{"id":38789,"date":"2019-10-31T22:25:57","date_gmt":"2019-10-31T19:25:57","guid":{"rendered":"https:\/\/prohoster.info\/blog\/pochemu-korpblogi-inogda-zakisayut-nemnogo-nablyudenij-i-sovetov\/"},"modified":"2019-10-31T22:25:57","modified_gmt":"2019-10-31T19:25:57","slug":"pochemu-korpblogi-inogda-zakisayut-nemnogo-nablyudenij-i-sovetov","status":"publish","type":"post","link":"https:\/\/prohoster.info\/cs\/blog\/news\/pochemu-korpblogi-inogda-zakisayut-nemnogo-nablyudenij-i-sovetov","title":{"rendered":"Pro\u010d korpor\u00e1tn\u00ed blogy ob\u010das stagnuj\u00ed: n\u011bkolik pozorov\u00e1n\u00ed a rad","gt_translate_keys":[{"key":"rendered","format":"text"}]},"content":{"rendered":"

Pokud korpor\u00e1tn\u00ed blog vyd\u00e1v\u00e1 1-2 \u010dl\u00e1nky m\u011bs\u00ed\u010dn\u011b s po\u010dtem zhl\u00e9dnut\u00ed 1-2 tis\u00edce a pouze polodu\u017einou pozitivn\u00edch hodnocen\u00ed, je to zn\u00e1mka toho, \u017ee n\u011bco nen\u00ed v po\u0159\u00e1dku. Praxe v\u0161ak ukazuje, \u017ee v drtiv\u00e9 v\u011bt\u0161in\u011b p\u0159\u00edpad\u016f lze blogy ud\u011blat jak zaj\u00edmav\u00e9, tak u\u017eite\u010dn\u00e9.<\/p>\n

\"Pro\u010d
\n
\nMo\u017en\u00e1 se te\u010f objev\u00ed spousta odp\u016frc\u016f korpor\u00e1tn\u00edch blog\u016f, s nimi\u017e souhlas\u00edm v n\u011bkter\u00fdch ohledech. Ale nejd\u0159\u00edve uv\u00e1d\u00edm n\u011bkolik pozitivn\u00edch p\u0159\u00edklad\u016f.
\n<\/a><\/noindex>
\nM\u016f\u017eeme za\u010d\u00edt s \u201eMosigra<\/a><\/noindex>\u201c, u\u017eite\u010dn\u00fdmi informacemi Pochtoy.com<\/a><\/noindex>, \u017eeb\u0159\u00ed\u010dky plat\u016f \u201eM\u016fj Kruh<\/a><\/noindex>\u00bb, Tutu.ru<\/a><\/noindex>. Mimoto mohu vyjmenovat je\u0161t\u011b des\u00edtky spole\u010dnost\u00ed, kter\u00e9 ob\u010das publikuj\u00ed skv\u011bl\u00e9 p\u0159\u00edsp\u011bvky. Krom\u011b toho je mnoho profesion\u00e1l\u016f, kte\u0159\u00ed p\u00ed\u0161\u00ed do korpor\u00e1tn\u00edch blog\u016f a zve\u0159ej\u0148uj\u00ed tam p\u0159episy sv\u00fdch zapamatovateln\u00fdch prezentac\u00ed. Mimochodem, kdy\u017e jsem se prohrabal statistikami z roku 2018, dostal jsem tuto tabulku korpor\u00e1tn\u00edch p\u0159\u00edsp\u011bvk\u016f, kter\u00e9 nasb\u00edraly v\u00edce ne\u017e 150 pozitivn\u00edch hodnocen\u00ed.<\/p>\n

\"Pro\u010d
\n
\nCelkov\u011b to m\u016f\u017ee fungovat dob\u0159e (pokud se do toho nevm\u011b\u0161uj\u00ed \u201emlad\u00ed market\u00e9\u0159i\u201c). A osobn\u011b m\u011b mrz\u00ed sledovat, kdy\u017e Habr zapl\u0148uje pr\u016fm\u011brn\u00fdm obsahem, kter\u00fd je n\u00e1sledn\u011b vyhodnocov\u00e1n podle pokyn\u016f.<\/p>\n

