{"id":3179,"date":"2021-07-29T16:52:36","date_gmt":"2021-07-29T14:52:36","guid":{"rendered":"http:\/\/wptest.nexum.cz\/copycamp-akce-pro-obsahozravce\/"},"modified":"2021-07-29T16:52:36","modified_gmt":"2021-07-29T14:52:36","slug":"copycamp-akce-pro-obsahozravce","status":"publish","type":"post","link":"https:\/\/www.webmium.cz\/blog\/copycamp-akce-pro-obsahozravce\/","title":{"rendered":"CopyCamp aneb akce pro obsaho\u017eravce"},"content":{"rendered":"

Letos v multikulturn\u00edm centru Dlaba\u010dov. Pod n\u00e1zvem Copy pod
\nmikroskopy<\/strong>. Ve znamen\u00ed nejen p\u00edsmen, ale i \u010d\u00edsel.\u00a0<\/p>\n

Konferenci hodnot\u00edm jako
\nvskutku vyda\u0159enou, jeliko\u017e jsem odch\u00e1zela napln\u011bn\u00e1 kvalitn\u00edm obsahem od
\nhlavy a\u017e k pupku. Ano, i ob\u011bd v\u00a0podob\u011b baget Boulevard m\u011b obsahov\u011b
\nuspokojil.<\/p>\n

A co m\u011b naplnilo nejv\u00edce? To jsem sepsala. Hlavn\u011b pro v\u00e1s,
\nkte\u0159\u00ed jste se nemohli z\u00fa\u010dastnit.<\/p>\n

\n
\"\u200dCopy<\/div>
\u200dCopy pod mikroskopy<\/figcaption><\/figure>\n

\u00a0<\/p>\n

Emoce prod\u00e1vaj\u00ed<\/h2>\n

Po r\u00e1nu se snadno\u00a0hraje na city. Tak za\u010dal Filip
\nKahoun hr\u00e1t na ty na\u0161e. P\u0159edn\u00e1\u0161kou o emoc\u00edch.\u00a0Prozradil n\u00e1m, jak je d\u016fle\u017eit\u00e9 tla\u010dit
\nna emoce z\u00e1kazn\u00edka<\/strong>, a to nejen po r\u00e1nu. Proto\u017ee emoce prod\u00e1vaj\u00ed<\/strong>. Nen\u00ed na \u0161kodu
\ndr\u017eet se star\u00e9ho zn\u00e1m\u00e9ho modelu, kter\u00fd funguje:<\/p>\n

    \n
  • A<\/strong>ttention = p\u0159it\u00e1hnout pozornost<\/li>\n
  • I<\/strong>nterest = vyvolat\u00a0z\u00e1jem<\/li>\n
  • D<\/strong>esire = vytvo\u0159it touhu<\/li>\n
  • A<\/strong>ction = vyzvat k\u00a0akci<\/li>\n<\/ul>\n

    3 z\u00e1kladn\u00ed pravidla <\/strong>opravdu \u00fasp\u011b\u0161n\u00e9ho psan\u00ed podle Filipa
    \nKahouna jsou:<\/p>\n

      \n
    1. \u200dBu\u010f jako prvn\u00ed fanou\u0161kem sv\u00fdch text\u016f.<\/li>\n
    2. Vypr\u00e1v\u011bj p\u0159\u00edb\u011bh.<\/li>\n
    3. Pou\u017e\u00edvej emotivn\u00ed \u0159e\u010d.<\/li>\n<\/ol>\n

      Z\u00e1kazn\u00edci
      \nse dnes nerozhoduj\u00ed racion\u00e1ln\u011b. Racion\u00e1ln\u00ed z\u00e1kazn\u00edk neexistuje. Proto p\u0159i textu
      \nvolte emotivn\u00ed slova. \u00dato\u010dte na emoce, co to jde.<\/p><\/blockquote>\n

      \n
      \"Racion\u00e1ln\u00ed<\/div>
      \u200dRacion\u00e1ln\u00ed z\u00e1kazn\u00edk neexistuje<\/figcaption><\/figure>\n

      \u00a0<\/p>\n

      Jak m\u011b\u0159it obsah?<\/h2>\n

      P\u00edsmenka se n\u00e1stupem Lubo\u0161e Kv\u011bta prom\u011bnila v \u010d\u00edsla.\u00a0Prozradil, \u017ee \u010dl\u00e1nky nesta\u010d\u00ed vyhodnocovat pouh\u00fdm mrknut\u00edm\u00a0na okam\u017eitou m\u00edru opu\u0161t\u011bn\u00ed webu. Je t\u0159eba sledovat i dal\u0161\u00ed stopy,
      \nkter\u00e9 po sob\u011b n\u00e1v\u0161t\u011bvn\u00edk zanech\u00e1\u00a0a spr\u00e1vn\u011b je posoudit:<\/p>\n

