{"id":37997,"date":"2023-02-14T21:59:11","date_gmt":"2023-02-14T20:59:11","guid":{"rendered":"https:\/\/monkeymedia.sk\/?p=37997"},"modified":"2023-02-14T21:59:11","modified_gmt":"2023-02-14T20:59:11","slug":"uspesny-content-marketing-7-tipov-ako-zarucene-zvysit-jeho-vykonnost","status":"publish","type":"post","link":"https:\/\/monkeymedia.sk\/pl\/uspesny-content-marketing-7-tipov-ako-zarucene-zvysit-jeho-vykonnost\/","title":{"rendered":"\u00daspe\u0161n\u00fd content marketing: 7 tipov, ako zaru\u010dene zv\u00fd\u0161i\u0165 jeho v\u00fdkonnos\u0165"},"content":{"rendered":"<p style=\"font-weight: 400;\"><strong>Content marketing je o\u00a062 % lacnej\u0161\u00ed ako konven\u010dn\u00fd marketing. A\u00a0vygeneruje trikr\u00e1t to\u013eko leadov. S\u00a0t\u00fdmito 7 krokmi sa pribl\u00ed\u017eite k\u00a0benchmarku v\u00fdkonnosti obsahov\u00e9ho marketingu. <\/strong><\/p>\n<p style=\"font-weight: 400;\">Content marketing je u\u017e nejak\u00fa dobu st\u00e1licou marketingov\u00e9ho mixu. Nevyhnutn\u00fd pre B2B predaj a\u00a0l\u00e1kav\u00fd pre spotrebite\u013esk\u00e9 trhy.<\/p>\n<p style=\"font-weight: 400;\">Ka\u017edodenne vyh\u013ead\u00e1van\u00fd. Konzumovan\u00fd. A\u00a0generuj\u00faci konverzie.<\/p>\n<h3 style=\"font-weight: 400;\"><strong>Obsahov\u00fd marketing: Pre\u010do do neho investova\u0165?\u00a0<\/strong><\/h3>\n<ul>\n<li>Zv\u00fd\u0161en\u00e1 vidite\u013enos\u0165 \u2013 \u010d\u00edm ste vidite\u013enej\u0161\u00ed, t\u00fdm viac klientov m\u00e1te \u0161ancu pritiahnu\u0165<\/li>\n<li>Google, Bing, Yahoo a\u00a0ostatn\u00e9 vyh\u013ead\u00e1va\u010de s\u00fa ako deti, treba ich pravidelne nie\u010d\u00edm k\u0155mi\u0165<\/li>\n<li>Budujete si brand, svoju autoritu a\u00a0odbornos\u0165, ktor\u00e9 sa pretavuj\u00fa do zv\u00fd\u0161enej d\u00f4very v\u00a0o\u010diach klientov<\/li>\n<li>Ve\u013emi pragmatick\u00fd d\u00f4vod: generovanie leadov<\/li>\n<li>E\u0161te pragmatickej\u0161\u00ed d\u00f4vod: konvertovanie prospektov na platiacich z\u00e1kazn\u00edkov, v\u00a0ide\u00e1lnom pr\u00edpade ve\u013emi loj\u00e1lnych, \u010do znamen\u00e1 st\u00fapaj\u00face CLV (celo\u017eivotn\u00e1 hodnota z\u00e1kazn\u00edka)<\/li>\n<\/ul>\n<h3 style=\"font-weight: 400;\"><strong>Pre\u010do skuto\u010dne investova\u0165 do content marketingu<\/strong><\/h3>\n<p style=\"font-weight: 400;\">Ke\u010f\u017ee ned\u00e1me dopusti\u0165 na data-driven marketing, tak tu je nieko\u013eko nepriestreln\u00fdch argumentov:<\/p>\n<ul>\n<li>Content marketing je o 62% lacnej\u0161\u00ed ne\u017e tradi\u010dn\u00fd marketing a\u00a0<a href=\"https:\/\/www.demandmetric.com\/content\/content-marketing-infographic\" target=\"_blank\" rel=\"noopener\">vygeneruje trikr\u00e1t to\u013eko leadov<\/a><\/li>\n<li>Str\u00e1nky s\u00a0viac ako 400 blogmi <a href=\"https:\/\/blog.hubspot.com\/marketing\/blogging-frequency-benchmarks\" target=\"_blank\" rel=\"noopener\">vygeneruj\u00fa dvakr\u00e1t tak\u00fd traffic<\/a> ako str\u00e1nky pod touto hranicou<\/li>\n<li><a href=\"https:\/\/monkeymedia.sk\/pl\/seo-strategia\/\" target=\"_blank\" rel=\"noopener\">SEO blogovanie<\/a> v\u00e1m vygeneruje <a href=\"https:\/\/videos.brightedge.com\/research-report\/BrightEdge_ChannelReport2019_FINAL.pdf\" target=\"_blank\" rel=\"noopener\">1000% v\u00e4\u010d\u0161\u00ed traffic<\/a> ako postovanie na soci\u00e1lnych m\u00e9di\u00e1ch<\/li>\n<li>16 a\u00a0viac blogov alebo in\u00fdch druhov obsahu mesa\u010dne generuje <a href=\"https:\/\/cdn2.hubspot.net\/hubfs\/2504218\/Why%20You%20Need%20to%20Blog%20For%20Business%20-%20Tangible%20Words.pdf\" target=\"_blank\" rel=\"noopener\">4,5kr\u00e1t