Zn\u00e1me-li ve\u0161ker\u00e9 pozad\u00ed, nechci nikoho obvi\u0148ovat a u\u017e v\u016fbec ne ukazovat prstem. N\u011bkdy nezb\u00fdv\u00e1 ne\u017e si t\u011b\u017ece povzdechnout.<\/p>\n

Tohle byl \u00favod. P\u0159\u00edsp\u011bvek je ur\u010den t\u011bm, kte\u0159\u00ed spravuj\u00ed korpor\u00e1tn\u00ed blogy a maj\u00ed mo\u017enost n\u011bco zm\u011bnit.<\/p>\n

D\u00e1le bude n\u00e1sledovat v\u00fdb\u011br v\u011bc\u00ed, kv\u016fli nim\u017e se \u010dl\u00e1nky v blogech \u010dtou \u0161patn\u011b, a tak\u00e9 pozorov\u00e1n\u00ed na t\u00e9ma, pro\u010d n\u011bkter\u00e9 p\u0159\u00edsp\u011bvky nep\u0159in\u00e1\u0161ej\u00ed spole\u010dnosti \u017e\u00e1dn\u00fd u\u017eitek.<\/p><\/blockquote>\n

T\u00fdm nebo dodavatel\u00e9 vy\u010derpali sv\u016fj potenci\u00e1l<\/h2>\n

\nKdy\u017e novin\u00e1\u0159 n\u011bkolik let zkoum\u00e1 stejn\u00e9 t\u00e9ma, kter\u00e9 nesouvis\u00ed s jeho osobn\u00edm zam\u011b\u0159en\u00edm nebo nen\u00e1le\u017e\u00ed do oblasti jeho kon\u00ed\u010dk\u016f, doch\u00e1z\u00ed k vyho\u0159en\u00ed. Ne, pr\u00e1ce m\u016f\u017ee b\u00fdt i nad\u00e1le vykon\u00e1v\u00e1na zd\u00e1nliv\u011b kvalitn\u011b, ale u\u017e bez nad\u0161en\u00ed. Nudn\u00e1 t\u00e9mata, lenost znovu kontaktovat \u0159e\u010dn\u00edka a up\u0159esnit detaily. A o\u010di se \u010dasem nane\u0161t\u011bst\u00ed p\u0159est\u00e1vaj\u00ed zaj\u00edmat \u2013 za\u010d\u00edn\u00e1 se zd\u00e1t, \u017ee tady nen\u00ed nic zaj\u00edmav\u00e9ho a o v\u0161em u\u017e bylo naps\u00e1no.<\/p>\n

\"Pro\u010d
\n
\nCelkov\u011b je t\u0159eba prov\u00e9st restart. M\u016f\u017eete zkusit experimentovat s motivac\u00ed a zav\u00e9st odm\u011bny za dosa\u017een\u00ed ur\u010dit\u00fdch KPI. To v\u0161ak nebude fungovat ve v\u0161ech p\u0159\u00edpadech a je lep\u0161\u00ed za\u010d\u00edt s n\u011b\u010d\u00edm jin\u00fdm. <\/p>\n

Zkuste zapojit do tvorby obsahu nov\u00e9 hlavy. Uspo\u0159\u00e1dejte brainstorming. Koneckonc\u016f skv\u011bl\u00fd n\u00e1pad na p\u0159\u00edsp\u011bvek zap\u00e1l\u00ed jiskru nejen v du\u0161i unaven\u00e9ho novin\u00e1\u0159e nebo odborn\u00edka.<\/p><\/blockquote>\n

I kdy\u017e d\u016fvody mohou b\u00fdt i jinde. Nap\u0159\u00edklad trivi\u00e1ln\u00ed p\u0159et\u00ed\u017een\u00ed. Um\u011blec nen\u00ed stroj na tisk \u0161pi\u010dkov\u00fdch d\u011bl. Nem\u016f\u017ee produkovat pouze hity v p\u0159\u00edsn\u011b stanoven\u00fdch \u010dasov\u00fdch a tematick\u00fdch r\u00e1mc\u00edch.<\/p>\n

Hromadn\u00e9 bombardov\u00e1n\u00ed ozn\u00e1men\u00edmi a p\u0159eklady<\/h2>\n

