{"id":3060,"date":"2020-11-21T08:00:00","date_gmt":"2020-11-21T07:00:00","guid":{"rendered":"https:\/\/www.jindrichsmitka.cz\/?p=3060"},"modified":"2020-11-21T08:00:00","modified_gmt":"2020-11-21T07:00:00","slug":"obsahovy-marketing-cesta-k-odliseni-se","status":"publish","type":"post","link":"https:\/\/www.jindrichsmitka.cz\/index.php\/2020\/11\/21\/obsahovy-marketing-cesta-k-odliseni-se\/","title":{"rendered":"Obsahov\u00fd marketing: cesta k odli\u0161en\u00ed se"},"content":{"rendered":"\n

Obsahov\u00fd marketing umo\u017e\u0148uje komunikovat k \u0161irok\u00e9 ve\u0159ejnosti i specifick\u00fdm skupin\u00e1m. P\u0159itahuje pozornost a umo\u017e\u0148uje odli\u0161en\u00ed se.<\/strong><\/p>\n\n\n\n

Obsahov\u00fd marketing je ve sv\u00e9 podstat\u011b zp\u016fsob p\u0159ed\u00e1v\u00e1n\u00ed informac\u00ed pomoc\u00ed vyj\u00e1d\u0159en\u00ed my\u0161lenky ve form\u011b vn\u00edmateln\u00e9 a pochopiteln\u00e9 dal\u0161\u00edmi osobami.<\/p>\n\n\n\n

Je to tedy ur\u010dit\u00fd zp\u016fsob komunikace. Aby p\u0159itom komunikace mohla vzniknout, je t\u0159eba m\u00edt nejen komunikuj\u00edc\u00edho, ale tak\u00e9 p\u0159\u00edjemce komunikace.<\/p>\n\n\n\n

Komunikace k \u0161irok\u00e9 ve\u0159ejnosti i specifick\u00e9mu publiku<\/strong><\/p>\n\n\n\n

V\u00fdhodou komunikace na internetu je, \u017ee m\u016f\u017eete komunikovat rozs\u00e1hl\u00fdm mno\u017estv\u00edm p\u0159\u00edjemc\u016f najednou.<\/p>\n\n\n\n

Lze tak komunikovat k \u0161irok\u00e9 ve\u0159ejnosti, ke sv\u00fdm z\u00e1kazn\u00edk\u016fm, k c\u00edlen\u00e9mu publiku a s ohledem na schopnosti dne\u0161n\u00edch reklamn\u00edch syst\u00e9m\u016f i ke zcela konkr\u00e9tn\u00edm skupin\u00e1m jedinc\u016f ve specifick\u00fdch oblastech \u010di se specifick\u00fdmi z\u00e1jmy. To pak nahr\u00e1v\u00e1 mo\u017enosti komunikovat specifick\u00e9 informace ve specifick\u00e9m okruhu z\u00e1jemc\u016f.<\/p>\n\n\n\n

Nej\u010dast\u011bji se p\u0159i tom jedn\u00e1 o p\u0159ed\u00e1v\u00e1n\u00ed informac\u00ed formou psan\u00e9ho textu, obrazu, videa \u010di zvuku.<\/p>\n\n\n\n

Nejobvyklej\u0161\u00ed obsahov\u00fd marketing<\/strong><\/p>\n\n\n\n

Nejobvyklej\u0161\u00ed formu p\u0159ed\u00e1v\u00e1n\u00ed informac\u00ed na internetu p\u0159itom dnes tvo\u0159\u00ed zejm\u00e9na textov\u00e1 a video forma. Oboje je formou obsahov\u00e9 komunikace, kterou mohou dal\u0161\u00ed lid\u00e9 vn\u00edmat a p\u0159ij\u00edmat.<\/p>\n\n\n\n

P\u0159ed\u00e1v\u00e1n\u00ed informac\u00ed formou \u010dl\u00e1nk\u016f \u010di jin\u00fdch text\u016f je origin\u00e1ln\u00ed formou jak zpracovat a vyj\u00e1d\u0159it jedine\u010dnost sv\u00e9 \u010dinnosti. A\u0165 u\u017e vyr\u00e1b\u00edte, prod\u00e1v\u00e1te \u010di d\u011bl\u00e1te cokoli, mus\u00ed Va\u0161i z\u00e1kazn\u00edci v\u011bd\u011bt, \u017ee to d\u011bl\u00e1te a \u017ee to d\u011bl\u00e1te nejl\u00e9pe jak to jde.<\/p>\n\n\n\n

