{"id":3132,"date":"2021-07-29T16:52:36","date_gmt":"2021-07-29T14:52:36","guid":{"rendered":"http:\/\/wptest.nexum.cz\/7-otazek-ktere-vam-vrtaji-hlavou-pred-tvorbou-kvalitniho-obsahu\/"},"modified":"2021-07-29T16:52:36","modified_gmt":"2021-07-29T14:52:36","slug":"7-otazek-ktere-vam-vrtaji-hlavou-pred-tvorbou-kvalitniho-obsahu","status":"publish","type":"post","link":"https:\/\/www.webmium.cz\/blog\/7-otazek-ktere-vam-vrtaji-hlavou-pred-tvorbou-kvalitniho-obsahu\/","title":{"rendered":"7 ot\u00e1zek, kter\u00e9 v\u00e1m vrtaj\u00ed hlavou p\u0159ed tvorbou kvalitn\u00edho obsahu"},"content":{"rendered":"<p>Chcete za\u010d\u00edt s\u00a0<strong>tvorbou kvalitn\u00edho obsahu<\/strong>, ale hlavou v\u00e1m vrt\u00e1 n\u011bkolik ot\u00e1zek? Sepsali jsme je a d\u00e1me v\u00e1m na n\u011b odpov\u011b\u010f.<\/p>\n<p>St\u00e1le kolem sebe sly\u0161\u00edte, \u017ee <strong>obsahov\u00fd marketing<\/strong> je ned\u00edlnou sou\u010d\u00e1st\u00ed va\u0161\u00ed propagace? \u017de d\u00edky<br \/>\nkvalitn\u00edmu obsahu vystoup\u00e1te na p\u0159edn\u00ed p\u0159\u00ed\u010dky vyhled\u00e1v\u00e1n\u00ed a zv\u00fd\u0161\u00edte si d\u016fv\u011bryhodnost<br \/>\nu sv\u00fdch z\u00e1kazn\u00edk\u016f? Ne, to nejsou m\u00fdty. Je to opravdu tak.<\/p>\n<h2>1. Co je to obsahov\u00fd marketing?<\/h2>\n<p>Jde o zp\u016fsob marketingu, kdy publikujete <strong>hodnotn\u00fd obsah<\/strong>. A\u0165 u\u017e \u010dl\u00e1nky, fotografie, videa,<br \/>\ninfografiky. Ide\u00e1ln\u011b kombinaci v\u00edce obsah\u016f, kter\u00e1 c\u00edlov\u00e9ho z\u00e1kazn\u00edka zaujme. Vznik\u00e1<br \/>\nv\u011bt\u0161inou na z\u00e1klad\u011b <strong>obsahov\u00e9 strategie<\/strong>.<br \/>\nKa\u017ed\u00fd obsah m\u00e1 m\u00edt sv\u016fj c\u00edl, kter\u00fd m\u011b\u0159\u00edte a vyhodnocujete.<\/p>\n<h2>2. Jak\u00e9 jsou formy obsahov\u00e9ho marketingu?<\/h2>\n<p>Existuje mnoho podob obsahu, kter\u00fd se pou\u017e\u00edv\u00e1<br \/>\nv\u00a0obsahov\u00e9m marketingu. Poj\u010fme si vyjmenovat ty z\u00e1kladn\u00ed:<\/p>\n<ul>\n<li>\u010cl\u00e1nky<\/li>\n<li>Fotografie<\/li>\n<li>Videa<\/li>\n<li>Infografiky<\/li>\n<li>E-booky<\/li>\n<li>E-maily<\/li>\n<li>P\u0159\u00edsp\u011bvky na soci\u00e1ln\u00edch s\u00edt\u00edch<\/li>\n<li>Sout\u011b\u017ee<\/li>\n<\/ul>\n<p>Doporu\u010dujeme kombinovat v\u00edce forem dohromady, pak se st\u00e1v\u00e1 <strong>obsahov\u00fd marketing \u00fa\u010dinn\u011bj\u0161\u00edm<\/strong>. Hlavn\u00ed<br \/>\nv\u017edy je, aby byl obsah pro lidi <strong>zaj\u00edmav\u00fd,<br \/>\npochopiteln\u00fd a p\u0159\u00ednosn\u00fd<\/strong>. Z\u00e1rove\u0148 motivuj\u00edc\u00ed ke spln\u011bn\u00ed v\u00e1mi stanoven\u00fdch c\u00edl\u016f. Detailn\u011bji si o<br \/>\nv\u0161ech druz\u00edch obsahu pov\u00edme v\u00a0jednom z\u00a0dal\u0161\u00edch \u010dl\u00e1nk\u016f. <\/p>\n<h2>3. Jak\u00e9 c\u00edle m\u016f\u017ee m\u00edt m\u016fj obsah?