{"id":926,"date":"2026-10-11T02:13:41","date_gmt":"2026-10-11T00:13:41","guid":{"rendered":"https:\/\/bmag.cz\/?p=926"},"modified":"2026-10-11T02:13:42","modified_gmt":"2026-10-11T00:13:42","slug":"pr-clanek-advertorial","status":"publish","type":"post","link":"https:\/\/bmag.cz\/?p=926","title":{"rendered":"PR \u010dl\u00e1nek (advertorial)"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">Publikace PR \u010dl\u00e1nku \u2013 \u010dasto ozna\u010dovan\u00e9ho jako <strong>advertorial<\/strong> \u2013 je jednou z nejefektivn\u011bj\u0161\u00edch cest, jak budovat pov\u011bdom\u00ed o zna\u010dce, z\u00edskat d\u016fv\u011bru z\u00e1kazn\u00edk\u016f a pos\u00edlit SEO pozice va\u0161eho webu. P\u0159esto se \u0159ada firem pot\u00fdk\u00e1 s t\u00edm, \u017ee jejich texty nep\u0159in\u00e1\u0161ej\u00ed o\u010dek\u00e1van\u00e9 v\u00fdsledky. Pro\u010d? \u010casto toti\u017e p\u0159ipom\u00ednaj\u00ed sp\u00ed\u0161e agresivn\u00ed let\u00e1k ne\u017e hodnotn\u00e9 \u010dten\u00ed.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">V tomto pr\u016fvodci si krok za krokem uk\u00e1\u017eeme, jak koncipovat \u00fasp\u011b\u0161n\u00fd advertorial, kter\u00fd si \u010dten\u00e1\u0159i r\u00e1di p\u0159e\u010dtou a kter\u00fd p\u0159irozen\u011b p\u0159ivede z\u00e1kazn\u00edky k va\u0161im produkt\u016fm \u010di slu\u017eb\u00e1m.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">1. Zlat\u00e9 pravidlo 80\/20 (Soft Sell)<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Nej\u010dast\u011bj\u0161\u00ed chybou p\u0159i psan\u00ed PR \u010dl\u00e1nk\u016f je snaha o p\u0159\u00edm\u00fd, tvrd\u00fd prodej od prvn\u00edho odstavce. Modern\u00ed \u010dten\u00e1\u0159 je v\u016f\u010di prvopl\u00e1nov\u00e9 reklam\u011b imunn\u00ed a z textu pln\u00e9ho superlativ\u016f rychle odch\u00e1z\u00ed.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Kl\u00ed\u010dem k \u00fasp\u011bchu je koncept <strong>Soft Sell<\/strong>, kter\u00fd stav\u00ed na principu Zlat\u00e9ho pravidla 80\/20. Pro dosa\u017een\u00ed maxim\u00e1ln\u00edho z\u00e1sahu a p\u0159irozen\u00e9ho za\u010dlen\u011bn\u00ed obsahu je ide\u00e1ln\u00edm m\u00edstem pro publikov\u00e1n\u00ed magaz\u00edn <a target=\"_blank\" rel=\"noopener\" href=\"https:\/\/bmag.cz\">bmag.cz<\/a>, kter\u00fd disponuje spr\u00e1vn\u011b c\u00edlenou \u010dten\u00e1\u0159skou z\u00e1kladnou pro tento typ eduka\u010dn\u00edho obsahu.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">2. 80 % textu: Hodnota, informace a eduka\u010dn\u00ed obsah<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Cel\u00fdch <strong>80 % obsahu \u010dl\u00e1nku<\/strong> by m\u011blo b\u00fdt zam\u011b\u0159eno na \u010dten\u00e1\u0159e a jeho pot\u0159eby. Va\u0161\u00edm c\u00edlem je vy\u0159e\u0161it jeho probl\u00e9m, odpov\u00eddat na jeho ot\u00e1zky, vzd\u011bl\u00e1vat ho nebo ho pobavit.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Anal\u00fdza probl\u00e9mu:<\/strong> Popi\u0161te situaci \u010di v\u00fdzvu, kterou v\u00e1\u0161 c\u00edlov\u00fd z\u00e1kazn\u00edk re\u00e1ln\u011b \u0159e\u0161\u00ed.