A pr\u00e1v\u011b mo\u017enost p\u0159esv\u011bd\u010dit \u010dten\u00e1\u0159e o tom, \u017ee n\u011bco um\u00edte nebo d\u011bl\u00e1te dob\u0159e, a \u017ee sv\u00e9mu oboru rozum\u00edte je v chaotick\u00e9m prost\u0159ed\u00ed internetu doslova poklad.<\/p>\n\n\n\n

Z\u00e1kladn\u00ed podm\u00ednkou p\u0159i tom je, \u017ee \u010dten\u00e1\u0159i mus\u00ed opravdu obdr\u017eet n\u011bjakou p\u0159idanou hodnotu, kter\u00e1 pom\u016f\u017ee vy\u0159e\u0161it jejich probl\u00e9m a poskytne jim opravdov\u00e9 odpov\u011bdi na jejich ot\u00e1zky.<\/p>\n\n\n\n

Funguje to trochu jako kdy\u017e se zept\u00e1te moudr\u00e9ho starce, kter\u00fd cel\u00fd \u017eivot pracoval ve sv\u00e9m oboru a v\u00ed o n\u011bm v\u0161echno. P\u0159edpokl\u00e1d\u00e1te, \u017ee obdr\u017e\u00edte odpov\u011b\u010f, kter\u00e1 V\u00e1m pom\u016f\u017ee nebo V\u00e1s nasm\u011bruje. Obsahov\u00fd marketing a firemn\u00ed prezentace by m\u011bly fungovat stejn\u011b. D\u00e1vat platn\u00e9 odpov\u011bdi.<\/p>\n\n\n\n

Pochopiteln\u011b v prost\u0159ed\u00ed dne\u0161n\u00edho sv\u011bta je pot\u0159eba po\u010d\u00edtat s t\u00edm, \u017ee mnoh\u00e9 informace rychle zastar\u00e1vaj\u00ed a je proto pot\u0159eba je pr\u016fb\u011b\u017en\u011b aktualizovat a p\u0159izp\u016fsobovat aktu\u00e1ln\u00ed dob\u011b.<\/p>\n\n\n\n

Obsahov\u00fd marketing znamen\u00e1 pozornost<\/strong><\/p>\n\n\n\n

V sou\u010dasnosti se proto obsahov\u00fd marketing na internetu st\u00e1le v\u00edce prosazuje. Ka\u017ed\u00fd kdo chce b\u00fdt na internetu vid\u011bt se mus\u00ed p\u0159izp\u016fsobit m\u011bn\u00edc\u00edm se vyhled\u00e1vac\u00ed algoritm\u016fm v\u00fdznamn\u00fdch vyhled\u00e1va\u010d\u016f. Ty toti\u017e st\u00e1le zdokonaluj\u00ed vhodnost v\u00fdsledk\u016f pro vyhled\u00e1v\u00e1n\u00ed u\u017eivatel\u016f.<\/p>\n\n\n\n

Kvalita poskytovan\u00fdch informac\u00ed a shoda s hledan\u00fdmi v\u00fdrazy jsou tak jedn\u011bmi z nejd\u016fle\u017eit\u011bj\u0161\u00edch faktor\u016f, kter\u00e9 ovliv\u0148uj\u00ed pozici ve vyhled\u00e1v\u00e1n\u00ed a schopnost z\u00e1jemc\u016f dostat se k Va\u0161emu sd\u011blen\u00ed.<\/p>\n\n\n\n

Poskytovat kvalitn\u00ed informace pak znamen\u00e1 p\u0159it\u00e1hnout a udr\u017eet pozornost ve\u0159ejnosti, ze kter\u00e9 se mohou postupem \u010dasu st\u00e1t z\u00e1kazn\u00edci. To je d\u016fvod pro\u010d st\u00e1le v\u00edce spole\u010dnost\u00ed p\u0159istupuje k tvorb\u011b obsahov\u00e9ho marketingu.<\/p>\n\n\n\n

Obsahov\u00fd marketing jako cesta k odli\u0161en\u00ed se<\/strong><\/p>\n\n\n\n

Je a\u017e pozoruhodn\u00e9, jak mnoho spole\u010dnost\u00ed d\u011bl\u00e1 velmi podobn\u00e9 \u010dinnosti. V mnoha ohledech p\u0159itom ani nen\u00ed velk\u00fd prostor jak d\u011blat v\u011bci jinak. Odli\u0161it se je v\u0161ak mo\u017en\u00e9 formou specifick\u00e9ho poradenstv\u00ed klient\u016fm.<\/p>\n\n\n\n

