{"id":2008,"date":"2021-06-27T20:18:30","date_gmt":"2021-06-27T18:18:30","guid":{"rendered":"https:\/\/www.cernovsky.cz\/?p=2008"},"modified":"2025-03-06T18:53:07","modified_gmt":"2025-03-06T17:53:07","slug":"obsahovy-marketing","status":"publish","type":"post","link":"https:\/\/www.cernovsky.cz\/en\/marketing\/obsahovy-marketing\/","title":{"rendered":"Obsahov\u00fd marketing: pro\u010d se na n\u011bj zam\u011b\u0159it a jeho trendy v roce 2024"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">Obsahu na internetu je spousta. Ka\u017ed\u00fd si dnes m\u016f\u017ee zalo\u017eit blog, ps\u00e1t na m\u00e9dia t\u0159et\u00edch stran, nebo b\u00fdt YouTuber. \u010casto se ale obsah tvo\u0159\u00ed impulzivn\u011b, bez promy\u0161len\u00e9 strategie \u010di publika\u010dn\u00edho pl\u00e1nu.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Pou\u017e\u00edv\u00e1me platformy, kter\u00e9 u\u017e nejsou aktu\u00e1ln\u00ed a o nov\u00fdch toho t\u0159eba tolik nev\u00edme. Poj\u010fme se tedy pod\u00edvat na to, co fr\u010d\u00ed v&nbsp;obsahov\u00e9m marketingu v&nbsp;tomto roce.<\/p>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-background wp-block-paragraph\" style=\"background-color:#cf2d2d61\"><em><strong>TIP<\/strong>: Pokud v\u00e1s zaj\u00edm\u00e1, jak vyprodat sklady d\u00edky Facebook, Instagram a Google Ads reklam\u011b s PNO pod 15 % (jako se to povedlo u na\u0161eho klienta), <a href=\"https:\/\/www.cernovsky.cz\/case-studies\/pripadova-studie-facebook-google-reklama\/\" data-type=\"link\" data-id=\"https:\/\/www.cernovsky.cz\/case-studies\/pripadova-studie-facebook-google-reklama\/\">p\u0159\u00edpadovou studii najdete tady<\/a>.<\/em><\/p>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\">Co je obsahov\u00fd marketing?<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Definic\u00ed je nap\u0159\u00ed\u010d internetem cel\u00e1 \u0159ada a velk\u00e1 \u010d\u00e1st z&nbsp;nich se v&nbsp;pojet\u00ed a vysv\u011btlen\u00ed obsahov\u00e9ho marketingu dosti li\u0161\u00ed. Mn\u011b osobn\u011b se nejv\u00edce l\u00edb\u00ed definice na webu <a href=\"https:\/\/copyblogger.com\/content-marketing\/\" target=\"_blank\" rel=\"noopener\">Copyblogger<\/a>:<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><em>\u201eD\u011blat obsahov\u00fd marketing znamen\u00e1 vytv\u00e1\u0159et zdarma a pravideln\u011b extra kvalitn\u00ed obsah, kter\u00fd va\u0161i poslucha\u010di budou sd\u00edlet a bude pro n\u011b bu\u010f u\u017eite\u010dn\u00fd, nebo je pobav\u00ed. Kvalitn\u00ed obsah n\u011bkter\u00e9 z nich p\u0159it\u00e1hne a za\u010dnou se o va\u0161i firmu zaj\u00edmat podrobn\u011bji. Z nich se pot\u00e9 m\u016f\u017eou st\u00e1t z\u00e1kazn\u00edci. A pokud procesy nastav\u00edte dob\u0159e a z\u00e1kazn\u00edci budou spokojen\u00ed, tak se ze z\u00e1kazn\u00edk\u016f stanou vracej\u00edc\u00ed se klienti. D\u00edky tomu, \u017ee zve\u0159ej\u0148ujete kvalitn\u00ed edukativn\u00ed obsah, tak v\u00e1m z\u00e1kazn\u00edci v\u011b\u0159\u00ed, maj\u00ed v\u00e1s r\u00e1di a cht\u011bj\u00ed s v\u00e1mi obchodovat sami.\u201c<\/em><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Podle m\u011b se jedn\u00e1 o velmi v\u00fdsti\u017enou definici pro obsahov\u00fd marketing, a proto bych v\u00e1m doporu\u010dil se j\u00ed dr\u017eet.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/www.cernovsky.cz\/wp-content\/uploads\/2021\/06\/Cernovsky_obsahovy_marketing_online_marketing.jpg\" alt=\"V r\u00e1mci online reklamy a online marketingu je d\u016fle\u017eit\u00e9 zm\u00ednit, \u017ee ne v\u0161e by se m\u011blo to\u010dit okolo prodeje. Budov\u00e1n\u00ed zna\u010dky je tak\u00e9 d\u016fle\u017eitou sou\u010d\u00e1st\u00ed. Obsahov\u00fd marketing m\u016f\u017ee pomoct v obou t\u011bchto odv\u011btv\u00edch. \" class=\"wp-image-2015\"\/><figcaption class=\"wp-element-caption\">Obsahov\u00fd marketing je d\u016fle\u017eitou sou\u010d\u00e1st\u00ed online marketingu, kter\u00fd ka\u017ed\u00fdm rokem nab\u00fdv\u00e1 na popularit\u011b a d\u016fle\u017eitosti<\/figcaption><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Pro lep\u0161\u00ed pochopen\u00ed jsem si pro v\u00e1s p\u0159ipravil 4 body, kter\u00e9 v\u00e1m dovol\u00ed l\u00e9pe nahl\u00e9dnout pod pokli\u010dku obsahov\u00e9ho marketingu. Tak hur\u00e1 na n\u011b!<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Obsahov\u00fd marketing: 4 definice<\/h2>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Strategie produkce a publikace informac\u00ed, kter\u00e9 podporuj\u00ed d\u016fv\u011bru a autoritu ve v\u00e1\u0161 brand mezi va\u0161imi ide\u00e1ln\u00edmi z\u00e1kazn\u00edky.<\/li>\n\n\n\n<li>Obsahov\u00fd marketing je zp\u016fsob budov\u00e1n\u00ed vztah\u016f a komunity tak, \u017ee va\u0161i poslucha\u010di maj\u00ed r\u00e1di va\u0161i zna\u010dku.<\/li>\n\n\n\n<li>Obsahov\u00fd marketing je marketingov\u00e1 strategie, kter\u00e1 by v\u00e1m m\u011bla pomoci st\u00e1t se jedni\u010dkou ve va\u0161em oboru.<\/li>\n\n\n\n<li>D\u00edky content marketingu prod\u00e1v\u00e1te bez tradi\u010dn\u00edch \u201enucen\u00fdch\u201c prodejn\u00edch technik.<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Obsahov\u00fd marketing: jeho historie<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Abychom pochopili obsahov\u00fd marketing, mus\u00edme se pod\u00edvat&nbsp;zp\u00e1tky do minulosti na to&#8230;. ehm, zp\u00e1tky do historie.