        \n
      • Scrollov\u00e1n\u00ed na str\u00e1nce<\/strong>\u00a0– Kolik procent obsahu vid\u011bl n\u00e1v\u0161t\u011bvn\u00edk? 20 %, 50 % nebo snad 80 %? \u010c\u00edm v\u00edce, t\u00edm l\u00e9pe.<\/li>\n
      • \u010cas str\u00e1ven\u00fd na str\u00e1nce<\/strong>\u00a0– Kolik \u010dasu str\u00e1vil n\u00e1v\u0161t\u011bvn\u00edk na dan\u00e9 str\u00e1nce? 1 minutu? 5 minut? \u010c\u00edm v\u00edce, t\u00edm l\u00e9pe.<\/li>\n
      • Kop\u00edrov\u00e1n\u00ed textu<\/strong>\u00a0– Kop\u00edruj\u00ed \u010dten\u00e1\u0159i v\u00e1\u0161 text? A jak\u00fd konkr\u00e9tn\u011b? \u010c\u00edm v\u00edce, t\u00edm l\u00e9pe.<\/li>\n
      • Interakce se soci\u00e1ln\u00edmi plugin<\/strong>y –\u00a0Reaguj\u00ed lid\u00e9 na soci\u00e1ln\u00ed tla\u010d\u00edtka Facebooku \u010di Twitteru? \u010c\u00edm v\u00edce, t\u00edm l\u00e9pe.<\/li>\n
      • D\u00e9lka textu<\/strong>\u00a0– Jak ovlivnila d\u00e9lka textu konverzn\u00ed pom\u011br? Zm\u011b\u0159te a pot\u00e9 ma\u017ete p\u00edsmenka nebo plo\u010fte dal\u0161\u00ed.<\/li>\n
      • Po\u010det obr\u00e1zk\u016f<\/strong>\u00a0– Jak ovlivnil po\u010det obr\u00e1zk\u016f v\u00a0textu konverzn\u00ed pom\u011br? Zm\u011b\u0159te a obr\u00e1zky uberte nebo dal\u0161\u00ed p\u0159idejte.<\/li>\n<\/ul>\n

        Co jde zm\u011b\u0159it, to jde zlep\u0161it. Tak\u017ee m\u011b\u0159te,
        \nvyhodnocujte a zlep\u0161ujte, co se d\u00e1.<\/em><\/p><\/blockquote>\n

        \u00a0<\/p>\n

        Copywriter = Ironman?<\/h2>\n

        Rekord v mno\u017estv\u00ed nalit\u00fdch informac\u00ed do na\u0161ich hlav trhl skv\u011ble
        \nslad\u011bn\u00fd t\u00fdm Jan Kvasni\u010dka a Pavel Ungr. Brut\u00e1ln\u00edch 91 slajd\u016f za 40 minut? Jde
        \nto. I z\u00e1bavn\u011b. Z\u00a0celkov\u00e9 sehranosti \u0159e\u010dn\u00edk\u016f jsem byla\u00a0ohromena. <\/p>\n

        Hlavn\u00ed pointa p\u0159edn\u00e1\u0161ky tkv\u011bla v\u00a0p\u0159esahu COPY<\/strong> do SEO<\/strong> a UX<\/strong>. Tyto
        \noblasti spolu maj\u00ed \u010d\u00edm d\u00e1l v\u00edce spole\u010dn\u00e9ho.<\/p>\n

        Copywriter = Ironman? Ano, copywriter m\u00e1 dnes opravdovou moc. Nesta\u010d\u00ed napsat \u010dl\u00e1nek a hodit ho do sv\u011bta. Je t\u0159eba myslet na SEO a UX:<\/p>\n