viac leadov<\/a> ako ke\u010f sa publikuj\u00fa maxim\u00e1lne 4<\/li>\n<li>A\u00a0mikropr\u00edpadovka na z\u00e1ver: <a href=\"https:\/\/expresswriters.com\/\" target=\"_blank\" rel=\"noopener\">Expresswriters<\/a> investovali mesa\u010dne 1 600 dol\u00e1rov do pr\u00edpravy obsahu (prim\u00e1rne blogy, nejak\u00e9 podcasty a\u00a0zop\u00e1r krat\u0161\u00edch \u00fatvarov). Tento obsah, toho \u010dasu po\u010d\u00edtaj\u00faci 1\u00a0142 blogov generoval traffic v\u00a0hodnote 66\u00a0700 dol\u00e1rov. Pod\u013ea ich tvrden\u00ed sa v\u00a0ziskoch dost\u00e1vali mesa\u010dne cez \u0161es\u0165cifern\u00fa hranicu. A\u00a0toto s\u00fa \u010d\u00edsla, ak\u00e9 chce vidie\u0165 ka\u017ed\u00fd exekut\u00edvec.<\/li>\n<\/ul>\n<p style=\"font-weight: 400;\">Pozrite sa na t\u00fdchto 7 krokov ako m\u00f4\u017eete zv\u00fd\u0161i\u0165 v\u00fdkonnos\u0165 a\u00a0n\u00e1vratnos\u0165 v\u00e1\u0161ho content marketingu.<\/p>\n<p><img decoding=\"async\" class=\"alignnone wp-image-38081 size-large lazyload\" data-src=\"http:\/\/monkeymedia.sk\/wp-content\/uploads\/2023\/02\/content_marketing_2-1024x576.png\" alt=\"ako na v\u00fdkonn\u00fd content marketing\" width=\"1024\" height=\"576\" data-srcset=\"https:\/\/monkeymedia.sk\/wp-content\/uploads\/2023\/02\/content_marketing_2-1024x576.png 1024w, https:\/\/monkeymedia.sk\/wp-content\/uploads\/2023\/02\/content_marketing_2-300x169.png 300w, https:\/\/monkeymedia.sk\/wp-content\/uploads\/2023\/02\/content_marketing_2-768x432.png 768w, https:\/\/monkeymedia.sk\/wp-content\/uploads\/2023\/02\/content_marketing_2.png 1366w\" data-sizes=\"(max-width: 1024px) 100vw, 1024px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 1024px; --smush-placeholder-aspect-ratio: 1024\/576;\" \/><\/p>\n<h3 style=\"font-weight: 400;\"><strong>1. Majte svoj content marketingov\u00fd pl\u00e1n a\u00a0na \u0148om si zakladajte<\/strong><\/h3>\n<p style=\"font-weight: 400;\">Jasne si zadefinujte strat\u00e9giu svojho content marketingu. Alebo revidujte u\u017e existuj\u00facu.<\/p>\n<p style=\"font-weight: 400;\">Zadefinovanie strat\u00e9gie content marketingu je <strong>alfou v\u00fdkonn\u00e9ho content marketingu<\/strong>. \u0160tatisticky vytv\u00e1ranie obsahu market\u00e9ri v\u00a0B2B marketingu <a href=\"https:\/\/www.forbes.com\/sites\/forbescommunicationscouncil\/2021\/01\/22\/should-you-outsource-your-content-creation-pros-and-cons-explained\/?sh=7580a5d67620\" target=\"_blank\" rel=\"noopener\">naj\u010dastej\u0161ie outsourceuj\u00fa<\/a>.<\/p>\n<p style=\"font-weight: 400;\"><a href=\"https:\/\/www.semrush.com\/blog\/content-marketing-statistics\/#header8\" target=\"_blank\" rel=\"noopener\">Prieskum Semrushu<\/a> odhalil, \u017ee a\u017e 57% respondentov potvrdilo, \u017ee maj\u00fa zadokumentovan\u00fa strat\u00e9giu vytv\u00e1rania obsahu. A\u017e 42% market\u00e9rov sa priznalo, \u017ee e\u0161te len podnikaj\u00fa prv\u00e9 kroky v\u00a0content marketingu.<\/p>\n<p style=\"font-weight: 400;\">Obsahov\u00e1 strat\u00e9gia je pl\u00e1n, <strong>ak\u00fd obsah budete vytv\u00e1ra\u0165, kedy a\u00a0kde ho publikova\u0165<\/strong>, na ak\u00fdch kan\u00e1loch ho budete propagova\u0165 a\u00a0ako budete mera\u0165 jeho v\u00fdkonnos\u0165.\u00a0Content marketing je beh na dlh\u00fa tra\u0165. Strat\u00e9gia sl\u00fa\u017ei ako z\u00e1kladn\u00fd referen\u010dn\u00fd r\u00e1mec.\u00a0Aj preto, aby sa predch\u00e1dzalo\u00a0naru\u0161eniu obsahovej a brandovej konzistentnosti napr\u00edklad pri odchode poveren\u00e9ho market\u00e9ra alebo pri v\u00fdmene dod\u00e1vate\u013ea obsahu.<\/p>\n<p style=\"font-weight: 400;\">Strat\u00e9gia v\u00a0prvom rade obsahuje z\u00e1kladn\u00e9 ciele.