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Historie <a href=\"https:\/\/ecomail.cz\/blog\/cs\/obsahovy-marketing-jako-zaklad-uspesneho-e-mailingu-alinkbuildingu\/\" target=\"_blank\" data-type=\"link\" data-id=\"https:\/\/ecomail.cz\/blog\/cs\/obsahovy-marketing-jako-zaklad-uspesneho-e-mailingu-alinkbuildingu\/\" rel=\"noreferrer noopener\">obsahov\u00e9ho marketingu<\/a> (marketing, kter\u00fd d\u00edky sv\u00fdm form\u00e1m obsahu p\u0159itahuje budouc\u00ed z\u00e1kazn\u00edky) je star\u00e1 jako lidsk\u00e1 rasa sama (p\u0159enesen\u011b \u0159e\u010deno). Prvn\u00ed opravdov\u00e9 zm\u00ednky se datuj\u00ed k po\u010d\u00e1tku dvac\u00e1t\u00e9ho stolet\u00ed. Opravdov\u00fd rozmach za\u010dal v pades\u00e1t\u00fdch letech minul\u00e9ho stolet\u00ed a tak, jak ho zn\u00e1me dnes, existuje p\u0159ibli\u017en\u011b od po\u010d\u00e1tku jednadvac\u00e1t\u00e9ho stolet\u00ed.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">V dne\u0161n\u00ed dob\u011b je ale v\u00fdznamn\u00fd rozd\u00edl v mo\u017enostech pou\u017eit\u00ed technologi\u00ed. Zaj\u00edmav\u00fd obsah m\u016f\u017ee d\u00edky internetu publikovat skoro ka\u017ed\u00fd bez zna\u010dn\u00e9 finan\u010dn\u00ed i \u010dasov\u00e9 z\u00e1t\u011b\u017ee. I vy m\u016f\u017eete. Zna\u010dky a firmy se sna\u017e\u00ed samy st\u00e1t se m\u00e9dii, proto\u017ee tradi\u010dn\u00ed formy marketingu se h\u016f\u0159e m\u011b\u0159\u00ed a v digit\u00e1ln\u00ed dob\u011b ztr\u00e1cej\u00ed na s\u00edle. Pozorn\u011b si prohl\u00e9dn\u011bte obr\u00e1zek n\u00ed\u017ee. Infografiku o historii obsahov\u00e9ho marketingu p\u0159ipravil <a class=\"rank-math-link\" href=\"https:\/\/contentmarketinginstitute.com\/\" target=\"_blank\" rel=\"noopener\">Content Marketing Institute.<\/a>&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/www.cernovsky.cz\/wp-content\/uploads\/2021\/06\/Cernovsky_obsahovy_marketing_historie.jpg\" alt=\"Historie content marketingu sah\u00e1 a\u017e do dob p\u0159ed Kristem. Ale teprve 21, stolet\u00ed a online doba dala obsahov\u00e9mu marketingu aktu\u00e1ln\u00ed podobu, kter\u00e1 je schopna vyu\u017e\u00edvat sv\u00e9ho potenci\u00e1lu na maximum.\" class=\"wp-image-2016\"\/><figcaption class=\"wp-element-caption\">Obsahov\u00fd marketing a jeho historie sah\u00e1 a\u017e do let p\u0159ed Kristem <\/figcaption><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Ruku v ruce s content marketingem jde ji\u017e dlouhou dobu storytelling (p\u0159\u00edb\u011bh va\u0161\u00ed zna\u010dky, \u010di produktu). M\u00e1te-li zna\u010dku, m\u011bli byste moc dob\u0159e zn\u00e1t i jej\u00ed p\u0159\u00edb\u011bh, nejl\u00e9pe na del\u0161\u00ed dobu dop\u0159edu, stejn\u011b jako to t\u0159eba d\u011bl\u00e1 Coca-Cola, v&nbsp;\u010cesk\u00e9 republice nap\u0159\u00edklad <a href=\"https:\/\/www.kofola.cz\/\" class=\"rank-math-link\" target=\"_blank\" rel=\"noopener\">Kofola<\/a>. Ide\u00e1ln\u00ed obsahov\u00e1 strategie je mixem obsahov\u00e9ho marketingu, storytellingu, copywritingu, <a href=\"https:\/\/www.cernovsky.cz\/marketing\/facebook-reklama-jak-na-ni\/\" class=\"rank-math-link\">reklamy na soci\u00e1ln\u00edch s\u00edt\u00edch<\/a>, SEO a dal\u0161\u00edch obor\u016f internetov\u00e9ho marketingu.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Pro\u010d tvo\u0159it obsahov\u00fd marketing?<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Ot\u00e1zka, kterou by si m\u011bl polo\u017eit ka\u017ed\u00fd copywriter nebo osoba, kter\u00e1 se chyst\u00e1 sepsat \u010dl\u00e1nek, vytvo\u0159it infografiku, nato\u010dit video, anebo t\u0159eba podcast, kter\u00fd je v&nbsp;posledn\u00ed dob\u011b \u010d\u00edm d\u00e1l v\u00edc popul\u00e1rn\u00ed.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Chcete potenci\u00e1ln\u00edm z\u00e1kazn\u00edk\u016fm prodat sv\u00e9 zbo\u017e\u00ed \u010di slu\u017ebu, podtrhnout svou expert\u00edzu v dan\u00e9 problematice a z\u00edskat d\u016fv\u011bru (nap\u0159\u00edklad ve finan\u010dn\u00edm segmentu), nebo t\u0159eba odpov\u011bd\u011bt na \u010dasto hledan\u00e9 dotazy a t\u00edm zv\u00fd\u0161it loajalitu sv\u00e9 zna\u010dky? Co konkr\u00e9tn\u011b si m\u00e1 z \u010dl\u00e1nku doty\u010dn\u00fd odn\u00e9st, respektive jak\u00fd m\u00e1 b\u00fdt jeho dal\u0161\u00ed krok po do\u010dten\u00ed?<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Pokud jste si zvl\u00e1dli odpov\u011bd\u011bt na v\u00fd\u0161e zm\u00edn\u011bn\u00e9 ot\u00e1zky, nastal \u010das se vrhnout do v\u00edru obsahov\u00e9ho marketingu!<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Obsahov\u00fd marketing vs. kvalitn\u00ed obsah<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">\u010casto se m\u011b lid\u00e9 ptaj\u00ed, jak\u00fd je rozd\u00edl mezi obsahov\u00fdm marketingem a kvalitn\u00edm \u010dl\u00e1nkem, proto jsem se rozhodl tento bod zahrnout i do dne\u0161n\u00edho \u010dl\u00e1nku.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Kvalitn\u00ed \u010dl\u00e1nek s\u00e1m o sob\u011b moc u\u017eitku nep\u0159inese (rozhodn\u011b pr\u00e1zdnotou zej\u00edc\u00ed firemn\u00ed blog v\u00e1s z dlouhodob\u00e9ho hlediska nespas\u00ed). Pokud je ale kvalitn\u00ed \u010dl\u00e1nek sou\u010d\u00e1st\u00ed obsahov\u00e9 strategie, m\u00e1 n\u011bjak\u00fd konkr\u00e9tn\u00ed c\u00edl, vy m\u00e1te vybudovanou poslucha\u010dskou z\u00e1kladnu, kde \u010dl\u00e1nek budete publikovat a zas\u00e1hnete j\u00edm do pot\u0159eb z\u00e1kazn\u00edk\u016f, tak se mohou d\u00edt divy. Um\u011bn\u00ed zac\u00edlen\u00ed nespo\u010d\u00edv\u00e1 jen ve vtipn\u00e9m \u010di zaj\u00edmav\u00e9m obsahu, ale v p\u0159esn\u00e9m zas\u00e1hnut\u00ed c\u00edlov\u00e9 skupiny. A to je jedna z mnoha z\u00e1kladn\u00edch my\u0161lenek content marketingu.