{"id":8622,"date":"2019-10-28T15:33:48","date_gmt":"2019-10-28T14:33:48","guid":{"rendered":"https:\/\/server828971.nazwa.pl\/wordpress\/wpn_quarticon2\/?post_type=uniwersytet_ecommerc&p=8622"},"modified":"2019-10-28T15:33:48","modified_gmt":"2019-10-28T14:33:48","slug":"jak-spravne-napsat-content-marketingove-texty-pro-e-commerce","status":"publish","type":"post","link":"https:\/\/blog.quarticon.com\/cz\/jak-spravne-napsat-content-marketingove-texty-pro-e-commerce\/","title":{"rendered":"Jak spr\u00e1vn\u011b napsat content marketingov\u00e9 texty pro e-commerce?"},"content":{"rendered":"

\u0160irok\u00e1 nab\u00eddka zbo\u017e\u00ed za l\u00e1kav\u00e9 ceny nen\u00ed jedin\u00fdm zp\u016fsobem, jak z\u00e1kazn\u00edky internetov\u00fdch obchod\u016f zaujmout. Dobr\u00fdm n\u00e1strojem p\u0159i budov\u00e1n\u00ed obchodn\u00ed strategie je p\u0159edev\u0161\u00edm content marketing. D\u00edky hodnotn\u00e9mu a poutav\u00e9mu obsahu se m\u016f\u017eete prezentovat jako odborn\u00edk v oboru, generovat v\u011bt\u0161\u00ed n\u00e1v\u0161t\u011bvnost str\u00e1nek a nav\u00fd\u0161it prodeje. Jak vytvo\u0159it \u00fa\u010dinn\u00e9 texty v e-commerce?<\/strong><\/p>\n

Content marketing \u2013 s\u00edla obsahu v\u00a0e-shopu\u00a0<\/strong><\/h3>\n

Content marketing pat\u0159\u00ed v\u00a0dne\u0161n\u00ed dob\u011b mezi\u00a0kl\u00ed\u010dov\u00e9 marketingov\u00e9 strategie v e-commerce. D\u00edky vytv\u00e1\u0159en\u00ed hodnotn\u00fdch a poutav\u00fdch obsah\u016f se internetov\u00e9 obchody mohou prezentovat jako d\u016fv\u011bryhodn\u00ed odborn\u00edci. A d\u016fv\u011bra je v internetov\u00e9m byznysu nesm\u00edrn\u011b d\u016fle\u017eit\u00e1.\u00a0<\/span><\/p>\n

P\u00e9\u010de o kvalitu popisk\u016f zbo\u017e\u00ed a slu\u017eeb, publikov\u00e1n\u00ed zaj\u00edmav\u00fdch \u010dl\u00e1nk\u016f a n\u00e1vod\u016f, stejn\u011b jako nahr\u00e1v\u00e1n\u00ed vide\u00ed \u010di vytv\u00e1\u0159en\u00ed infografik jsou projevem p\u00e9\u010de o z\u00e1kazn\u00edka a profesion\u00e1ln\u00edho p\u0159\u00edstupu k\u00a0aktivit\u00e1m na trhu.\u00a0<\/span><\/p>\n

D\u00edky dobr\u00e9mu obsahu mohou e-shopy z\u00edskat p\u0159evahu nad konkurenc\u00ed, zv\u00fd\u0161it relevantn\u00ed n\u00e1v\u0161t\u011bvnost sv\u00fdch str\u00e1nek a prost\u0159ednictv\u00edm lep\u0161\u00ed viditelnosti ve v\u00fdsledc\u00edch vyhled\u00e1v\u00e1n\u00ed zv\u00fd\u0161it konverzi.<\/span><\/p>\n

S\u00edla a v\u00fdznam contentu maj\u00ed v marketingov\u00e9 strategii e-commerce obrovskou cenu. Pokud v\u0161ak chcete potenci\u00e1l obsahu pln\u011b vyu\u017e\u00edt, mus\u00edte v\u011bd\u011bt, jak jej spr\u00e1vn\u011b vytvo\u0159it.\u00a0<\/span><\/p>\n