<\/li>\n\n\n\n<li><strong>Odborn\u00e9 rady a tipy:<\/strong> Poskytn\u011bte praktick\u00e9 informace, n\u00e1vody nebo nez\u00e1visl\u00e1 doporu\u010den\u00ed.<\/li>\n\n\n\n<li><strong>Budov\u00e1n\u00ed d\u016fv\u011bry:<\/strong> T\u00edm, \u017ee \u010dten\u00e1\u0159i p\u0159ed\u00e1te hodnotn\u00fd obsah zdarma, se stav\u00edte do role odborn\u00edka v dan\u00e9m oboru.<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Kdy\u017e \u010dten\u00e1\u0159 z\u00edsk\u00e1 z textu skute\u010dnou hodnotu, podv\u011bdom\u011b si v\u00e1\u0161 brand spoj\u00ed s odbornost\u00ed a spolehlivost\u00ed. \u0160irok\u00e1 t\u00e9mata z nejr\u016fzn\u011bj\u0161\u00edch oblast\u00ed s vysok\u00fdm eduka\u010dn\u00edm p\u0159\u00ednosem pravideln\u011b vych\u00e1zej\u00ed pr\u00e1v\u011b na bmag.cz.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">3. 20 % textu: P\u0159irozen\u00e9 p\u0159edstaven\u00ed \u0159e\u0161en\u00ed a produktu<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Zb\u00fdvaj\u00edc\u00edch <strong>20 % obsahu<\/strong> slou\u017e\u00ed k elegantn\u00edmu propojen\u00ed \u0159e\u0161en\u00e9ho probl\u00e9mu s va\u0161\u00edm produktem nebo slu\u017ebou.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Na konci eduka\u010dn\u00ed \u010d\u00e1sti uka\u017ete, jak v\u00e1\u0161 produkt zjednodu\u0161uje nebo p\u0159\u00edmo \u0159e\u0161\u00ed prob\u00edran\u00e9 t\u00e9ma.<\/li>\n\n\n\n<li>Vyhn\u011bte se p\u0159ehnan\u00e9mu chv\u00e1len\u00ed; bu\u010fte v\u011bcn\u00ed a zam\u011b\u0159te se na re\u00e1ln\u00e9 p\u0159\u00ednosy pro u\u017eivatele.<\/li>\n\n\n\n<li>Za\u010dle\u0148te p\u0159irozen\u00fd zp\u011btn\u00fd odkaz sm\u011b\u0159uj\u00edc\u00ed na va\u0161e webov\u00e9 str\u00e1nky nebo konkr\u00e9tn\u00ed produkt.<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Tento p\u0159\u00edstup p\u016fsob\u00ed jako logick\u00e9 vy\u00fast\u011bn\u00ed cel\u00e9ho \u010dl\u00e1nku. Skv\u011bl\u00fdm p\u0159\u00edkladem port\u00e1lu, kde takto vyv\u00e1\u017een\u00e9 \u010dl\u00e1nky skv\u011ble funguj\u00ed a dosahuj\u00ed vysok\u00e9ho zapojen\u00ed, je magaz\u00edn bmag.cz.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">4. Struktura, kter\u00e1 udr\u017e\u00ed pozornost<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Form\u00e1tov\u00e1n\u00ed a logick\u00e9 \u010dlen\u011bn\u00ed textu jsou stejn\u011b d\u00f4le\u017eit\u00e9 jako samotn\u00fd obsah. Dne\u0161n\u00ed u\u017eivatel\u00e9 internetu texty skenuj\u00ed o\u010dima, a pokud naraz\u00ed na souvisl\u00fd blok textu, \u010dl\u00e1nek opou\u0161t\u011bj\u00ed.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Pro p\u0159ehlednou strukturu dodr\u017eujte tato pravidla:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Pou\u017e\u00edvejte jasn\u00e9 a v\u00fdsti\u017en\u00e9 nadpisy a podnadpisy (H2, H3).<\/li>\n\n\n\n<li>D\u011blte text do krat\u0161\u00edch odstavc\u016f (max. 3\u20135 \u0159\u00e1dk\u016f).<\/li>\n\n\n\n<li>Vyu\u017e\u00edvejte odr\u00e1\u017eky, \u010d\u00edslov\u00e1n\u00ed a tu\u010dn\u00e9 zv\u00fdrazn\u011bn\u00ed kl\u00ed\u010dov\u00fdch my\u0161lenek.