<\/p>\n<p style=\"font-weight: 400;\">Ak\u00fdko\u013evek obsah vytv\u00e1rate alebo pl\u00e1nujete vytvori\u0165 by preto mal do nejakej miery podporova\u0165 aspo\u0148 jeden z\u00a0vyt\u00fd\u010den\u00fdch cie\u013eov. Ciele contentovej strat\u00e9gie v\u00a0prvom rade <strong>zoh\u013ead\u0148uj\u00fa obchodn\u00e9 priority<\/strong>.<\/p>\n<p style=\"font-weight: 400;\">Aj ke\u010f generovanie leadov je v\u00a0drvivej v\u00e4\u010d\u0161ine hlavn\u00fdm \u00fa\u010delom content marketingu, obsahom m\u00f4\u017eete chcie\u0165 napr\u00edklad budova\u0165 povedomie<\/p>\n<ul>\n<li><a href=\"https:\/\/monkeymedia.sk\/pl\/brandova-identita\/\">va\u0161ej zna\u010dke<\/a>, produktoch<\/li>\n<li>o\u00a0svojej odbornosti<\/li>\n<li>alebo\u00a0d\u00f4veryhodnosti<\/li>\n<\/ul>\n<p style=\"font-weight: 400;\">Nevyhnutnou s\u00fa\u010das\u0165ou defin\u00edcie strat\u00e9gie je jasn\u00e9 <strong>pomenovanie cie\u013eov\u00e9ho publika<\/strong>.\u00a0Obsah sa vytv\u00e1ra za konkr\u00e9tnym \u00fa\u010delom a\u00a0pre konkr\u00e9tne publikum. Poznanie publika je preto d\u00f4le\u017eit\u00e9 pre vytv\u00e1ranie spr\u00e1vneho obsahu ako aj jeho distrib\u00facie na kan\u00e1loch, kde sa cie\u013eov\u00e9 publikum naj\u010dastej\u0161ie vyskytuje.\u00a0V\u00fdskum trhu a\u00a0vytv\u00e1ranie n\u00e1kupn\u00fdch pers\u00f3n s\u00fa \u0161tandardn\u00e9 postupy. Nezab\u00fadajte na <strong>segment\u00e1ciu publika<\/strong>. <a href=\"https:\/\/www.hubspot.com\/marketing-statistics?_ga=2.116427791.880690380.1568750897-940436819.1565181751&amp;hubs_signup-url=blog.hubspot.com%2Fmarketing%2Fcontent-marketing-types&amp;hubs_signup-cta=null\" target=\"_blank\" rel=\"noopener\">Pod\u013ea Hubspotu<\/a> s\u00fa be\u017en\u00fdm po\u010dtom 3 segmenty.\u00a0Do strat\u00e9gie m\u00f4\u017eete zahrn\u00fa\u0165 aj publika\u010dn\u00fd kalend\u00e1r alebo publika\u010dn\u00fd manu\u00e1l.<\/p>\n<h3 style=\"font-weight: 400;\"><strong>2. F\u00e1dny headline je vra\u017eda<\/strong><\/h3>\n<p style=\"font-weight: 400;\">Zabije aj ten najlep\u0161\u00ed obsah.\u00a0V\u00a0priemere 8 z\u00a010 os\u00f4b si pre\u010d\u00edta headline, ale len 2 z\u00a010 zvy\u0161ok.\u00a0Headline je d\u00f4vod, \u010di klik (CTR) bude alebo nebude. D\u00f4le\u017eitos\u0165 titulky zvy\u0161uj\u00fa dva faktory:<\/p>\n<ul>\n<li>d\u013a\u017eka pozornosti je v\u00a0s\u00fa\u010dasnosti 8 sek\u00fand,<\/li>\n<li>a\u00a0ka\u017ed\u00fa sekundu vznikne 6 <a href=\"https:\/\/monkeymedia.sk\/pl\/web-na-mieru\/\" target=\"_blank\" rel=\"noopener\">nov\u00fdch webov<\/a> a\u00a0vypublikuje sa\u00a0116 blogov.<\/li>\n<\/ul>\n<p style=\"font-weight: 400;\">Len k\u00fdm ste sa do\u010d\u00edtali sem sa na internete objavilo <strong>10\u00a0208 nov\u00fdch blogov a\u00a0576 \u00faplne nov\u00fdch webov\u00fdch str\u00e1nok<\/strong>. Konkurencia je ne\u00faprosn\u00e1.\u00a0O\u00a0to v\u00e4\u010d\u0161iu v\u00e1\u017enos\u0165 naber\u00e1 segment\u00e1cia a\u00a0cie\u013eov\u00e9 publikum. Svoj\u00edm obsahom nem\u00f4\u017eete oslovi\u0165 v\u0161etk\u00fdch. Preto oslovujte t\u00fdch, kde sa to po\u010d\u00edta.<\/p>\n<p style=\"font-weight: 400;\">Anat\u00f3mia \u00faspe\u0161n\u00fdch a\u00a0vir\u00e1lnych headlinov je jednoduch\u00e1:<\/p>\n<ul>\n<li>v\u00a0jednoduchosti je kr\u00e1sa, a atrakt\u00edvny\u00a0pr\u00eds\u013eub by sa tam mal tie\u017e ukr\u00fdva\u0165<\/li>\n<li>ide\u00e1lny rozsah 2-7 slov<\/li>\n<li>\u010d\u00edsla na za\u010diatku e\u0161te st\u00e1le funguj\u00fa najlep\u0161ie<\/li>\n<li>najklikanej\u0161ie titulky s\u00fa listicle, in\u0161trukt\u00e1\u017ene alebo edukat\u00edvne \u201eako na&#8230;\u201c, osobn\u00e9 sk\u00fasenosti, pozit\u00edvna zmena<\/li>\n<li>koncept YMYL (\u201eYour Money, Your Life\u201c) funguje aj pri tvorbe headlinov (titulok odkazuje k\u00a0pozit\u00edvnej zmene:\u0161\u0165astie, zdravie financie, bezpe\u010dnos\u0165 apod.)