{"id":9187,"date":"2020-05-05T08:27:33","date_gmt":"2020-05-05T06:27:33","guid":{"rendered":"https:\/\/www.digitalpylon.com\/sk\/?p=9187"},"modified":"2020-06-08T11:50:42","modified_gmt":"2020-06-08T09:50:42","slug":"content-marketing-a-koronavirus-ako-tvorit-obsah-v-sucasnosti","status":"publish","type":"post","link":"https:\/\/www.digitalpylon.com\/sk\/content-marketing-a-koronavirus-ako-tvorit-obsah-v-sucasnosti","title":{"rendered":"Content marketing a COVID-19: ako tvori\u0165 obsah v s\u00fa\u010dasnosti"},"content":{"rendered":"<p class=\"p1\"><span class=\"s1\"><b>Pand\u00e9mia koronav\u00edrusu polo\u017eila mnoho spolo\u010dnost\u00ed na kolen\u00e1, alebo ich minim\u00e1lne viedla k premysleniu svojej\u00a0 strat\u00e9gie pre content marketing.<\/b><\/span><\/p>\n<p class=\"p1\"><span class=\"s1\">\u010ci u\u017e ste boli don\u00faten\u00fd zatvori\u0165 fyzick\u00fa pobo\u010dku, alebo sa tr\u00e1pite s nov\u00fdm biznisom online, je pravdepodobn\u00e9, \u017ee va\u0161a SEO strat\u00e9gia bola ovplyvnen\u00e1. COVID-19 zmenil v\u00fdznam SEO v s\u00fa\u010dasnosti a pre \u00fa\u010del tohto \u010dl\u00e1nku sa pozrieme na to ako tieto zmeny s\u00favisia s content strat\u00e9giou. <\/span><\/p>\n<p class=\"p1\"><span class=\"s1\">Predov\u0161etk\u00fdm sa pozrieme na to, ako m\u00f4\u017eete vyu\u017ei\u0165 vplyv COVID-19 na umiestnenie sa v organickom vyh\u013ead\u00e1van\u00ed Google.<\/span><\/p>\n<h3 class=\"p1\"><span class=\"s1\"><b>\u010co zv\u00e1\u017ei\u0165 pri obsahu o COVID-19<\/b><\/span><\/h3>\n<p class=\"p1\"><span class=\"s1\">Najprv je potrebn\u00e9 poznamena\u0165, \u017ee COVID-19 ovplyvnil jednotliv\u00e9 odvetvia rozdielne. Ak v s\u00fa\u010dasnosti prev\u00e1dzkujete svoj obchod online, alebo offline, m\u00f4\u017eete vidie\u0165 n\u00e1rast v predaji. Ak v\u00e1s koronav\u00edrus ovplyvnil viac, museli ste zatvori\u0165 kamenn\u00fa pobo\u010dku, obmedzi\u0165 niektor\u00e9 \u010dinnosti, alebo za\u010da\u0165 pracova\u0165 na dia\u013eku.<\/span><\/p>\n<p class=\"p1\"><span class=\"s1\">Aby ste sa mohli umiestni\u0165 na s\u00fa\u010dasn\u00e9 vyh\u013ead\u00e1van\u00e9 k\u013e\u00fa\u010dov\u00e9 slov\u00e1, mus\u00ed va\u0161a spolo\u010dnos\u0165 s\u00favisie\u0165 s t\u00fdm, \u010do v\u00edrus ovplyv\u0148uje. Pri\u017eivi\u0165 sa na koronav\u00edruse sa v\u00e1m z dlhodob\u00e9ho h\u013eadiska neoplat\u00ed, nako\u013eko tak\u00fdto <a href=\"https:\/\/en.wikipedia.org\/wiki\/Content_marketing\">content marketing<\/a> neprinesiete \u017eiadnu hodnotu svojim z\u00e1kazn\u00edkom.<\/span><\/p>\n<p class=\"p1\"><span class=\"s1\">Preto pouva\u017eujte nad nasleduj\u00facimi ot\u00e1zkami:<\/span><\/p>\n<ul>\n<li class=\"li1\"><span class=\"s1\">je t\u00e9ma relevantn\u00e1 pre v\u00e1\u0161 produkt a z\u00e1kazn\u00edkov?<\/span><\/li>\n<li class=\"li1\"><span class=\"s1\">dostane v\u00e1s cielenie na k\u013e\u00fa\u010dov\u00e9 slov\u00e1 do ob\u013e\u00fabenosti?