{"id":1977,"date":"2021-05-11T15:22:56","date_gmt":"2021-05-11T13:22:56","guid":{"rendered":"https:\/\/boomerang.agency\/?post_type=blog_article&#038;p=1977"},"modified":"2023-02-13T18:04:17","modified_gmt":"2023-02-13T16:04:17","slug":"vykonnostni-marketing-a-obsah-jde-to-k-sobe","status":"publish","type":"blog_article","link":"https:\/\/boomerang.agency\/en\/blog\/vykonnostni-marketing-a-obsah-jde-to-k-sobe\/","title":{"rendered":"V\u00fdkonnostn\u00ed marketing a obsah. Jde to k sob\u011b?"},"content":{"rendered":"\r\n<p><strong>N\u011bkde jsem \u010detl chytrou v\u011bc: Pokud je obsah kr\u00e1lem, je distribuce kr\u00e1lovstv\u00edm. Je to tak. Kr\u00e1l bez kr\u00e1lovstv\u00ed je k&nbsp;ni\u010demu, a&nbsp;proto by m\u011bl v\u00fdkonnostn\u00ed marketing dopl\u0148ovat obsahov\u00fd marketing. Doba, kdy zna\u010dky \u010d\u00edm d\u00e1l v\u00edc dycht\u00ed po efektivit\u011b, konverz\u00edch a&nbsp;m\u011b\u0159iteln\u00fdch v\u00fdsledc\u00edch, spojila ob\u011b oblasti je\u0161t\u011b v\u00edc. I&nbsp;proto jsme se v&nbsp;Boomerangu na v\u00fdkon zam\u011b\u0159ili a&nbsp;dnes v&nbsp;reklamn\u00edch syst\u00e9mech pracujeme s&nbsp;v\u00edce ne\u017e 15&nbsp;miliony korun ro\u010dn\u011b. A&nbsp;pln\u00edme d\u00edky nim ambici\u00f3zn\u00ed c\u00edle sv\u00fdch klient\u016f.<\/strong><\/p>\r\n\r\n\r\n\r\n<p>U\u017e d\u00e1vno nen\u00ed pravda, \u017ee d\u011bl\u00e1me jen ta nejlep\u0161\u00ed ti\u0161t\u011bn\u00e1 firemn\u00ed m\u00e9dia. V\u011bt\u0161inu na\u0161ich projekt\u016f u\u017e n\u011bjak\u00fd \u010das tvo\u0159\u00ed klienti, kter\u00fdm spravujeme velk\u00e9 digit\u00e1ln\u011b-medi\u00e1ln\u00ed ekosyst\u00e9my s&nbsp;t\u011b\u017ei\u0161t\u011bm ve vlastn\u00edm m\u00e9diu (nej\u010dast\u011bji digit\u00e1ln\u00edm magaz\u00ednu). Na ten obvykle pot\u0159ebujeme p\u0159iv\u00e9st relevantn\u00ed lidi a&nbsp;motivovat je k\u00a0akc\u00edm, kter\u00e9 vedou ke spln\u011bn\u00ed c\u00edl\u016f projektu. <strong>Pou\u017e\u00edv\u00e1me k&nbsp;tomu placen\u00e1 m\u00e9dia jako social ads, display nebo search, kde precizn\u011b c\u00edl\u00edme obsah a&nbsp;dal\u0161\u00ed reklamy na lidi, kte\u0159\u00ed jsou v&nbsp;r\u016fzn\u00e9 f\u00e1zi rozhodov\u00e1n\u00ed.<\/strong><\/p>\r\n\r\n\r\n\r\n<h2 class=\"wp-block-heading\"><strong>Typick\u00e1 spolupr\u00e1ce v\u00fdkonnostn\u00edho marketingu a&nbsp;obsahu<\/strong><\/h2>\r\n\r\n\r\n\r\n<p>Chytit a&nbsp;nepustit. Unik\u00e1tn\u00ed B2B obsahov\u00fd projekt LMC by bez performance marketingu pravd\u011bpodobn\u011b nedostal tolik oborov\u00fdch cen, v\u010detn\u011b ceny za efektivitu Effie 2020. Performance je toti\u017e siln\u00fd motor pro akvizici nov\u00fdch \u010dten\u00e1\u0159\u016f, kter\u00fdm distribuujeme obsah na m\u00edru a&nbsp;se zbytkem propracovan\u00e9ho ekosyst\u00e9mu m\u00e9di\u00ed je p\u0159em\u011bn\u00edme v\u00a0pravideln\u00e9 \u010dten\u00e1\u0159e. Za ty pak v&nbsp;reklamn\u00edch kampan\u00edch u\u017e nepot\u0159ebujeme utr\u00e1cet tolik pen\u011bz a&nbsp;m\u016f\u017eeme je naopak realokovat na z\u00edsk\u00e1v\u00e1n\u00ed nov\u00fdch potenci\u00e1ln\u00edch pravideln\u00fdch \u010dten\u00e1\u0159\u016f.<\/p>\r\n\r\n\r\n\r\n<p>Po\u010d\u00edt\u00e1me i&nbsp;s&nbsp;t\u00edm, \u017ee i&nbsp;pravideln\u00e9ho \u010dten\u00e1\u0159e m\u016f\u017eeme jednou ztratit. <strong>Pro takov\u00e9 p\u0159\u00edpady m\u00e1me v&nbsp;podobn\u00fdch projektech p\u0159ipravenou defibrila\u010dn\u00ed loajality kampa\u0148, kter\u00e1 ho nasm\u011bruje zp\u00e1tky ke spokojen\u00e9 konzumaci obsahu.