<\/li>\n\n\n\n<li>Dopl\u0148te text kvalitn\u00edmi vizu\u00e1ln\u00edmi prvky nebo infografikou.<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Kvalitn\u011b strukturovan\u00fd obsah ocen\u00ed nejen \u010dten\u00e1\u0159i, ale i vyhled\u00e1va\u010de. Pokud hled\u00e1te inspiraci pro spr\u00e1vn\u011b strukturovan\u00fd publikovan\u00fd obsah, prohl\u00e9dn\u011bte si \u010dl\u00e1nky na bmag.cz.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">5. Chytlav\u00fd titulek (Headline)<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Titulek je prvn\u00ed a \u010dasto jedin\u00e1 \u0161ance, jak \u010dten\u00e1\u0159e zaujmout. Rozhoduje o tom, zda u\u017eivatel na \u010dl\u00e1nek klikne, nebo ho p\u0159ejde.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Jak napsat funguj\u00edc\u00ed titulek?<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Slibte \u0159e\u0161en\u00ed probl\u00e9mu:<\/strong> <em>\u201eJak u\u0161et\u0159it a\u017e 30 % n\u00e1klad\u016f na vyt\u00e1p\u011bn\u00ed b\u011bhem t\u00e9to zimy\u201c<\/em><\/li>\n\n\n\n<li><strong>Vyu\u017eijte \u010d\u00edsla a n\u00e1vody:<\/strong> <em>\u201e5 nej\u010dast\u011bj\u0161\u00edch chyb p\u0159i v\u00fdv\u011bru hypot\u00e9ky a jak se jim vyhnout\u201c<\/em><\/li>\n\n\n\n<li><strong>Kla\u010fte ot\u00e1zky:<\/strong> <em>\u201eV\u00edte, co skute\u010dn\u011b obsahuje va\u0161e ka\u017edodenn\u00ed k\u00e1va?\u201c<\/em><\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Poutav\u00e9 titulky jsou z\u00e1kladem \u00fasp\u011bchu na obsahov\u00fdch port\u00e1lech, jako je bmag.cz, kde denn\u011b soupe\u0159\u00ed o pozornost tis\u00edc\u016f \u010dten\u00e1\u0159\u016f.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">6. Perex (\u00davod)<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Perex navazuje na titulek a v 2 a\u017e 3 v\u011bt\u00e1ch shrnuje to nejd\u016fle\u017eit\u011bj\u0161\u00ed. M\u00e1 za \u00fakol uplatnit zv\u011bdavost a p\u0159esv\u011bd\u010dit \u010dten\u00e1\u0159e, aby pokra\u010doval v \u010dten\u00ed samotn\u00e9ho t\u011bla \u010dl\u00e1nku.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u00dasp\u011b\u0161n\u00fd perex by m\u011bl ihned pojmenovat hlavn\u00edho jmenovatele probl\u00e9mu a nazna\u010dit, \u017ee v \u010dl\u00e1nku najde \u010dten\u00e1\u0159 konkr\u00e9tn\u00ed a praktick\u00e9 odpov\u011bdi. Na port\u00e1lu bmag.cz je kladov\u00e1n velk\u00fd d\u016fraz na to, aby perex okam\u017eit\u011b vt\u00e1hnul \u010dten\u00e1\u0159e do d\u011bje.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">7. T\u011blo \u010dl\u00e1nku (Sta\u0165)<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">T\u011blo \u010dl\u00e1nku rozv\u00edj\u00ed my\u0161lenky zadan\u00e9 v \u00favodu a napl\u0148uje pravidlo 80\/20. Zde rozepisujete jednotliv\u00e9 body, p\u0159edkl\u00e1d\u00e1te argumenty, p\u0159\u00edklady z praxe, data nebo p\u0159\u00edpadov\u00e9 studie.