<\/span><\/li>\n<li class=\"li1\"><span class=\"s1\">je pre va\u0161u spolo\u010dnos\u0165 etick\u00e9 vytvori\u0165 obsah o tejto t\u00e9me, predov\u0161etk\u00fdm ak je zalo\u017een\u00fd na t\u00e9me n\u00e1zor vs. fakty?<\/span><\/li>\n<li class=\"li1\"><span class=\"s1\">budete \u010deli\u0165 obmedzeniam (napr. na Facebooku), ak budete publikova\u0165 \u010dl\u00e1nok na t\u00fato t\u00e9mu?<\/span><\/li>\n<\/ul>\n<h2 class=\"p1\"><span class=\"s1\"><b><img decoding=\"async\" class=\"size-full wp-image-9193 aligncenter\" src=\"https:\/\/www.digitalpylon.com\/sk\/wp-content\/uploads\/2020\/05\/computer-cozy-domain-office-572062.jpg\" alt=\"na anal\u00fdzu k\u013e\u00fa\u010dov\u00fdch slov m\u00f4\u017eete vyu\u017ei\u0165 viacero n\u00e1strojov\" width=\"1280\" height=\"853\" srcset=\"https:\/\/www.digitalpylon.com\/sk\/wp-content\/uploads\/2020\/05\/computer-cozy-domain-office-572062.jpg 1280w, https:\/\/www.digitalpylon.com\/sk\/wp-content\/uploads\/2020\/05\/computer-cozy-domain-office-572062-300x200.jpg 300w, https:\/\/www.digitalpylon.com\/sk\/wp-content\/uploads\/2020\/05\/computer-cozy-domain-office-572062-1024x682.jpg 1024w, https:\/\/www.digitalpylon.com\/sk\/wp-content\/uploads\/2020\/05\/computer-cozy-domain-office-572062-768x512.jpg 768w, https:\/\/www.digitalpylon.com\/sk\/wp-content\/uploads\/2020\/05\/computer-cozy-domain-office-572062-60x40.jpg 60w, https:\/\/www.digitalpylon.com\/sk\/wp-content\/uploads\/2020\/05\/computer-cozy-domain-office-572062-595xh.jpg 595w\" sizes=\"(max-width: 1280px) 100vw, 1280px\" \/><\/b><\/span><\/h2>\n<h3 class=\"p1\"><span class=\"s1\"><b>Ako tvori\u0165 obsah s\u00favisiaci s COVID-19<\/b><\/span><\/h3>\n<p class=\"p1\"><span class=\"s1\">Z\u00e1kazn\u00edcke spr\u00e1vanie sa v tomto obdob\u00ed men\u00ed v z\u00e1vislosti od ich prior\u00edt, ako je potenci\u00e1lne obmedzen\u00fd pr\u00edjem, obavy a novinky oh\u013eadom koronav\u00edrusu. Preto budete musie\u0165 v\u00e1\u0161 obsah prisp\u00f4sobova\u0165 aktu\u00e1lnej situ\u00e1cii.<\/span><\/p>\n<h4><span class=\"s1\"><b>1. Presk\u00famajte k\u013e\u00fa\u010dov\u00e9 slov\u00e1 s\u00favisiace s koronav\u00edrusom<\/b><\/span><\/h4>\n<p class=\"p1\"><span class=\"s1\">Najjednoduch\u0161\u00ed sp\u00f4sob, ako n\u00e1js\u0165 ot\u00e1zky s\u00favisiace s koronav\u00edrusom je jednoducho vykona\u0165 <strong>anal\u00fdzu k\u013e\u00fa\u010dov\u00fa slov s vybran\u00fdm n\u00e1strojom na k\u013e\u00fa\u010dov\u00e9 slov\u00e1<\/strong>. K\u013e\u00fa\u010dom je n\u00e1js\u0165 k\u013e\u00fa\u010dov\u00e9 slov\u00e1, ktor\u00e9 s\u00fa v skuto\u010dnosti relevantn\u00e9 pre va\u0161e publikum a spolo\u010dnos\u0165, alebo k\u013e\u00fa\u010dov\u00e9 slov\u00e1, ktor\u00e9 s\u00fa relevantn\u00e9 s va\u0161ou webstr\u00e1nkou.