{"id":748,"date":"2017-10-30T00:00:00","date_gmt":"2017-10-29T23:00:00","guid":{"rendered":"https:\/\/madwise.si\/blog\/2017\/10\/30\/vsebinski-marketing-kako-do-prave-vsebine-za-lead-nurturing\/"},"modified":"2023-04-28T09:07:59","modified_gmt":"2023-04-28T07:07:59","slug":"vsebinski-marketing","status":"publish","type":"post","link":"https:\/\/madwise.si\/blog\/vsebinski-marketing\/","title":{"rendered":"Vsebinski marketing: Kako do prave vsebine za lead nurturing?"},"content":{"rendered":"<p>Dober\u00a0program vsebinskega marketinga vsebine ne sestavlja skupaj naklju\u010dno. Ko vemo,\u00a0<strong><a href=\"https:\/\/madwise.si\/lead-nurturing-nacrtovanje\/\" target=\"_blank\" rel=\"noopener noreferrer\">kaj \u017eelimo z njim dose\u010di<\/a><\/strong>\u00a0in\u00a0<strong><a href=\"https:\/\/madwise.si\/lead-nurturing-spoznavanje-kupca\/\" target=\"_blank\" rel=\"noopener noreferrer\">dobro poznamo svoje kupce<\/a><\/strong>, se lahko lotimo priprave vsebine, ki bo odgovorila na njihove izzive in pomisleke \u2013 nam pa pomagala k bolj\u0161im prodajnim rezultatom.<br \/>\n<strong>Za napredovanje po svoji nakupni poti ljudje potrebujejo odgovore na svoja vpra\u0161anja<\/strong>. Potrebujejo nekoga, ki bo odpravil problem, s katerim se trenutno ukvarjajo in jim pomagal naprej.<\/p>\n<p>Ta nekdo ste s pravimi\u00a0vsebinami lahko vi. In to ne pomeni le kakovostnega pisanja. Slednje je sicer nadvse za\u017eeleno, prav tako slovnica in vse potrebne vejice, prosim lepo.\u00a0<strong>A za kakovostno vsebino je klju\u010dna vrednost, ki jo prina\u0161a bralcu.<\/strong>\u00a0Do nje se bo najla\u017eje prebil skozi logi\u010dno strukturo, informativno sliko in teko\u010de pisano besedo, a \u010de mu odgovorite na vpra\u0161anje, je pripravljen spregledai tudi kak\u0161no manjkajo\u010de lo\u010dilo.<\/p>\n<h2>Za kakovosten vsebinski marketing je klju\u010dna vrednost, ki jo prina\u0161a bralcu.<\/h2>\n<p><strong>Kakovostna vsebina torej ni namenjena vam.<\/strong>\u00a0Ne glede na to, kako resno podjetje ter iz kako zahtevne panoge ste. Kakovostna vsebina ni blog zapis, ki ga imate v planu ta teden. Kakovostna vsebina je zapis, e-knjiga, video, \u010dlanek, infografika ali kateri koli drugi format, ki pomaga va\u0161emu kupcu razumeti:<\/p>\n<ul>\n<li>kako se lotiti svojega izziva,<\/li>\n<li>kako razlo\u017eiti drugim (odlo\u010devalcem), da je njegova odlo\u010ditev dobra,<\/li>\n<li>kak\u0161ne mo\u017enosti ima na voljo in kaj mu prina\u0161ajo in<\/li>\n<li>kako drugi ljudje re\u0161ujejo tovrstne izzive.<\/li>\n<\/ul>\n<h2>Kaj je lahko vsebina za content marketing?<\/h2>\n<p>Si vsebino predstavljate kot 50-stransko e-knjigo, ki bi jo bilo fino imeti, a \u017eal nimate resursov, da se je lotite?<\/p>\n<p>V svetu neprestanega boja za pozornost kupca je dobra vsebina lahko bistveno kraj\u0161a. Dvostranska \u0161tudija primera je najbr\u017e ravno dovolj, da potencialnemu kupcu skozi njegovo perspektivo razlo\u017eite prednosti, ki jih prina\u0161a delo z vami. Blog zapis je lahko iz\u010drpen ali pa le simpati\u010den povzetek dogajanja na svetovnih trgih. Svojo zgodbo lahko podate v simpati\u010dnem animiranem videu, (interaktivni) infografiki ali enem facebook zapisu. Tudi tvit je vsebina. Kar nekaj idej z analizo njihove u\u010dinkovitosti je zbranih\u00a0<a href=\"https:\/\/www.semrush.com\/blog\/content-marketing-formats-effective\/\" target=\"_blank\" rel=\"noopener noreferrer\">tule<\/a>.<\/p>\n<p>Z mislijo na bralca pa se lahko lotite tudi zbiranja in urejanja vsebine, ki je sploh niste vi ustvarili.