          \n
        • V\u00a0prv\u00e9 \u0159ad\u011b se zamyslete nad informa\u010dn\u00ed architekturou<\/strong>. Nikdy neduplikujte
          \nkategorie do filtrace, \u0161t\u00edtk\u016f nebo \u010dl\u00e1nk\u016f. Jde o r\u016fzn\u00e9 typy klasifikace obsahu.<\/p>\n<\/li>\n
        • Pop\u0159em\u00fd\u0161lejte, kde v\u0161ude se d\u00e1 na webu pracovat s\u00a0textem<\/strong>. Co t\u0159eba
          \nchybov\u00e9 str\u00e1nky? A transak\u010dn\u00ed emaily? Co je trochu polid\u0161tit?<\/li>\n
        • Pracujte i s\u00a0\u00favodn\u00ed str\u00e1nkou.<\/strong> Ta mus\u00ed d\u00e1vat smysl a sd\u011blovat
          \npodstatu. <\/li>\n
        • Hrajte si s\u00a0nadpisy<\/strong>. Sta\u010d\u00ed zm\u011bnit jedno slovo a v\u0161e je r\u00e1zem jinak.<\/li>\n
        • Pozor na pr\u00e1zdn\u00e1 slova, kter\u00e1 nic ne\u0159\u00edkaj\u00ed, nevyvol\u00e1vaj\u00ed emoce. Pry\u010d s\u00a0nimi.
          \nKomunikujte<\/strong> va\u0161e re\u00e1ln\u00e9 konkuren\u010dn\u00ed v\u00fdhody<\/strong>. <\/li>\n
        • Kl\u00ed\u010dov\u00e1 slova oh\u00fdbejte. Hrajte si s\u00a0nimi. \u00dakolem je zaujmout
          \n\u010dlov\u011bka<\/strong>, ne ps\u00e1t SEO texty pro roboty. <\/li>\n
        • Texty kategori\u00ed a\u0165 jsou p\u0159\u00ednosn\u00e9 a zaj\u00edmav\u00e9. Z\u00e1rove\u0148 stru\u010dn\u00e9 a jasn\u00e9. M\u00e9n\u011b
          \nje n\u011bkdy v\u00edce<\/strong>. I t\u0159i v\u011bty posta\u010d\u00ed. Nem\u00e1te nic, \u010d\u00edm z\u00e1kazn\u00edka oslnit a navnadit?
          \nPak rad\u0161i nepi\u0161te nic. Lep\u0161\u00ed nic, ne\u017e vypl\u0148ovat prostor nesmysln\u00fdmi kl\u00ed\u010dov\u00fdmi
          \nslovy.<\/li>\n
        • Tu\u010dn\u011bn\u00ed textu pou\u017e\u00edvejte jako kotvu pro o\u010di<\/strong>. Jin\u00fd vliv to nem\u00e1. Ani na
          \nkvalitu SEO.<\/li>\n
        • Tvo\u0159te dlouh\u00e9 a obsahov\u011b bohat\u00e9<\/strong> produktov\u00e9 texty. Nezapom\u00ednejte na
          \nobr\u00e1zky, videa, odkazy. Google to miluje.<\/li>\n<\/ul>\n

          \u00a0Copywriter m\u00e1 dnes neskute\u010dnou moc. P\u0159esah do SEO a UX? Nutnost!<\/em><\/p><\/blockquote>\n

          \n
          \"Copywriter<\/div>
          \u200dCopywriter a jeho moc<\/figcaption><\/figure>\n

          \u00a0<\/p>\n

          Vzru\u0161uj\u00edc\u00ed nudn\u00fd obsah<\/h2>\n

          Nudn\u00fd obsah nemus\u00ed
          \nb\u00fdt v\u016fbec nudn\u00fd. O tom n\u00e1s p\u0159esv\u011bd\u010dil Martin Brablec, kter\u00fd vid\u00ed inspiraci v\u00a0Adolfu
          \nLoosovi. Sic architekt, ale u sv\u00fdch staveb dbal na jednoduchost, funk\u010dnost a pou\u017eit\u00ed.<\/strong><\/p>\n

          Podstatou je poznat
          \nz\u00e1kazn\u00edk\u016fv sv\u011bt a pak jde v\u0161echno sn\u00e1z. I nudn\u00fd n\u00e1m\u011bt m\u016f\u017eeme oto\u010dit v\u00a0t\u00e9ma
          \nnejen z\u00e1bavn\u00e9, ale hlavn\u011b u\u017eite\u010dn\u00e9<\/strong>. Sta\u010d\u00ed ho\u00a0jen spr\u00e1vn\u011b uchopit a nab\u00eddnout
          \nc\u00edlov\u00e9 skupin\u011b p\u0159esn\u011b to, co pot\u0159ebuje. <\/p>\n

            \n
          • Nemluvte o sob\u011b,
            \nale pro z\u00e1kazn\u00edka. <\/p>\n<\/li>\n
          • Mluvte jeho \u0159e\u010d\u00ed. <\/li>\n
          • Pou\u017e\u00edvejte fr\u00e1ze
            \njemu bl\u00edzk\u00e9 a p\u0159\u00edbuzn\u00e9. <\/li>\n
          • Rozptylte
            \nobavy z\u00e1kazn\u00edka.<\/li>\n<\/ul>\n

            Ud\u011blejte z\u00a0nudn\u00e9ho obsahu vzru\u0161uj\u00edc\u00ed nudn\u00fd obsah <\/strong>a \u00fasp\u011bch je
            \nzaru\u010den. Bu\u010fte u\u017eite\u010dn\u00ed a tvo\u0159te jako Adolf Loos.<\/p>\n

            H\u00fd\u010dkejme si svou nudu<\/em><\/strong>.
            \nV\u017edy\u0165 pro n\u011bkoho je tahle nuda cel\u00fd sv\u011bt.<\/em><\/p><\/blockquote>\n