<\/h2>\n<p>Co obsah, to jin\u00fd c\u00edl. Pobavit, informovat, poradit, vzd\u011blat<br \/>\n\u010di prodat. Stanovte takov\u00e9 c\u00edle, kter\u00e9 budou snadno<strong> m\u011b\u0159iteln\u00e9 a zhodnotiteln\u00e9<\/strong>. Pro snadn\u011bj\u0161\u00ed odp\u00edchnut\u00ed pro v\u00e1s m\u00e1me<br \/>\np\u00e1r c\u00edl\u016f, kter\u00e9 m\u016f\u017ee m\u00edt pr\u00e1v\u011b v\u00e1\u0161 obsah:<\/p>\n<ul>\n<li><strong>Zv\u00fd\u0161en\u00ed<br \/>\npov\u011bdom\u00ed o brandu<br \/><\/strong>Za\u010d\u00edn\u00e1te a chcete se uv\u00e9st<br \/>\nna trh v\u00a0dobr\u00e9m obraze? Nebo jen nejste a\u017e tolik zn\u00e1m\u00ed a chcete b\u00fdt.\u00a0Proto se pou\u0161t\u00edte do tvorby kvalitn\u00edho obsahu.<br \/>\nBudujete d\u016fv\u011bru a p\u0159esv\u011bd\u010dujete \u010dten\u00e1\u0159e, \u017ee jste znal\u00ed sv\u00e9ho trhu. Va\u0161im c\u00edlem<br \/>\nje zv\u00fd\u0161en\u00ed pov\u011bdom\u00ed o v\u00e1s.<\/p>\n<\/li>\n<li><strong>Zlep\u0161en\u00ed<br \/>\nvztahu se st\u00e1vaj\u00edc\u00edmi z\u00e1kazn\u00edky<\/strong>\u00a0<br \/>Kvalitn\u00edm obsahem m\u016f\u017eete zlep\u0161it vztah se sou\u010dasn\u00fdmi z\u00e1kazn\u00edky. Pro ty se<br \/>\nsamoz\u0159ejm\u011b zase hod\u00ed trochu jin\u00fd obsah. T\u0159eba novinky o<br \/>\nroz\u0161\u00ed\u0159en\u00ed\u00a0produktu, kter\u00fd vyu\u017e\u00edvaj\u00ed. Nikdy nezapom\u00ednejte na sv\u00e9 sou\u010dasn\u00e9<br \/>\nv\u011brn\u00e9 z\u00e1kazn\u00edky. P\u0159esv\u011bd\u010dit spokojen\u00e9ho z\u00e1kazn\u00edka k\u00a0dal\u0161\u00edmu n\u00e1kupu je<br \/>\nstokr\u00e1t jednodu\u0161\u0161\u00ed, ne\u017e p\u0159iv\u00e9st zcela nov\u00e9ho z\u00e1kazn\u00edka.<\/p>\n<\/li>\n<li><strong>Budov\u00e1n\u00ed<br \/>\nd\u016fv\u011bryhodnosti u potenci\u00e1ln\u00edch z\u00e1kazn\u00edk\u016f<br \/><\/strong>Potenci\u00e1ln\u00ed z\u00e1kazn\u00edci ve v\u00e1s nemaj\u00ed d\u016fv\u011bru, neznaj\u00ed v\u00e1s. Proto je mus\u00edte<br \/>\np\u0159esv\u011bd\u010dit, \u017ee jste prof\u00edci na trhu, \u017ee se na v\u00e1s mohou spolehnout. Dok\u00e1\u017eete<br \/>\njim to pr\u00e1v\u011b vhodn\u00fdm obsahem.<\/p>\n<\/li>\n<li><strong>Zv\u00fd\u0161en\u00ed<br \/>\npo\u010dtu odb\u011bratel\u016f<\/strong><br \/>\n<br \/>Dlouhodob\u00fdm generov\u00e1n\u00edm hodnotn\u00e9ho\u00a0obsahu budete pravideln\u011b navy\u0161ovat po\u010det<br \/>\nodb\u011bratel\u016f. Obsah jednou vytvo\u0159\u00edte a od t\u00e9 doby si buduje svou pozici. P\u0159in\u00e1\u0161et<br \/>\novoce m\u016f\u017ee i roky po jeho vytvo\u0159en\u00ed.<\/p>\n<\/li>\n<li><strong>Zv\u00fd\u0161en\u00ed<br \/>\nobratu<\/strong><br \/>\n<br \/>P\u0159ivedete nov\u00e9 odb\u011bratele, nov\u00e9 \u010dten\u00e1\u0159e, nov\u00e9 fanou\u0161ky, kte\u0159\u00ed cht\u011bj\u00ed va\u0161e<br \/>\nprodukty \u010di slu\u017eby. Dok\u00e1\u017eete je obsahov\u00fdm marketingem p\u0159esv\u011bd\u010dit. T\u00edm zv\u00fd\u0161\u00edte<br \/>\nsv\u016fj obrat.