A pr\u00e1v\u011b i v t\u00e9to oblasti je mo\u017en\u00e9 vyu\u017e\u00edt obsahov\u00fd marketing. Poradenstv\u00ed a schopnost p\u0159edat d\u016fle\u017eit\u00e9 informace z\u00e1kazn\u00edk\u016fm na internetu v\u010das, tedy ve chv\u00edli, kdy je hledaj\u00ed a pot\u0159ebuj\u00ed, je ide\u00e1ln\u00ed mo\u017enost\u00ed jak zachytit jejich z\u00e1jem hned v po\u010d\u00e1tku a poradit jim ve chv\u00edli, kdy se rozhoduj\u00ed.<\/p>\n\n\n\n

Sou\u010d\u00e1sti obsahov\u00e9ho marketingu<\/strong><\/p>\n\n\n\n

Sou\u010d\u00e1st\u00ed obsahov\u00e9ho marketingu je pak tak\u00e9 SEO neboli soubor n\u00e1stroj\u016f ur\u010den\u00fdch pro snadn\u011bj\u0161\u00ed pochopen\u00ed obsahu ze strany internetov\u00fdch vyhled\u00e1va\u010d\u016f. V\u00edce o SEO v oblasti obsahov\u00e9ho marketingu jsme se ji\u017e dozv\u011bd\u011bli v d\u0159\u00edv\u011bj\u0161\u00edm \u010dl\u00e1nku (zde)<\/a>.<\/p>\n\n\n\n

Formou obsahov\u00e9ho marketingu tak\u00e9 m\u016f\u017ee b\u00fdt na tomto blogu ned\u00e1vno vytvo\u0159en\u00e1 videobeseda na t\u00e9ma svatojakubsk\u00e9 cesty (v\u00edce o besed\u011b \u010dt\u011bte zde)<\/a>. Je to technicky vzato zp\u016fsob vzd\u011bl\u00e1v\u00e1n\u00ed a p\u0159ed\u00e1v\u00e1n\u00ed znalost\u00ed a v\u011bdomost\u00ed, kter\u00e9 mohou pomoci dal\u0161\u00edm z\u00e1jemc\u016fm p\u0159ipravit se na svou cestu nebo se dozv\u011bd\u011bt o zku\u0161enostech ostatn\u00edch.<\/p>\n\n\n\n

Poradenstv\u00ed<\/strong><\/p>\n\n\n\n

Pom\u00e1h\u00e1m z\u00e1jemc\u016fm z \u0159ad firem a podnikatel\u016f realizovat obsahov\u00fd marketing od komunika\u010dn\u00ed strategie web\u016f \u010di PR realizovan\u00e9 prost\u0159ednictv\u00edm vlastn\u00edch elektronick\u00fdch m\u00e9di\u00ed i dal\u0161\u00edmi zp\u016fsoby tak, aby komunikace d\u00e1vala smysl a pom\u00e1hala \u00fa\u010delu, za kter\u00fdm vznik\u00e1.<\/p>\n\n\n\n

V\u00edce o mo\u017enostech spolupr\u00e1ce v oblasti realizace obsahov\u00e9ho marketingu najdete v z\u00e1lo\u017ece slu\u017eby (v\u00edce zde)<\/a> nebo m\u011b m\u016f\u017eete p\u0159\u00edmo kontaktovat prost\u0159ednictv\u00edm kontaktn\u00edho formul\u00e1\u0159e (zde)<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"

Obsahov\u00fd marketing umo\u017e\u0148uje komunikovat k \u0161irok\u00e9 ve\u0159ejnosti i specifick\u00fdm skupin\u00e1m. P\u0159itahuje pozornost a umo\u017e\u0148uje odli\u0161en\u00ed se.<\/p>\n","protected":false},"author":2,"featured_media":3061,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[56],"tags":[1253,1257,525],"class_list":["post-3060","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-myslenky","tag-content-marketing","tag-obsahovy-marketing","tag-redakce"],"aioseo_notices":[],"jetpack_featured_media_url":"https:\/\/www.jindrichsmitka.cz\/wp-content\/uploads\/2020\/11\/pexels-jessica-lewis-583848.jpg","jetpack_sharing_enabled":true,"_links":{"self":[{"href":"https:\/\/www.jindrichsmitka.cz\/index.php\/wp-json\/wp\/v2\/posts\/3060","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=3060"}],"version-history":[{"count":0,"href":"https:\/\/www.jindrichsmitka.cz\/index.php\/wp-json\/wp\/v2\/posts\/3060\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.jindrichsmitka.cz\/index.php\/wp-json\/wp\/v2\/media\/3061"}],"wp:attachment":[{"href":"https:\/\/www.jindrichsmitka.cz\/index.php\/wp-json\/wp\/v2\/media?parent=3060"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.jindrichsmitka.cz\/index.php\/wp-json\/wp\/v2\/categories?post=3060"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.jindrichsmitka.cz\/index.php\/wp-json\/wp\/v2\/tags?post=3060"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}