","tag-obsahova-komunikace","tag-obsahovy-marketing"],"aioseo_notices":[],"jetpack_featured_media_url":"https:\/\/www.jindrichsmitka.cz\/wp-content\/uploads\/2020\/08\/pexels-perfecto-capucine-1329571.jpg","jetpack_sharing_enabled":true,"_links":{"self":[{"href":"https:\/\/www.jindrichsmitka.cz\/index.php\/wp-json\/wp\/v2\/posts\/2979","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.jindrichsmitka.cz\/index.php\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.jindrichsmitka.cz\/index.php\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.jindrichsmitka.cz\/index.php\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.jindrichsmitka.cz\/index.php\/wp-json\/wp\/v2\/comments?post=2979"}],"version-history":[{"count":0,"href":"https:\/\/www.jindrichsmitka.cz\/index.php\/wp-json\/wp\/v2\/posts\/2979\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.jindrichsmitka.cz\/index.php\/wp-json\/wp\/v2\/media\/2980"}],"wp:attachment":[{"href":"https:\/\/www.jindrichsmitka.cz\/index.php\/wp-json\/wp\/v2\/media?parent=2979"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.jindrichsmitka.cz\/index.php\/wp-json\/wp\/v2\/categories?post=2979"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.jindrichsmitka.cz\/index.php\/wp-json\/wp\/v2\/tags?post=2979"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}