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">M\u016f\u017eeme tedy \u0159\u00edci, \u017ee obsahov\u00fd marketing je souhrn v\u0161ech modern\u00edch online marketingov\u00fdch strategi\u00ed a kvalitn\u00ed \u010dl\u00e1nek je jen jednou z \u010d\u00e1st\u00ed cel\u00e9ho kola, kter\u00e9 poh\u00e1n\u00ed v\u00e1\u0161 bussines.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Chcete pomoci s&nbsp;obsahov\u00fdm marketingem? Nev\u00e1hejte m\u011b kontaktovat <a class=\"rank-math-link\" href=\"https:\/\/www.cernovsky.cz\/kontakt\/\">zde<\/a>.<\/p>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-background wp-block-paragraph\" style=\"background-color:#cf2d2d61\"><em><strong>TIP<\/strong>: Pokud v\u00e1s zaj\u00edm\u00e1 jak dos\u00e1hnout PNO (pod\u00edl n\u00e1klad\u016f na obratu) pod 20 % d\u00edky v\u00fdkonnostn\u00ed TikTok reklam\u011b (5x n\u00e1vratnost investice do reklamy), <a href=\"https:\/\/www.cernovsky.cz\/case-studies\/pripadova-studie-tiktok-hello-coco\/\" data-type=\"link\" data-id=\"https:\/\/www.cernovsky.cz\/case-studies\/pripadova-studie-tiktok-hello-coco\/\">p\u0159\u00edpadovou studii TikTok najdete tady<\/a>.<\/em><\/p>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\">Jak na obsahov\u00fd marketing v tomto roce?<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Tento rok se nese v&nbsp;duchu nov\u00fdch mo\u017enost\u00ed nejen v&nbsp;oblasti reklamy. Hlavn\u00edm trh\u00e1kem, kter\u00fd za\u010dala pou\u017e\u00edvat nejedna spole\u010dnost, je forma zvukov\u00e9ho obsahu, kter\u00e1 je na sv\u011bt\u011b ji\u017e spoustu let. Av\u0161ak a\u017e nyn\u00ed se za\u010dala prosazovat u \u0161irok\u00e9 ve\u0159ejnosti, co\u017e je p\u0159\u00edle\u017eitost pro tak\u0159ka ka\u017edou spole\u010dnost, kter\u00e1 m\u00e1 chu\u0165 posunout sv\u016fj marketing na novou \u00farove\u0148.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Poj\u010fme si tedy p\u0159edstavit platformy pro publikaci obsahu, na kter\u00fdch byste nem\u011bli chyb\u011bt!<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Podcast<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Podcasty v tomto roce pat\u0159\u00ed k nejz\u00e1sadn\u011bj\u0161\u00edm form\u00e1t\u016f v r\u00e1mci <a class=\"rank-math-link\" href=\"https:\/\/www.cernovsky.cz\/marketing\/b2c-b2b-marketing-chyby-rozdily\/\">B2B marketingu<\/a>. Nab\u00edz\u00ed skv\u011blou p\u0159\u00edle\u017eitost pro spolupr\u00e1ci s obchodn\u00edmi partnery, st\u00e1le \u0161ir\u0161\u00ed mo\u017enosti monetizace (nap\u0159. pr\u016fzkum proveden\u00fd spole\u010dnost\u00ed <a href=\"https:\/\/www.nielsen.com\/us\/en\/\" target=\"_blank\" rel=\"noopener\">Nielson<\/a> odhalil, \u017ee a\u017e 78 % poslucha\u010d\u016f v USA je otev\u0159eno podcastov\u00fdm reklam\u00e1m, proto\u017ee si jsou v\u011bdomi toho, \u017ee financuj\u00ed jejich rozvoj) a tak\u00e9 zaujet\u00ed nov\u00e9ho publika.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">D\u00edky snadn\u00e9mu p\u0159\u00edstupu prost\u0159ednictv\u00edm popul\u00e1rn\u00edch platforem, jako je nap\u0159\u00edklad <a class=\"rank-math-link\" href=\"https:\/\/www.spotify.com\/cz\/\" target=\"_blank\" rel=\"noopener\">Spotify<\/a>, jsou nav\u00edc dostupn\u00e9 pro opravdu \u0161irok\u00e9 publikum.&nbsp;&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Tvorba podcastu je \u010dasov\u011b i finan\u010dn\u011b m\u00e9n\u011b n\u00e1ro\u010dn\u00e1, ne\u017e jin\u00e9 formy obsahov\u00e9ho marketingu a z\u00e1rove\u0148 je d\u00edky mluven\u00e9mu projevu v&nbsp;mnoha p\u0159\u00edpadech efektivn\u011bj\u0161\u00ed, ne\u017e nap\u0159\u00edklad psan\u00fd text, a to d\u00edky hlasu, kter\u00fd je mnohem osobn\u011bj\u0161\u00ed.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Pokud si na podcasty netrouf\u00e1te sami, m\u016f\u017eete vyu\u017e\u00edt i mo\u017enost profesion\u00e1ln\u00ed tvorby podcast\u016f, na kterou se specializuje \u0159ada agentur.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Prost\u0159ednictv\u00edm podcast\u016f m\u016f\u017eete d\u011blat rozhovory s kolegy uvnit\u0159 firmy \u010di zpov\u00eddat zaj\u00edmav\u00e9 osobnosti z va\u0161eho oboru. Zkr\u00e1tka poskytnout osobn\u011bj\u0161\u00ed pohled do va\u0161eho podnik\u00e1n\u00ed nebo p\u0159\u00edmo prost\u0159ed\u00ed firmy. To, \u017ee audio m\u00e1 svoji z\u00e1\u0159ivou budoucnost, dokazuje tak\u00e9 zbrusu nov\u00e1 soci\u00e1ln\u00ed s\u00ed\u0165 <a href=\"https:\/\/www.cernovsky.cz\/marketing\/clubhouse-nova-socialni-sit\/\" class=\"rank-math-link\">Clubhouse<\/a>, kter\u00e1 v posledn\u00edch m\u011bs\u00edc\u00edch doslova strhla davy.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/www.cernovsky.cz\/wp-content\/uploads\/2021\/06\/Cernovsky_obsahovy_marketing_podcast.jpg\" alt=\"Podcasty pat\u0159\u00ed mezi m\u00e9 obl\u00edben\u00e9 formy obsahov\u00e9ho marketingu. Je to nen\u00e1siln\u00e1 forma, kter\u00e1, kdy\u017e dob\u0159e ud\u011blan\u00e1, p\u0159in\u00e1\u0161\u00ed skv\u011blou p\u0159idanou hodnotu. V r\u00e1mci B2B reklamy je to game changer.