{"id":4009,"date":"2021-10-05T08:01:04","date_gmt":"2021-10-05T06:01:04","guid":{"rendered":"\/blog\/?p=4009"},"modified":"2025-06-17T22:59:49","modified_gmt":"2025-06-17T20:59:49","slug":"tofu-mofu-and-bofu-stages-for-your-content-marketing-funnel","status":"publish","type":"post","link":"\/cs\/blog\/tofu-mofu-and-bofu-stages-for-your-content-marketing-funnel.html","title":{"rendered":"F\u00e1ze TOFU, MOFU a BOFU pro v\u00e1\u0161 obsahov\u00fd marketingov\u00fd trycht\u00fd\u0159"},"content":{"rendered":"\n\n\n<p class=\"wp-block-paragraph\">Va\u0161e marketingov\u00e1 strategie v\u00e1m nep\u0159inese \u00fa\u017easn\u00e9 v\u00fdsledky, pokud si jako market\u00e9r obsahu nebudete schopni sv\u016fj pl\u00e1n konkr\u00e9tn\u011b p\u0159edstavit. Proto je d\u016fle\u017eit\u00e9 pou\u017e\u00edvat r\u00e1mec, kter\u00fd v\u00e1m poskytne lep\u0161\u00ed p\u0159ehled o r\u016fzn\u00fdch f\u00e1z\u00edch marketingov\u00e9 cesty a typech klient\u016f. Ve sv\u011bt\u011b obsahov\u00e9ho marketingu je &#8222;trycht\u00fd\u0159&#8220; z\u00e1sadn\u00ed v\u011bc\u00ed. Uv\u011bdomit si, jak se u\u017eivatel\u00e9 chovaj\u00ed p\u0159i cest\u011b za sv\u00fdmi kone\u010dn\u00fdmi c\u00edli, je z\u00e1sadn\u00ed pro to, abyste je tam dok\u00e1zali dostat a abyste byli produktem nebo slu\u017ebou, kterou si vyberou. Abyste tohoto c\u00edle dos\u00e1hli, mus\u00edte proj\u00edt f\u00e1zemi TOFU, MOFU, BOFU. A v tomto \u010dl\u00e1nku pro v\u00e1s tyto \u010d\u00e1sti obsahov\u00e9ho marketingov\u00e9ho trycht\u00fd\u0159e rozk\u00f3duji. Za\u010dn\u011bme.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><style>\r\n#PRN-content-platform {\r\n    background-image: url(\"https:\/\/front-end.prnews.io\/resources\/dashboard\/way-to-success.svg\");\r\n    background-position: right bottom;\r\n    background-repeat: no-repeat;\r\n    background-size: 40%;\r\n}\r\n#PRN-content-platform-top {\r\n    background: #f9f9f9;\r\n    margin-top: 10px;\r\n    margin-bottom: 20px;\r\n    padding: 10px 10px 0px 10px;\r\n    border-color: #CCC;\r\n    border-style: solid;\r\n    border-width: 2px;\r\n}\r\n#PRN-content-platform-btn\r\n{\r\n    font-weight: 400;\r\n    text-shadow: none;\r\n    font-family: Lora;\r\n\r\n}\r\n    \r\n<\/style>\r\n\r\n<div style=\"\" id=\"PRN-content-platform-top\"> \r\n<div id=\"PRN-content-platform\"> <h2>Content Marketing Platform<\/h2>\r\n\r\n    <ul style=\"max-width: 62%px;\">\r\n        <li>100,000+ media publications;<\/li>\r\n        <li>get backlinks to your product;<\/li>\r\n        <li>scale work with content distribution.<\/li>\r\n    <\/ul>\r\n    <div class=\"is-layout-flex wp-block-buttons\">\r\n<div class=\"wp-block-button has-custom-font-size is-style-fill has-medium-font-size\" id=\"PRN-content-platform-btn\"><a href=\"https:\/\/prnews.io\/signup\/\" class=\"wp-block-button__link has-white-color has-text-color has-background wp-element-button\" style=\"border-radius:6px;background-color:#ef3b52;margin-left: 34px;margin-bottom:30px;font-size:14px;line-height: 120%;\" id=\"blog-cta-button\">Sign Up<\/a><\/div>\r\n<\/div>\r\n<\/div>\r\n<\/div><\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Definice marketingov\u00e9ho trycht\u00fd\u0159e<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Tak\u017ee, co je to marketingov\u00fd trycht\u00fd\u0159 v obsahov\u00e9m marketingu? Stru\u010dn\u011b \u0159e\u010deno, marketingov\u00fd trycht\u00fd\u0159 je struktura, kterou market\u00e9\u0159i pou\u017e\u00edvaj\u00ed k tomu, aby z lid\u00ed neznal\u00fdch zna\u010dky ud\u011blali loaj\u00e1ln\u00ed z\u00e1kazn\u00edky. Jedn\u00e1 se o vizualizaci cel\u00e9ho procesu cesty klient\u016f od prvn\u00edho okam\u017eiku, kdy se s firmou sezn\u00e1mili, a\u017e po kone\u010dn\u00fd n\u00e1kup.