{"id":4786,"date":"2014-01-06T11:03:54","date_gmt":"2014-01-06T10:03:54","guid":{"rendered":"http:\/\/blog.websupport.sk\/?p=4786"},"modified":"2025-03-11T21:06:22","modified_gmt":"2025-03-11T20:06:22","slug":"content-marketing-pre-neziskovky","status":"publish","type":"post","link":"https:\/\/www.websupport.sk\/blog\/2014\/01\/content-marketing-pre-neziskovky\/","title":{"rendered":"Content marketing (nielen) pre neziskovky"},"content":{"rendered":"<span class=\"span-reading-time rt-reading-time\" style=\"display: block;\"><span class=\"rt-label rt-prefix\"><b>Doba \u010d\u00edtania:<\/b><\/span> <span class=\"rt-time\"> 4<\/span> <span class=\"rt-label rt-postfix\">min.<\/span><\/span><p>Na <a title=\"Jumpe 2013\" href=\"http:\/\/www.jump2013.sk\/\" target=\"_blank\">Jumpe 2013<\/a> som robil pre neziskovky workshop o content marketingu. Aby tie info, \u010do som dal dokopy, nevy\u0161umeli, rozhodol som sa obsah pretavi\u0165 aj do nieko\u013ek\u00fdch blogpostov. S\u00e1m neviem, ko\u013eko ich bude, no toto je prv\u00fd z nich.<!--more--><\/p>\n<p><strong>Na za\u010diatok tri \u0161tatistiky:<\/strong><\/p>\n<ul>\n<li>Prv\u00e1 od spolo\u010dnosti Google hovor\u00ed o tom, \u017ee \u013eudia potrebuj\u00fa 2x viac informa\u010dn\u00fdch zdrojov pre rozhodnutie, ako tomu bolo minul\u00fd rok. Priemern\u00fd z\u00e1kazn\u00edk tak potrebuje pribli\u017ene 11 informa\u010dn\u00fdch zdrojov, aby sa rozhodol pre n\u00e1kup.<\/li>\n<\/ul>\n<ul>\n<li>V prieskume Roper Public Affair s \u013eu\u010fmi, ktor\u00ed robia biznisov\u00e9 rozhodnutia, uviedlo a\u017e 80% op\u00fdtan\u00fdch, \u017ee uprednost\u0148uj\u00fa z\u00edskavanie inform\u00e1ci\u00ed pomocou \u010dl\u00e1nkov, nie z rekl\u00e1m. To je e\u0161te celkom jasn\u00e9, ale 70% povedalo, \u017ee v\u010faka obsahu sa c\u00edtia \u201cbli\u017e\u0161ie\u201d k danej spolo\u010dnosti. Dokonca 60% bolo presved\u010den\u00fdch, \u017ee obsah od spolo\u010dnost\u00ed im pom\u00e1ha robi\u0165 lep\u0161ie n\u00e1kupn\u00e9 rozhodnutia.<\/li>\n<\/ul>\n<ul>\n<li>Na druhej strane v prieskume Content Marketing Institute (\u00f3, \u00e1no, aj na toto u\u017e existuje in\u0161tit\u00fat) uviedlo a\u017e 9 z 10 spolo\u010dnost\u00ed, \u017ee u\u017e teraz vyu\u017e\u00edvaj\u00fa content marketing a 60% z nich chce na bud\u00faci rok v\u00fdrazne nav\u00fd\u0161i\u0165 rozpo\u010det na tieto aktivity.<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<p>Ako vidno, \u013eudia h\u013eadaj\u00fa obsah, aby sa spr\u00e1vne rozhodli, a potrebuj\u00fa ho \u010doraz viac. Z\u00e1rove\u0148 c\u00edtia za\u0148 ur\u010dit\u00fa v\u010fa\u010dnos\u0165 a aj preto ob\u013euba content marketingu neust\u00e1le narast\u00e1.<\/p>\n<p>Klasick\u00fd marketing je vo ve\u013ekej miere postaven\u00fd na kvantite, \u010do m\u00f4\u017eeme vidie\u0165 na mno\u017estve bannerov, let\u00e1kov, rekl\u00e1m at\u010f. Naopak, jadrom content marketingu je vytv\u00e1ranie kvalitn\u00e9ho obsahu, ktor\u00fd \u013eudia chc\u00fa \u201ckonzumova\u0165\u201d, preto\u017ee m\u00e1 pre nich hodnotu. St\u00e1le pri \u0148om sledujete svoje marketingov\u00e9 ciele, ale pomocou budovania vz\u0165ahu.