<\/li>\n<\/ul>\n<p style=\"font-weight: 400;\">Netreba u\u017e ani pripom\u00edna\u0165, \u017ee aj headline mus\u00ed by\u0165 SEO optimalizovan\u00fd.<\/p>\n<p><img decoding=\"async\" class=\"alignnone wp-image-38082 size-full lazyload\" data-src=\"http:\/\/monkeymedia.sk\/wp-content\/uploads\/2023\/02\/content_marketing_4.png\" alt=\"ako na v\u00fdkonn\u00fd content marketing\" width=\"1000\" height=\"666\" data-srcset=\"https:\/\/monkeymedia.sk\/wp-content\/uploads\/2023\/02\/content_marketing_4.png 1000w, https:\/\/monkeymedia.sk\/wp-content\/uploads\/2023\/02\/content_marketing_4-300x200.png 300w, https:\/\/monkeymedia.sk\/wp-content\/uploads\/2023\/02\/content_marketing_4-768x511.png 768w\" data-sizes=\"(max-width: 1000px) 100vw, 1000px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 1000px; --smush-placeholder-aspect-ratio: 1000\/666;\" \/><\/p>\n<h3 style=\"font-weight: 400;\"><strong>3. Zv\u00e1dzajte kvalitou<\/strong><\/h3>\n<p style=\"font-weight: 400;\">Aby nastala rovnov\u00e1ha vo vesm\u00edre a\u00a0vy ste sa dostali o\u00a0krok bli\u017e\u0161ie ku kvalifikovan\u00e9mu marketingov\u00e9mu leadu, pr\u00eds\u013eub v\u00a0titulke mus\u00ed by\u0165 bezpodmiene\u010dne naplnen\u00fd. A\u00a0to relevantn\u00fdm a\u00a0kvalitn\u00fdm obsahom. Ide\u00e1lne aj s\u00a0<strong>pridanou hodnotou<\/strong>.<\/p>\n<p style=\"font-weight: 400;\">Met\u00f3da prudk\u00e9ho publikovania r\u00fdchlokvasen\u00e9ho obsahu je mrhanie zdrojmi. Obsah, ktor\u00fd pon\u00fakate svoj\u00edm potenci\u00e1lnym z\u00e1kazn\u00edkom dosahova\u0165 vy\u0161\u0161ie \u0161tandardy kvality. Ako v\u00e1m inak m\u00f4\u017eu d\u00f4verova\u0165, \u017ee svojimi slu\u017ebami alebo produktami spln\u00edte ich o\u010dak\u00e1vania.\u00a0Vyu\u017e\u00edvanie AI copywritingov\u00fdch n\u00e1strojov je l\u00e1kav\u00e9, predov\u0161etk\u00fdm z\u00a0\u010dasov\u00e9ho a\u00a0finan\u010dn\u00e9ho h\u013eadiska, ale nevyrie\u0161i v\u00e1\u0161 prim\u00e1rny probl\u00e9m. <strong>Hodnotn\u00fd obsah pre \u013eud\u00ed<\/strong>.<\/p>\n<p style=\"font-weight: 400;\">Presn\u00fd, jasn\u00fd, informat\u00edvny text, v\u00a0ide\u00e1lnom pr\u00edpade vyu\u017eit\u00edm storytellingov\u00e9ho postupu. Samozrejme \u0161trukt\u00farovan\u00fdm formou obr\u00e1tenej pyram\u00eddy &#8211; v\u0161etky najrelevantnej\u0161ie inform\u00e1cie umiestnen\u00e9, \u010do najvy\u0161\u0161ie.\u00a0To, \u010do ste sa na hodin\u00e1ch slohu nau\u010dili, \u017ee zhrnutie patr\u00ed nakoniec sa pri tvorbe online obsahu dost\u00e1va na za\u010diatok.\u00a0Tie\u017e <strong>majte na pam\u00e4ti EAT<\/strong>. Je to r\u00e1mec, na z\u00e1klade ktor\u00e9ho sa vyhodnocuje kvalita obsahu.<\/p>\n<p style=\"font-weight: 400;\">Piliermi dobr\u00e9ho obsahu s\u00fa:<\/p>\n<ul>\n<li style=\"font-weight: 400;\">E ako expert\u00edza<\/li>\n<li style=\"font-weight: 400;\">A\u00a0ako autoritat\u00edvnos\u0165<\/li>\n<li style=\"font-weight: 400;\">T ako d\u00f4veryhodnos\u0165.<\/li>\n<\/ul>\n<p style=\"font-weight: 400;\">Dosiahnut\u00edm vy\u0161\u0161ie E-A-T zlep\u0161\u00edte v\u00fdkonnos\u0165 svojho obsahu. Ako?