{"id":1946,"date":"2020-12-01T15:03:43","date_gmt":"2020-12-01T13:03:43","guid":{"rendered":"https:\/\/boomerang.agency\/?post_type=blog_article&#038;p=1946"},"modified":"2023-03-13T15:50:43","modified_gmt":"2023-03-13T13:50:43","slug":"obsah-je-super-obchodnik","status":"publish","type":"blog_article","link":"https:\/\/boomerang.agency\/en\/blog\/obsah-je-super-obchodnik\/","title":{"rendered":"Effie jako d\u016fkaz, \u017ee obsah je super obchodn\u00edk"},"content":{"rendered":"\r\n<p><strong>Personalist\u016f a&nbsp;personalistek je v&nbsp;\u010cesku ke sto tis\u00edc\u016fm. P\u0159ed rokem a&nbsp;p\u016fl jich v\u0161ak zna\u010dku LMC neznala ani t\u0159etina, co\u017e zt\u011b\u017eovalo pr\u00e1ci obchodn\u00edk\u016fm klienta. Port\u00e1ly Jobs.cz a&nbsp;Prace.cz sice znal skoro ka\u017ed\u00fd, ale kdo je provozuje a&nbsp;co dal\u0161\u00edho nab\u00edz\u00ed, tu\u0161il m\u00e1lokdo. LMC se to rozhodlo zm\u011bnit \u2013 zv\u00fd\u0161it pov\u011bdom\u00ed o&nbsp;sv\u00e9 zna\u010dce a&nbsp;produktech u&nbsp;personalist\u016f. Jen\u017ee jak to ud\u011blat, kdy\u017e jich je tolik?<\/strong><\/p>\r\n<p class=\"p1\"><span class=\"s1\">Kdy\u017e si <a href=\"https:\/\/www.lmc.eu\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span class=\"s2\">LMC<\/span><\/a> spo\u010d\u00edtalo, kolik \u010dasu a&nbsp;obchodn\u00edk\u016f by pot\u0159ebovalo na to, aby kontaktovali v\u0161echny HR pracovn\u00edky osobn\u011b a&nbsp;starali se o&nbsp;n\u011b, bylo jasn\u00e9, \u017ee tudy cesta nevede. P\u0159itom z&nbsp;intern\u00edho p\u016flro\u010dn\u00edho pokusu v\u011bd\u011bli, \u017ee kdy\u017e vezmete skupinu klient\u016f a&nbsp;\u0161est m\u011bs\u00edc\u016f je v\u00edce informujete o&nbsp;firm\u011b a&nbsp;produktech, zv\u00fd\u0161\u00edte prodeje.<\/span><\/p>\r\n<p class=\"p1\"><span class=\"s1\">Hledali proto novou cestu a&nbsp;v&nbsp;dubnu 2019 n\u00e1s v&nbsp;Boomerangu oslovili, abychom se o&nbsp;z\u00e1kazn\u00edky starali obsahem. Ten sice nen\u00ed tak v\u00fdkonn\u00fd a&nbsp;p\u0159esv\u011bd\u010div\u00fd jako dobr\u00fd obchodn\u00edk, ale <strong>postupn\u011b dok\u00e1\u017ee zm\u011bnit pov\u011bdom\u00ed v&nbsp;porozum\u011bn\u00ed u&nbsp;velk\u00e9ho mno\u017estv\u00ed lid\u00ed v&nbsp;c\u00edlov\u00e9 skupin\u011b<\/strong>. A&nbsp;to za m\u00e9n\u011b \u010dasu a&nbsp;pen\u011bz ne\u017e arm\u00e1da \u017eiv\u00fdch lid\u00ed, kter\u00e1 by k&nbsp;tomu byla pot\u0159eba. No a&nbsp;porozum\u011bn\u00ed produktu vede k&nbsp;uv\u011bdom\u011bl\u00e9mu rozhodnut\u00ed.<\/span><\/p>\r\n<h2>Jasn\u011b dan\u00fd c\u00edl, ke kter\u00e9mu jsme sm\u011b\u0159ovali<\/h2>\r\n<p><span class=\"s1\">Dali jsme si m\u011b\u0159iteln\u00e9 c\u00edle, kter\u00e9 pom\u00e1haj\u00ed k&nbsp;pozn\u00e1n\u00ed LMC a&nbsp;jeho produkt\u016f. A&nbsp;samoz\u0159ejm\u011b nevrchol\u00ed ni\u010d\u00edm jin\u00fdm ne\u017e n\u00e1kupem.