            \n
            \"Tvo\u0159me<\/div>
            Obsah je los<\/figcaption><\/figure>\n

            \u00a0<\/p>\n

            Jsme lidi, ne?<\/h2>\n

            Tom\u00e1\u0161 Houska,
            \ntiskov\u00fd mluv\u010d\u00ed olympionik\u016f, prozradil \u00fasp\u011b\u0161nou strategii vystupov\u00e1n\u00ed \u010desk\u00e9
            \nreprezentace na Facebooku. Po letn\u00edch OH v\u00a0Lond\u00fdn\u011b v\u00fdprava opustila
            \nnastrojen\u00e9 seri\u00f3zn\u00ed vystupov\u00e1n\u00ed. Na dal\u0161\u00edch, tentokr\u00e1t zimn\u00edch OH v\u00a0So\u010di, zkusila
            \np\u0159istupovat k\u00a0fanou\u0161k\u016fm v\u00edce lidsky.<\/p>\n

            Jsme lidi, tak
            \npro\u010d jimi nejsme i na Facebooku?<\/em><\/p><\/blockquote>\n

            Olympijsk\u00fd t\u00fdm se
            \nvydal touto cestou a ukazoval sportovce v\u00a0p\u0159irozen\u00fdch situac\u00edch. Bez masky
            \na na\u010dan\u010dan\u00e9 infografiky. <\/p>\n

            Fotky ze z\u00e1kulis\u00ed
            \nlidi bav\u00ed, tak pro\u010d je neuk\u00e1zat?<\/em><\/p><\/blockquote>\n

            N\u00e1r\u016fst publika na soci\u00e1ln\u00ed s\u00edti byl rapidn\u00ed. Prok\u00e1zalo se, \u017ee p\u0159irozen\u00e9
            \nfotky ze z\u00e1kulis\u00ed olympijsk\u00fdch her maj\u00ed vy\u0161\u0161\u00ed dosah ne\u017e vystajlovan\u00e9 fotky
            \njin\u00fdch zem\u00ed.<\/p>\n

            \u00a0<\/p>\n

            Bu\u010fme produktivn\u00ed<\/h2>\n

            10 krok\u016f k\u00a0vy\u0161\u0161\u00ed
            \nproduktivit\u011b<\/strong> n\u00e1m odhalil Daniel Gamrot. Jde o 4 f\u00e1ze, kter\u00e9 se skl\u00e1daj\u00ed z\u00a0d\u00edl\u010d\u00edch
            \nbod\u016f. Poskl\u00e1d\u00e1n\u00edm f\u00e1z\u00ed na sebe, vznikne pevn\u00e1
            \npyramida produktivity<\/strong>, kter\u00e1 pom\u016f\u017ee v\u011b\u010dn\u00fdm odklada\u010d\u016fm b\u00fdt produktivn\u011bj\u0161\u00ed.\u00a0<\/p>\n

            Nejd\u0159\u00edve postav\u00edm z\u00e1kladnu. S druhou f\u00e1z\u00ed p\u0159ich\u00e1z\u00ed pr\u016fplach hlavy. V t\u0159et\u00ed f\u00e1zi optimalizujeme a nakonec minimalizujeme.<\/p>\n

            \n
            \"Pyramida<\/div>
            \u200d\u00a0Pyramida produktivity<\/figcaption><\/figure>\n

            \u00a0<\/p>\n

            Zaujal v\u00e1s tento \u010dl\u00e1nek? Pod\u011blte se o n\u011bj se sv\u00fdmi p\u0159\u00e1teli.<\/p>\n","protected":false},"excerpt":{"rendered":"

            Letos v multikulturn\u00edm centru Dlaba\u010dov. Pod n\u00e1zvem Copy pod mikroskopy. Ve znamen\u00ed nejen p\u00edsmen, ale i \u010d\u00edsel.<\/p>\n","protected":false},"author":20,"featured_media":1939,"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":[9],"tags":[],"class_list":["post-3179","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uz-to-vite"],"yoast_head":"\nCopyCamp aneb akce pro obsaho\u017eravce<\/title>\n<meta name=\"description\" content=\"Letos v multikulturn\u00edm centru Dlaba\u010dov. Pod n\u00e1zvem Copy pod mikroskopy. Ve znamen\u00ed nejen p\u00edsmen, ale i \u010d\u00edsel.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.webmium.cz\/blog\/copycamp-akce-pro-obsahozravce\/\" \/>\n<meta property=\"og:locale\" content=\"cs_CZ\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"CopyCamp aneb akce pro obsaho\u017eravce\" \/>\n<meta property=\"og:description\" content=\"Letos v multikulturn\u00edm centru Dlaba\u010dov. Pod n\u00e1zvem Copy pod mikroskopy. 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