<\/p>\n<ul>\n<li>Kvalitn\u00fd a\u00a0u\u017eito\u010dn\u00fd obsah<\/li>\n<li>Origin\u00e1lny \u2013 plagiarizmus sa nenos\u00ed a\u00a0je pr\u00edsne penalizovan\u00fd<\/li>\n<li>Vytvoren\u00fd \u013eu\u010fmi pre \u013eud\u00ed \u2013 ak pracujete s AI copywritersk\u00fdmi n\u00e1strojmi v\u017edy robte ru\u010dn\u00e9 korekcie, prepisovanie a vyla\u010fovanie<\/li>\n<li>Priznanie autorstva \u010dl\u00e1nku &#8211; v ide\u00e1lnom pr\u00edpade je autor \u010dl\u00e1nku odborn\u00edkom vo svojom odbore (k\u013eudne si prizvite odborn\u00edkov, blogovanie relevantn\u00fdmi extern\u00fdmi expertami je \u017eiaduce)<\/li>\n<li>Pou\u017e\u00edvajte d\u00f4veryhodn\u00e9 zdroje \u2013 nezab\u00fadajte na vytv\u00e1ranie relevantn\u00fdch backlinkov (aj backlinky by mali sp\u013a\u0148a\u0165 kateg\u00f3rie E-A-T)<\/li>\n<\/ul>\n<p><img decoding=\"async\" class=\"alignnone wp-image-38085 size-large lazyload\" data-src=\"http:\/\/monkeymedia.sk\/wp-content\/uploads\/2023\/02\/content_marketing_5-1024x576.png\" alt=\"ako na v\u00fdkonn\u00fd content marketing\" width=\"1024\" height=\"576\" data-srcset=\"https:\/\/monkeymedia.sk\/wp-content\/uploads\/2023\/02\/content_marketing_5-1024x576.png 1024w, https:\/\/monkeymedia.sk\/wp-content\/uploads\/2023\/02\/content_marketing_5-300x169.png 300w, https:\/\/monkeymedia.sk\/wp-content\/uploads\/2023\/02\/content_marketing_5-768x432.png 768w, https:\/\/monkeymedia.sk\/wp-content\/uploads\/2023\/02\/content_marketing_5.png 1366w\" data-sizes=\"(max-width: 1024px) 100vw, 1024px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 1024px; --smush-placeholder-aspect-ratio: 1024\/576;\" \/><\/p>\n<p style=\"font-weight: 400;\">V\u00e4\u010d\u0161ina spom\u00ednan\u00fdch doporu\u010den\u00ed sa ide\u00e1lne sn\u00fabi v\u00a0pr\u00edpadov\u00fdch \u0161t\u00fadi\u00e1ch. Tie st\u00e1le zost\u00e1vaj\u00fa zlatou ba\u0148ou na konvertovanie aj vla\u017en\u00fdch leadov.<\/p>\n<h3 style=\"font-weight: 400;\"><strong>4. Nasadzujte nov\u00e9 obsahov\u00e9 form\u00e1ty<\/strong><\/h3>\n<p style=\"font-weight: 400;\">Pod obsahom naj\u010dastej\u0161ie rozumieme blogy alebo \u010dl\u00e1nky.\u00a0Ale \u010dist\u00fd text, aj ke\u010f akoko\u013evek obohacuj\u00faci, <strong>zanik\u00e1 v\u00a0multimedi\u00e1lnej konkurencii<\/strong>.\u00a0Pam\u00e4tajte, \u017ee svoj\u00edm u\u017e\u00edvate\u013eom mus\u00edte da\u0165 d\u00f4vod a\u00a0nejak\u00e9 prvky, s\u00a0ktor\u00fdmi by mohli interagova\u0165, aby doch\u00e1dzalo ku \u201econtent engagement\u201c.\u00a0Okrem \u201edwell time\u201c je to \u010fal\u0161ia neprehliadnute\u013en\u00e1 metrika (a rankingov\u00fd faktor), a\u00a0z\u00e1rove\u0148 aj motiv\u00e1cia ako robi\u0165 lukrat\u00edvnej\u0161\u00ed obsah.<\/p>\n<ul>\n<li style=\"font-weight: 400;\">obr\u00e1zky s\u00fa povinnou jazdou, ide\u00e1lne p\u00f4vodn\u00e9<\/li>\n<li style=\"font-weight: 400;\">infografiky s\u00fa skvel\u00fdm d\u00e1tovo-nas\u00fdten\u00fdm p\u00fata\u010dom<\/li>\n<li style=\"font-weight: 400;\">vnoren\u00e9 posty zo soci\u00e1lnych m\u00e9di\u00ed osvie\u017eia priestor a\u00a0\u0161trukt\u00faru blogu<\/li>\n<li style=\"font-weight: 400;\">vide\u00e1 s\u00fa perfektn\u00fdm pr\u00eddavkom (kr\u00e1tke, dlh\u00e9, tiktokov\u00e9)<\/li>\n<li style=\"font-weight: 400;\">audio sa u\u017e tie\u017e stalo novou normou (nahovoren\u00edm \u010dl\u00e1nku na sp\u00f4sob podcastu u\u013eah\u010d\u00edte \u010ditate\u013eom konzum\u00e1ciu obsahu za jazdy, behu alebo pri vys\u00e1van\u00ed)<\/li>\n<li style=\"font-weight: 400;\">m\u00e1te podcast na t\u00e9mu v\u00a0\u010dl\u00e1nku, prilo\u017ete ho (aspo\u0148 link)<\/li>\n<li style=\"font-weight: 400;\">ak ste vtipn\u00fd, pridajte m\u00e9my<\/li>\n<li style=\"font-weight: 400;\">anim\u00e1cie tie\u017e dok\u00e1\u017eu spestri\u0165 obsah<\/li>\n<\/ul>\n<p style=\"font-weight: 400;\">Blog zbyto\u010dne <strong>nepre\u0165a\u017eujte extern\u00fdmi prvkami<\/strong>. \u0160etrite si obsah na \u010fal\u0161\u00ed \u010dl\u00e1nok.