\nMarketing ve firm\u011b \u0159\u00edk\u00e1 blogov\u00e9mu editorovi, \u017ee je t\u0159eba ud\u011blat dal\u0161\u00ed ozn\u00e1men\u00ed o meetupu (nebo nov\u00e9 verzi produktu). Aby se blog nezm\u011bnil na n\u00e1st\u011bnku, p\u0159\u00edsp\u011bvky se ob\u010das obohacuj\u00ed p\u0159eklady. Jin\u00fdmi slovy, blog slou\u017e\u00ed pouze utilit\u00e1rn\u00edmu \u00fa\u010delu, bez du\u0161e. A to je ta situace, kdy\u2026 kdy v\u0161ichni v\u0161echno v\u011bd\u00ed. Proto zde nebude \u017e\u00e1dn\u00fd rady.<\/p>\n

Obsah jen pobav\u00ed publikum<\/h2>\n

\nNa Habru existuj\u00ed blogy, kter\u00e9 publikuj\u00ed zpr\u00e1vy nebo \u010dl\u00e1nky, kter\u00e9 vyvol\u00e1vaj\u00ed ur\u010dit\u00fd ohlas u \u010dten\u00e1\u0159\u016f, ale nemaj\u00ed \u017e\u00e1dn\u00fd vztah k firm\u011b nebo oblasti jej\u00ed \u010dinnosti.<\/p>\n

Pro\u010d, jak? Pravd\u011bpodobn\u011b takto agentury vyu\u017e\u00edvaj\u00ed rozpo\u010dty, kter\u00e9 nemaj\u00ed t\u011bsn\u00fd kontakt se sv\u00fdm klientem, a sna\u017e\u00ed se efektivn\u011b \u010derpat rozpo\u010det, jak jen mohou.<\/p>\n

Nicm\u00e9n\u011b existuj\u00ed p\u0159\u00edklady, kdy firmy \u0161ikovn\u011b vych\u00e1zej\u00ed z t\u00e9to pasti p\u0159id\u00e1n\u00edm na konec p\u0159\u00edsp\u011bvk\u016f mal\u00e9ho odd\u011blen\u00e9ho bloku z p\u00e1r v\u011bt. Tam jakoby mimochodem oznamuj\u00ed sv\u00e9 novinky nebo umis\u0165uj\u00ed promo k\u00f3dy, kter\u00e9 spojuj\u00ed se p\u0159\u00edb\u011bhy popsan\u00fdmi v \u010dl\u00e1nku.<\/p>\n

\u010cten\u00e1\u0159 m\u00e1 svou bolest<\/h2>\n

\nM\u016f\u017eete dlouho vypr\u00e1v\u011bt v blogu o v\u00fdhod\u00e1ch sv\u00e9ho produktu, n\u00edzk\u00e9 cen\u011b a dal\u0161\u00edch \"vychyt\u00e1vk\u00e1ch\", ale pokud zapomenete na bolest sv\u00e9ho potenci\u00e1ln\u00edho z\u00e1kazn\u00edka a nenab\u00eddnete mu jednoduch\u00e1 a srozumiteln\u00e1 \u0159e\u0161en\u00ed typu \u201ejak ud\u011blat to a to\u201c (na sv\u00e9 element\u00e1rn\u00ed b\u00e1zi), pova\u017eujte to za st\u0159\u00edlen\u00ed z pu\u0161ky po vrabci. N\u011bkoho to, kdo je v obraze, mo\u017en\u00e1 zaujme.<\/p>\n

P\u0159\u00edsp\u011bvky nejsou pro tyto<\/h2>\n

\nFirmy zam\u011b\u0159uj\u00edc\u00ed si\u0119 na B2B \u010dasto publikuj\u00ed p\u0159\u00edsp\u011bvky ur\u010den\u00e9 v\u00fdhradn\u011b pro koncov\u00e9ho u\u017eivatele: r\u016fzn\u00e9 n\u00e1vody, FAQ, recenze a tipy. Tato c\u00edlov\u00e1 skupina v\u0161ak obvykle nen\u00ed p\u0159\u00edm\u00fdm objednatelem t\u011bchto produkt\u016f. Tyto produkty jsou nakupov\u00e1ny na vy\u0161\u0161\u00ed \u00farovni za \u00fa\u010delem \u0159e\u0161en\u00ed ur\u010dit\u00fdch taktick\u00fdch nebo strategick\u00fdch ot\u00e1zek ve firm\u011b. Pro tyto lidi obvykle v bloz\u00edch nen\u00ed ani slovo.<\/p>\n