\" class=\"wp-image-2017\"\/><figcaption class=\"wp-element-caption\">Podcast a obecn\u011b mluven\u00e9 slovo se v posledn\u00edch m\u011bs\u00edc\u00edch a letech p\u0159ihl\u00e1silo o slovo, obsahov\u00fd marketing je od t\u00e9 doby bohat\u0161\u00ed o star\u00e9, ale dobr\u00e9 &#8220;r\u00e1dio&#8221; v nov\u00e9m kab\u00e1tu<\/figcaption><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Vzestup videa<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Video u\u017e hodn\u011b dlouhou dobu vl\u00e1dne obsahu. A jinak tomu nebude ani v leto\u0161n\u00edm roce. Popularitu tohoto form\u00e1tu je\u0161t\u011b v\u00edce \u017eiv\u00ed st\u00e1le obl\u00edben\u011bj\u0161\u00ed platformy jako je <a href=\"https:\/\/www.tiktok.com\/cs-CZ\/\" class=\"rank-math-link\" target=\"_blank\" rel=\"noopener\">TikTok<\/a>, co\u017e je mobiln\u00ed aplikace a soci\u00e1ln\u00ed s\u00ed\u0165 pro vytv\u00e1\u0159en\u00ed a sd\u00edlen\u00ed kr\u00e1tk\u00fdch vide\u00ed vyvinut\u00e1 \u010d\u00ednskou spole\u010dnost\u00ed ByteDance. Aplikace umo\u017e\u0148uje u\u017eivatel\u016fm vytv\u00e1\u0159et kr\u00e1tk\u00e9 videoklipy o d\u00e9lce a\u017e 15 sekund a kr\u00e1tk\u00e1 videa v rozsahu 3\u201360 sekund.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">V\u00edce o TikToku se m\u016f\u017eete dozv\u011bd\u011bt t\u0159eba z&nbsp;m\u00e9ho blogu <a class=\"rank-math-link\" href=\"https:\/\/www.cernovsky.cz\/marketing\/tiktok-vyhody-tipy\/\">zde<\/a>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<div class=\"wp-block-media-text alignwide has-media-on-the-right is-stacked-on-mobile is-vertically-aligned-center is-image-fill has-black-color has-text-color has-background has-medium-font-size\" style=\"background-color:#dbfbdb\"><div class=\"wp-block-media-text__content\">\n<div class=\"wp-block-group is-layout-flow wp-block-group-is-layout-flow\" style=\"padding-top:2em;padding-right:2em;padding-bottom:2em;padding-left:2em\">\n<p class=\"has-large-font-size wp-block-paragraph\"><em><strong>PRO TIP<\/strong><\/em><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Chcete, aby v\u00e1m <strong>profesion\u00e1lov\u00e9 pom\u00e1hali<\/strong> s tvorbou video obsahu na soci\u00e1ln\u00ed s\u00edt\u011b?<\/p>\n\n\n\n<p class=\"has-black-color has-text-color has-medium-font-size wp-block-paragraph\" style=\"line-height:1.2\">TikTok videa, Instagram a Facebook Reels, YouTube Shorts.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Z\u00edskejte <strong>10 tis\u00edc<\/strong> nebo <strong>100 tis\u00edc zhl\u00e9dnut\u00ed<\/strong> u va\u0161ich vide\u00ed a prod\u00e1vejte jednodu\u0161e!<\/p>\n\n\n\n<p class=\"has-black-color has-text-color has-medium-font-size wp-block-paragraph\" style=\"line-height:1.2\">A cena?&nbsp;Nebojte, majlant to nen\u00ed. V\u00edce se o t\u00e9to <a href=\"https:\/\/www.cernovsky.cz\/strihani-videi-podnikatel\/\">slu\u017eb\u011b st\u0159\u00edh\u00e1n\u00ed kr\u00e1tk\u00fdch vide\u00ed na TikTok a dal\u0161\u00ed soci\u00e1ln\u00ed s\u00edt\u011b dozv\u00edte zde<\/a>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Jak takov\u00e1 videa vypadaj\u00ed? Mrkn\u011bte nap\u0159. ke <a href=\"https:\/\/www.tiktok.com\/@cernovskycz\" data-type=\"URL\" data-id=\"https:\/\/www.tiktok.com\/@cernovskycz\" target=\"_blank\" rel=\"noreferrer noopener\">mn\u011b na TikTok<\/a>.<\/p>\n<\/div>\n<\/div><figure class=\"wp-block-media-text__media\" style=\"background-image:url(https:\/\/www.cernovsky.cz\/wp-content\/uploads\/2023\/03\/Cernovsky_Tomas_Telefon_Lavicka_no_bg.png);background-position:50% 51%\"><a href=\"https:\/\/www.cernovsky.cz\/strihani-videi-podnikatel\/\"><img fetchpriority=\"high\" decoding=\"async\" width=\"612\" height=\"408\" src=\"https:\/\/www.cernovsky.cz\/wp-content\/uploads\/2023\/03\/Cernovsky_Tomas_Telefon_Lavicka_no_bg.png\" alt=\"\" class=\"wp-image-8499 size-full\" srcset=\"https:\/\/www.cernovsky.cz\/wp-content\/uploads\/2023\/03\/Cernovsky_Tomas_Telefon_Lavicka_no_bg.png 612w, https:\/\/www.cernovsky.cz\/wp-content\/uploads\/2023\/03\/Cernovsky_Tomas_Telefon_Lavicka_no_bg-300x200.png 300w\" sizes=\"(max-width: 612px) 100vw, 612px\" \/><\/a><\/figure><\/div>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Podle v\u00fdro\u010dn\u00ed zpr\u00e1vy spole\u010dnosti Cisco existuje p\u0159edpoklad, \u017ee by letos video mohlo tvo\u0159it neuv\u011b\u0159iteln\u00fdch 82 % ve\u0161ker\u00e9ho internetov\u00e9ho obsahu.&nbsp;Zaj\u00edmav\u00e9 je tak\u00e9 zji\u0161t\u011bn\u00ed spole\u010dnosti HubSpot, kter\u00e9 uk\u00e1zalo, \u017ee 54 % spot\u0159ebitel\u016f by od sv\u00fdch obl\u00edben\u00fdch zna\u010dek cht\u011blo konzumovat pr\u00e1v\u011b obsah ve form\u011b videa. To u\u017e je celkem p\u00e1dn\u00fd d\u016fvod, pro\u010d se na tento typ obsahu zam\u011b\u0159it, co mysl\u00edte?<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">V\u017edy je p\u0159itom pot\u0159eba pamatovat na obor a zam\u011b\u0159en\u00ed va\u0161eho podnik\u00e1n\u00ed a tomu p\u0159izp\u016fsobit dan\u00fd form\u00e1t videa. Tvo\u0159it m\u016f\u017eete vzd\u011bl\u00e1vac\u00ed videa, pr\u016fvodce, rady a n\u00e1vody nebo klidn\u011b porovn\u00e1n\u00ed \u010di recenze va\u0161ich produkt\u016f.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/www.cernovsky.cz\/wp-content\/uploads\/2021\/06\/Cernovsky_content_marketing_HubSpot_pruzkum-1160x726-1.jpg\" alt=\"Video je velice siln\u00fd n\u00e1stroj pro budov\u00e1n\u00ed zna\u010dky a p\u0159in\u00e1\u0161en\u00ed nov\u00fdch slu\u017eeb a produkt\u016f na trh. Osobn\u011b ho vn\u00edm\u00e1m jako dobr\u00fd form\u00e1t pro obsahov\u00fd marketing. Pokud jste schopni to\u010dit p\u0159\u00ednosn\u00e1 videa, ne\u010dekejte. Vytv\u00e1\u0159ejte obsah.