{"id":1653,"date":"2020-05-16T09:26:47","date_gmt":"2020-05-16T07:26:47","guid":{"rendered":"https:\/\/boomerang.agency\/?post_type=blog_article&#038;p=1653"},"modified":"2023-03-14T11:24:47","modified_gmt":"2023-03-14T09:24:47","slug":"mereni-obsahu-by-melo-byt-samozrejmosti","status":"publish","type":"blog_article","link":"https:\/\/boomerang.agency\/en\/blog\/mereni-obsahu-by-melo-byt-samozrejmosti\/","title":{"rendered":"M\u011b\u0159en\u00ed obsahu by m\u011blo b\u00fdt samoz\u0159ejmost\u00ed"},"content":{"rendered":"\r\n<p><strong>Kdy\u017e investujete do content marketingu, m\u011bli byste b\u00fdt schopn\u00ed vy\u010d\u00edslit jeho p\u0159\u00ednos. Content marketing toti\u017e nemus\u00ed b\u00fdt jen l\u00edbiv\u00fd n\u00e1stroj na budov\u00e1n\u00ed image zna\u010dky. P\u0159e\u010dt\u011bte si n\u00e1vod, jak zvl\u00e1dnout i&nbsp;m\u011b\u0159en\u00ed obsahu.<\/strong><\/p>\r\n\r\n\r\n\r\n<h2 class=\"wp-block-heading\">3 \u00farovn\u011b m\u011b\u0159en\u00ed obsahu na praktick\u00e9m p\u0159\u00edkladu<\/h2>\r\n\r\n\r\n\r\n<p>Nejdetailn\u011bj\u0161\u00ed data z\u00edsk\u00e1v\u00e1me u&nbsp;nejv\u011bt\u0161\u00ed rodiny firemn\u00edch m\u00e9di\u00ed na\u0161eho klienta LMC. P\u0159ipravujeme pro n\u011b firemn\u00ed HR online magaz\u00edn podpo\u0159en\u00fd profily na soci\u00e1ln\u00edch s\u00edt\u00edch a&nbsp;dv\u011bma pravideln\u00fdmi newslettery. Tento content hub brzy dopln\u00ed je\u0161t\u011b podcasty a&nbsp;HR televize. Pomyslnou t\u0159e\u0161ni\u010dkou je ti\u0161t\u011bn\u00e1 ro\u010denka, kter\u00e1 mapuje situaci na trhu pr\u00e1ce a&nbsp;vych\u00e1z\u00ed jednou ro\u010dn\u011b. <strong>Vyhodnocov\u00e1n\u00ed tohoto content hubu prob\u00edh\u00e1 na t\u0159ech \u00farovn\u00edch:<\/strong><\/p>\r\n\r\n\r\n\r\n<ol class=\"wp-block-list\">\r\n<li><strong>Denn\u011b<\/strong> m\u011b\u0159\u00edme cca 60 r\u016fzn\u00fdch ukazatel\u016f v\u00fdkonu obsahu nap\u0159\u00ed\u010d v\u0161emi m\u00e9dii.<\/li>\r\n<li><strong>M\u011bs\u00ed\u010dn\u011b<\/strong> p\u0159ipravujeme report, kter\u00fd v\u00fdsledky seskupuje do v\u011bt\u0161\u00edch celk\u016f podle smyslu, kter\u00e9 n\u00e1m ukazuj\u00ed <strong>v\u00fdkon v&nbsp;oblastech pozornost \u2013 porozum\u011bn\u00ed \u2013 akce<\/strong>.<\/li>\r\n<li><strong>Ro\u010dn\u00ed zhodnocen\u00ed<\/strong> p\u0159ev\u00e1d\u00ed v\u00fdkon cel\u00e9ho projektu na pen\u00edze, tedy na jednotku, kterou klient do obsahu investuje.<\/li>\r\n<\/ol>\r\n\r\n\r\n\r\n<h2 class=\"wp-block-heading\">\u00a0<\/h2>\r\n<h2>Denn\u00ed m\u011b\u0159en\u00ed obsahu pro ka\u017edodenn\u00ed p\u0159ehled<\/h2>\r\n\r\n\r\n\r\n<p>Toto m\u011b\u0159en\u00ed v\u00fdkonu zahrnuje 60 ukazatel\u016f od soci\u00e1ln\u00edch s\u00edt\u00ed p\u0159es magaz\u00edn \u010di newslettery a\u017e po produktov\u00e9 str\u00e1nky. Vyu\u017e\u00edv\u00e1me p\u0159ev\u00e1\u017en\u011b Google Data Studio, kter\u00e9 dopl\u0148ujeme \u010d\u00edsly nap\u0159\u00edklad z&nbsp;dal\u0161\u00edch n\u00e1stroj\u016f, jako jsou MailChimp nebo HotJar.