{"id":219,"date":"2015-05-25T10:00:18","date_gmt":"2015-05-25T09:00:18","guid":{"rendered":"http:\/\/pinconsulting.co.rs\/?p=219"},"modified":"2016-05-02T16:26:56","modified_gmt":"2016-05-02T14:26:56","slug":"uvod-content-strategija","status":"publish","type":"post","link":"https:\/\/pinconsulting.co.rs\/de\/blog\/uvod-content-strategija\/","title":{"rendered":"\u0160ta je content strategija i za\u0161to je va\u017ena?"},"content":{"rendered":"
\n

U digitalnom svetu contentom \u2013 sadr\u017eajem, nazivamo sve \u0161to prenosi<\/a><\/span> zna\u010dajne informacije korisnicima na internetu. To mogu biti slike, video i audio snimci, kao i svi ostali multimedijalni sadr\u017eaji.<\/p>\n<\/blockquote>\n

Kada se na sajtu ili stranici nalazi vi\u0161e stotina \u201ekomada\u201c contenta neophodna je planirana strategija kojom \u0107e celokupni sadr\u017eaj biti iskomuniciran ljudima na najbolji mogu\u0107i na\u010din. Za dobar nastup na internetu neophodan je stalni i dobro vo\u0111eni menad\u017ement kompletnog digitalnog sadr\u017eaja. Vrednost content strategije je u poslednjih nekoliko godina izra\u017eena u vi\u0161e knjiga i blogova.<\/p>\n

Stvaranje sadr\u017eaja bez strategije \u010desto dovodi do neujedna\u010denog protoka sadr\u017eaja bez ikakvih su\u0161tinskih tema ili svrhe. Ovo mo\u017ee da bude zbunjuju\u0107e za ciljnu grupu kojoj se obra\u0107amo, a tako\u0111e mo\u017ee negativno uticati na kredibilitet i vrednost brenda ili klijenta.<\/p>\n

Osim toga, nedostatak strategije mo\u017ee dovesti do generi\u010dkih sadr\u017eaja koji jednostavno „ne pali“ vi\u0161e. Generi\u010dki sadr\u017eaj nikada ne\u0107e postati viralan\u00a0–\u00a0niko ga ne\u00a0\u0161eruje. Generi\u010dki sadr\u017eaj nikada ne\u0107e dosti\u0107i ni pribli\u017eno visoke marketin\u0161ke ciljeve<\/a><\/span>.<\/p>\n

Ako presko\u010dite strategiju, u najgorem slu\u010daju mo\u017eete zbuniti ili otu\u0111iti svoju publiku na internetu, a vrlo verovatno je i izgubiti.<\/p>\n

Content strategija je klju\u010dna za isporu\u010divanje sadr\u017eaja.<\/h2>\n

Ona:<\/p>\n

    \n
  • Poma\u017ee klijentu da razume i stvara sadr\u017eaj koji najvi\u0161e odgovara ciljnoj grupi<\/li>\n
  • Omogu\u0107ava stvaranje odr\u017eivih i pre svega merljivih planova objava koji dugoro\u010dno odr\u017eava njihov sadr\u017eaj<\/li>\n
  • Smanjuje bespotrebne tro\u0161kove uklanjaju\u0107i sadr\u017eaje koji su se lo\u0161e pokazali i poja\u010dava efektivnost postoje\u0107ih<\/li>\n<\/ul>\n

    Ne postoji pravilnik po kome dobra content strategija treba da bude koncipirana.\u00a0Jedino se mogu uo\u010diti odre\u0111eni klju\u010dni principi na kojima svaka strategija treba da po\u010diva, a najbitniji je – strategija mora odgovarati klijentu, korisnicima i celokupnom kontekstu. Ona mora\u00a0da bude odgovaraju\u0107a u stilu, strukturi i na\u010dinu \u201edostavljanja\u201c na sajber nebo.<\/p>\n

    Radi postizanja ciljeva dobre content strategije neophodno je uzeti u obzir mnoge detalje. Na\u010din komunikacije i \u201eton\u201c \u0107e oja\u010dati imid\u017e. Koncizan jezik, kao i odre\u0111ena vrsta humanizirane, opu\u0161tene komunikacije \u0107e svakako biti nagra\u0111ena na internetu. Odre\u0111ivanjem tona komunikacije korisnici \u0107e biti motivisani da dele svoje pri\u010de sa vama , a vi \u0107ete time uraditi dosta na svom imid\u017eu, ali i vidljivosti svog brenda.<\/p>\n

    Za dobru content strategiju je zapravo najva\u017enije shvatiti: pri\u010de korisnika su mnogo va\u017enije od na\u0161ih pri\u010da i neophodno je stvoriti sadr\u017eaj koji \u0107e predstavljati odre\u0111enu vrstu platforme koja dozvoljava korisnicima da ispri\u010daju svoje pri\u010de.<\/p>\n","protected":false},"excerpt":{"rendered":"