\u00a0<i>Content curation\u00a0<\/i>je uporaben na\u010din, kako z malce manj dela dose\u017eete, da se potencialne stranke z vpra\u0161anji obrnejo na vas. Namen lead nurturing programa je podajanje relevantnih informacij ob pravem \u010dasu. V duetu z vam lastno vsebino deluje odli\u010dno.<\/p>\n<p><strong>A ne pozabite, tudi pri majhnih zalogajih je potrebno (in vredno) premisliti, koga z njo zagovarjamo in seveda \u2013 kaj \u017eelimo z njo dose\u010di.<\/strong><\/p>\n<h2>E-mail<\/h2>\n<p>V lead nurturing programu\u00a0<a href=\"https:\/\/madwise.si\/blog\/8-nasvetov-za-pisanje-e-maila-ki-ga-bo-kupec-odprl-prebral\/\" target=\"_blank\" rel=\"noopener noreferrer\">e-mail<\/a>\u00a0igra klju\u010dno vlogo. Z njim najpogosteje naslavljate potencialnega kupca in dosegate ta \u201cprava vsebina ob pravem trenutku efekt\u201d, ki ga \u017eelite.<\/p>\n<p><img decoding=\"async\" class=\"wp-image-3275 size-medium aligncenter\" title=\"Vsebinski marketing - Madwise zahvalni e-mail ob prijavi na novice\" src=\"https:\/\/madwise.si\/blog\/wp-content\/uploads\/2016\/02\/SuperScreenshot-2016-2-9-14-41-59-248x300.png\" alt=\"Vsebinski marketing - Madwise zahvalni e-mail ob prijavi na novice\" width=\"248\" height=\"300\" \/><\/p>\n<p>Nurturing e-maili pa za doseganje obljubljene relevantnosti prihajajo v razli\u010dnih oblikah in formatih. Njihove najpogostej\u0161e vloge so:<\/p>\n<ul>\n<li>razvijanje odnosa<\/li>\n<li>komunikacija novosti (novi\u010dnik)<\/li>\n<li>promocija dogodkov in drugih prodajnih aktivnosti,<\/li>\n<li>opomnik,<\/li>\n<li>zahvala, \u2026<\/li>\n<\/ul>\n<p>Kako pa ga napisati?<\/p>\n<h2>Pripovedovanje zgodb za inbound marketing<\/h2>\n<p>O zgodbah se precej govori.\u00a0<em>Story-telling<\/em>\u00a0je kul. V sloven\u0161\u010dini se mu re\u010de zgodbarjenje. Ne glede na to, ali vam je skovanka v\u0161e\u010d ali ne, si ljudje zgodbe in njihova sporo\u010dila zapomnimo. Na\u0161i mo\u017egani so tako programirani.<\/p>\n<p>Program vsebinskega marketinga je konec koncev namenjen pove\u010danju posla za podjetje, to nam je jasno. A\u00a0<strong>kontakti, ki napredujejo po nakupni poti in se odlo\u010dajo (ali pa tudi ne), so ljudje<\/strong>. Ljudje, ki jih je treba prepri\u010dati. Ljudje, ki nimajo \u010dasa. Ljudje, ki se bojijo posledic, \u010de se ne bodo dobro odlo\u010dili.<\/p>\n<p>Zgodbe morajo biti emocionalne. To je res. Veliko bolj se zapomnimo, kako smo se po\u010dutili na tisti konferenci, kot kaj je \u010detrti govornik povedal. A vse preve\u010dkrat ustvarjalci poslovnih zgodb mislijo, da morajo zato v svoje izdelke vklju\u010diti jok, smeh ali iskrice v o\u010deh. Kolikokrat ste v resnici do\u017eiveli, da so se zaradi CRM sistema komu iskrile o\u010di?<\/p>\n<p>A dale\u010d od tega, da ponudnik kompleksnega IT sistema svojim potencialnim strankam ne bi mogel ponuditi zgodbe.<\/p>\n<p>Vsaka zgodba potrebuje:<\/p>\n<ul>\n<li>junaka (ne, to niste vi)<\/li>\n<li>zaplet<\/li>\n<li>re\u0161itev (tukaj pa ste vabljeni, da vsko\u010dite).<\/li>\n<\/ul>\n<p><em>\u201cTine nervozno premi\u0161ljuje, \u010de bo danes kaj druga\u010de. Kot vsak mesec, mora pred upravnim odborom predstaviti poro\u010dilo o novih kontaktih, zaklju\u010denih in izgubljenih poslih. Kljub temu, da obvlada svojo excel tabelo, se vsaki\u010d znova nekaj zalomi. Ali \u0161ef prodaje ho\u010de vedeti, kak\u0161na je vrednost kontaktov v prodajnem lijaku ali direktor \u017eeli\u00a0za vsakega izgubljenega natan\u010den razlog \u2026 vedno se pojavi vpra\u0161anje, ki ni na agendi, \u2026<\/em>\u201d<\/p>\n<p>Toliko za ob\u010dutek. In ne pozabite na pravi ton komunikacije. Je\u00a0Tine 50-letni vodja informatike ali 25-letni asistent v marketingu?