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Sch\u00e9ma marketingov\u00e9ho trycht\u00fd\u0159e je postaveno na konceptu, \u017ee po\u010det lid\u00ed, kter\u00e9 zna\u010dka p\u0159il\u00e1k\u00e1, je v\u011bt\u0161\u00ed ne\u017e po\u010det t\u011bch, kte\u0159\u00ed maj\u00ed skute\u010dn\u00fd z\u00e1jem a mohou prov\u00e1d\u011bt v\u00fdvody a nakonec se st\u00e1t z\u00e1kazn\u00edkem.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">V trycht\u00fd\u0159i buduj\u00ed market\u00e9\u0159i obsahu \u0161irokou s\u00ed\u0165, aby zachytili co nejv\u00edce potenci\u00e1ln\u00edch z\u00e1kazn\u00edk\u016f a n\u00e1sledn\u011b je doprov\u00e1zeli v ka\u017ed\u00e9 f\u00e1zi cesty k vytou\u017een\u00e9mu rozhodnut\u00ed. I tento proces m\u00e1 r\u016fzn\u00e9 f\u00e1ze. Proch\u00e1z\u00ed procesem, p\u0159i kter\u00e9m se n\u00e1v\u0161t\u011bvn\u00edci nejprve sezn\u00e1m\u00ed s firmou a jej\u00edmi produkty. Tento proces pokra\u010duje, aby si z\u00edskal d\u016fv\u011bru a vytvo\u0159il loajalitu z\u00e1kazn\u00edk\u016f i po uskute\u010dn\u011bn\u00ed prodeje.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"> Tyto dva c\u00edle jdou ruku v ruce jako prodejn\u00ed a obsahov\u00fd marketingov\u00fd trycht\u00fd\u0159. Za trycht\u00fd\u0159 byste m\u011bli pova\u017eovat vytvo\u0159en\u00ed pov\u011bdom\u00ed o zna\u010dce a n\u00e1sledn\u011b prost\u0159ednictv\u00edm n\u011bkolika proces\u016f p\u0159em\u011bnu z\u00e1kazn\u00edk\u016f na loaj\u00e1ln\u00ed, plat\u00edc\u00ed klienty. Konceptem nen\u00ed jen upoutat pozornost, ale tak\u00e9:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Vytvo\u0159it vztah<\/li>\n\n\n\n<li>Vytvo\u0159it zapojen\u00ed u\u017eivatele<\/li>\n\n\n\n<li>Z\u00edskejte si d\u016fv\u011bru<\/li>\n\n\n\n<li>Vybudujte si d\u016fv\u011bryhodnost a<\/li>\n\n\n\n<li>Vytv\u00e1\u0159et opakovan\u00e9 obchody.<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Tento proces zahrnuje spln\u011bn\u00ed etap obsahov\u00e9ho marketingu TOFU, MOFU a BOFU.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">F\u00e1ze obsahov\u00e9ho marketinguTOFU, MOFU a BOFU<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Jak jste ji\u017e pochopili, tyto pojmy ozna\u010duj\u00ed f\u00e1ze obsahov\u00e9ho trycht\u00fd\u0159e.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">TOFU (zkratka pro Top Of the FUnnel), MOFU (zkratka pro Middle Of the FUnnel) a BOFU (zkratka pro Bottom Of the FUnnel) na sebe vz\u00e1jemn\u011b navazuj\u00ed, aby se zv\u00fd\u0161il po\u010det lead\u016f a v kone\u010dn\u00e9m d\u016fsledku vedl ke konverzi.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Tento trycht\u00fd\u0159 poskytuje z\u00e1kladn\u00ed r\u00e1mec, ze kter\u00e9ho m\u016f\u017ee vych\u00e1zet ka\u017ed\u00e1 spole\u010dnost, ale detaily se budou v\u00fdrazn\u011b li\u0161it v z\u00e1vislosti na va\u0161ich klientech. F\u00e1ze TOFU, MOFU a BOFU by m\u011bly odpov\u00eddat ka\u017ed\u00e9 va\u0161\u00ed kupuj\u00edc\u00ed osob\u011b, co\u017e znamen\u00e1, \u017ee va\u0161\u00edm \u00fapln\u011b prvn\u00edm krokem by m\u011blo b\u00fdt \u00fapln\u00e9 pochopen\u00ed toho, kdo je v\u00e1\u0161 kupuj\u00edc\u00ed a jak\u00e9 nep\u0159\u00edjemnosti m\u016f\u017eete vy\u0159e\u0161it. Teprve pot\u00e9 m\u016f\u017eete vhodn\u011b vytvo\u0159it obsah pro tyto f\u00e1ze.