\" class=\"wp-image-2018\"\/><figcaption class=\"wp-element-caption\">Obsahov\u00fd marketing a form\u00e1ty: pokud m\u00e1te kapacitu na tvorbu videa, jd\u011bte do toho, zbytek je must have<\/figcaption><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><em>Zdroj: <\/em><a href=\"https:\/\/www.hubspot.com\/\" target=\"_blank\" rel=\"noopener\"><em>HubSpot<\/em><\/a><\/p>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\t\t<div data-elementor-type=\"section\" data-elementor-id=\"9758\" class=\"elementor elementor-9758\" data-elementor-post-type=\"elementor_library\">\n\t\t\t<div class=\"elementor-element elementor-element-ccdfb63 e-ecs-flex e-flex e-con-boxed e-con e-parent\" data-id=\"ccdfb63\" data-element_type=\"container\" data-e-type=\"container\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;,&quot;ecs_container_type&quot;:&quot;flex&quot;}\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-32df1a7 form-title elementor-widget elementor-widget-heading\" data-id=\"32df1a7\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<span class=\"elementor-heading-title elementor-size-default\">ZDARMA p\u0159\u00edstup k NEVE\u0158EJN\u00c9 p\u0159\u00edpadovce Facebook a Instagram reklamy, kter\u00e1 za ka\u017edou investovanou 1 K\u010d do reklamy p\u0159inesla 10 K\u010d a v\u00edce (ROAS 10+, PNO pod 10 %) - 10x N\u00c1VRATNOST za posledn\u00ed rok<\/span>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-38ba6ab posts-form elementor-button-align-stretch elementor-widget elementor-widget-form\" data-id=\"38ba6ab\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;step_next_label&quot;:&quot;Next&quot;,&quot;step_previous_label&quot;:&quot;Previous&quot;,&quot;button_width&quot;:&quot;100&quot;,&quot;step_type&quot;:&quot;number_text&quot;,&quot;step_icon_shape&quot;:&quot;circle&quot;}\" data-widget_type=\"form.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<form class=\"elementor-form\" method=\"post\" id=\"form_ebook_case_study\" name=\"blog form venda case study\" aria-label=\"blog form venda case study\">\n\t\t\t<input type=\"hidden\" name=\"post_id\" value=\"9758\"\/>\n\t\t\t<input type=\"hidden\" name=\"form_id\" value=\"38ba6ab\"\/>\n\t\t\t<input type=\"hidden\" name=\"referer_title\" value=\"\" \/>\n\n\t\t\t\n\t\t\t<div class=\"elementor-form-fields-wrapper elementor-labels-\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-field-type-email elementor-field-group elementor-column elementor-field-group-email elementor-col-100 elementor-field-required\">\n\t\t\t\t\t\t\t\t\t\t\t\t<label for=\"form-field-email\" class=\"elementor-field-label elementor-screen-only\">\n\t\t\t\t\t\t\t\tEmail\t\t\t\t\t\t\t<\/label>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t<input size=\"1\" type=\"email\" name=\"form_fields[email]\" id=\"form-field-email\" class=\"elementor-field elementor-size-sm  elementor-field-textual\" placeholder=\"v\u00e1\u0161 nejlep\u0161\u00ed e-mail\" required=\"required\">\n\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<div class=\"elementor-field-group elementor-column elementor-field-type-submit elementor-col-100 e-form__buttons\">\n\t\t\t\t\t<button class=\"elementor-button elementor-size-sm\" type=\"submit\">\n\t\t\t\t\t\t<span class=\"elementor-button-content-wrapper\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-button-icon\">\n\t\t\t\t\t\t\t\t\t<svg aria-hidden=\"true\" class=\"e-font-icon-svg e-fas-check\" viewBox=\"0 0 512 512\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M173.898 439.404l-166.4-166.4c-9.997-9.997-9.997-26.206 0-36.204l36.203-36.204c9.997-9.998 26.207-9.998 36.204 0L192 312.69 432.095 72.596c9.997-9.997 26.207-9.997 36.204 0l36.203 36.204c9.997 9.997 9.997 26.206 0 36.204l-294.4 294.401c-9.998 9.997-26.207 9.997-36.204-.001z\"><\/path><\/svg>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-button-text\">CHCI P\u0158\u00cdSTUP IHNED A ZADARMO<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t<\/button>\n\t\t\t\t<\/div>\n\t\t\t<\/div>\n\t\t<\/form>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\">Hlasov\u00e9 vyhled\u00e1v\u00e1n\u00ed<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Dal\u0161\u00edm nov\u00fdm trendem, kter\u00fd obsahov\u00fd marketing v\u00edt\u00e1, je hlasov\u00e9 vyhled\u00e1v\u00e1n\u00ed, kter\u00e9 je rok od roku popul\u00e1rn\u011bj\u0161\u00ed. Rok 2021 mu byl podle v\u0161eho rozhodn\u011b naklon\u011bn.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Dokazuje to nap\u0159\u00edklad pr\u016fzkum spole\u010dnosti <a href=\"https:\/\/www.gwi.com\/\" target=\"_blank\" rel=\"noopener\">GlobalWebIndex<\/a>, podle kter\u00e9 na sv\u00fdch mobiln\u00edch telefonech vyu\u017e\u00edv\u00e1 hlasov\u00e9 vyhled\u00e1v\u00e1n\u00ed v\u00edce ne\u017e \u010dtvrtina glob\u00e1ln\u00ed populace, kter\u00e1 m\u00e1 p\u0159\u00edstup do online sv\u011bta. Zaj\u00edmav\u00e9 je tak\u00e9 to, \u017ee p\u0159ibli\u017en\u011b sedm z deseti spot\u0159ebitel\u016f (71 procent) d\u00e1v\u00e1 p\u0159ednost pou\u017eit\u00ed hlasov\u00e9ho vyhled\u00e1v\u00e1n\u00ed p\u0159ed tradi\u010dn\u00ed metodou psan\u00ed.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">St\u00e1le popul\u00e1rn\u011bj\u0161\u00ed sou\u010d\u00e1st\u00ed dom\u00e1cnost\u00ed jsou tak\u00e9 inteligentn\u00ed reproduktory (Google Home, Alexa od Amazonu aj.), kter\u00e9 vlastn\u00ed v\u00edce ne\u017e \u010dtvrtina americk\u00fdch dom\u00e1cnost\u00ed a a\u017e 52 % v\u0161ech majitel\u016f t\u011bchto za\u0159\u00edzen\u00ed je pou\u017e\u00edv\u00e1 denn\u011b.