\u00a0Content marketing je marat\u00f3n, nie \u0161print.<\/p>\n<h3 style=\"font-weight: 400;\"><strong>5. Spestrite pon\u00fakan\u00fd obsah<\/strong><\/h3>\n<p style=\"font-weight: 400;\">Kombin\u00e1cia r\u00f4znych prvkov nov\u00e9ho contentu v\u00a0jednom \u010dl\u00e1nkom je <strong>diverzifik\u00e1cia<\/strong>. A\u00a0diverzifik\u00e1cia sa t\u00fdka typov obsahu, ktor\u00e9 svojmu publiku pon\u00fakate.\u00a0Nebojte sa experimentova\u0165. Roz\u0161\u00edrte \u0161k\u00e1lu svojich blogov od listiclov a\u017e po pr\u00edpadov\u00e9 \u0161t\u00fadie.<\/p>\n<p style=\"font-weight: 400;\">V\u00e4\u010d\u0161ina B2B obsahov\u00fdch strat\u00e9gi\u00ed disponuje \u0161ir\u0161\u00edm invent\u00e1rom obsahov\u00fdch form\u00e1tov, predov\u0161etk\u00fdm:<\/p>\n<ul>\n<li style=\"font-weight: 400;\">e-knihy,<\/li>\n<li style=\"font-weight: 400;\">whitepapere,<\/li>\n<li style=\"font-weight: 400;\">sprievodcovia.<\/li>\n<\/ul>\n<p style=\"font-weight: 400;\">Investujte do longform obsahu. Pozorovanie <a href=\"https:\/\/contenthacker.com\/content-length\/\" target=\"_blank\" rel=\"noopener\">ContentHacker<\/a> odhalilo, \u017ee longform obsah:<\/p>\n<ul>\n<li>priviedol 62 n\u00e1sobne viac ide\u00e1lnych z\u00e1kazn\u00edkov ako krat\u0161\u00ed obsah<\/li>\n<li>vygeneroval 198,75% viac tr\u017eieb<\/li>\n<li>priviedol z\u00e1kazn\u00edkov, ktor\u00ed po n\u00e1kupe nemali \u017eiadne reklam\u00e1cie narozdiel od z\u00e1kazn\u00edkov, ktor\u00ed pri\u0161li cez in\u00e9 kan\u00e1ly<\/li>\n<\/ul>\n<p><img decoding=\"async\" class=\"alignnone wp-image-38086 size-large lazyload\" data-src=\"http:\/\/monkeymedia.sk\/wp-content\/uploads\/2023\/02\/content_marketing_6-1024x576.png\" alt=\"ako na v\u00fdkonn\u00fd content marketing\" width=\"1024\" height=\"576\" data-srcset=\"https:\/\/monkeymedia.sk\/wp-content\/uploads\/2023\/02\/content_marketing_6-1024x576.png 1024w, https:\/\/monkeymedia.sk\/wp-content\/uploads\/2023\/02\/content_marketing_6-300x169.png 300w, https:\/\/monkeymedia.sk\/wp-content\/uploads\/2023\/02\/content_marketing_6-768x432.png 768w, https:\/\/monkeymedia.sk\/wp-content\/uploads\/2023\/02\/content_marketing_6.png 1366w\" data-sizes=\"(max-width: 1024px) 100vw, 1024px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 1024px; --smush-placeholder-aspect-ratio: 1024\/576;\" \/><\/p>\n<p style=\"font-weight: 400;\">\u0160tandardnou v\u00fdbavou content marketingu s\u00fa<\/p>\n<ul>\n<li>vide\u00e1,<\/li>\n<li>podcasty,<\/li>\n<li>posty na soci\u00e1lnych sie\u0165ach<\/li>\n<li>a\u00a0newslettre.<\/li>\n<\/ul>\n<p style=\"font-weight: 400;\">Ide o\u00a0overen\u00e9 form\u00e1ty, ktor\u00e9 je navy\u0161e mo\u017en\u00e9 navz\u00e1jom kombinova\u0165. Vytv\u00e1rate <strong>tak zv\u00fd\u0161en\u00fa hodnotu z\u00a0u\u017e existuj\u00faceho obsahu<\/strong> bez toho, aby ste museli investova\u0165 navy\u0161e.<\/p>\n<h3 style=\"font-weight: 400;\"><strong>6. Udom\u00e1cnite sa na viacer\u00fdch kan\u00e1loch s\u00fa\u010dasne<\/strong><\/h3>\n<p style=\"font-weight: 400;\">Ide\u00e1lne SEO optimalizovan\u00fd longform blog si v\u017edy n\u00e1jde svoje publikum a\u00a0vygeneruje v\u00e1m kvalifikovan\u00e9 leady. Ale to je iba jeden kan\u00e1l.\u00a0V\u00a0s\u00fa\u010dasnosti je u\u017e nevyhnutn\u00e9 obsluhova\u0165 nieko\u013eko kan\u00e1lov s\u00fa\u010dasne. Podnik\u00e1te a tvor\u00edte v\u00a0dobe <strong>omnikan\u00e1lov\u00e9ho obsahu<\/strong>: r\u00f4zne druhy contentu sa \u0161\u00edria r\u00f4znymi kan\u00e1lmi.