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Zjist\u011bme tedy, jak\u00e9 jsou tyto jednotliv\u00e9 kroky a co byste m\u011bli v ka\u017ed\u00e9 f\u00e1zi ud\u011blat.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Co je to f\u00e1ze TOFU?<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">F\u00e1ze vrcholu trycht\u00fd\u0159e neboli f\u00e1ze uv\u011bdom\u011bn\u00ed je f\u00e1ze, ve kter\u00e9 si n\u00e1v\u0161t\u011bvn\u00edci pr\u00e1v\u011b uv\u011bdomili, \u017ee maj\u00ed probl\u00e9m, nebo si mohou b\u00fdt matn\u011b v\u011bdomi, \u017ee jim n\u011bco chyb\u00ed. Tito u\u017eivatel\u00e9 o va\u0161\u00ed firm\u011b je\u0161t\u011b nev\u011bd\u00ed, proto je obsah TOFU vytvo\u0159en tak, aby upoutal jejich pozornost tam, kde je nejpravd\u011bpodobn\u011bj\u0161\u00ed, \u017ee ho budou konzumovat.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Obsah TOFU by m\u011bl b\u00fdt v\u00fdhradn\u011b vzd\u011bl\u00e1vac\u00ed a nem\u011bl by obsahovat nic, co by by\u0165 jen n\u00e1znakem souviselo s prodejn\u00ed nab\u00eddkou. U\u017eivatel na n\u011bj p\u0159i t\u011bchto aktivit\u00e1ch jednodu\u0161e nen\u00ed p\u0159ipraven, proto\u017ee mnoz\u00ed se st\u00e1le sna\u017e\u00ed pln\u011b pochopit, jak\u00fd probl\u00e9m c\u00edt\u00ed. Nezmi\u0148ujte tedy svou zna\u010dku, produkt nebo slu\u017ebu. Jen jim poskytn\u011bte u\u017eite\u010dn\u00fd obsah pro jejich ot\u00e1zku nebo bolestiv\u00fd bod.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Typy m\u00e9di\u00ed a obsah se v roce 2021 rychle prom\u011b\u0148uj\u00ed. Neust\u00e1l\u00e1 aktualizace marketingov\u00e9 strategie a p\u0159izp\u016fsobov\u00e1n\u00ed obsahov\u00e9ho marketingov\u00e9ho trycht\u00fd\u0159e v\u00e1m pom\u016f\u017ee z\u016fstat relevantn\u00ed a poskytovat po\u017eadovan\u00e9 v\u00fdsledky. P\u0159i \u00faprav\u011b strategie m\u011bjte na pam\u011bti n\u00e1sleduj\u00edc\u00ed informace o obsahu Tofu.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Co pot\u0159ebujete k vytvo\u0159en\u00ed obsahu TOFU:<\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Pochopen\u00ed toho, jak\u00e1 m\u00e9dia va\u0161i z\u00e1kazn\u00edci pou\u017e\u00edvaj\u00ed a jak\u00fdm zp\u016fsobem: zamyslete se nad medi\u00e1ln\u00edmi platformami, typy, \u00farovn\u00ed z\u00e1jmu nebo zapojen\u00ed u ka\u017ed\u00e9ho z nich, str\u00e1ven\u00fdm \u010dasem a nad t\u00edm, jak se tyto n\u00e1vyky mohou zm\u011bnit s p\u0159\u00edchodem nov\u00fdch zdroj\u016f.<\/li>\n\n\n\n<li>Zjist\u011bte, co p\u0159itahuje pozornost u\u017eivatel\u016f: zamyslete se nad t\u00e9maty, jako je humor, z\u00e1bava, n\u00e1vody, inspirace a dal\u0161\u00ed.<\/li>\n\n\n\n<li>Demografick\u00fd obsah va\u0161ich u\u017eivatel\u016f pro zac\u00edlen\u00ed: u\u017eivatel\u00e9 r\u016fzn\u00fdch v\u011bkov\u00fdch skupin, p\u0159\u00edjm\u016f, m\u011bstsk\u00fdch \u010di venkovsk\u00fdch oblast\u00ed, \u017eivotn\u00edho stylu a dal\u0161\u00edch demografick\u00fdch skupin se pravd\u011bpodobn\u011b zaj\u00edmaj\u00ed o r\u016fzn\u00e9 v\u011bci.<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\">Tady jsou typy vhodn\u00e9ho obsahu TOFU:<\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Soci\u00e1ln\u00ed m\u00e9dia: na jak\u00fdch kan\u00e1lech jsou va\u0161i klienti a podle toho vynakl\u00e1dejte sv\u00e9 \u00fasil\u00ed.<\/li>\n\n\n\n<li>Infografie: poskytn\u011bte u\u017eivatel\u016fm vizu\u00e1ln\u00ed form\u00e1t, kter\u00fd jim pom\u016f\u017ee pochopit probl\u00e9m nebo ot\u00e1zku, kterou se sna\u017e\u00ed vy\u0159e\u0161it.