<\/strong> Zkr\u00e1tka i&nbsp;d\u00edky performance m\u016f\u017eeme plnit content marketingov\u00e1 KPIs zalo\u017een\u00e1 na \u010dasu str\u00e1ven\u00e9m se zna\u010dkou. A&nbsp;v\u011b\u0159te nebo ne, jsou to ob\u010das podobn\u00e9 nervy, jako kdy\u017e v&nbsp;jin\u00fdch ryze v\u00fdkonnostn\u00edch kampan\u00edch nepad\u00e1 tolik konverz\u00ed\/prodej\u016f, kolik by m\u011blo. Mimochodem, i&nbsp;u&nbsp;obsahov\u00e9ho marketingu lze vypo\u010d\u00edtat ROI.<\/p>\r\n\r\n\r\n\r\n<h2 class=\"wp-block-heading\"><strong>Obsahov\u00e1 a&nbsp;v\u00fdkonnostn\u00ed agentura v&nbsp;jednom. Je to nov\u00fd standard?<\/strong><\/h2>\r\n\r\n\r\n\r\n<p>Je t\u0159eba pochopit, \u017ee prvot\u0159\u00eddn\u00ed obsahov\u00fd marketing se bez propojen\u00ed sv\u011bta kreativn\u00edch conten\u0165\u00e1k\u016f s&nbsp;\u010d\u00edseln\u00fdm sv\u011btem PPC\u010dk\u00e1\u0159\u016f d\u011blat efektivn\u011b ned\u00e1. <strong>My to u\u017e p\u0159ed p\u00e1r lety pochopili a&nbsp;z&nbsp;\u201eago\u0161ky na firemn\u00ed m\u00e9dia\u201c se rychle p\u0159esouv\u00e1me do role obsahov\u011b-v\u00fdkonnostn\u00edho partnera zna\u010dek.<\/strong> Jsme za to r\u00e1di.<\/p>\r\n\r\n\r\n\r\n<p>D\u00edky spojen\u00ed v\u00fdkonnostn\u00edho marketingu a&nbsp;obsahu dnes pom\u00e1h\u00e1me t\u0159eba farmaceutick\u00e9mu gigantovi Sanofi motivovat potenci\u00e1ln\u00ed nemocn\u00e9 k&nbsp;unik\u00e1tn\u00edmu testov\u00e1n\u00ed suchou krevn\u00ed kapkou, Veluxu oslovovat architekty p\u0159es reklamy na Pinterestu, LeasePlanu generovat B2B leady a&nbsp;pom\u00e1hat v&nbsp;porozum\u011bn\u00ed v\u00fdhod operativn\u00edho leasingu, Volkswagenu bavit fanou\u0161ky nejr\u016fzn\u011bj\u0161\u00edch automotive preferenc\u00ed plus minimalizovat jejich vz\u00e1jemnou nevra\u017eivost. \u017dhavou novinkou je chystan\u00e1 komunikace na soci\u00e1ln\u00edch s\u00edt\u00edch pro 4 zem\u011b p\u0159edn\u00edho prodejce sportovn\u00edho vybaven\u00ed Sportisimo. A&nbsp;to v\u0161echno d\u00edky obsahov\u011b-v\u00fdkonnostn\u00edmu know-how.<\/p>\r\n\r\n\r\n\r\n<p class=\"has-text-color has-background has-very-light-gray-color has-vivid-purple-background-color box\"><strong>Pokud v\u00e1s spojen\u00ed performance a&nbsp;obsahu zaujalo a&nbsp;r\u00e1di byste to t\u00e1hli s&nbsp;n\u00e1mi, ozv\u011bte se \u2013 <a href=\"https:\/\/www.boomerang.co.com\/kariera\/\">pr\u00e1v\u011b hled\u00e1me PPC specialistu do party<\/a>.<\/strong> T\u0159eba to budete pr\u00e1v\u011b vy, kdo za p\u00e1r m\u011bs\u00edc\u016f \u0159ekne tut\u00e9\u017e v\u011btu, co n\u00e1\u0161 prvn\u00ed performance manager. Zn\u011bla: \u201eTo je neuv\u011b\u0159iteln\u00fd, co se s&nbsp;t\u00edm obsahem d\u00e1 ve v\u00fdkonu ud\u011blat.\u201c<\/p>\r\n","protected":false},"excerpt":{"rendered":"<p>N\u011bkde jsem \u010detl chytrou v\u011bc: Pokud je obsah kr\u00e1lem, je distribuce kr\u00e1lovstv\u00edm. Je to tak. Kr\u00e1l bez kr\u00e1lovstv\u00ed je k&nbsp;ni\u010demu, a&nbsp;proto by m\u011bl v\u00fdkonnostn\u00ed marketing dopl\u0148ovat obsahov\u00fd marketing. Doba, kdy zna\u010dky \u010d\u00edm d\u00e1l v\u00edc dycht\u00ed po efektivit\u011b, konverz\u00edch a&nbsp;m\u011b\u0159iteln\u00fdch v\u00fdsledc\u00edch, spojila ob\u011b oblasti je\u0161t\u011b v\u00edc. I&nbsp;proto jsme se v&nbsp;Boomerangu na v\u00fdkon zam\u011b\u0159ili a&nbsp;dnes v&nbsp;reklamn\u00edch syst\u00e9mech [&hellip;]<\/p>\n","protected":false},"featured_media":1978,"menu_order":0,"template":"","serial":[],"class_list":["post-1977","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>V\u00fdkonnostn\u00ed marketing a obsah. 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