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">O\u010dek\u00e1v\u00e1 se proto, \u017ee postupem \u010dasu se textov\u00e9 vyhled\u00e1v\u00e1n\u00ed stane minoritn\u00edm. S ohledem na tento fakt by m\u011bla b\u00fdt optimalizace pro hlasov\u00e9 vyhled\u00e1v\u00e1n\u00ed d\u016fle\u017eit\u00fdm bodem obsahov\u00e9 strategie pro v\u011bt\u0161inu spole\u010dnost\u00ed.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/www.cernovsky.cz\/wp-content\/uploads\/2021\/06\/Cernovsky_content_marketing_hlasove_vyhledavani.jpg\" alt=\"Hlasov\u00e9 ovl\u00e1d\u00e1n\u00ed jsem si zat\u00edm neobl\u00edbil, ale je fakt, \u017ee hlasov\u00e9 zpr\u00e1vy pos\u00edl\u00e1m dost \u010dasto. V hlase jste schopni daleko l\u00e9pe a rychleji popsat, co p\u0159esn\u011b chcete nebo pot\u0159ebujete.\" class=\"wp-image-2019\"\/><figcaption class=\"wp-element-caption\">Hlasov\u00e9 vyhled\u00e1v\u00e1n\u00ed jako hudba budoucnosti? Kdepak, minim\u00e1ln\u011b na z\u00e1pad\u011b. K n\u00e1m tato vlna doraz\u00ed, u\u017e te\u010f fr\u010d\u00ed v\u00edce ne\u017e kdy p\u0159edt\u00edm hlasov\u00e9 zpr\u00e1vy.<\/figcaption><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Personalizace je kl\u00ed\u010d k&nbsp;\u00fasp\u011bchu<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Personalizace obsahu nen\u00ed \u017e\u00e1dnou novinkou. Jak jinak l\u00e9pe zaujmete z\u00e1kazn\u00edka, ne\u017e kdy\u017e se zam\u011b\u0159\u00edte p\u0159\u00edmo na n\u011bj a jeho pot\u0159eby?&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Ka\u017ed\u00fd m\u00e1 r\u00e1d z\u00e1jem o vlastn\u00ed osobu, \u010deho\u017e se d\u00e1 v\u00fdborn\u011b vyu\u017e\u00edt v marketingu. Pokud tedy chcete d\u011blat efektivn\u00ed e-mail marketing, vzd\u011bl\u00e1vat sv\u00e9 publikum \u010di m\u00e1te jak\u00fdkoliv jin\u00fd c\u00edl na poli digit\u00e1ln\u00edho marketingu, mus\u00edte sv\u016fj obsah p\u0159izp\u016fsobit.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">V n\u00e1sleduj\u00edc\u00edch letech by p\u0159itom personalizace m\u011bla j\u00edt mnohem d\u00e1le, ne\u017e je pouh\u00e9 osloven\u00ed z\u00e1kazn\u00edka jm\u00e9nem v mailu \u010di prost\u0159ednictv\u00edm online chatu. Technologie na b\u00e1zi um\u011bl\u00e9 inteligence budou zefektiv\u0148ovat anal\u00fdzu dat, co\u017e umo\u017en\u00ed dos\u00e1hnout tzv. hyper-personalizace.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Budete tak moci vybrat perfektn\u00ed e-mailovou \u0161ablonu na m\u00edru pro jednotliv\u00e9 z\u00e1kazn\u00edky, tvo\u0159it obsah, kter\u00fd bude odpov\u00eddat jejich p\u0159esn\u00fdm pot\u0159eb\u00e1m \u010di optimalizovat verzi va\u0161eho webu na z\u00e1klad\u011b historie proch\u00e1zen\u00ed a minul\u00e9 aktivity.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Chatboti<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">\u017dijeme v rychl\u00e9 dob\u011b a kdy\u017e n\u011bco chceme, chceme to hned. V\u010detn\u011b informac\u00ed.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Virtu\u00e1ln\u00ed asistenti inspirovan\u00ed um\u011blou inteligenc\u00ed, kte\u0159\u00ed imituj\u00ed rozhovor se skute\u010dnou osobou, se ka\u017ed\u00fd rok zlep\u0161uj\u00ed. Webov\u00e9 str\u00e1nky tak vyu\u017e\u00edvaj\u00ed n\u00e1stroj, kter\u00fd zaji\u0161\u0165uje rychl\u00fd, p\u0159esn\u00fd a \u010d\u00edm d\u00e1l lep\u0161\u00ed nonstop z\u00e1kaznick\u00fd servis. Nav\u00edc poskytuj\u00ed sv\u00e9 slu\u017eby bez nutnosti kontaktu s \u017eivou osobou, co\u017e se l\u00edb\u00ed nejen asoci\u00e1ln\u00edm mileni\u00e1l\u016fm, ale tak\u00e9 \u010d\u00edm d\u00e1l uzav\u0159en\u011bj\u0161\u00ed spole\u010dnosti v dob\u011b koronavirov\u00e9 pandemie.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">N\u011bkdy se n\u00e1m prost\u011b komunikovat nechce a jsme r\u00e1di za mo\u017enost vy\u0159e\u0161it po\u017eadavek bez otravn\u00e9ho telefonov\u00e1n\u00ed a popisov\u00e1n\u00ed probl\u00e9mu.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Chatboti firm\u00e1m \u0161et\u0159\u00ed pen\u00edze i \u010das (a nervy pracovn\u00edk\u016f). Trh s chatboty b\u011bhem n\u00e1sleduj\u00edc\u00edch 4 let poroste z 2,6 miliard dolar\u016f na a\u017e 9,4 miliardy. Proto byste je ur\u010dit\u011b nem\u011bli p\u0159ehl\u00ed\u017eet.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Um\u011bl\u00e1 inteligence je obecn\u011b na vzestupu \u2013 zat\u00edm um\u00ed t\u0159eba napsat newsletter, pou\u017e\u00edt A\/B testov\u00e1n\u00ed nebo vytvo\u0159it reklamu na soci\u00e1ln\u00edch s\u00edt\u00edch, v budoucnu v\u0161ak bude neopomenuteln\u00fdm prvkem p\u0159i tvorb\u011b obsahu a to nejen v&nbsp;oblasti marketingu.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/www.cernovsky.cz\/wp-content\/uploads\/2021\/06\/Cernovsky_chatbot_obsahovy_marketing.jpg\" alt=\"Chatboty v r\u00e1mci online reklamy registruji u\u017e n\u011bjak\u00fd ten p\u00e1tek, ale jejich role se \u010d\u00edm d\u00e1l t\u00edm v\u00edce vyjas\u0148uje. V r\u00e1mci customer care, nebo prohlouben\u00ed vztahu se z\u00e1kazn\u00edkem maj\u00ed sv\u00e9 m\u00edsto.