<\/p>\n<p>\u013dudia maj\u00fa, na\u0161\u0165astie, e\u0161te st\u00e1le podvedom\u00fa potrebu odplati\u0165 sa za ve\u013ekorysos\u0165. Ak mi teda d\u00e1te v\u00fdnimo\u010dn\u00fd obsah, ktor\u00fd mi pom\u00f4\u017ee alebo uspokoj\u00ed moje potreby, budem n\u00e1chyln\u00fd v\u00e1m t\u00fato l\u00e1skavos\u0165 vr\u00e1ti\u0165. \u010ci u\u017e v podobe e-mailovej adresy, fan\u00fa\u0161ikovstvom na soci\u00e1lnych m\u00e9di\u00e1ch alebo zapojen\u00edm sa do aktiv\u00edt. \u010c\u00edm viac sa v\u00e1m tak\u00fdchto stavov vo mne podar\u00ed vytvori\u0165, t\u00fdm hlb\u0161\u00ed vz\u0165ah si so mnou vybudujete. Naviac \u013eudia ve\u013emi radi aj zdie\u013eaj\u00fa tak\u00e9to prejavy ve\u013ekorysosti. Je to z ich poh\u013eadu ur\u010dit\u00e1 forma ocenenia snahy a vytv\u00e1ra sa tak reciprocita.<\/p>\n<p>To, ako princ\u00edp reciprocity funguje a ako sa d\u00e1, \u017eia\u013e, aj nepekne zneu\u017ei\u0165, ste mohli vidie\u0165 v dokumente \u0160mejdi. Vyu\u017e\u00edvali ju tam ako jeden z hlavn\u00fdch psychologick\u00fdch od\u017eubov. Predajcovia vytv\u00e1rali u d\u00f4chodcov potrebu odv\u010fa\u010di\u0165 sa tak, \u017ee im umo\u017enili z\u00edska\u0165 v\u00fdrazn\u00e9 z\u013eavy a produkty zdarma. Za to o\u010dak\u00e1vali n\u00e1kup predra\u017een\u00e9ho a nekvalitn\u00e9ho tovaru. Aby sme n\u00e1hodou nepadli do rovnakej \u017eumpy, mus\u00edme dodr\u017eiava\u0165 najhlavnej\u0161ie pravidlo content marketingu, a to : <strong>Nevytv\u00e1rajte obsah, ktor\u00fd je \u0161mejd<\/strong>.<\/p>\n<p>Aby sme teda nevytv\u00e1rali \u0161mejdy, mus\u00edme vytv\u00e1ra\u0165 obsah, ktor\u00fd je:<\/p>\n<ul>\n<li>kvalitn\u00fd<\/li>\n<li>origin\u00e1lny<\/li>\n<li>konzistentn\u00fd<\/li>\n<\/ul>\n<p>Technika, ako to dosiahnu\u0165, nie je tajn\u00e1, nie\u010do si pre\u010d\u00edtate tu a mraky \u010fal\u0161\u00edch info n\u00e1jdete na internete. To \u0165a\u017ek\u00e9 na tom je venova\u0165 tomu \u010das, ma\u0165 chu\u0165 sa zlep\u0161ova\u0165, sk\u00fa\u0161a\u0165 a u\u010di\u0165 sa. V\u00e1\u0161 \u00faspech bude z\u00e1visie\u0165 od va\u0161ej schopnosti udr\u017ea\u0165 sa v konverz\u00e1cii s \u010dlenmi komunity t\u00fd\u017ede\u0148 \u010do t\u00fd\u017ede\u0148. Budete sa neust\u00e1le sna\u017ei\u0165 zauja\u0165 a pobavi\u0165 \u013eud\u00ed, ktor\u00fdm z\u00e1le\u017e\u00ed na rovnak\u00fdch veciach ako va\u0161ej organiz\u00e1cii.<\/p>\n<p>Ak sa v\u00e1m zd\u00e1, \u017ee v podstate nejde o ni\u010d nov\u00e9, m\u00e1te pravdu. Za\u010dalo to u\u017e pred viac ako 100 rokmi, ke\u010f za\u010dal v\u00fdrobca traktorov John Deer vyd\u00e1va\u0165 magaz\u00edn Br\u00e1zda. Neobsahoval jeho produkty, ale tipy a rady pre farm\u00e1rov. O \u010dosi nesk\u00f4r za\u010dal v\u00fdrobca pneumat\u00edk Michelin s jeho sprievodcom pre automobilistov. Oba form\u00e1ty vych\u00e1dzaj\u00fa \u00faspe\u0161ne dodnes. To, \u010do je v\u0161ak nov\u00e9, je, \u017ee s\u00fa\u010dasn\u00e1 digit\u00e1lna doba n\u00e1m d\u00e1va n\u00e1stroje na vytv\u00e1ranie z\u00e1bavnej\u0161ieho, interakt\u00edvnej\u0161ieho a informat\u00edvnej\u0161ieho obsahu ako kedyko\u013evek predt\u00fdm.