<\/li>\n\n\n\n<li>Blog: pomoc\u00ed <a href=\"https:\/\/prnews.io\/blog\/top-keyword-research-services.html\">pr\u016fzkumu kl\u00ed\u010dov\u00fdch slov<\/a> vytvo\u0159te blogov\u00fd p\u0159\u00edsp\u011bvek s pr\u016fzkumem o ur\u010dit\u00e9m probl\u00e9mu nebo bolestiv\u00e9m m\u00edst\u011b, kter\u00fd klienti snadno najdou.<\/li>\n\n\n\n<li>Videa: v t\u00e9to f\u00e1zi by m\u011bla b\u00fdt kr\u00e1tk\u00e1 a m\u011bla by pouze zmi\u0148ovat probl\u00e9m, nikoliv \u0159e\u0161en\u00ed.<\/li>\n\n\n\n<li>Pr\u016fvodce: m\u016f\u017eete vytv\u00e1\u0159et pr\u016fvodce r\u016fzn\u00fdch typ\u016f, ne v\u0161echny jsou zam\u011b\u0159eny pouze na text. C\u00edlem pr\u016fvodce je poskytnout z\u00e1kladn\u00ed informace, kter\u00e9 va\u0161i budouc\u00ed klienti pot\u0159ebuj\u00ed zn\u00e1t na cest\u011b k v\u00fdb\u011bru va\u0161\u00ed spole\u010dnosti jako \u0159e\u0161en\u00ed.<\/li>\n\n\n\n<li>E-book\/whitepaper: Vytvo\u0159te podrobn\u011bj\u0161\u00ed obsah o probl\u00e9mu, se kter\u00fdm se va\u0161i klienti pot\u00fdkaj\u00ed.<\/li>\n\n\n\n<li>Obsah typu &#8222;jak na to&#8220;: <li>Vyhledejte obsah, kter\u00fd by v\u00e1m pomohl s \u0159e\u0161en\u00edm probl\u00e9mu: P\u0159\u00edsp\u011bvky &#8222;Jak na to&#8220; jsou m\u00e9n\u011b rozs\u00e1hl\u00e9 ne\u017e e-knihy nebo obecn\u00e9 tematick\u00e9 p\u0159\u00edru\u010dky. Nab\u00edz\u00ed n\u00e1v\u0161t\u011bvn\u00edk\u016fm n\u00e1vod krok za krokem. Kone\u010dn\u011b by m\u011bli n\u011b\u010deho dos\u00e1hnout s minim\u00e1ln\u00edm \u00fasil\u00edm.&nbsp;<\/li>\n\n\n\n<li>Kv\u00edz: Zjist\u011bte v\u00edce o sv\u00e9m klientovi t\u00edm, \u017ee mu polo\u017e\u00edte ot\u00e1zky t\u00fdkaj\u00edc\u00ed se jeho probl\u00e9m\u016f.<\/li>\n\n\n\n<li>Emailov\u00e9 sekvence: E-mailov\u00e9 sekvence jsou obl\u00edben\u00e9 pro onboarding nov\u00fdch klient\u016f, proto\u017ee vytv\u00e1\u0159ej\u00ed plynul\u00e9 spojen\u00ed mezi konzumac\u00ed va\u0161eho obsahu a proveden\u00edm akce na jeho z\u00e1klad\u011b.<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Hlavn\u00edm c\u00edlem t\u00e9to f\u00e1ze obsahov\u00e9ho marketingu je generov\u00e1n\u00ed lead\u016f. Proto by m\u011bly b\u00fdt shrom\u00e1\u017ed\u011bny informace, kter\u00e9 budou pou\u017eity p\u0159i p\u00e9\u010di o potenci\u00e1ln\u00ed z\u00e1kazn\u00edky (leady) sm\u011brem dol\u016f trycht\u00fd\u0159em.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Co je f\u00e1ze MOFU? <\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">V t\u00e9to druh\u00e9 f\u00e1zi hodnocen\u00ed u\u017eivatel\u00e9 p\u0159ijali, \u017ee maj\u00ed konkr\u00e9tn\u00ed probl\u00e9m, kter\u00fd je t\u0159eba vy\u0159e\u0161it, a aktivn\u011b hledaj\u00ed zp\u016fsob, jak ho vy\u0159e\u0161it. To znamen\u00e1, \u017ee nyn\u00ed jste z\u00edskali c\u00edlov\u00e9 publikum. Hledaj\u00ed r\u016fzn\u00e9 mo\u017enosti a pe\u010dliv\u011b odhaduj\u00ed hodnotu ka\u017ed\u00e9 z nich.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Nyn\u00ed m\u016f\u017eete prezentovat sv\u016fj vlastn\u00ed produkt nebo slu\u017ebu. Ve f\u00e1zi MOFU byste m\u011bli pokra\u010dovat ve vzd\u011bl\u00e1v\u00e1n\u00ed, ale m\u011bli byste tak\u00e9 zm\u00ednit, pro\u010d jste nejlep\u0161\u00edm \u0159e\u0161en\u00edm pr\u00e1v\u011b vy. Vedouc\u00ed jsou v\u0159el\u00ed, tak\u017ee vyu\u017eijte t\u00e9to p\u0159\u00edle\u017eitosti a vysv\u011btlete, jak jim v\u00e1\u0161 produkt nebo slu\u017eba m\u016f\u017ee pomoci. F\u00e1ze MOFU m\u016f\u017ee b\u00fdt tak\u00e9 dobrou p\u0159\u00edle\u017eitost\u00ed k poskytnut\u00ed br\u00e1ny obsahu, abyste z\u00edskali kontaktn\u00ed informace od kupuj\u00edc\u00edch.