<\/p>\n<p style=\"font-weight: 400;\">Va\u0161a webov\u00e1 str\u00e1nka, newslettre a\u00a0kont\u00e1 na soci\u00e1lnych platform\u00e1ch s\u00fa z\u00e1kladom zdravej omnikan\u00e1lovej obsahovej strat\u00e9gie. Nev\u00e1hajte kombinova\u0165 prvky z\u00a0existuj\u00faceho obsahu na \u010fal\u0161\u00edch kan\u00e1loch:<\/p>\n<ul>\n<li>infografiky na LinkedIne<\/li>\n<li>p\u00f4vodn\u00e9 fotky na Instagrame<\/li>\n<li>kr\u00e1tke vide\u00e1 na TikToku<\/li>\n<li>edukat\u00edvne-zameran\u00e9 vide\u00e1 na YouTube<\/li>\n<li>audio nahr\u00e1vky na podcastov\u00fdch platform\u00e1ch (ale k\u013eudne aj na YouTube, ide\u00e1lne s\u00a0dynamick\u00fdm vizu\u00e1lom)<\/li>\n<li>zauj\u00edmav\u00e9 poznatky z va\u0161ich\u00a0prieskumov alebo anal\u00fdz na Twitteri<\/li>\n<\/ul>\n<p style=\"font-weight: 400;\">Ak sa c\u00edtite dobrodru\u017enej\u0161ie, m\u00e1te otvoren\u00e9 dvere aj do Quory, Redditu alebo Wikip\u00e9die. Alebo do akejko\u013evek relevantnej alternat\u00edvy Modr\u00e9ho kon\u00edka pre va\u0161e podnikanie.\u00a0M\u00e1te m\u00e1lo \u010dasu alebo zdrojov a\u00a0chcete <strong>maximalizova\u0165 v\u00fdkonnos\u0165<\/strong> svojho obsahu?\u00a0Growth hackingov\u00e9 Paretovo pravidlo hovor\u00ed, \u017ee 20% \u00fasilia by ste mali investova\u0165 do tvorby vysoko kvalitn\u00e9ho obsahu a\u00a080% do jeho distrib\u00facie a\u00a0propag\u00e1cie.<\/p>\n<p><img decoding=\"async\" class=\"alignnone wp-image-38087 size-full lazyload\" data-src=\"http:\/\/monkeymedia.sk\/wp-content\/uploads\/2023\/02\/content_marketing_7.png\" alt=\"ako na v\u00fdkonn\u00fd content marketing\" width=\"1000\" height=\"701\" data-srcset=\"https:\/\/monkeymedia.sk\/wp-content\/uploads\/2023\/02\/content_marketing_7.png 1000w, https:\/\/monkeymedia.sk\/wp-content\/uploads\/2023\/02\/content_marketing_7-300x210.png 300w, https:\/\/monkeymedia.sk\/wp-content\/uploads\/2023\/02\/content_marketing_7-768x538.png 768w\" data-sizes=\"(max-width: 1000px) 100vw, 1000px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 1000px; --smush-placeholder-aspect-ratio: 1000\/701;\" \/><\/p>\n<h3 style=\"font-weight: 400;\"><strong>7. Investujte do trvanlivosti<\/strong><\/h3>\n<p style=\"font-weight: 400;\">T\u00e1 vypl\u00e1ca stabiln\u00e9 dividendy. A\u00a0istoty s\u00fa v <strong>evergreen contente<\/strong>. Strat\u00e9gia content marketingu by mala zoh\u013ead\u0148ova\u0165 ak\u00fdm typom obsahu sa pl\u00e1nujete venova\u0165. Typy obsahu si m\u00f4\u017eete vybera\u0165 a\u00a0kombinova\u0165 v\u00a0z\u00e1vislosti od v\u00e1\u0161ho odvetvia, cie\u013eov\u00fdch segmentov, ale aj \u00fa\u010delu ak\u00fd chcete dosiahnu\u0165.<\/p>\n<p style=\"font-weight: 400;\">Taktika \u201enewsjacking\u201c, teda vyu\u017eitie aktu\u00e1lnych udalost\u00ed, na ktor\u00fdch sa dok\u00e1\u017eete \u201ezvies\u0165\u201c je kr\u00e1tkodob\u00e1 a\u00a0v\u00a0niektor\u00fdch pr\u00edpadoch nadu\u017e\u00edvan\u00e1. Aj ke\u010f obsah s koronou sa udr\u017eal v\u00a0kurze dlh\u0161ie ne\u017e sme predpokladali. Inak povedan\u00e9, skvel\u00e1 invest\u00edcia\u00a0\u201eNewsjacking\u201c (pom\u00f4\u017eu v\u00e1m <a href=\"https:\/\/trends.google.com\/trends\/?geo=SK\" target=\"_blank\" rel=\"noopener\">Google Trends<\/a>) je met\u00f3dou <strong>r\u00fdchlej penetr\u00e1cie<\/strong>, ak pou\u017eijeme marketingov\u00fd \u017earg\u00f3n. M\u00e1 svoje opodstatnenie, aj ke\u010f mo\u017eno \u010dastej\u0161ie pri PR aktivit\u00e1ch.\u00a0Samozrejme, aj sez\u00f3nny alebo trendov\u00fd obsah by mal by\u0165 s\u00fa\u010das\u0165ou zdravej obsahovej strat\u00e9gie.