{"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\/sk\/blog\/news\/pochemu-korpblogi-inogda-zakisayut-nemnogo-nablyudenij-i-sovetov","title":{"rendered":"Pre\u010do sa niekedy firemn\u00e9 blogy stagnuj\u00fa: trochu pozorovan\u00ed a r\u00e1d","gt_translate_keys":[{"key":"rendered","format":"text"}]},"content":{"rendered":"

Ak v korpor\u00e1tne blogy vych\u00e1dzaj\u00fa 1-2 \u010dl\u00e1nky mesa\u010dne s po\u010dtom zobrazen\u00ed 1-2 tis\u00edce a len pol d dozen pozit\u00edv, znamen\u00e1 to, \u017ee nie\u010do nie je v poriadku. Pr\u00e1ca ukazuje, \u017ee v\u00e4\u010d\u0161ina blogov m\u00f4\u017ee by\u0165 z\u00e1rove\u0148 zauj\u00edmav\u00e1 a u\u017eito\u010dn\u00e1.<\/p>\n

\"Pre\u010do
\n
\nMo\u017eno teraz pribudne mnoho odporcov korpor\u00e1tnych blogov, a v nie\u010dom s nimi s\u00fahlas\u00edm. Ale najprv uvediem nieko\u013eko pozit\u00edvnych pr\u00edkladov.
\n<\/a><\/noindex>
\nM\u00f4\u017eeme za\u010da\u0165 s \u201eMosigra<\/a><\/noindex>\u201c, u\u017eito\u010dn\u00fdmi \u010dl\u00e1nkami Pochtoy.com<\/a><\/noindex>, platov\u00fdmi rebr\u00ed\u010dkami \u201eMojho Kr\u00fahu<\/a><\/noindex>\u00bb, Tutu.ru<\/a><\/noindex>. Na r\u00fdchlo m\u00f4\u017eem menova\u0165 e\u0161te desa\u0165 spolo\u010dnost\u00ed, kde sa ob\u010das objavia skvel\u00e9 pr\u00edspevky. Okrem toho existuje ve\u013ea profesion\u00e1lov, ktor\u00ed p\u00ed\u0161u do korpor\u00e1tnych blogov a zverej\u0148uj\u00fa tam prepisy svojich \u00faspe\u0161n\u00fdch predn\u00e1\u0161ok. Mimochodom, prehrabuj\u00fac sa v \u0161tatistik\u00e1ch z roku 2018, na\u0161iel som tak\u00fato tabu\u013eku s korpor\u00e1tnymi pr\u00edspevkami, ktor\u00e9 z\u00edskali viac ako 150 pozit\u00edv.<\/p>\n

\"Pre\u010do
\n
\nCelkovo sa v\u0161etko m\u00f4\u017ee vyv\u00edja\u0165 dobre (k\u00fdm sa do toho neza\u010dn\u00fa montova\u0165 \u201emlad\u00ed market\u00e9ri\u201c). A osobne ma mrz\u00ed, ke\u010f Habr zapl\u0148uj\u00fa priemern\u00fdm obsahom, ktor\u00fd potom pos\u00favaj\u00fa pod\u013ea nasmerovania.<\/p>\n

Zn\u00e1my cel\u00fa situ\u00e1ciu zbl\u00edzka, nem\u00e1m v \u00famysle nikoho obvi\u0148ova\u0165 ani ukazova\u0165 prstom. Niekedy sa len \u0165a\u017eko povzdychne.<\/p>\n

Toto bol disklaimer. Samotn\u00fd pr\u00edspevok je ur\u010den\u00fd t\u00fdm, ktor\u00ed spravuj\u00fa blogy spolo\u010dnost\u00ed a maj\u00fa mo\u017enos\u0165 nie\u010do zmeni\u0165.<\/p>\n