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Co pot\u0159ebujete k vytvo\u0159en\u00ed obsahu MOFU:<\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Mal\u00fd existuj\u00edc\u00ed vztah s va\u0161imi klienty (p\u0159\u00edznivec soci\u00e1ln\u00edch s\u00edt\u00ed, p\u0159ihl\u00e1\u0161en\u00ed k odb\u011bru newsletteru, p\u0159edchoz\u00ed n\u00e1v\u0161t\u011bvn\u00edk webu)<\/li>\n\n\n\n<li>Zdroj pro poskytov\u00e1n\u00ed vzd\u011bl\u00e1vac\u00edho obsahu (blog na va\u0161ich webov\u00fdch str\u00e1nk\u00e1ch nebo jin\u00fdch platform\u00e1ch, videoblog atd.)<\/li>.\n\n\n\n<li>V\u00fdzva k akci (CTA) pro p\u0159echod do dal\u0161\u00ed f\u00e1ze.<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\">Pod\u00edvejte se na vhodn\u00e9 typy pro obsah MOFU:<\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Blog: uve\u010fte ot\u00e1zku, kter\u00e1 se t\u00fdk\u00e1 va\u0161eho produktu nebo slu\u017eby.<\/li>\n\n\n\n<li>P\u0159\u00edpadov\u00e1 studie: pomozte klient\u016fm vid\u011bt v\u00e1\u0161 produkt nebo slu\u017ebu v praxi t\u00edm, \u017ee p\u0159edstav\u00edte v\u00fdhody, kter\u00e9 poskytl jin\u00fdm klient\u016fm.<\/li>\n\n\n\n<li>Whitepaper: vlo\u017ete podrobn\u00e9 informace o t\u00e9matu a sd\u011blte, pro\u010d je va\u0161e \u0159e\u0161en\u00ed tou nejlep\u0161\u00ed volbou.<\/li>\n\n\n\n<li>Webin\u00e1\u0159: uspo\u0159\u00e1dejte \u0161kolen\u00ed na dan\u00e9 t\u00e9ma a ponechte \u010das na dotazy \u00fa\u010dastn\u00edk\u016f.<\/li>\n\n\n\n<li>Email drip: vytvo\u0159te sekvenci pe\u010duj\u00edc\u00edch e-mail\u016f poskytuj\u00edc\u00edch obsah specifick\u00fd pro klienta.&nbsp;<\/li>\n\n\n\n<li>Obsah n\u00e1vodu\/n\u00e1vodu: poskytn\u011bte n\u00e1vod na \u0159e\u0161en\u00ed probl\u00e9mu krok za krokem.<\/li>\n\n\n\n<li>Template: nechte kupuj\u00edc\u00ed, aby sami zjistili, jak m\u016f\u017ee va\u0161e zna\u010dka vy\u0159e\u0161it jejich probl\u00e9my.<\/li>\n\n\n\n<li>Srovn\u00e1n\u00ed: v t\u00e9to f\u00e1zi zobrazte srovn\u00e1n\u00ed \u0159e\u0161en\u00ed, nikoliv prodejc\u016f.<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Tento st\u0159ed obsahov\u00e9ho trycht\u00fd\u0159e je m\u00edstem, kde v\u011bt\u0161ina spole\u010dnost\u00ed prov\u00e1d\u00ed v\u011bt\u0161inu sv\u00e9ho marketingu. V tomto kroku firmy nej\u010dast\u011bji prod\u00e1vaj\u00ed sv\u00e9 produkty a slu\u017eby.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Co je to f\u00e1ze BOFU? <\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Bofu je f\u00e1ze, kdy jste si ji\u017e z\u00edskali dostate\u010dnou d\u016fv\u011bru sv\u00fdch budouc\u00edch klient\u016f. Jedn\u00e1 se o spodn\u00ed f\u00e1zi trycht\u00fd\u0159e. M\u016f\u017eete ji pova\u017eovat za \u0161pi\u010datou nebo \u00fazkou \u010d\u00e1st trycht\u00fd\u0159e.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Jako market\u00e9r m\u00e1te v t\u00e9to f\u00e1zi za \u00fakol p\u0159edstavit svou spole\u010dnost p\u0159esv\u011bd\u010div\u00fdm zp\u016fsobem, kter\u00fd p\u0159il\u00e1k\u00e1 va\u0161e p\u0159\u00edpadn\u00e9 klienty k akci, \u017ee je to nejlep\u0161\u00ed zp\u016fsob, jak vy\u0159e\u0161it jejich probl\u00e9my. Spodn\u00ed \u010d\u00e1st obsahov\u00e9ho trycht\u00fd\u0159e m\u016f\u017ee nab\u00edzet \u010dasov\u011b omezenou nab\u00eddku va\u0161ich produkt\u016f nebo slu\u017eeb. Zde kone\u010dn\u011b p\u0159em\u011bn\u00edte potenci\u00e1ln\u00ed z\u00e1jemce na skute\u010dn\u00e9 klienty.