\u00a0Za celovito razumevanje, kako poteka pisanje zgodbe, ki se bo bralca zagrabila \u017ee pri prvem odstavku, priporo\u010dam knjigo\u00a0<a href=\"http:\/\/wiredforstory.com\/wired-for-story\/\" target=\"_blank\" rel=\"noopener noreferrer\">Wired for Story<\/a>, ki jo je spisala Lisa Cron. Kot se za zgodbo o zgodbi spodobi, je tudi to knjigo te\u017eko odlo\u017eiti iz rok.<\/p>\n<h2>Lead nurturing vsebine so premi\u0161ljeno zastavljene<\/h2>\n<p>V novodobni marketin\u0161ki terminologiji je cela vrsta skovank in tujk \u2013\u00a0<em>marketing automation<\/em>,\u00a0<em>lead nurturing<\/em>,\u00a0<em>vsebinski marketing<\/em>, \u2026 Vsaka ima kup definicij in zagovornikov, ki se vsak po svoje borijo za pomembnost svoje domene. In vse SO pomembne.<\/p>\n<p>Ugotavljam, da nisem prepri\u010dana, \u010de se znajdemo med njimi. Na tej to\u010dki se mi zdi pomembno, da se. Za razumevanje in ne nazadnje bolj\u0161e delo (moji mo\u017egani delujejo precej bolje, \u010de razumem relacije) je tule razlaga, ki ne bi smela nobene doktrine preve\u010d u\u017ealiti:<\/p>\n<h3>Vsebinski marketing<\/h3>\n<p><strong>Vsebinski marketing<\/strong>\u00a0je marketin\u0161ka strategija, osredoto\u010dena na ustvarjanje in distribucijo kakovostne, relevantne in konsistentne vsebine z namenom pritegniti in obdr\u017eati vnaprej dolo\u010deno publiko. Konec koncev pa je cilj nakup. (Vir:\u00a0<a href=\"http:\/\/contentmarketinginstitute.com\/what-is-content-marketing\/\" target=\"_blank\" rel=\"noopener noreferrer\">CMI<\/a>)<\/p>\n<h3>Lead nurturing<\/h3>\n<p><strong>Lead nurturing program<\/strong>\u00a0je bolj operativne narave. Predstavlja na\u010drt, kako vsebine za posamezne\u00a0<a href=\"https:\/\/madwise.si\/zelite-visjo-prodajo-zacnite-s-personami\/\" target=\"_blank\" rel=\"noopener noreferrer\">persone<\/a>\u00a0razporediti po njihovi nakupni poti (in va\u0161em prodajnem lijaku) in kako reagirati, da se bodo pomikale k nakupu.<\/p>\n<h3>Marketing automation<\/h3>\n<p><strong>Marketing automation<\/strong>\u00a0pa je\u00a0<a href=\"https:\/\/madwise.si\/marketing-automation-v-treh-minutah\/\" target=\"_blank\" rel=\"noopener noreferrer\">ma\u0161ina<\/a>, ki s tehni\u010dnega vidika pomaga izvesti lead nurturing programe, ki smo si jih zamislili. Poskrbi za spremljanje uporabnikovega obna\u0161anja in dostavo ustrezne vsebine to\u010dno takrat, ko se on ali ona ukvarja s svojim vpra\u0161anjem.<br \/>\nBrez kakovostne in premi\u0161ljene vsebine ni lead nurturing programa. Le ta bo bralca prepri\u010dala, da ste vi kredibilni, prijetni, zanesljivi in sploh ustrezni zanj. In zvesti bralec bo postal navdu\u0161en kupec.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Za vsebinski marketing je klju\u010dno, da prina\u0161a dodano vrednost va\u0161emu uporabniku. V \u010dlanku boste na\u0161li vpra\u0161anja, s katerimi lahko preverite, ali je va\u0161a vsebina uporabna in koristna. Preverite tudi prakti\u010dne ideje, katere vsebine lahko pripravite in kako zasnovati kakovostne zgodbe, ki prodajajo.<\/p>\n","protected":false},"author":9,"featured_media":1113,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[14],"tags":[],"class_list":["post-748","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-vsebinski-marketing","entry"],"acf":{"drugi_del_vsebine":"","izpostavljen_vodic_shortcode":""},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.2 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Vsebinski marketing: Kako do prave vsebine za lead nurturing?<\/title>\n<meta name=\"description\" content=\"Dober program vsebinskega marketinga vsebine ne sestavlja skupaj naklju\u010dno. Najprej moramo vedeti, kaj \u017eelimo z njim dose\u010di. 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