<\/span><\/p>\n<p class=\"p1\"><span class=\"s1\">Napr. cielen\u00edm na k\u013e\u00fa\u010dov\u00e9 slovo \u201c\u010do je koronav\u00edrus\u201d budete konkurova\u0165 webstr\u00e1nkam s vysokou autoritou v oblasti medic\u00edny, no <strong>t\u00e9ma \u201c\u010co koronav\u00edrus znamen\u00e1 pre odvetvie XYZ\u201d je lep\u0161ie<\/strong>. Taktie\u017e sa venujte konkurencii, ke\u010f\u017ee konkurova\u0165 ve\u013ek\u00fdm webstr\u00e1nkam bude mimoriadne n\u00e1ro\u010dn\u00e9. Na t\u00fato t\u00e9mu sme p\u00edsali v \u010dl\u00e1nku <a href=\"https:\/\/www.digitalpylon.com\/sk\/ake-klucove-slova-sa-vyhladavaju-v-case-koronavirusu\/\"><em>Ak\u00e9 k\u013e\u00fa\u010dov\u00e9 slov\u00e1 sa vyh\u013ead\u00e1vaj\u00fa v \u010dase koronav\u00edrusu.<\/em><\/a><\/span><\/p>\n<h4 class=\"p1\"><span class=\"s1\"><b>2. Analyzujte va\u0161u cie\u013eov\u00fa skupinu<\/b><\/span><\/h4>\n<p class=\"p1\"><span class=\"s1\">Ak si nie ste ist\u00fd na ktor\u00e9 k\u013e\u00fa\u010dov\u00e9 slovo cieli\u0165, <strong>pouva\u017eujte o anal\u00fdze cie\u013eovej skupiny, aby ste zistili o \u010do sa zauj\u00edma<\/strong>. Toto m\u00f4\u017ee by\u0165 efekt\u00edvne, ak m\u00e1te akt\u00edvne soci\u00e1lne m\u00e9dia, alebo emailov\u00fd zoznam.<\/span><\/p>\n<p class=\"p1\"><span class=\"s1\"><strong>M\u00f4\u017eete sa ich sp\u00fdta\u0165<\/strong> \u201cAk\u00e9 obavy m\u00e1te v s\u00favislosti vplyvu koronav\u00edrusu pre t\u00e9mu\/biznis\/at\u010f.?<\/span><\/p>\n<p class=\"p1\"><span class=\"s1\">Niektor\u00e9 t\u00e9my m\u00f4\u017eu zah\u0155\u0148a\u0165:<\/span><\/p>\n<ul>\n<li class=\"p1\"><span class=\"s1\">Ako z\u00edskam viac klientov cez COVID-19?\u201d<\/span><\/li>\n<li class=\"li1\"><span class=\"s1\">\u201cAko sa m\u00f4\u017eem s\u00fastredi\u0165 po\u010das pr\u00e1ce z domu?\u201d<\/span><\/li>\n<li class=\"li1\"><span class=\"s1\">\u201cMal by som investova\u0165, alebo \u0161etri\u0165 po\u010das pand\u00e9mie?\u201d<\/span><\/li>\n<li class=\"li1\"><span class=\"s1\">Ako m\u00f4\u017eem z\u00edska\u0165 podporu od \u0161t\u00e1tu?\u201d<\/span><\/li>\n<\/ul>\n<p class=\"p1\"><span class=\"s1\">Va\u0161e publikum m\u00f4\u017ee by\u0165 ve\u013ek\u00fdm zdrojom pre n\u00e1pady, ke\u010f\u017ee im d\u00e1te presne to \u010do chc\u00fa, tak\u017ee m\u00e1te istotu, \u017ee sa bud\u00fa zauj\u00edma\u0165 o obsah, ktor\u00fd publikujete. Ich odpovede v\u00e1s m\u00f4\u017eu vies\u0165 ku k\u013e\u00fa\u010dov\u00fdm slov\u00e1m, na ktor\u00e9 by ste nepri\u0161li sami.<\/span><\/p>\n<h4 class=\"p1\"><span class=\"s1\"><b>3. Vytvorte si podstr\u00e1nku venuj\u00facu sa koronav\u00edrusu<\/b><\/span><\/h4>\n<p class=\"p1\"><span class=\"s1\">Ak zist\u00edte, \u017ee va\u0161a cie\u013eov\u00e1 skupina m\u00e1 mno\u017estvo ot\u00e1zok s\u00favisiacich s COVID-19, m\u00e1 zmysel vytvori\u0165 na webovej str\u00e1nke podstr\u00e1nku o koronav\u00edruse. Toto m\u00f4\u017ee by\u0165 <strong>vo forme odsekov, kde informujete ako koronav\u00edrus ovplyvnil<\/strong> va\u0161u spolo\u010dnos\u0165 a n\u00e1sledne to roz\u0161\u00edri\u0165 o naj\u010dastej\u0161ie ot\u00e1zky.