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Vyhodnocen\u00ed a n\u00e1kup jsou hlavn\u00ed n\u00e1pln\u00ed t\u00e9to f\u00e1ze. Mus\u00edte si p\u0159edem ov\u011b\u0159it, \u017ee va\u0161i p\u0159\u00edpadn\u00ed kupuj\u00edc\u00ed maj\u00ed o produktu dostatek informac\u00ed, aby jim nic nebr\u00e1nilo dokon\u010dit transakci, a\u017e dojde k rozhodnut\u00ed o koupi.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Hlavn\u00edm \u00fa\u010delem tohoto posledn\u00edho kroku je p\u0159em\u011bnit potenci\u00e1ln\u00ed z\u00e1kazn\u00edky na kupuj\u00edc\u00ed.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Co pot\u0159ebujete k vytvo\u0159en\u00ed obsahu Bofu:<\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Pochopen\u00ed probl\u00e9m\u016f klienta: v\u017eijte se do jeho situace a zva\u017ete, jak\u00e9 \u0159e\u0161en\u00ed pro n\u011bj bude m\u00edt nejv\u011bt\u0161\u00ed p\u0159\u00ednos.<\/li>\n\n\n\n<li>Platforma pro zobrazen\u00ed mo\u017en\u00fdch \u0159e\u0161en\u00ed: Va\u0161e \u0159e\u0161en\u00ed mus\u00ed b\u00fdt p\u0159\u00edstupn\u00e9 i pro va\u0161e klienty. Promyslete si, jak by ho va\u0161i klienti mohli naj\u00edt a kde bude m\u00edt nejv\u011bt\u0161\u00ed dopad.<\/li>\n\n\n\n<li>Chcete si koupit produkt nebo vyzkou\u0161et slu\u017ebu: Jednoduch\u00e9 kroky k n\u00e1kupu produktu mohou pomoci dokon\u010dit prodejn\u00ed trycht\u00fd\u0159.<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\">Vhodn\u00e9 typy obsahu BOFU:<\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Produktov\u00e1 uk\u00e1zka: Poskytn\u011bte kupuj\u00edc\u00edm informace o tom, jak v\u00e1\u0161 produkt skute\u010dn\u011b funguje. A\u0165 u\u017e p\u0159\u00edmo na m\u00edst\u011b, nebo ve videu, zobrazte v\u0161echny d\u016fle\u017eit\u00e9 vlastnosti a propojte je s v\u00fdhodami a uka\u017ete, v \u010dem p\u0159ed\u010d\u00edte konkurenci.<\/li>\n\n\n\n<li>Zku\u0161ebn\u00ed verze zdarma: Dejte klient\u016fm mo\u017enost vyzkou\u0161et si v\u00e1\u0161 produkt bez velk\u00fdch z\u00e1vazk\u016f.<\/li>\n\n\n\n<li>Testimoni\u00e1ly a p\u0159\u00edpadov\u00e9 studie: P\u0159\u00edb\u011bhy klient\u016f jsou u\u017eite\u010dn\u00e9 i v tomto posledn\u00edm kroku, proto\u017ee jsou obsahem, kter\u00fd konvertuje a poskytuje odhad va\u0161\u00ed slu\u017eby nebo produktu t\u0159et\u00ed stranou.<\/li>\n\n\n\n<li>Charakteristika produktu: <li>Produkt se vyzna\u010duje t\u00edm, \u017ee se v n\u011bm nach\u00e1z\u00ed n\u011bkolik polo\u017eek, kter\u00e9 se daj\u00ed pou\u017e\u00edt jako sou\u010d\u00e1st produktu: Uka\u017ete, co v\u00e1\u0161 produkt um\u00ed, a v\u00fdhody, kter\u00e9 poskytuje, zejm\u00e9na v\u00fdhody, kter\u00e9 m\u00e1 oproti konkurenci.<\/li>\n\n\n\n<li>Srovn\u00e1n\u00ed produkt\u016f: Pomozte klient\u016fm pochopit, v \u010dem v\u00e1\u0161 v\u00fdrobek nebo slu\u017eba boduj\u00ed, t\u00edm, \u017ee jasn\u011b zd\u016frazn\u00edte rozd\u00edly mezi va\u0161\u00ed zna\u010dkou a konkurenc\u00ed.<\/li>\n\n\n\n<li>Webin\u00e1\u0159e: Tento typ obsahu je ide\u00e1ln\u00ed pro produkty s vysokou odolnost\u00ed kupuj\u00edc\u00edch.&nbsp;<\/li>\n\n\n\n<li>Giveaway: Mnoho klient\u016f, kte\u0159\u00ed objevili v\u00e1\u0161 produkt, ale mo\u017en\u00e1 si nejsou jisti, \u017ee provedou n\u00e1kup, m\u016f\u017ee nakonec p\u0159esv\u011bd\u010dit giveaway. M\u016f\u017eete ji sd\u00edlet prost\u0159ednictv\u00edm soci\u00e1ln\u00edch s\u00edt\u00ed, newsletteru nebo jin\u00fdch zdroj\u016f.