\u010ealej nasleduje v\u00fdber vec\u00ed, kv\u00f4li ktor\u00fdm sa \u010dl\u00e1nky v blogoch zle \u010d\u00edtaj\u00fa, a tie\u017e pozorovania na t\u00e9mu, pre\u010do niektor\u00e9 pr\u00edspevky neprin\u00e1\u0161aj\u00fa spolo\u010dnosti \u017eiadnu hodnotu.<\/p><\/blockquote>\n

T\u00edm alebo dod\u00e1vatelia s\u00fa vy\u010derpan\u00ed<\/h2>\n

\nKe\u010f novin\u00e1r nieko\u013eko rokov vrt\u00e1 v tej istej t\u00e9me, ktor\u00e1 nes\u00favis\u00ed s jeho osobn\u00fdm poslan\u00edm alebo nepatr\u00ed do okruhu jeho kon\u00ed\u010dkov, za\u010dne sa prejavova\u0165 vyhorenie. Nie, pr\u00e1ca m\u00f4\u017ee st\u00e1le prebieha\u0165 akoby kvalitne, ale bez iskry. Nudn\u00e9 t\u00e9my, lenivos\u0165 p\u00fdta\u0165 sa re\u010dn\u00edka a upres\u0148ova\u0165 detaily. A \u010dasom sa o\u010dami naozaj poriadne zmie\u0148uje \u2013 za\u010d\u00edna sa zda\u0165, \u017ee tu nieto ni\u010d zauj\u00edmav\u00e9 a o v\u0161etkom u\u017e bolo nap\u00edsan\u00e9.<\/p>\n

\"Pre\u010do
\n
\nCelkovo je potrebn\u00e9 re\u0161tartovanie. M\u00f4\u017eete sa pok\u00fasi\u0165 experimentova\u0165 s motiv\u00e1ciou stanoven\u00edm odmien za dosiahnutie ur\u010dit\u00fdch KPI. Av\u0161ak toto bude fungova\u0165 nie vo v\u0161etk\u00fdch pr\u00edpadoch, a je lep\u0161ie za\u010da\u0165 s nie\u010d\u00edm in\u00fdm. <\/p>\n

Sk\u00faste zapoji\u0165 do v\u00fdvoja obsahov\u00e9ho pl\u00e1nu fresh hlavy. Uskuto\u010dnite brainstorming. Kone\u010dne, skvel\u00fd n\u00e1pad na post m\u00f4\u017ee zap\u00e1li\u0165 iskru nielen v du\u0161i unaven\u00e9ho novin\u00e1ra alebo experta.<\/p><\/blockquote>\n

Aj tak, d\u00f4vody m\u00f4\u017eu by\u0165 aj v nie\u010dom inom. Napr\u00edklad, oby\u010dajn\u00fd pretlak. Umelec nie je automat na vytv\u00e1ranie majstrovsk\u00fdch diel. Nem\u00f4\u017ee produkova\u0165 len hity v pr\u00edsne stanoven\u00fdch \u010dasov\u00fdch a tematick\u00fdch r\u00e1mcoch.<\/p>\n

Hromadn\u00e1 bomba ozn\u00e1men\u00ed a prekladov<\/h2>\n

\nMarketing v spolo\u010dnosti hovor\u00ed blogov\u00e9mu editorovi, \u017ee je potrebn\u00e9 urobi\u0165 \u010fal\u0161ie ozn\u00e1menie o meetupe (alebo novej verzii produktu). A aby sa blog nezmenil na oznamovac\u00ed panel, pr\u00edspevky ka\u017ed\u00e9 druh\u00e9 doplnia prekladmi. In\u00fdmi slovami, blog sa pou\u017e\u00edva striktne na utilit\u00e1rny \u00fa\u010del, bez du\u0161e. A to je t\u00e1 situ\u00e1cia, ke\u010f\u2026 ke\u010f v\u0161etci v\u0161etko ch\u00e1paj\u00fa. Preto tu nebud\u00fa \u017eiadne rady.<\/p>\n