<\/span><\/p>\r\n<ul>\r\n<li class=\"p1\"><span class=\"s1\"><strong>V\u00fdkon:<\/strong> Ka\u017ed\u00fd personalista v&nbsp;C\u030cesk\u00e9 republice se pravidelne\u030c potk\u00e1v\u00e1 s&nbsp;obsahem od LMC<\/span><span class=\"s1\">\u00a0(m\u011b\u0159\u00edme kvantitativn\u00edmi metrikami, zvl\u00e1\u0161\u0165 % z\u00e1sahu c\u00edlov\u00e9 skupiny).<\/span><\/li>\r\n<li class=\"p1\"><span class=\"s1\"><strong>Kvalita:<\/strong> Pove\u030cdom\u00ed o&nbsp;produktech a&nbsp;roli LMC ve sve\u030cte\u030c pr\u00e1ce me\u030cn\u00edme v&nbsp;porozume\u030cn\u00ed <\/span><span class=\"s1\">(m\u011b\u0159\u00edme kvalitativn\u00edmi metrikami, jako je mno\u017estv\u00ed str\u00e1ven\u00e9ho \u010dasu a&nbsp;tzv. do\u010dtenost obsahu).<\/span><\/li>\r\n<li class=\"p1\"><span class=\"s1\"><strong>Byznys:<\/strong> N\u00e1\u0161 obsah vede lidi ke konkr\u00e9tn\u00ed konverzn\u00ed a&nbsp;byznysov\u00e9 akci<\/span><span class=\"s1\">\u00a0(m\u011b\u0159\u00edme formou konverz\u00ed na produkty a&nbsp;popt\u00e1vek).<\/span><\/li>\r\n<\/ul>\r\n<p class=\"p1\"><span class=\"s1\">V LMC se neboj\u00ed ambici\u00f3zn\u00edch c\u00edl\u016f, a&nbsp;tak jsme dostali opravdu tvrd\u00e1 KPI: s&nbsp;na\u0161\u00edm obsahem se potk\u00e1 80&nbsp;% \u010desk\u00fdch HR pracovn\u00edk\u016f; \u010das, kter\u00fd se zna\u010dkou LMC a&nbsp;produkty str\u00e1v\u00ed, bude vy\u0161\u0161\u00ed o&nbsp;30&nbsp;%; zv\u00fd\u0161\u00edme prodejn\u00ed konverze na 2&nbsp;%. <\/span><span class=\"s1\">Stalo se to, co p\u0159ekvapilo v\u0161echny. <strong>Nejen\u017ee jsme c\u00edle naplnili, ale za rok spolupr\u00e1ce jsme je p\u0159ekonali!<\/strong> S&nbsp;obsahem se potkalo 86&nbsp;% personalist\u016f, \u010das str\u00e1ven\u00fd s&nbsp;LMC nedos\u00e1hl zv\u00fd\u0161en\u00ed o&nbsp;30&nbsp;%, ale o\u00a033\u00a0% a&nbsp;konverze jsme zv\u00fd\u0161ili na \u00factyhodn\u00e9 4,4&nbsp;% (to je zv\u00fd\u0161en\u00ed o&nbsp;1&nbsp;446&nbsp;% proti p\u0159edchoz\u00edmu obdob\u00ed).<\/span><\/p>\r\n<h2 class=\"p1\"><span class=\"s1\">Jak se to mohlo pov\u00e9st?<\/span><\/h2>\r\n<p class=\"p1\"><span class=\"s1\">Vzali jsme p\u016fvodn\u00ed m\u00e9dia LMC, p\u0159ipojili nov\u00e1 a&nbsp;vytvo\u0159ili s\u00ed\u0165 LMC m\u00e9di\u00ed prov\u00e1zanou tak, aby ji \u010desk\u00fd personalista mohl jen t\u011b\u017eko minout. V&nbsp;Boomerangu takov\u00e9 <strong>vlastn\u00ed s\u00edti m\u00e9di\u00ed \u0159\u00edk\u00e1me <a href=\"https:\/\/www.boomerang.co.com\/projekty\/lmc\/\"><span class=\"s2\">Content hub\u2122<\/span><\/a><\/strong>. Pou\u017e\u00edv\u00e1me ta nejobl\u00edben\u011bj\u0161\u00ed oborov\u00e1 m\u00e9dia, aby m\u011bl ka\u017ed\u00fd v&nbsp;HR \u0161anci z\u00edskat k&nbsp;na\u0161emu obsahu vztah, a\u0165 u\u017e si rad\u011bji \u010dte, poslouch\u00e1 audio, nebo surfuje na sock\u00e1ch.