<\/li>\n\n\n\n Podobn\u011b jako d\u00e1rky m\u016f\u017ee b\u00fdt sleva posledn\u00edm argumentem, kter\u00fd z\u00e1kazn\u00edk pot\u0159ebuje, aby si koupil v\u00e1\u0161 produkt nebo slu\u017ebu. Prezentujte slevu jako pozv\u00e1nku pro prvn\u00ed kupuj\u00edc\u00ed, abyste tuto nab\u00eddku pos\u00edlili.<\/li>\n\n\n\n<li>D\u016fkaz jako UGC: Obsah vytv\u00e1\u0159en\u00fd u\u017eivateli (UGC) funguje jako soci\u00e1ln\u00ed d\u016fkaz, kter\u00fd vyzdvihuje kvalitu va\u0161eho produktu t\u00edm, \u017ee ukazuje, \u017ee jsou s n\u00edm spokojeni i ostatn\u00ed lid\u00e9. Zve\u0159ejn\u011bte recenze, videa, p\u0159\u00edsp\u011bvky sv\u00fdch st\u00e1vaj\u00edc\u00edch klient\u016f na soci\u00e1ln\u00edch s\u00edt\u00edch nebo jin\u00fd obsah, abyste p\u0159esv\u011bd\u010dili obsah Bofu.&nbsp;<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\">Bonus: F\u00e1ze prodejn\u00edho trycht\u00fd\u0159e Brand Evangelist&nbsp;<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Gratulujeme! V\u00e1\u0161 obsah TOFU, MOFU a BOFU \u00fasp\u011b\u0161n\u011b fungoval a jeho s\u00edla v\u00e1m p\u0159inesla spoustu klient\u016f. T\u00edm v\u0161ak obsahov\u00fd marketingov\u00fd trycht\u00fd\u0159 nekon\u010d\u00ed. Obsah po n\u00e1kupu m\u016f\u017ee z jednor\u00e1zov\u00e9ho kupuj\u00edc\u00edho ud\u011blat celo\u017eivotn\u00edho klienta a evangelistu zna\u010dky. Tento obsah by jim m\u011bl krom\u011b skv\u011bl\u00e9ho produktu nebo zku\u0161enosti neust\u00e1le poskytovat dal\u0161\u00ed body, pro\u010d u v\u00e1s z\u016fstat.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Vhodn\u00e9 typy obsahu:<\/h3> <\/h3>.\n\n\n\n<ul class=\"wp-block-list\">\n<li>Zvl\u00e1\u0161tn\u00ed blogy: Obsah blog\u016f v t\u00e9to f\u00e1zi marketingov\u00e9ho trycht\u00fd\u0159e by se m\u011bl li\u0161it od p\u0159edchoz\u00edch blog\u016f, kter\u00e9 jste vytvo\u0159ili. Mohou se v\u00edce zam\u011b\u0159ovat na va\u0161e podnik\u00e1n\u00ed nebo produkty, nap\u0159\u00edklad na akce, kter\u00e9 po\u0159\u00e1d\u00e1te, na dobr\u00e9 skutky, do kter\u00fdch jste se zapojili, nebo na sout\u011b\u017ee a d\u00e1rky.<\/li>\n\n\n\n<li>Re-engagement e-maily: Ud\u011blejte obsah e-mailu zaj\u00edmav\u00fd a u\u017eite\u010dn\u00fd pro va\u0161e klienty. Segmentujte sv\u00e9 publikum, abyste m\u011bli jistotu, \u017ee jim pos\u00edl\u00e1te ten spr\u00e1vn\u00fd obsah.<\/li>\n\n\n\n<li>Sout\u011b\u017ee nebo d\u00e1rky: Pod\u011bkujte a podpo\u0159te tento segment sv\u00fdch klient\u016f. Vytv\u00e1\u0159ejte motiva\u010dn\u00ed akce jako p\u0159\u00edle\u017eitost k jejich zapojen\u00ed a jako pod\u011bkov\u00e1n\u00ed za jejich v\u011brnost jim v\u011bnujte n\u011bjak\u00e9 d\u00e1rky.<\/li>\n\n\n\n<li>Vypr\u00e1v\u011bc\u00ed videa: Tento typ obsahu by m\u011bl tak\u00e9 zaujmout a inspirovat. M\u016f\u017eete pouk\u00e1zat na v\u00fdjime\u010dn\u00e9 aktivity konkr\u00e9tn\u00edch klient\u016f, charitativn\u00ed aktivity, zam\u011bstnanc\u016f, partner\u016f.<\/li>\n\n\n\n<li>Komunitn\u00ed f\u00f3ra: zorganizujte bezpe\u010dn\u00e9 a p\u0159\u00edjemn\u00e9 m\u00edsto, kde se klienti mohou pod\u011blit o sv\u00e9 zku\u0161enosti a nav\u00e1zat kontakt s ostatn\u00edmi. Postavte se tam jako profesion\u00e1l a udr\u017eujte pozitivn\u00ed klima.<\/li>\n<\/ul>.\n\n\n\n<p class=\"wp-block-paragraph\"><!