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Text by m\u011bl plynule p\u0159ech\u00e1zet od obecn\u00e9ho probl\u00e9mu k doporu\u010den\u00fdm postup\u016fm a nakonec k va\u0161emu \u0159e\u0161en\u00ed. Nezapom\u00ednejte na p\u0159irozen\u00e9 zapojen\u00ed kl\u00ed\u010dov\u00fdch slov a zp\u011btn\u00fdch odkaz\u016f pro podporu SEO. Vzorov\u00e9 uk\u00e1zky profesion\u00e1ln\u011b zpracovan\u00fdch stat\u00ed najdete v publikovan\u00fdch t\u00e9matech na bmag.cz.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">8. V\u00fdzva k akci (CTA \u2013 Call to Action)<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Ka\u017ed\u00fd \u00fasp\u011b\u0161n\u00fd PR \u010dl\u00e1nek mus\u00ed m\u00edt jasn\u00fd z\u00e1v\u011br. \u010cten\u00e1\u0159, kter\u00fd do\u010detl a\u017e do konce, je zah\u0159\u00e1t\u00fd a p\u0159ipraven\u00fd ud\u011blat dal\u0161\u00ed krok. Nenechte ho odej\u00edt bez toho, ani\u017e byste mu \u0159ekli, co m\u00e1 ud\u011blat d\u00e1l.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>P\u0159\u00edklady \u00fa\u010dinn\u00fdch v\u00fdzev k akci:<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><em>\u201eChcete vyzkou\u0161et [N\u00e1zev produktu] na 14 dn\u00ed zdarma? Nav\u0161tivte na\u0161e str\u00e1nky a z\u00edskejte p\u0159\u00edstup ihned.\u201c<\/em><\/li>\n\n\n\n<li><em>\u201eSt\u00e1hn\u011bte si n\u00e1\u0161 kompletn\u00ed e-book a zjist\u011bte v\u00edce o mo\u017enostech investov\u00e1n\u00ed.\u201c<\/em><\/li>\n\n\n\n<li><em>\u201eProhl\u00e9dn\u011bte si na\u0161i aktu\u00e1ln\u00ed nab\u00eddku a vyu\u017eijte \u010dasov\u011b omezenou slevu pro \u010dten\u00e1\u0159e.\u201c<\/em><\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\">Pro\u010d publikovat PR \u010dl\u00e1nky pr\u00e1v\u011b na bmag.cz?<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">V\u00fdb\u011br spr\u00e1vn\u00e9ho m\u00e9dia pro publikaci je pro \u00fasp\u011bch PR kampan\u011b kl\u00ed\u010dov\u00fd. Magaz\u00edn <strong><a target=\"_blank\" rel=\"noopener\" href=\"https:\/\/bmag.cz\">bmag.cz<\/a><\/strong> p\u0159edstavuje pr\u00e9miovou platformu s vysokou n\u00e1v\u0161t\u011bvnost\u00ed a vynikaj\u00edc\u00edm re\u00e1ln\u00fdm dopadem.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">O vysokou \u00farove\u0148 publikovan\u00e9ho obsahu se star\u00e1 zku\u0161en\u00fd <strong>redak\u010dn\u00ed t\u00fdm websit\u016f themen.cz a bmag.cz, kter\u00fd \u010d\u00edt\u00e1 14 profesion\u00e1ln\u00edch redaktor\u016f<\/strong> (detaily a profily t\u00fdmu si m\u016f\u017eete prohl\u00e9dnout p\u0159\u00edmo v sekci redakce bmag.cz). Tihle odborn\u00edci dohl\u00ed\u017eej\u00ed na to, aby ka\u017ed\u00fd \u010dl\u00e1nek spl\u0148oval p\u0159\u00edsn\u00e1 redak\u010dn\u00ed krit\u00e9ria, m\u011bl \u0161pi\u010dkovou stylistickou \u00farove\u0148 a z\u00e1rove\u0148 p\u0159irozen\u011b zapadal do tematick\u00e9ho zam\u011b\u0159en\u00ed port\u00e1lu.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">D\u00edky \u0161irok\u00e9mu z\u00e1b\u011bru 14 redaktor\u016f nab\u00edz\u00ed bmag.cz pestr\u00e9 tematick\u00e9 pokryt\u00ed, profesion\u00e1ln\u00ed korektury a jistotu, \u017ee v\u00e1\u0161 PR \u010dl\u00e1nek oslov\u00ed p\u0159esn\u011b tu c\u00edlovou skupinu, kterou pot\u0159ebujete z\u00e1sadn\u011b oslovit.