<\/p>\n<p><iframe loading=\"lazy\" style=\"border: none;\" src=\"http:\/\/www.slideshare.net\/luboslahky\/slideshelf\" height=\"470\" width=\"490\" allowfullscreen=\"\" frameborder=\"0\" marginwidth=\"0\" marginheight=\"0\" scrolling=\"no\"><\/iframe><\/p>\n<p>V \u010fal\u0161\u00edch blogpostoch sa do\u010d\u00edtate viac o \u00faspe\u0161n\u00fdch pr\u00edkladoch, o tom, ako si pripravi\u0165 strat\u00e9giu, a hlavne o tom, ako tvori\u0165 samotn\u00fd obsah. Ak m\u00e1te ak\u00e9ko\u013evek ot\u00e1zky, r\u00e1d na ne v koment\u00e1roch odpoviem \ud83d\ude09 .<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Na Jumpe 2013 som robil pre neziskovky workshop o content marketingu. Aby tie info, \u010do som dal dokopy, nevy\u0161umeli, rozhodol som sa obsah pretavi\u0165 aj do nieko\u013ek\u00fdch blogpostov. S\u00e1m neviem, ko\u013eko ich bude, no toto je prv\u00fd z nich.<\/p>\n","protected":false},"author":36,"featured_media":5580,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[6,8,10],"tags":[168,400,570,589,784],"class_list":["post-4786","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-ostatne","category-tipy-a-triky","category-vzdelavanie-2","tag-content","tag-jump-2013","tag-neziskovky","tag-obsah","tag-socialne-siete"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.7 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Content marketing (nielen) pre neziskovky - Websupport blog<\/title>\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.websupport.sk\/blog\/2014\/01\/content-marketing-pre-neziskovky\/\" \/>\n<meta property=\"og:locale\" content=\"sk_SK\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Content marketing (nielen) pre neziskovky - Websupport blog\" \/>\n<meta property=\"og:description\" content=\"Na Jumpe 2013 som robil pre neziskovky workshop o content marketingu. 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V\u00fdrazne sa podie\u013eal aj na ve\u013ekom projekte redizajnu n\u00e1\u0161ho webu. V s\u00fa\u010dasnosti pracuje ako produktov\u00fd mana\u017e\u00e9r. St\u00e1l pri zrode The Hostingu, ktor\u00e9mu sa na\u010falej venuje...\",\"url\":\"https:\\\/\\\/www.websupport.sk\\\/blog\\\/author\\\/lubos-lahky\\\/\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"Content marketing (nielen) pre neziskovky - Websupport blog","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/www.websupport.sk\/blog\/2014\/01\/content-marketing-pre-neziskovky\/","og_locale":"sk_SK","og_type":"article","og_title":"Content marketing (nielen) pre neziskovky - Websupport blog","og_description":"Na Jumpe 2013 som robil pre neziskovky workshop o content marketingu. 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