<\/li>\n<\/ul>\n<p>Ano, i tento \u010dl\u00e1nek m\u00e1 sv\u016fj c\u00edl. Jak\u00fd? <strong>Poradit v\u00e1m,<\/strong> jak za\u010d\u00edt s\u00a0tvorbou kvalitn\u00edho obsahov\u00e9ho<br \/>\nmarketingu. <strong>P\u0159esv\u011bd\u010dit v\u00e1s<\/strong>, \u017ee m\u00e1<br \/>\nsmysl ps\u00e1t, fotit, to\u010dit a to v\u0161e sd\u00edlet a rozes\u00edlat e-maily. <strong>Zaujmout v\u00e1s<\/strong> tak, \u017ee se <a href=\"#newsletter\" data-rt-link-type=\"external\">p\u0159ihl\u00e1s\u00edte k\u00a0odb\u011bru<\/a> dal\u0161\u00edch p\u0159\u00ednosn\u00fdch \u010dl\u00e1nk\u016f.<\/p>\n<h2>4. M\u00e1m pl\u00e1novat, co kdy publikuju?<\/h2>\n<p>Ano, ur\u010dit\u011b. K\u00a0tomu slou\u017e\u00ed tzv. <strong>publika\u010dn\u00ed pl\u00e1n<\/strong>. V\u00a0n\u011bm si stanov\u00edte, jak\u00fd obsah budete tvo\u0159it,<br \/>\npro\u010d, pro koho a jak ho budete propagovat. Jednotliv\u00fdm pl\u00e1n\u016fm rovnou stanovte<br \/>\ndatum publikace a \u010das. My doporu\u010dujeme pl\u00e1novat:<\/p>\n<ul>\n<li>O jakou formu obsahu p\u016fjde?<\/li>\n<li>Jak se bude obsah jmenovat?<\/li>\n<li>Jak\u00e1 kl\u00ed\u010dov\u00e1 slova pou\u017eijete?<\/li>\n<li>Jak\u00fd bude hlavn\u00ed kan\u00e1l pro publikaci?<\/li>\n<li>Kdo je zodpov\u011bdn\u00fd za tvorbu obsahu?<\/li>\n<li>Pro koho obsah tvo\u0159\u00edte, pro jakou personu?<\/li>\n<li>V\u00a0jak\u00e9 n\u00e1kupn\u00ed f\u00e1zi se persona nach\u00e1z\u00ed?<\/li>\n<li>Jak\u00fd je c\u00edl obsahu?<\/li>\n<li>Kdy obsah zve\u0159ejn\u00edte?<\/li>\n<li>Kde budete obsah propagovat a kdy?<\/li>\n<\/ul>\n<p>Po uplynul\u00e9m obdob\u00ed <strong>nezapome\u0148te<br \/>\nc\u00edle vyhodnocovat<\/strong>. A to klidn\u011b ka\u017ed\u00fd m\u011bs\u00edc, i kdy\u017e pl\u00e1nujete kvart\u00e1ln\u011b. A\u0165<br \/>\nv\u00edte, kde m\u00e1te prostor pro zlep\u0161en\u00ed.<\/p>\n<h2>5. Pro koho vlastn\u011b obsah p\u00ed\u0161u?<\/h2>\n<p>Pro persony p\u0159edstavuj\u00edc\u00ed va\u0161e z\u00e1kazn\u00edky, kter\u00e9 byste m\u011bli<br \/>\nm\u00edt vyty\u010den\u00e9 od za\u010d\u00e1tku va\u0161eho podnik\u00e1n\u00ed. \u017de je vyhran\u011bn\u00e9 nem\u00e1te a nev\u00edte jak<br \/>\nna n\u011b? Tomuto t\u00e9matu v\u011bnujeme podrobn\u011bji <a href=\"\/posts\/co-jsou-persony-a-jak-je-tvorit\" data-rt-link-type=\"page\" data-rt-link-itemid=\"58f894b2e995e01c51e7e7f4\" data-rt-link-collectionid=\"57ac7b1471bead8852a43df4\">samostatn\u00fd \u010dl\u00e1nek<\/a>.<\/p>\n<h2>6. Kdy m\u016f\u017eu o\u010dek\u00e1vat prvn\u00ed v\u00fdsledky?<\/h2>\n<p>Uv\u011bdomte si, \u017ee obsahov\u00fd marketing je dlouhodob\u00e1 a pracn\u00e1<br \/>\n\u010dinnost, u kter\u00e9 je t\u0159eba vytrvat, aby p\u0159in\u00e1\u0161ela ovoce. T\u00edm se z\u00e1sadn\u011b li\u0161\u00ed od<br \/>\nv\u00fdkonnostn\u00edho marketingu, kde vid\u00edte v\u00fdsledky okam\u017eit\u011b. Nenechte se v\u0161ak<br \/>\nodradit. O\u010dek\u00e1van\u00e9 <strong>v\u00fdsledky jsou<\/strong> <strong>dlouhodob\u00e9<\/strong>. A n\u00e1klady? Ty jsou<br \/>\npodstatn\u011b ni\u017e\u0161\u00ed ne\u017e u v\u00fdkonnostn\u00edho marketingu. Nemus\u00edte toti\u017e vytrvale platit<br \/>\nza prokliky a sotva kampa\u0148 skon\u010d\u00ed zase dob\u00edjet kredit. Je na v\u00e1s kolik ze sv\u00e9ho<br \/>\nrozpo\u010dtu do obsahov\u00e9ho marketingu vlo\u017e\u00edte, a kter\u00e9 formy propagace vytvo\u0159en\u00e9ho<br \/>\nobsahu zvol\u00edte. <\/p>\n<h2>7. Jakou propagaci obsahu mi tedy doporu\u010d\u00edte?