<\/span><\/p>\r\n<p class=\"p1\"><span class=\"s1\">Ke \u010dten\u00ed tak p\u0159ipravujeme vlajkovou lo\u010f cel\u00e9ho projektu: <a href=\"https:\/\/magazin.lmc.eu\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span class=\"s2\">LMC Magaz\u00edn<\/span><\/a> pln\u00fd u\u017eite\u010dn\u00fdch a&nbsp;z\u00e1bavn\u00fdch \u010dl\u00e1nk\u016f. Podporuj\u00ed ho dva druhy newsletter\u016f (jeden konverzn\u00ed, druh\u00fd eduka\u010dn\u00ed), profily na Facebooku a&nbsp;na LinkedInu a&nbsp;presti\u017en\u00ed ti\u0161t\u011bn\u00e1 ro\u010denka, kter\u00e1 sama o&nbsp;sob\u011b vybojovala p\u00e1r oborov\u00fdch cen. Aktu\u00e1ln\u011b rozb\u00edh\u00e1me podcasty a&nbsp;chyst\u00e1me HR TV.<\/span><\/p>\r\n<h2 class=\"p1\"><span class=\"s1\">Hodnota p\u0159evy\u0161uje investice 1,8kr\u00e1t<\/span><\/h2>\r\n<p class=\"p1\"><span class=\"s1\">Jestli LMC n\u011bco um\u00ed, je to m\u011b\u0159it v\u00fdkon. V\u00fdzkumy, kter\u00e9 m\u00e9dia LMC pou\u017e\u00edvaj\u00ed pro \u010dast\u00e9 a&nbsp;pravideln\u00e9 hodnocen\u00ed kvality a&nbsp;strategie obsahu, n\u00e1m d\u00e1vaj\u00ed jasn\u00fd obraz o&nbsp;tom, co personalist\u00e9 pot\u0159ebuj\u00ed a&nbsp;jak jsou pro n\u011b na\u0161e materi\u00e1ly u\u017eite\u010dn\u00e9. D\u00edky unik\u00e1tn\u00edmu a&nbsp;p\u0159esn\u00e9mu v\u00fdpo\u010dtu hodnoty cel\u00e9ho Content hubu\u2122 nav\u00edc <strong>LMC v\u00ed, \u017ee se mu investice do obsahu opravdu vyplat\u00ed a&nbsp;dost\u00e1v\u00e1 re\u00e1lnou a&nbsp;v\u00fdhodnou protihodnotu<\/strong>. O&nbsp;m\u011b\u0159en\u00ed projektu LMC si <a href=\"https:\/\/www.boomerang.co.com\/blog\/mereni-obsahu-by-melo-byt-samozrejmosti\/\">m\u016f\u017eete p\u0159e\u010d\u00edst v&nbsp;na\u0161em star\u0161\u00edm \u010dl\u00e1nku<\/a>.<\/span><\/p>\r\n<h2 class=\"p1\"><span class=\"s1\">Nejoce\u0148ovan\u011bj\u0161\u00ed obsahov\u00fd projekt roku 2020<\/span><\/h2>\r\n<p class=\"p1\"><span class=\"s1\">Kdybychom m\u011bli nakonec shrnout LMC recept na \u00fasp\u011bch v&nbsp;obsahu, kter\u00fd z\u00edsk\u00e1 Effie a&nbsp;stane se nejoce\u0148ovan\u011bj\u0161\u00edm obsahov\u00fdm projektem roku 2020 (10 Zlat\u00fdch st\u0159edn\u00edk\u016f, Lemur\u016f, F\u00e9nix\u016f a&nbsp;dal\u0161\u00edch cen jako bonus)<i>, <\/i>zn\u011bl by n\u011bjak takhle: <\/span><\/p>\r\n<ol class=\"ol1\">\r\n<li class=\"li1\"><span class=\"s1\"><strong>D\u016fv\u011bra<\/strong> v&nbsp;to, \u017ee obsah dok\u00e1\u017ee m\u011bnit pov\u011bdom\u00ed o&nbsp;produktu v&nbsp;porozum\u011bn\u00ed a&nbsp;to vede v&nbsp;dlouhodob\u00e9m horizontu k&nbsp;podlo\u017een\u00e9mu n\u00e1kupn\u00edmu chov\u00e1n\u00ed.