<\/span><\/p>\n<p class=\"p1\"><span class=\"s1\">S t\u00fdmto m\u00f4\u017eete cieli\u0165 kr\u00e1tke a dlh\u00e9 (short-tail a long-tail) k\u013e\u00fa\u010dov\u00e9 slov\u00e1, zatia\u013e \u010do zhrniete v\u0161etky inform\u00e1cie o webstr\u00e1nke. <\/span><\/p>\n<h4 class=\"p1\"><span class=\"s1\"><b>4. Aktualizujte naj\u010dastej\u0161ie p\u00fdtan\u00e9 ot\u00e1zky<\/b><\/span><\/h4>\n<p class=\"p1\"><span class=\"s1\">So v\u0161etk\u00fdmi zmenami na mieste ste si ist\u00fd, \u017ee je va\u0161a webstr\u00e1nka aktualizovan\u00e1? Mali by ste aktualizova\u0165 inform\u00e1cie, ak:<\/span><\/p>\n<ul>\n<li class=\"li1\"><span class=\"s1\">ste zatvorili va\u0161u kamenn\u00fa pobo\u010dku\/kancel\u00e1rie,<\/span><\/li>\n<li class=\"li1\"><span class=\"s1\">odstr\u00e1nili, alebo pridali ur\u010dit\u00e9 slu\u017eby,<\/span><\/li>\n<li class=\"li1\"><span class=\"s1\">zn\u00ed\u017eili\/zv\u00fd\u0161ili ste po\u010det zamestnancov na ur\u010ditom oddelen\u00ed,<\/span><\/li>\n<li class=\"li1\"><span class=\"s1\">urobili ste \u010fal\u0161ie zmeny vo va\u0161ej spolo\u010dnosti.<\/span><\/li>\n<\/ul>\n<h4 class=\"p1\"><span class=\"s1\"><b>5. Informujte o svojich hygienick\u00fdch opatreniach<\/b><\/span><\/h4>\n<p class=\"p1\"><span class=\"s1\">Pre maloobchodn\u00e9 predajne, online predajcov a e-shopy je vhodn\u00e9 vytvori\u0165 obsah s\u00favisiaci so starostlivos\u0165ou a \u010disten\u00edm produktov, ke\u010f\u017ee spr\u00e1vna hygiena a dezinfik\u00e1cia je k\u013e\u00fa\u010dom k tomu, aby ste ostali zdrav\u00fd.<\/span><\/p>\n<p class=\"p1\"><span class=\"s1\">Pridanie t\u00fdchto inform\u00e1ci\u00ed na va\u0161u webstr\u00e1nku v\u00e1m pom\u00f4\u017ee zv\u00fd\u0161i\u0165 d\u00f4veru v o\u010diach z\u00e1kazn\u00edkov a uisti\u0165 ich, \u017ee je bezpe\u010dn\u00e9 u v\u00e1s nakupova\u0165.<\/span><\/p>\n<h2 class=\"p1\"><span class=\"s1\"><b><img decoding=\"async\" class=\"size-full wp-image-9194 aligncenter\" src=\"https:\/\/www.digitalpylon.com\/sk\/wp-content\/uploads\/2020\/05\/red-and-white-signage-3962259.jpg\" alt=\"aj zatvoren\u00e9 obchody m\u00f4\u017eu vyu\u017ei\u0165 content marketing\" width=\"1280\" height=\"1920\" srcset=\"https:\/\/www.digitalpylon.com\/sk\/wp-content\/uploads\/2020\/05\/red-and-white-signage-3962259.jpg 1280w, https:\/\/www.digitalpylon.com\/sk\/wp-content\/uploads\/2020\/05\/red-and-white-signage-3962259-200x300.jpg 200w, https:\/\/www.digitalpylon.com\/sk\/wp-content\/uploads\/2020\/05\/red-and-white-signage-3962259-683x1024.jpg 683w, https:\/\/www.digitalpylon.com\/sk\/wp-content\/uploads\/2020\/05\/red-and-white-signage-3962259-768x1152.jpg 768w, https:\/\/www.digitalpylon.com\/sk\/wp-content\/uploads\/2020\/05\/red-and-white-signage-3962259-1024x1536.jpg 1024w, https:\/\/www.digitalpylon.com\/sk\/wp-content\/uploads\/2020\/05\/red-and-white-signage-3962259-40x60.jpg 40w, https:\/\/www.digitalpylon.com\/sk\/wp-content\/uploads\/2020\/05\/red-and-white-signage-3962259-595xh.jpg 595w\" sizes=\"(max-width: 1280px) 100vw, 1280px\" \/><\/b><\/span><\/h2>\n<h3 class=\"p1\"><span class=\"s1\"><b>Je vhodn\u00e9 vytv\u00e1ra\u0165 obsah s\u00favisiaci s koronav\u00edrusom?