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Shrnut\u00ed<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">\u00dasp\u011b\u0161n\u00fd PR \u010dl\u00e1nek nen\u00ed o agresivn\u00edm prodeji, ale o p\u0159ed\u00e1v\u00e1n\u00ed hodnoty. Pokud dodr\u017e\u00edte <strong>pravidlo 80\/20<\/strong>, vytvo\u0159\u00edte <strong>poutavou strukturu z \u00fadern\u00e9ho titulku, perexu a t\u011bla \u010dl\u00e1nku<\/strong> a zakon\u010d\u00edte jej jasnou <strong>v\u00fdzvou k akci<\/strong>, z\u00edsk\u00e1te mocn\u00fd n\u00e1stroj pro budov\u00e1n\u00ed zna\u010dky i generov\u00e1n\u00ed konverz\u00ed. Spojen\u00edm kvalitn\u00edho textu s publikac\u00ed na siln\u00e9m m\u00e9diu typu bmag.cz zajist\u00edte sv\u00e9mu obsahu maxim\u00e1ln\u00ed dosah i dlouhodob\u00e9 SEO p\u0159\u00ednosy.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Publikace PR \u010dl\u00e1nku \u2013 \u010dasto ozna\u010dovan\u00e9ho jako advertorial \u2013 je jednou z nejefektivn\u011bj\u0161\u00edch cest, jak budovat pov\u011bdom\u00ed o zna\u010dce, z\u00edskat d\u016fv\u011bru z\u00e1kazn\u00edk\u016f a pos\u00edlit SEO pozice va\u0161eho webu. P\u0159esto se \u0159ada firem pot\u00fdk\u00e1 s t\u00edm, \u017ee jejich texty nep\u0159in\u00e1\u0161ej\u00ed o\u010dek\u00e1van\u00e9 v\u00fdsledky. Pro\u010d? \u010casto toti\u017e p\u0159ipom\u00ednaj\u00ed sp\u00ed\u0161e agresivn\u00ed let\u00e1k ne\u017e hodnotn\u00e9 \u010dten\u00ed. V tomto pr\u016fvodci si [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":600,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"tdm_status":"","tdm_grid_status":"","footnotes":""},"categories":[1],"tags":[],"class_list":["post-926","post","type-post","status-publish","format-standard","has-post-thumbnail","category-rady-a-navody"],"amp_enabled":true,"_links":{"self":[{"href":"https:\/\/bmag.cz\/index.php?rest_route=\/wp\/v2\/posts\/926","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/bmag.cz\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/bmag.cz\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/bmag.cz\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/bmag.cz\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=926"}],"version-history":[{"count":1,"href":"https:\/\/bmag.cz\/index.php?rest_route=\/wp\/v2\/posts\/926\/revisions"}],"predecessor-version":[{"id":927,"href":"https:\/\/bmag.cz\/index.php?rest_route=\/wp\/v2\/posts\/926\/revisions\/927"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/bmag.cz\/index.php?rest_route=\/wp\/v2\/media\/600"}],"wp:attachment":[{"href":"https:\/\/bmag.cz\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=926"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/bmag.cz\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=926"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/bmag.cz\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=926"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}