<\/span><\/li>\r\n<li class=\"li1\"><span class=\"s1\"><strong>Dob\u0159e vybran\u00e1 m\u00e9dia<\/strong>, kter\u00e1 si navz\u00e1jem nekonkuruj\u00ed, ale podporuj\u00ed se a&nbsp;tvo\u0159\u00ed s\u00ed\u0165 na \u010dten\u00e1\u0159e.<\/span><\/li>\r\n<li class=\"li1\"><span class=\"s1\">Ur\u010den\u00ed <strong>relevantn\u00edch metrik<\/strong> a&nbsp;jejich st\u00e1l\u00e9 sledov\u00e1n\u00ed. Testov\u00e1n\u00ed obsahu, jak podle nich funguje. <\/span><\/li>\r\n<li class=\"li1\"><span class=\"s1\">Up\u0159\u00edmn\u00e1 <strong>snaha pomoci<\/strong> sv\u00e9mu publiku a&nbsp;d\u011blat obsah, kter\u00fd je pro n\u011bj re\u00e1ln\u011b u\u017eite\u010dn\u00fd \u2013 obsah jako slu\u017eba.<\/span><\/li>\r\n<\/ol>\r\n<div style=\"width: 640px;\" class=\"wp-video\"><video class=\"wp-video-shortcode\" id=\"video-1946-1\" width=\"640\" height=\"480\" poster=\"https:\/\/www.boomerang.co.com\/wp-content\/uploads\/2020\/12\/snimek-obrazovky-2020-11-30-v-143334.png\" preload=\"metadata\" controls=\"controls\"><source type=\"video\/mp4\" src=\"https:\/\/www.boomerang.co.com\/wp-content\/uploads\/2020\/11\/effie-lmc-sd.mp4?_=1\" \/><a href=\"https:\/\/www.boomerang.co.com\/wp-content\/uploads\/2020\/11\/effie-lmc-sd.mp4\">https:\/\/www.boomerang.co.com\/wp-content\/uploads\/2020\/11\/effie-lmc-sd.mp4<\/a><\/video><\/div>\r\n<p>&nbsp;<\/p>\r\n\r\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">Chcete tak\u00e9 sv\u016fj obsahov\u00fd hub? <a href=\"https:\/\/www.boomerang.co.com\/lide\/martin-vymetal\/\">Ozv\u011bte se <span class=\"s2\">mi<\/span><\/a> a&nbsp;vymysl\u00edme to spolu. <cite>Martin Vym\u011btal<\/cite><\/blockquote>\r\n","protected":false},"excerpt":{"rendered":"<p>Personalist\u016f a&nbsp;personalistek je v&nbsp;\u010cesku ke sto tis\u00edc\u016fm. P\u0159ed rokem a&nbsp;p\u016fl jich v\u0161ak zna\u010dku LMC neznala ani t\u0159etina, co\u017e zt\u011b\u017eovalo pr\u00e1ci obchodn\u00edk\u016fm klienta. Port\u00e1ly Jobs.cz a&nbsp;Prace.cz sice znal skoro ka\u017ed\u00fd, ale kdo je provozuje a&nbsp;co dal\u0161\u00edho nab\u00edz\u00ed, tu\u0161il m\u00e1lokdo. LMC se to rozhodlo zm\u011bnit \u2013 zv\u00fd\u0161it pov\u011bdom\u00ed o&nbsp;sv\u00e9 zna\u010dce a&nbsp;produktech u&nbsp;personalist\u016f. Jen\u017ee jak to ud\u011blat, kdy\u017e [&hellip;]<\/p>\n","protected":false},"featured_media":1947,"menu_order":0,"template":"","serial":[],"class_list":["post-1946","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>Obsah je super obchodn\u00edk | BOOMERANG COMMUNICATION<\/title>\n<meta name=\"description\" content=\"LMC se to rozhodlo zv\u00fd\u0161it pov\u011bdom\u00ed o sv\u00e9 zna\u010dce a produktech u personalist\u016f. 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