<\/h2>\n<p>Tak t\u0159eba kdy\u017e nap\u00ed\u0161ete \u010dl\u00e1nek r\u00e1dcovsk\u00e9ho charakteru<br \/>\npodobn\u00fd, jako je tento. Zpropagujte ho na va\u0161ich soci\u00e1ln\u00edch s\u00edt\u00edch. T\u0159eba na <a href=\"https:\/\/www.facebook.com\/Webmium.cz\/\" data-rt-link-type=\"external\" target=\"_blank\" rel=\"noopener\">Facebooku<\/a>. Tady k\u00a0tomu nav\u00edc m\u016f\u017eete vyu\u017e\u00edt<br \/>\nkampa\u0148. Stanovit si rozpo\u010det a ten nechat proklikat. Podstatn\u011b t\u00edm nav\u00fd\u0161\u00edte<br \/>\ndosah \u010dl\u00e1nku, n\u00e1v\u0161t\u011bvy a pravd\u011bpodobnost splnit stanoven\u00fd c\u00edl. D\u00e1le v\u011bnujte<br \/>\n\u010dl\u00e1nku prostor ve sv\u00e9m e-mailov\u00e9m marketingu. A\u0165 va\u0161i odb\u011bratel\u00e9 dostanou to,<br \/>\nk\u00a0\u010demu se p\u0159ihl\u00e1sili. A pokud m\u00e1te na <a href=\"https:\/\/www.webmium.cz\/\" target=\"_blank\" data-rt-link-type=\"external\" rel=\"noopener\">webu<\/a><br \/>\nprostor pro novinky z\u00a0blogu, \u0161up tam s\u00a0n\u00edm.<\/p>\n<p>Tak a v\u00edte<br \/>\njak na to. Ne\u017e tedy za\u010dnete, zamyslete se, <strong>pro\u010d budete obsahov\u00fd marketing<br \/>\ntvo\u0159it a pro koho<\/strong>. Vyty\u010dte si c\u00edle. Na tyto c\u00edle a <a href=\"\/posts\/co-jsou-persony-a-jak-je-tvorit\" data-rt-link-type=\"page\" data-rt-link-itemid=\"58f894b2e995e01c51e7e7f4\" data-rt-link-collectionid=\"57ac7b1471bead8852a43df4\">persony<\/a> pak myslete p\u0159i<br \/>\ntvorb\u011b ka\u017ed\u00e9ho nov\u00e9ho obsahu. Pom\u016f\u017eou v\u00e1m nasm\u011brovat aktivity t\u00edm spr\u00e1vn\u00fdm<br \/>\nsm\u011brem.<\/p>\n<p>Pomohl v\u00e1m tento \u010dl\u00e1nek pochopit podstatu obsahov\u00e9ho marketingu? Sd\u00edlejte ho s ostatn\u00edmi.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Chcete za\u010d\u00edt s tvorbou kvalitn\u00edho obsahu, ale hlavou v\u00e1m vrt\u00e1 n\u011bkolik ot\u00e1zek? Sepsali jsme je a d\u00e1me v\u00e1m na n\u011b odpov\u011b\u010f.<\/p>\n","protected":false},"author":20,"featured_media":694,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_uag_custom_page_level_css":"","site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"footnotes":""},"categories":[3],"tags":[],"class_list":["post-3132","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-tipy-rady-a-novinky"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>7 ot\u00e1zek, kter\u00e9 v\u00e1m vrtaj\u00ed hlavou p\u0159ed tvorbou kvalitn\u00edho obsahu<\/title>\n<meta name=\"description\" content=\"Chcete za\u010d\u00edt s tvorbou kvalitn\u00edho obsahu, ale hlavou v\u00e1m vrt\u00e1 n\u011bkolik ot\u00e1zek? 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