5 pravidel tvo\u0159en\u00ed \u00fa\u010dinn\u00e9ho contentu v e-commerce<\/strong><\/h3>\n
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  1. Poznat odb\u011bratele a jeho pot\u0159eby<\/strong><\/li>\n<\/ol>\n

    Univerz\u00e1ln\u00ed sd\u011blen\u00ed ur\u010den\u00e9 pro v\u0161echny je ve skute\u010dnosti sd\u011blen\u00edm pro nikoho. Prvn\u00edm krokem p\u0159i p\u0159\u00edprav\u011b content marketingov\u00e9 strategie v e-commerce mus\u00ed b\u00fdt pozn\u00e1n\u00ed p\u0159\u00edjemce a jeho pot\u0159eb.<\/span><\/p>\n

    Pokud vyu\u017eijeme dostupn\u00e9 analytick\u00e9 n\u00e1stroje jako nap\u0159. Google Analytics, m\u016f\u017eeme vytvo\u0159it personu \u2013 virtu\u00e1ln\u00ed obraz potenci\u00e1ln\u00edho z\u00e1kazn\u00edka. Ze shrom\u00e1\u017ed\u011bn\u00fdch dat p\u0159edev\u0161\u00edm zjist\u00edme, k\u00fdm jsou z\u00e1kazn\u00edci e-shopu, jak\u00e9 maj\u00ed z\u00e1jmy, co o\u010dek\u00e1vaj\u00ed a jak\u00e9 vyzn\u00e1vaj\u00ed hodnoty.\u00a0<\/span><\/p>\n

    Pokud v\u00edme, s\u00a0k\u00fdm chceme komunikovat, zamysleme se, co na\u0161i p\u0159\u00edjemci pot\u0159ebuj\u00ed a co jim n\u00e1\u0161 internetov\u00fd obchod m\u016f\u017ee nab\u00eddnout. \u010c\u00edm \u0161ir\u0161\u00ed obraz c\u00edlov\u00e9 skupiny m\u00e1me, t\u00edm v\u011bt\u0161\u00ed je \u0161ance, \u017ee sd\u011blen\u00ed na\u0161e potenci\u00e1ln\u00ed z\u00e1kazn\u00edky zaujme. Po proveden\u00ed d\u016fkladn\u00e9 anal\u00fdzy se kone\u010dn\u011b m\u016f\u017eeme zamyslet nad ide\u00e1ln\u00edm zp\u016fsobem komunikace s odb\u011brateli.\u00a0<\/span><\/p>\n

      \n
    1. P\u0159izp\u016fsobit jazyk\u00a0<\/strong><\/li>\n<\/ol>\n

      Obsah str\u00e1nek mus\u00ed b\u00fdt bezpochyby p\u0159izp\u016fsoben profilu c\u00edlov\u00e9 skupiny. P\u0159i korespondenci se z\u00e1kazn\u00edky, pou\u017e\u00edvejte jazyk, kter\u00e9mu rozum\u00ed a kter\u00fd sami pou\u017e\u00edvaj\u00ed.\u00a0<\/span><\/p>\n

      Jinak bude vypadat komunikace s\u00a0mlad\u00fdmi matkami, jinak se seniory, a je\u0161t\u011b jinak s\u00a0amat\u00e9rsk\u00fdmi kulturisty. Podle oblasti p\u016fsobnosti mus\u00edte u\u017e\u00edvat v\u00edce (finan\u010dn\u00ed, zdravotn\u00ed oblast) \u010di m\u00e9n\u011b (od\u011bvn\u00ed, kosmetick\u00e1 oblast) form\u00e1ln\u00ed jazyk.\u00a0<\/span><\/p>\n

        \n
      1. R\u016fzn\u00e1 forma sd\u011blen\u00ed<\/strong><\/li>\n<\/ol>\n

        Jazyk v\u0161ak nen\u00ed jedin\u00fdm aspektem \u2013 aby byl content marketing \u00fa\u010dinn\u00fd, je t\u0159eba vyu\u017e\u00edt r\u016fzn\u00e9 formy sd\u011blen\u00ed, jako nap\u0159.:<\/span><\/p>\n