<\/b><\/span><\/h3>\n<p class=\"p1\"><span class=\"s1\">Je mo\u017en\u00e9 vytvori\u0165 content marketing s\u00favisiaci s koronav\u00edrusom, pokia\u013e urob\u00edte kvalitn\u00fa pr\u00edpravu a s\u00fastred\u00edte sa na prin\u00e1\u0161anie hodnoty z\u00e1kazn\u00edkom. Ak je va\u0161im cie\u013eom by\u0165 jednoducho oportunistick\u00fd, riskujete stratu d\u00f4very a reput\u00e1cie z\u00e1kazn\u00edkov, \u010do si bud\u00fa pam\u00e4ta\u0165 ve\u013emi dlho.<\/span><\/p>\n<p class=\"p1\"><strong><span class=\"s1\">Porozm\u00fd\u0161\u013eajte nad t\u00fdm, ako v\u00edrus vpl\u00fdva na va\u0161e podnikanie a z\u00e1kazn\u00edkov a vytvorte obsah ktor\u00fd zv\u00fd\u0161i d\u00f4veru vo va\u0161u zna\u010dku.<\/span><\/strong><\/p>\n<p>Ak h\u013ead\u00e1te inform\u00e1cie o koronav\u00edruse preferujte overen\u00e9 zdroje: <a href=\"https:\/\/www.who.int\/emergencies\/diseases\/novel-coronavirus-2019\/events-as-they-happen\" target=\"_blank\" rel=\"noopener noreferrer\">WHO<\/a> alebo <a href=\"https:\/\/korona.gov.sk\/\" target=\"_blank\" rel=\"noopener noreferrer\">Korona.gov.sk<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Pand\u00e9mia koronav\u00edrusu polo\u017eila mnoho spolo\u010dnost\u00ed na kolen\u00e1, alebo ich minim\u00e1lne viedla k premysleniu svojej\u00a0 strat\u00e9gie pre content marketing. \u010ci u\u017e ste boli don\u00faten\u00fd zatvori\u0165 fyzick\u00fa pobo\u010dku, alebo sa tr\u00e1pite s nov\u00fdm biznisom online, je pravdepodobn\u00e9, \u017ee va\u0161a SEO strat\u00e9gia bola ovplyvnen\u00e1. COVID-19 zmenil v\u00fdznam SEO v s\u00fa\u010dasnosti a pre \u00fa\u010del tohto \u010dl\u00e1nku sa pozrieme na [&hellip;]<\/p>\n","protected":false},"author":6,"featured_media":9196,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[21,14,51,3,18],"tags":[295,294,289,4],"class_list":["post-9187","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-domeny","category-internet","category-marketing","category-seo","category-slovensko","tag-content-marketing","tag-covid-19","tag-koronavirus","tag-seo"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Content marketing a COVID-19: ako tvori\u0165 obsah v s\u00fa\u010dasnosti<\/title>\n<meta name=\"description\" content=\"Pand\u00e9mia koronav\u00edrusu polo\u017eila mnoho spolo\u010dnost\u00ed na kolen\u00e1, alebo ich minim\u00e1lne viedla k premysleniu svojej strat\u00e9gie pre content marketing.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.digitalpylon.com\/sk\/content-marketing-a-koronavirus-ako-tvorit-obsah-v-sucasnosti\" \/>\n<meta property=\"og:locale\" content=\"sk_SK\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Content marketing a COVID-19: ako tvori\u0165 obsah v s\u00fa\u010dasnosti\" \/>\n<meta property=\"og:description\" content=\"Pand\u00e9mia koronav\u00edrusu polo\u017eila mnoho spolo\u010dnost\u00ed na kolen\u00e1, alebo ich minim\u00e1lne viedla k premysleniu svojej strat\u00e9gie pre content marketing.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.digitalpylon.com\/sk\/content-marketing-a-koronavirus-ako-tvorit-obsah-v-sucasnosti\" \/>\n<meta property=\"og:site_name\" content=\"Digital Pylon\" 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