Obsah len zab\u00e1va publikum<\/h2>\n

\nS\u00fa na Habr blogy, kde sa publikuj\u00fa spravodajsk\u00e9 materi\u00e1ly alebo \u010dl\u00e1nky, ktor\u00e9 nach\u00e1dzaj\u00fa ur\u010dit\u00fa odozvu u \u010ditate\u013ea, ale pritom nemaj\u00fa \u017eiadny vz\u0165ah k spolo\u010dnosti alebo jej oblasti \u010dinnosti.<\/p>\n

Pre\u010do, na \u010do? Pravdepodobne tak agent\u00fary hospod\u00e1ria s rozpo\u010dtami, ktor\u00e9 nemaj\u00fa \u00fazke kontakty so svoj\u00edm z\u00e1kazn\u00edkom a vyu\u017e\u00edvaj\u00fa rozpo\u010det, ako m\u00f4\u017eu.<\/p>\n

Napriek tomu s\u00fa pr\u00edklady, ke\u010f sa spolo\u010dnosti obratne dostan\u00fa z tejto pasce pridan\u00edm mal\u00e9ho samostatn\u00e9ho bloku s p\u00e1r vetami na koniec pr\u00edspevkov. Tam akoby mimochodom ozn\u00e1mia svoje spr\u00e1vy alebo umiestnia promo k\u00f3dy, pri\u010dom ich via\u017eu na pr\u00edbehy popisovan\u00e9 v \u010dl\u00e1nku.<\/p>\n

\u010citate\u013e m\u00e1 svoju boles\u0165<\/h2>\n

\nM\u00f4\u017eete dlho rozpr\u00e1va\u0165 na blogu o v\u00fdhod\u00e1ch svojho produktu, n\u00edzkej cene a in\u00fdch \u201ebenefitoch\u201c, ale ak zabudnete na boles\u0165 svojho potenci\u00e1lneho z\u00e1kazn\u00edka a nenavrhnete mu jednoduch\u00e9 a zrozumite\u013en\u00e9 rie\u0161enia v \u0161t\u00fdle \u201eako urobi\u0165 to a to\u201c (na svojej element\u00e1rnej b\u00e1ze), pova\u017eujte, \u017ee strie\u013eate z dela na vrabce. Nikoho, kto m\u00e1 preh\u013ead, to mo\u017eno zaujme.<\/p>\n

Pr\u00edspevky nie s\u00fa pre t\u00fdch<\/h2>\n

\nB2B orientovan\u00e9 firmy \u010dasto publikuj\u00fa pr\u00edspevky v\u00fdhradne pre kone\u010dn\u00fdch z\u00e1kazn\u00edkov: r\u00f4zne n\u00e1vody, FAQ, recenzie, tipy na zlep\u0161enie. T\u00e1to verejnos\u0165 v\u0161ak zvy\u010dajne nie je priamym objedn\u00e1vate\u013eom t\u00fdchto produktov. Nakupuj\u00fa ich na vy\u0161\u0161ej \u00farovni, aby vyrie\u0161ili nejak\u00e9 taktick\u00e9 alebo strategick\u00e9 ot\u00e1zky vo firme. Pre t\u00fdchto \u013eud\u00ed zvy\u010dajne na blogoch ni\u010d nen\u00e1jdete.<\/p>\n

Tvoriv\u00e9 nadpisy<\/h2>\n

\nZamyslite sa: m\u00f4\u017eete po pre\u010d\u00edtan\u00ed nadpisu pochopi\u0165, \u010do zauj\u00edmav\u00e9 bude v \u010dl\u00e1nku? Pri prech\u00e1dzan\u00ed feedom \u010ditate\u013e obvykle zachyt\u00e1va nadpisy a obr\u00e1zky. A ak ned\u00e1vaj\u00fa jasn\u00fd obraz o obsahu, v\u00e4\u010d\u0161ina prejde okolo.<\/p>\n