    U digitalnom svetu contentom \u2013 sadr\u017eajem, nazivamo sve \u0161to prenosi zna\u010dajne informacije korisnicima na internetu. To mogu biti slike, video i audio snimci, kao i svi ostali multimedijalni sadr\u017eaji. Kada …<\/p>\n","protected":false},"author":4,"featured_media":239,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_mi_skip_tracking":false},"categories":[10],"tags":[4,3,7,16,8],"yoast_head":"\n\u0160ta je i za\u0161to je va\u017ena content strategija i najbolje preporuke<\/title>\n<meta name=\"description\" content=\"Stvaranje sadr\u017eaja bez strategije \u010desto dovodi do neujedna\u010denog protoka sadr\u017eaja bez ikakvih su\u0161tinskih tema ili svrhe.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/pinconsulting.co.rs\/blog\/uvod-content-strategija\/\" \/>\n<meta property=\"og:locale\" content=\"de_DE\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"\u0160ta je i za\u0161to je va\u017ena content strategija i najbolje preporuke\" \/>\n<meta property=\"og:description\" content=\"Stvaranje sadr\u017eaja bez strategije \u010desto dovodi do neujedna\u010denog protoka sadr\u017eaja bez ikakvih su\u0161tinskih tema ili svrhe.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/pinconsulting.co.rs\/blog\/uvod-content-strategija\/\" \/>\n<meta property=\"og:site_name\" content=\"PIN consulting\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/PINconsulting.co.rs\" \/>\n<meta property=\"article:published_time\" content=\"2015-05-25T09:00:18+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2016-05-02T14:26:56+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/i0.wp.com\/pinconsulting.co.rs\/wp-content\/uploads\/2015\/05\/Content.jpg?fit=1024%2C768&ssl=1\" \/>\n\t<meta property=\"og:image:width\" content=\"1024\" \/>\n\t<meta property=\"og:image:height\" content=\"768\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Admin\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@PIN_consulting\" \/>\n<meta name=\"twitter:site\" content=\"@PIN_consulting\" \/>\n<meta name=\"twitter:label1\" content=\"Verfasst von\" \/>\n\t<meta name=\"twitter:data1\" content=\"Admin\" \/>\n\t<meta name=\"twitter:label2\" content=\"Gesch\u00e4tzte Lesezeit\" \/>\n\t<meta name=\"twitter:data2\" content=\"2\u00a0Minuten\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/pinconsulting.co.rs\/blog\/uvod-content-strategija\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/pinconsulting.co.rs\/blog\/uvod-content-strategija\/\"},\"author\":{\"name\":\"Admin\",\"@id\":\"https:\/\/pinconsulting.co.rs\/#\/schema\/person\/368af824e374c4d6ee443a449a9020dc\"},\"headline\":\"\u0160ta je content strategija i za\u0161to je va\u017ena?\",\"datePublished\":\"2015-05-25T09:00:18+00:00\",\"dateModified\":\"2016-05-02T14:26:56+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/pinconsulting.co.rs\/blog\/uvod-content-strategija\/\"},\"wordCount\":461,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\/\/pinconsulting.co.rs\/#organization\"},\"keywords\":[\"blog\",\"digitalni marketing\",\"dru\u0161tvene mre\u017ee\",\"internet pretra\u017eivanje\",\"teamPINconsulting\"],\"articleSection\":[\"Blog\"],\"inLanguage\":\"de\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/pinconsulting.co.rs\/blog\/uvod-content-strategija\/\",\"url\":\"https:\/\/pinconsulting.co.rs\/blog\/uvod-content-strategija\/\",\"name\":\"\u0160ta je i za\u0161to je va\u017ena content strategija i najbolje preporuke\",\"isPartOf\":{\"@id\":\"https:\/\/pinconsulting.co.rs\/#website\"},\"datePublished\":\"2015-05-25T09:00:18+00:00\",\"dateModified\":\"2016-05-02T14:26:56+00:00\",\"description\":\"Stvaranje sadr\u017eaja bez strategije \u010desto dovodi do neujedna\u010denog protoka sadr\u017eaja bez ikakvih su\u0161tinskih tema ili svrhe.\",\"breadcrumb\":{\"@id\":\"https:\/\/pinconsulting.co.rs\/blog\/uvod-content-strategija\/#breadcrumb\"},\"inLanguage\":\"de\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/pinconsulting.co.rs\/blog\/uvod-content-strategija\/\"]}]},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/pinconsulting.co.rs\/blog\/uvod-content-strategija\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\/\/pinconsulting.co.rs\/home-1-2\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Blog\",\"item\":\"https:\/\/pinconsulting.co.rs\/blog\/category\/blog\/\"},{\"@type\":\"ListItem\",\"position\":3,\"name\":\"\u0160ta je content strategija i za\u0161to je va\u017ena?\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/pinconsulting.co.rs\/#website\",\"url\":\"https:\/\/pinconsulting.co.rs\/\",\"name\":\"PIN consulting\",\"description\":\"Digitales Marketing und Consulting. 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