\" class=\"wp-image-2020\"\/><figcaption class=\"wp-element-caption\">Chatboti nejsou \u017e\u00e1dnou novinkou, ale jejich schopnost p\u0159edv\u00eddat se ka\u017ed\u00fdm rokem zlep\u0161uje, p\u0159i spr\u00e1vn\u00e9m pou\u017eit\u00ed maj\u00ed sv\u00e9 m\u00edsto i v content marketingu<\/figcaption><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Odleh\u010den\u00ed obsahu<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Krom\u011b d\u016fle\u017eit\u00fdch a siln\u00fdch t\u00e9mat toti\u017e ka\u017ed\u00fd pot\u0159ebuje ob\u010das vypnout a jen tak se na internetu bavit. Dop\u0159ejte sv\u00fdm fanou\u0161k\u016fm novou formu vesel\u00e9ho contentu. Nezapom\u00ednejte, \u017ee obsahov\u00fd marketing by m\u011bl v\u017edy m\u00edt p\u0159idanou hodnotu pro z\u00e1kazn\u00edka. A to m\u016f\u017ee b\u00fdt pr\u00e1v\u011b i sm\u00edch a lep\u0161\u00ed den.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">V\u0161ichni se chceme sm\u00e1t, c\u00edtit emoce a za\u017e\u00edt ten wow moment, kdy\u017e najdeme odpov\u011b\u010f na na\u0161i ot\u00e1zku. Milujeme GIFy, memy, kv\u00edzy, kr\u00e1tk\u00e1 videa \u010di infografiku. V textu pak m\u016f\u017eete vyu\u017e\u00edt opravdov\u00e9 p\u0159\u00edb\u011bhy s n\u00e1bojem emoc\u00ed, zaj\u00edmav\u00e1 fakta, checklisty nebo z\u00e1bavn\u00e9 historky.<\/p>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\t\t<div data-elementor-type=\"section\" data-elementor-id=\"9794\" class=\"elementor elementor-9794\" data-elementor-post-type=\"elementor_library\">\n\t\t\t<div class=\"elementor-element elementor-element-ccdfb63 e-ecs-flex e-flex e-con-boxed e-con e-parent\" data-id=\"ccdfb63\" data-element_type=\"container\" data-e-type=\"container\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;,&quot;ecs_container_type&quot;:&quot;flex&quot;}\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-32df1a7 form-title elementor-widget elementor-widget-heading\" data-id=\"32df1a7\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<span class=\"elementor-heading-title elementor-size-default\">TIP na ebook ZDARMA: Bu\u010fte \u00daSP\u011a\u0160N\u00cd na soci\u00e1ln\u00edch s\u00edt\u00edch s 21 nejv\u00edc TRENDY t\u00e9maty pro TVORBU vide\u00ed a p\u0159\u00edsp\u011bvk\u016f na Instagram, TikTok, YouTube, Threads, LinkedIn, X a Facebook\n(PDF)<\/span>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-38ba6ab posts-form elementor-button-align-stretch elementor-widget elementor-widget-form\" data-id=\"38ba6ab\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;step_next_label&quot;:&quot;Next&quot;,&quot;step_previous_label&quot;:&quot;Previous&quot;,&quot;button_width&quot;:&quot;100&quot;,&quot;step_type&quot;:&quot;number_text&quot;,&quot;step_icon_shape&quot;:&quot;circle&quot;}\" data-widget_type=\"form.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<form class=\"elementor-form\" method=\"post\" id=\"form_ebook_21_video_ideas\" name=\"blog form 21 temat na videa a prispevky\" aria-label=\"blog form 21 temat na videa a prispevky\">\n\t\t\t<input type=\"hidden\" name=\"post_id\" value=\"9794\"\/>\n\t\t\t<input type=\"hidden\" name=\"form_id\" value=\"38ba6ab\"\/>\n\t\t\t<input type=\"hidden\" name=\"referer_title\" value=\"\" \/>\n\n\t\t\t\n\t\t\t<div class=\"elementor-form-fields-wrapper elementor-labels-\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-field-type-email elementor-field-group elementor-column elementor-field-group-email elementor-col-100 elementor-field-required\">\n\t\t\t\t\t\t\t\t\t\t\t\t<label for=\"form-field-email\" class=\"elementor-field-label elementor-screen-only\">\n\t\t\t\t\t\t\t\tEmail\t\t\t\t\t\t\t<\/label>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t<input size=\"1\" type=\"email\" name=\"form_fields[email]\" id=\"form-field-email\" class=\"elementor-field elementor-size-sm  elementor-field-textual\" placeholder=\"v\u00e1\u0161 nejlep\u0161\u00ed e-mail\" required=\"required\">\n\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<div class=\"elementor-field-group elementor-column elementor-field-type-submit elementor-col-100 e-form__buttons\">\n\t\t\t\t\t<button class=\"elementor-button elementor-size-sm\" type=\"submit\">\n\t\t\t\t\t\t<span class=\"elementor-button-content-wrapper\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-button-icon\">\n\t\t\t\t\t\t\t\t\t<svg aria-hidden=\"true\" class=\"e-font-icon-svg e-fas-check\" viewBox=\"0 0 512 512\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M173.898 439.404l-166.4-166.4c-9.997-9.997-9.997-26.206 0-36.204l36.203-36.204c9.997-9.998 26.207-9.998 36.204 0L192 312.69 432.095 72.596c9.997-9.997 26.207-9.997 36.204 0l36.203 36.204c9.997 9.997 9.997 26.206 0 36.204l-294.4 294.401c-9.998 9.997-26.207 9.997-36.204-.001z\"><\/path><\/svg>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-button-text\">CHCI P\u0158\u00cdSTUP IHNED A ZADARMO<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t<\/button>\n\t\t\t\t<\/div>\n\t\t\t<\/div>\n\t\t<\/form>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"wp-block-paragraph\">V\u00fdhodou tohoto druhu obsahu je, \u017ee kdy\u017e se v\u00e1m poda\u0159\u00ed vytvo\u0159it n\u011bco vtipn\u00e9ho a unik\u00e1tn\u00edho, m\u016f\u017ee se to voln\u011b \u0161\u00ed\u0159it internetem. U\u017eivatel\u00e9 si obr\u00e1zek budou p\u0159epos\u00edlat, a kdy\u017e v\u00e1m bude \u0161t\u011bst\u00ed p\u0159\u00e1t, objev\u00edte se i v&nbsp;n\u011bjak\u00e9 po\u010detn\u00e9 facebookov\u00e9 skupin\u011b (snad jen aby to nebyla skupina marketingov\u00e9ho biz\u00e1ru).