\"Pre\u010do
\n
\nTo ist\u00e9 plat\u00ed pre index\u00e1ciu vyh\u013ead\u00e1va\u010dmi. Habr m\u00e1 vysok\u00fa v\u00e1hu medzi ostatn\u00fdmi str\u00e1nkami a \u010dl\u00e1nky z neho sa \u013eahko dost\u00e1vaj\u00fa na prv\u00fa str\u00e1nku v\u00fdsledkov. Ale ak nadpis neuv\u00e1dza t\u00e9mu rozpr\u00e1vania, t\u00fato \u010dl\u00e1nok n\u00e1jde len m\u00e1lo \u013eud\u00ed.<\/p>\n

Mimochodom, t\u00e1to probl\u00e9m sa st\u00e1va rovnako n\u00e1padn\u00fd v Habr-ovom mailing liste, kde sa objavuj\u00fa len nadpisy pr\u00edspevkov. A to je, mimochodom, mal\u00fd kame\u0148 v z\u00e1hrade samotn\u00e9ho Habra.<\/p>\n

Preteky za hardcore<\/h2>\n

\nKe\u010f sa \u013eudia delia o hlbok\u00fa odbornos\u0165 v nejakej oblasti \u2013 je to ve\u013emi dobr\u00e9. Predov\u0161etk\u00fdm pre imid\u017e a pre pokrokov\u00e9ho \u010ditate\u013ea, ktor\u00fd ob\u010das nem\u00e1 odkial z\u00edska\u0165 odborn\u00e9 vedomosti.<\/p>\n

Ale t\u00e1to \"medaila\" m\u00e1 aj druh\u00fa stranu. V star\u00fdch \u010dasoch sme si robili \u017earty, \u017ee ka\u017ed\u00e1 formula v \u010dl\u00e1nku zni\u017euje okruh \u010ditate\u013eov na polovicu. Dnes je to e\u0161te aktu\u00e1lnej\u0161ie. A nejde len o schopnos\u0165 vysvetli\u0165 zlo\u017eitosti jednoduch\u00fdm jazykom, ale sk\u00f4r o to, \u017ee na jedn\u00e9ho skvel\u00e9ho odborn\u00edka pripad\u00e1 desiatok za\u010diato\u010dn\u00edkov. Preto \u010dl\u00e1nok s nadpisom \"odkia\u013e za\u010da\u0165 \u0161tudova\u0165 JS\" z\u00edska mnohon\u00e1sobne viac v\u010fa\u010dn\u00fdch \u010ditate\u013eov ako skvel\u00fd pr\u00edbeh o p\u00edsan\u00ed vlastn\u00e9ho statick\u00e9ho typiza\u010dn\u00e9ho n\u00e1stroja.<\/p>\n

P.S. Spr\u00e1vne by sa malo tie\u017e spomen\u00fa\u0165 marketing, ktor\u00e9ho u\u0161i s\u00fa ob\u010das tak vidite\u013en\u00e9, \u017ee br\u00e1nia \u010d\u00edtaniu textu, ale to je u\u017e in\u00fd pr\u00edbeh.
\n
Zdroj: habr.com<\/a><\/p>","protected":false,"gt_translate_keys":[{"key":"rendered","format":"html"}]},"excerpt":{"rendered":"

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[…]<\/p>\n","protected":false,"gt_translate_keys":[{"key":"rendered","format":"html"}]},"author":1,"featured_media":29097,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[702],"tags":[],"class_list":["post-38789","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news"],"aioseo_notices":[],"aioseo_head":"\n\t\t\n\t\n\t\n\t\n\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\n","aioseo_head_json":{"title":"\ud83e\udd47Pre\u010do korpor\u00e1tne blogy niekedy stagnuj\u00fa: nieko\u013eko pozorovan\u00ed a r\u00e1d | ProHoster","description":"Ak sa v korpor\u00e1tnom blogu objav\u00ed 1-2 \u010dl\u00e1nky za mesiac s po\u010dtom zobrazen\u00ed 1-2 tis\u00edc a len pol tucta kladn\u00fdch hodnoten\u00ed, znamen\u00e1 to, \u017ee nie\u010do nie je v 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