<\/p>\r\n\r\n\r\n\r\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\r\n<p><em>Denn\u00ed vyhodnocov\u00e1n\u00ed n\u00e1m d\u00e1v\u00e1 mo\u017enost rychle reagovat a&nbsp;s&nbsp;obsahem neust\u00e1le pracovat tak, aby p\u0159in\u00e1\u0161el co nejlep\u0161\u00ed v\u00fdsledky.<\/em><\/p>\r\n<cite><em>Michaela Rakov\u00e1<\/em>, <em>hlavn\u00ed obsahov\u00fd strat\u00e9g Boomerangu<\/em><\/cite><\/blockquote>\r\n\r\n\r\n\r\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" class=\"wp-image-1273\" src=\"https:\/\/boomerang.agency\/wp-content\/uploads\/2020\/07\/fotografie-do-textu-mereni-1-optimized.png\" alt=\"M\u011b\u0159en\u00ed obsahu pro zna\u010dku LMC\" \/>\r\n<figcaption>K m\u011b\u0159en\u00ed obsahu vyu\u017e\u00edv\u00e1me p\u0159ev\u00e1\u017en\u011b Google Data Studio, kter\u00e9 dopl\u0148ujeme n\u00e1stroji a&nbsp;m\u011b\u0159en\u00edm z&nbsp;MailChimp nebo t\u0159eba HotJar.<\/figcaption>\r\n<\/figure>\r\n\r\n\r\n\r\n<h2>M\u011bs\u00ed\u010dn\u00ed zhodnocen\u00ed je pro content jako zrcadlo<\/h2>\r\n<p>M\u011bs\u00ed\u010dn\u00ed zhodnocen\u00ed zahrnuje 3 z\u00e1kladn\u00ed oblasti komunikace:<\/p>\r\n\r\n\r\n\r\n<ul class=\"wp-block-list\">\r\n<li><strong>Pozornost (dosah)<\/strong> zahrnuje po\u010det lid\u00ed, kter\u00e9 obsahem m\u016f\u017eeme oslovit. Jde o&nbsp;ukazatele jako imprese, reach nebo po\u010det unik\u00e1tn\u00edch n\u00e1v\u0161t\u011bvn\u00edk\u016f na webu. V&nbsp;p\u0159\u00edpad\u011b content hubu LMC je c\u00edlem, aby se s&nbsp;obsahem pravideln\u011b setk\u00e1val ka\u017ed\u00fd personalista v&nbsp;\u010cesku.<\/li>\r\n<li><strong>Porozum\u011bn\u00ed (intenzita)<\/strong> p\u0159edstavuje hloubku emoc\u00ed z&nbsp;interakce se zna\u010dkou. To m\u016f\u017eeme sledovat nap\u0159\u00edklad pomoc\u00ed interakc\u00ed na soci\u00e1ln\u00edch s\u00edt\u00edch, ale tak\u00e9 po\u010dtu n\u00e1v\u0161t\u011bv, do\u010dtenosti \u010dl\u00e1nk\u016f nebo po\u010dtu otev\u0159en\u00ed newsletter\u016f. N\u00e1\u0161 spole\u010dn\u00fd c\u00edl s&nbsp;LMC je to, aby m\u011bli personalist\u00e9 pov\u011bdom\u00ed o&nbsp;produktech zna\u010dky, rozum\u011bli jim a&nbsp;um\u011bli se rozhodnout, zda jim v&nbsp;pr\u00e1ci m\u016f\u017eou pomoct.<\/li>\r\n<li><strong>Akce (konverze), <\/strong>p\u0159i kter\u00e9 \u00a0jde o&nbsp;obchodn\u00ed p\u0159\u00edle\u017eitosti. V&nbsp;p\u0159\u00edpad\u011b LMC jsou to \u017e\u00e1dosti o&nbsp;kontakt, z\u00e1jem o&nbsp;vyzkou\u0161en\u00ed produktu, p\u0159ihl\u00e1\u0161en\u00ed ke zku\u0161ebn\u00ed verzi nebo p\u0159\u00edm\u00e9 n\u00e1kupy.<\/li>\r\n<\/ul>\r\n\r\n\r\n\r\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\r\n<p><em>U r\u016fzn\u00fdch klient\u016f se m\u016f\u017ee li\u0161it pom\u011br t\u011bchto oblast\u00ed v&nbsp;souladu s&nbsp;c\u00edli komunikace, ale zastoupen\u00e9 by m\u011bly b\u00fdt ur\u010dit\u00fdm d\u00edlem v&nbsp;ka\u017ed\u00e9 obsahov\u00e9 strategii v\u0161echny.