Um\u011bleck\u00e9 n\u00e1zvy<\/h2>\n

\nZeptejte se sami sebe: m\u016f\u017eete si p\u0159e\u010d\u00edst n\u00e1zev a pochopit, co zaj\u00edmav\u00e9ho bude v \u010dl\u00e1nku? P\u0159i scrollov\u00e1n\u00ed feedu obvykle \u010dten\u00e1\u0159 vyhled\u00e1v\u00e1 n\u00e1zvy a obr\u00e1zky. A pokud neposkytuj\u00ed jasnou p\u0159edstavu o obsahu, v\u011bt\u0161ina projde kolem.<\/p>\n

\"Pro\u010d
\n
\nTot\u00e9\u017e plat\u00ed pro indexaci vyhled\u00e1va\u010di. Habr m\u00e1 vysokou v\u00e1hu mezi ostatn\u00edmi weby a \u010dl\u00e1nky z n\u011bj se snadno dostanou na prvn\u00ed str\u00e1nku v\u00fdsledk\u016f. Ale pokud n\u00e1zev neuv\u00e1d\u00ed t\u00e9ma vypr\u00e1v\u011bn\u00ed, tuto \u010dl\u00e1nek najdou pouze jednotlivci.<\/p>\n

Mimochodem, tato probl\u00e9m se st\u00e1v\u00e1 tak\u00e9 velmi viditeln\u00fdm v e-mailech Habr, kde se objevuj\u00ed pouze n\u00e1zvy p\u0159\u00edsp\u011bvk\u016f. A to je vlastn\u011b mal\u00fd k\u00e1men do zahrady samotn\u00e9ho Habru.<\/p>\n

Z\u00e1vod za hardcorem<\/h2>\n

\nKdy\u017e lid\u00e9 sd\u00edlej\u00ed hlubokou odbornost v n\u011bjak\u00e9 oblasti \u2013 to je velmi dob\u0159e. P\u0159edev\u0161\u00edm pro image, ale tak\u00e9 pro pokro\u010dil\u00e9 \u010dten\u00e1\u0159e, kte\u0159\u00ed ob\u010das nemaj\u00ed kde \u010derpat odborn\u00e9 znalosti.<\/p>\n

Ale tato \u201emedaile\u201c m\u00e1 i druhou stranu. V d\u00e1vn\u00fdch dob\u00e1ch jsme si d\u011blali legraci, \u017ee ka\u017ed\u00e1 rovnice v \u010dl\u00e1nku zmen\u0161uje okruh jej\u00edch \u010dten\u00e1\u0159\u016f na polovinu. Nyn\u00ed je to je\u0161t\u011b aktu\u00e1ln\u011bj\u0161\u00ed. A nejde jen o schopnost vysv\u011btlit slo\u017eit\u00e9 v\u011bci jednoduch\u00fdm jazykem, ale tak\u00e9 o to, \u017ee na jednoho skv\u011bl\u00e9ho prof\u00edka p\u0159ipad\u00e1 cel\u00e1 \u0159ada nov\u00e1\u010dk\u016f. Proto \u010dl\u00e1nek s n\u00e1zvem \u201ejak za\u010d\u00edt studovat JS\u201c p\u0159it\u00e1hne mnohem v\u00edce vd\u011b\u010dn\u00fdch \u010dten\u00e1\u0159\u016f ne\u017e skv\u011bl\u00fd p\u0159\u00edb\u011bh o psan\u00ed vlastn\u00edho statick\u00e9ho typiz\u00e1toru.<\/p>\n

P.S. vlastn\u011b by sem je\u0161t\u011b st\u00e1lo za to p\u0159idat n\u011bco o marketingu, jeho\u017e u\u0161i n\u011bkdy vy\u010dn\u00edvaj\u00ed tak, \u017ee to zt\u011b\u017euje \u010dten\u00ed textu, ale to je u\u017e jin\u00fd p\u0159\u00edb\u011bh.
\n
Zdroj: habr.com<\/a><\/p>","protected":false,"gt_translate_keys":[{"key":"rendered","format":"html"}]},"excerpt":{"rendered":"

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