-- Shortcode [ctanew] does not exist --><\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Doln\u00ed \u0159\u00e1dek<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Pomoc\u00ed podrobn\u00e9 anal\u00fdzy v\u00e1m obsahov\u00fd marketingov\u00fd trycht\u00fd\u0159 poskytne informace o tom, co mus\u00edte ud\u011blat, abyste ovlivnili klienty v ka\u017ed\u00e9 f\u00e1zi. Anal\u00fdzou trycht\u00fd\u0159e po\u010d\u00ednaje shora dol\u016f z\u00edsk\u00e1te velkou p\u0159\u00edle\u017eitost k z\u00edsk\u00e1n\u00ed v\u011bt\u0161\u00edch prodej\u016f, v\u011bt\u0161\u00ed loajality a siln\u011bj\u0161\u00edho pov\u011bdom\u00ed o zna\u010dce.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Hlubok\u00e9 pochopen\u00ed obsahov\u00fdch marketingov\u00fdch trycht\u00fd\u0159\u016f v\u00e1m pom\u016f\u017ee vytvo\u0159it \u00fa\u010dinnou marketingovou strategii pro z\u00edsk\u00e1n\u00ed nov\u00fdch klient\u016f v prvn\u00edch f\u00e1z\u00edch, p\u0159esv\u011bd\u010dit je, aby v\u00edce d\u016fv\u011b\u0159ovali va\u0161\u00ed spole\u010dnosti a rozhodli se ve v\u00e1\u0161 prosp\u011bch.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">P\u0159e\u010dt\u011bte si v\u00edce: <a href=\"https:\/\/prnews.io\/blog\/what-is-paid-owned-earned-media.html\">Co jsou placen\u00e1, vlastn\u00ed a z\u00edskan\u00e1 m\u00e9dia<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Va\u0161e marketingov\u00e1 strategie v\u00e1m nep\u0159inese \u00fa\u017easn\u00e9 v\u00fdsledky, pokud si jako market\u00e9r obsahu nebudete schopni sv\u016fj pl\u00e1n konkr\u00e9tn\u011b p\u0159edstavit. Proto je d\u016fle\u017eit\u00e9 pou\u017e\u00edvat r\u00e1mec, kter\u00fd v\u00e1m poskytne lep\u0161\u00ed p\u0159ehled o r\u016fzn\u00fdch f\u00e1z\u00edch marketingov\u00e9 cesty a typech klient\u016f. Ve sv\u011bt\u011b obsahov\u00e9ho marketingu je &#8222;trycht\u00fd\u0159&#8220; z\u00e1sadn\u00ed v\u011bc\u00ed. Uv\u011bdomit si, jak se u\u017eivatel\u00e9 chovaj\u00ed p\u0159i cest\u011b za sv\u00fdmi kone\u010dn\u00fdmi c\u00edli, je z\u00e1sadn\u00ed pro to, abyste je tam dok\u00e1zali dostat a abyste byli produktem nebo slu\u017ebou, kterou si vyberou. Abyste tohoto c\u00edle dos\u00e1hli, mus\u00edte proj\u00edt f\u00e1zemi TOFU, MOFU, BOFU. A v tomto \u010dl\u00e1nku pro v\u00e1s tyto \u010d\u00e1sti obsahov\u00e9ho marketingov\u00e9ho trycht\u00fd\u0159e rozk\u00f3duji. Za\u010dn\u011bme. Definice marketingov\u00e9ho trycht\u00fd\u0159e<\/p>\n","protected":false},"author":14,"featured_media":4010,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_mi_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[857],"tags":[26],"class_list":["post-4009","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-digital-marketing","tag-content"],"aioseo_notices":[],"_links":{"self":[{"href":"\/cs\/blog\/wp-json\/wp\/v2\/posts\/4009","targetHints":{"allow":["GET"]}}],"collection":[{"href":"\/cs\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"\/cs\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"\/cs\/blog\/wp-json\/wp\/v2\/users\/14"}],"replies":[{"embeddable":true,"href":"\/cs\/blog\/wp-json\/wp\/v2\/comments?post=4009"}],"version-history":[{"count":6,"href":"\/cs\/blog\/wp-json\/wp\/v2\/posts\/4009\/revisions"}],"predecessor-version":[{"id":11446,"href":"\/cs\/blog\/wp-json\/wp\/v2\/posts\/4009\/revisions\/11446"}],"wp:featuredmedia":[{"embeddable":true,"href":"\/cs\/blog\/wp-json\/wp\/v2\/media\/4010"}],"wp:attachment":[{"href":"\/cs\/blog\/wp-json\/wp\/v2\/media?parent=4009"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"\/cs\/blog\/wp-json\/wp\/v2\/categories?post=4009"},{"taxonomy":"post_tag","embeddable":true,"href":"\/cs\/blog\/wp-json\/wp\/v2\/tags?post=4009"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}