<\/p>\n<p style=\"font-weight: 400;\">Evergreen content <strong>je dlhodob\u00e1 invest\u00edcia<\/strong>. A preto zost\u00e1va nesmierne popul\u00e1rny.<\/p>\n<p style=\"font-weight: 400;\">Aj ke\u010f sa v\u00e1m spo\u010diatku m\u00f4\u017ee zda\u0165, \u017ee nenach\u00e1dzate n\u00e1mety na nad\u010dasov\u00e9 t\u00e9my, m\u00e1te k\u00a0dispoz\u00edcii hne\u010f nieko\u013eko popul\u00e1rnych rie\u0161en\u00ed:<\/p>\n<ul>\n<li>FAQs \u2013 form\u00e1t naj\u010dastej\u0161ie kladen\u00fdch ot\u00e1zok je u\u010debnicov\u00fd evergreen content<\/li>\n<li>Sprievodcovia alebo n\u00e1vody<\/li>\n<li>Slovn\u00edky alebo zoznamy term\u00ednov (glos\u00e1re)<\/li>\n<li>Whitepapers<\/li>\n<li>E-knihy<\/li>\n<li>\u0160t\u00fadie, prieskumy a\u00a0reporty (to znamen\u00e1 obsah vo v\u0161eobecnosti zalo\u017een\u00fd na d\u00e1tach)<\/li>\n<li>V\u00fdbery (Best of)<\/li>\n<li>Pillar pages<\/li>\n<\/ul>\n<p style=\"font-weight: 400;\">Pre\u010do je evergreen content takou dobrou invest\u00edciou aj navzdory \u00fasiliu, ktor\u00e9 je treba vynalo\u017ei\u0165 na jeho vytvorenie?<\/p>\n<p style=\"font-weight: 400;\">\u0160t\u00fadia <a href=\"https:\/\/www.inc.com\/laura-montini\/infographic\/the-shift-to-native-advertising-in-marketing.html\" target=\"_blank\" rel=\"noopener\">MGA Advertising<\/a> zistila, \u017ee a\u017e 70% online u\u017e\u00edvate\u013eov uprednost\u0148uje sa dozvedie\u0165 o\u00a0produktoch cez obsah ako cez konven\u010dn\u00fa inzerciu.\u00a0Ak\u00e9ko\u013evek taktiky zlep\u0161enia content marketingu sa z\u00a0na\u0161ich odpor\u00fa\u010dan\u00ed rozhodnete praktizova\u0165, nezab\u00fadajte v\u017edy <strong>mera\u0165<\/strong>, <strong>vyhodnocova\u0165<\/strong> a <strong>experimentova\u0165<\/strong>.<\/p>\n<p style=\"font-weight: 400;\">Potrebujete pom\u00f4c\u0165 vyladi\u0165 alebo <strong>nastavi\u0165 content marketing, aby v\u00e1m prin\u00e1\u0161al v\u00fdsledky<\/strong>? Na\u0161i \u0161pecialisti s\u00fa v\u00e1m k dispoz\u00edcii!\u00a0<a href=\"https:\/\/monkeymedia.sk\/pl\/kontakt\/\">Sta\u010d\u00ed kr\u00e1tka spr\u00e1va<\/a> a\u00a0radi pom\u00f4\u017eeme zv\u00fd\u0161i\u0165 v\u00fdkonnos\u0165 v\u00e1\u0161ho obsahu.<\/p>\n<p style=\"font-weight: 400;\">","protected":false},"excerpt":{"rendered":"<p>Content marketing je o\u00a062 % lacnej\u0161\u00ed ako konven\u010dn\u00fd marketing. A\u00a0vygeneruje trikr\u00e1t to\u013eko leadov. S\u00a0t\u00fdmito 7 krokmi sa pribl\u00ed\u017eite k\u00a0benchmarku v\u00fdkonnosti obsahov\u00e9ho marketingu. Content marketing je u\u017e nejak\u00fa dobu st\u00e1licou marketingov\u00e9ho mixu. Nevyhnutn\u00fd pre B2B predaj a\u00a0l\u00e1kav\u00fd pre spotrebite\u013esk\u00e9 trhy. Ka\u017edodenne vyh\u013ead\u00e1van\u00fd. Konzumovan\u00fd. A\u00a0generuj\u00faci konverzie. Obsahov\u00fd marketing: Pre\u010do do neho investova\u0165?\u00a0 Zv\u00fd\u0161en\u00e1 vidite\u013enos\u0165 \u2013 \u010d\u00edm ste [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":46876,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[404],"tags":[30,153,154],"class_list":["post-37997","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-think","tag-content-marketing","tag-uspesny-content-marketing","tag-vykonnost-content-marketingu"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>\u00daspe\u0161n\u00fd content marketing: 7 tipov, ako zaru\u010dene zv\u00fd\u0161i\u0165 jeho v\u00fdkonnos\u0165 - Monkeymedia<\/title>\n<meta name=\"description\" content=\"Ako na \u00faspe\u0161n\u00fd content marketing, ktor\u00fd prin\u00e1\u0161a v\u00fdsledky? 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