<\/em><\/p>\r\n<cite>Michaela Rakov\u00e1<\/cite><\/blockquote>\r\n\r\n\r\n\r\n<h2 class=\"wp-block-heading\">P\u0159evod hodnoty obsahu na pen\u00edze<\/h2>\r\n\r\n\r\n\r\n<p>Ukazatele v&nbsp;ka\u017ed\u00e9 oblasti n\u00e1sledn\u011b p\u0159ev\u00e1d\u00edme podle p\u0159edem nastaven\u00fdch koeficient\u016f na stejnou jednotku, kterou klient investoval \u2013 tedy na pen\u00edze. \u010cas str\u00e1ven\u00fd \u010dten\u00edm \u010dl\u00e1nk\u016f o&nbsp;produktech p\u0159epo\u010d\u00edt\u00e1v\u00e1me nap\u0159\u00edklad podle n\u00e1klad\u016f na \u010d\u00e1st \u010dasu obchodn\u00edka, kter\u00fd by produkty klientovi jinak osobn\u011b vysv\u011btloval. Organick\u00fd dosah vyjad\u0159ujeme ve form\u011b \u010d\u00e1stky, kterou by n\u00e1s st\u00e1l dosah placen\u00fd apod. <strong>Pro relevantn\u00ed v\u00fdsledky je v\u0161ak d\u016fle\u017eit\u00e1 dlouhodobost content projektu, ide\u00e1ln\u011b dva roky i&nbsp;v\u00edce<\/strong>, kv\u016fli mo\u017enosti srovn\u00e1v\u00e1n\u00ed dat mezi sebou a&nbsp;p\u0159izp\u016fsobov\u00e1n\u00edm obsahov\u00e9 strategie.<\/p>\r\n\r\n\r\n\r\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\r\n<p><em>Pokud by LMC cht\u011blo dos\u00e1hnout podobn\u00fdch v\u00fdsledk\u016f pomoc\u00ed kan\u00e1l\u016f, kter\u00e9 pou\u017e\u00edv\u00e1me pro srovn\u00e1n\u00ed hodnoty, museli by investovat 18&nbsp;milion\u016f za stejn\u00fd v\u00fdsledek<\/em>.<\/p>\r\n<cite>Martin Vym\u011btal<\/cite><\/blockquote>\r\n","protected":false},"excerpt":{"rendered":"<p>Kdy\u017e investujete do content marketingu, m\u011bli byste b\u00fdt schopn\u00ed vy\u010d\u00edslit jeho p\u0159\u00ednos. Content marketing toti\u017e nemus\u00ed b\u00fdt jen l\u00edbiv\u00fd n\u00e1stroj na budov\u00e1n\u00ed image zna\u010dky. P\u0159e\u010dt\u011bte si n\u00e1vod, jak zvl\u00e1dnout i&nbsp;m\u011b\u0159en\u00ed obsahu. 3 \u00farovn\u011b m\u011b\u0159en\u00ed obsahu na praktick\u00e9m p\u0159\u00edkladu Nejdetailn\u011bj\u0161\u00ed data z\u00edsk\u00e1v\u00e1me u&nbsp;nejv\u011bt\u0161\u00ed rodiny firemn\u00edch m\u00e9di\u00ed na\u0161eho klienta LMC. P\u0159ipravujeme pro n\u011b firemn\u00ed HR online magaz\u00edn [&hellip;]<\/p>\n","protected":false},"featured_media":1657,"menu_order":0,"template":"","serial":[],"class_list":["post-1653","blog_article","type-blog_article","status-publish","has-post-thumbnail","hentry"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.1 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>M\u011b\u0159en\u00ed obsahu jako samoz\u0159ejmost\u00ed | BOOMERANG COMMUNICATION<\/title>\n<meta name=\"description\" content=\"Investujete do content marketingu? P\u0159e\u010dt\u011bte si, jak na m\u011b\u0159en\u00ed obsahu. 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