<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/www.cernovsky.cz\/wp-content\/uploads\/2021\/06\/Cernovsky_obsahovy_marketing_meme.jpg\" alt=\"Memes jsou trendem, kter\u00fd posledn\u00ed roky l\u00e1me v\u0161echny vir\u00e1ln\u00ed metriky onlajnu. Dobr\u00fd meme vyd\u00e1 za tis\u00edce slov. Jeho jednoduchost a v\u00fdsti\u017enost situace je n\u011bco, co by ob\u010das st\u00e1le za zm\u00ednku v r\u00e1mci va\u0161\u00ed obsahov\u00e9 strategie. Twitter je dobr\u00e9 m\u00edsto na \u0161\u00ed\u0159en\u00ed memes.\" class=\"wp-image-2021\"\/><figcaption class=\"wp-element-caption\">Obsahov\u00fd marketing by m\u011bl informovat a nebo pobavit. Pokud ned\u011bl\u00e1 ani jednoho, pop\u0159em\u00fd\u0161lejte znovu, zdali ho d\u011bl\u00e1te spr\u00e1vn\u011b.<\/figcaption><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><em>Zdroj: <\/em><a href=\"https:\/\/postfunnel.com\/\" target=\"_blank\" rel=\"noopener\"><em>PostFunnel<\/em><\/a><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Z\u00e1v\u011br<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Obsahov\u00fd marketing s sebou ka\u017ed\u00fd rok nese spoustu trend\u016f. Jejich sledov\u00e1n\u00ed je pro v\u00e1\u0161 \u00fasp\u011b\u0161n\u00fd marketing kl\u00ed\u010dov\u00e9, proto\u017ee pokud nejste aktu\u00e1ln\u00ed, m\u016f\u017ee se st\u00e1t, \u017ee va\u0161e z\u00e1kazn\u00edky zaujme jin\u00e1 spole\u010dnost, co se t\u011bchto trend\u016f dr\u017e\u00ed.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Pokud se rozhodnete odleh\u010dit sv\u016fj obsah nap\u0159\u00edklad n\u011bjak\u00fdm memem ujist\u011bte se, \u017ee je va\u0161e tvorba vtipn\u00e1 a nehrani\u010d\u00ed s&nbsp;trapnost\u00ed, proto\u017ee by se na v\u00e1s mohla upnout pozornost, o kterou nestoj\u00edte.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Denn\u011b sd\u00edl\u00edm hodnotn\u00e9 tipy na sv\u016fj <a href=\"https:\/\/www.linkedin.com\/in\/cernovsky\/\" target=\"_blank\" rel=\"noopener\">LinkedIn<\/a> profil. Na <a href=\"https:\/\/www.instagram.com\/cernovskycz\/\" target=\"_blank\" rel=\"noopener\">Instagramu<\/a> najdete i st\u0159\u00edpky z m\u00e9ho osobn\u00edho \u017eivota, tak kdyby se v\u00e1m st\u00fdskalo, m\u016f\u017eete mrknout i tam.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">M\u011bjte se inspirativn\u011b!<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Jo a pokud nev\u00edte, kdo jsem, v\u00edce se dozv\u00edte na str\u00e1nce <a href=\"https:\/\/www.cernovsky.cz\/muj-pribeh\/\">M\u016fj p\u0159\u00edb\u011bh<\/a>, m\u00e9 hodnoty naleznete na str\u00e1nce <a href=\"https:\/\/www.cernovsky.cz\/me-hodnoty\/\">M\u00e9 hodnoty<\/a> a m\u00e9 slu\u017eby najdete <a href=\"https:\/\/www.cernovsky.cz\/sluzby\/\">zde<\/a>. Tak zase n\u011bkdy p\u0159\u00ed\u0161t\u011b!<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Zdroje<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\"><a href=\"https:\/\/contentmarketinginstitute.com\" target=\"_blank\" rel=\"noopener\">https:\/\/contentmarketinginstitute.com<\/a><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><a href=\"https:\/\/www.socialmediaexaminer.com\" target=\"_blank\" rel=\"noopener\">https:\/\/www.socialmediaexaminer.com<\/a><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><a href=\"https:\/\/pixabay.com\" target=\"_blank\" rel=\"noopener\">https:\/\/pixabay.com<\/a><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><a href=\"https:\/\/www.evisions.cz\/\" target=\"_blank\" rel=\"noopener\">https:\/\/www.evisions.cz\/<\/a><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Obsahu na internetu je spousta. Ka\u017ed\u00fd si dnes m\u016f\u017ee zalo\u017eit blog, ps\u00e1t na m\u00e9dia t\u0159et\u00edch stran, nebo b\u00fdt YouTuber. \u010casto se ale obsah tvo\u0159\u00ed impulzivn\u011b, bez promy\u0161len\u00e9 strategie \u010di publika\u010dn\u00edho pl\u00e1nu. Pou\u017e\u00edv\u00e1me platformy, kter\u00e9 u\u017e nejsou aktu\u00e1ln\u00ed a o nov\u00fdch toho t\u0159eba tolik nev\u00edme. Poj\u010fme se tedy pod\u00edvat na to, co fr\u010d\u00ed v&nbsp;obsahov\u00e9m marketingu v&nbsp;tomto [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":5297,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"rank_math_focus_keyword":"obsahov\u00fd marketing","footnotes":""},"categories":[9],"tags":[37,43],"class_list":["post-2008","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing","tag-marketing","tag-obsahovy-marketing"],"acf":[],"_links":{"self":[{"href":"https:\/\/www.cernovsky.cz\/en\/wp-json\/wp\/v2\/posts\/2008","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.cernovsky.cz\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.cernovsky.cz\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.cernovsky.cz\/en\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.cernovsky.cz\/en\/wp-json\/wp\/v2\/comments?post=2008"}],"version-history":[{"count":5,"href":"https:\/\/www.cernovsky.cz\/en\/wp-json\/wp\/v2\/posts\/2008\/revisions"}],"predecessor-version":[{"id":10085,"href":"https:\/\/www.cernovsky.cz\/en\/wp-json\/wp\/v2\/posts\/2008\/revisions\/10085"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.cernovsky.cz\/en\/wp-json\/wp\/v2\/media\/5297"}],"wp:attachment":[{"href":"https:\/\/www.cernovsky.cz\/en\/wp-json\/wp\/v2\/media?parent=2008"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.cernovsky.cz\/en\/wp-json\/wp\/v2\/categories?post=2008"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.cernovsky.cz\/en\/wp-json\/wp\/v2\/tags?post=2008"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}