{"id":10340,"date":"2021-12-08T13:22:17","date_gmt":"2021-12-08T12:22:17","guid":{"rendered":"https:\/\/journalift.org\/?p=10340"},"modified":"2022-02-06T19:04:11","modified_gmt":"2022-02-06T18:04:11","slug":"moc-longtail-sadrzaja-kako-od-toga-imaju-koristi-balkanske-medijske-kuce","status":"publish","type":"post","link":"https:\/\/journalift.org\/bhsc\/moc-longtail-sadrzaja-kako-od-toga-imaju-koristi-balkanske-medijske-kuce\/","title":{"rendered":"Mo\u0107 longtail sadr\u017eaja: Kako od toga imaju koristi balkanske medijske ku\u0107e"},"content":{"rendered":"\n<p>Na zasi\u0107enom medijskom tr\u017ei\u0161tu, medijske ku\u0107e moraju da se takmi\u010de za pa\u017enju publike. Dok obavljaju svoje svakodnevne aktivnosti, urednici\/ce i novinari\/ke \u010desto su usmjereni na stvaranje novih pri\u010da, baziraju\u0107i svoje strategije na njihovoj koli\u010dini. Me\u0111utim, stvaranje ve\u0107e koli\u010dine sadr\u017eaja nije odgovor na pad procenta anga\u017emana publike. <\/p>\n\n<figure class=\"wp-block-pullquote\"><blockquote><p>Poku\u0161aj da se privu\u010de pa\u017enja publike ve\u0107om koli\u010dinom sadr\u017eaja nije uvijek dobra strategija, jer mo\u017ee dovesti novinske redakcije do hiperprodukcije sadr\u017eaja koji nema odjeka me\u0111u publikom.&#13;\n<\/p><\/blockquote><\/figure>\n\n<p><span style=\"font-weight: 400;\">U borbi da do\u0111u do ve\u0107e publike, medijske ku\u0107e \u010desto previde mo\u0107 tzv. evergreen sadr\u017eaja. <\/span><span style=\"font-weight: 400;\"><strong>Evergreen sadr\u017eaj je vrsta sadr\u017eaja koji je uvijek svje\u017e i relevantan bez obzira na datum objavljivanja<\/strong>.<\/span><span style=\"font-weight: 400;\"> Ovaj sadr\u017eaj obi\u010dno nije povezan sa nedavnim doga\u0111ajima ili vijestima, bavi se bezvremenim temama i jednostavno re\u010deno &#8211; nema rok trajanja.<\/span><\/p>\n\n<p><span style=\"font-weight: 400;\">Mi u <\/span><a href=\"https:\/\/smartocto.com\/\"><span style=\"font-weight: 400;\">smartocto<\/span><\/a><span style=\"font-weight: 400;\"> identificiramo ovu vrstu sadr\u017eaja kao longtail, \u0161to predstavlja \u010dlanke koji generiraju promet i tri dana nakon objavljivanja. Postoje dvije vrste longtail sadr\u017eaja:<\/span><\/p>\n\n<ul class=\"wp-block-list\"><li><strong>Preporo\u0111eni \u010dlanci su stariji \u010dlanci koji su odjednom ponovo po\u010deli generirati vanjski saobra\u0107aj<\/strong><span style=\"font-weight: 400;\">. To mo\u017ee biti \u010dlanak koji je povezan sa godi\u0161njim dobima ili nekom temom koja je opet interesantna, na primjer, recepti za obrok u vrijeme praznika ili savjeti koje trebate znati kada postavljate zimske gume.<\/span><\/li><li><strong>Evergreen \u010dlanci su longtail \u010dlanci koji su postali popularniji od bilo \u010dega objavljenog u proteklih 30 dana<\/strong><span style=\"font-weight: 400;\"><strong> &#8211; evergreen sadr\u017eaja koji se stalno konzumira<\/strong>. <\/span><i><span style=\"font-weight: 400;\">Prema <\/span><\/i><i><span style=\"font-weight: 400;\">na\u0161im <\/span><\/i><i><span style=\"font-weight: 400;\">\u00a0<\/span><\/i><a href=\"https:\/\/smartocto.com\/blog\/content-overkill-or-power-long-tail-articles\/\"><i><span style=\"font-weight: 400;\">nalazima,<\/span><\/i><\/a> <i><span style=\"font-weight: 400;\">evergreen sadr\u017eaj generira vi\u0161e stope anga\u017emana od bilo koje druge vrste <\/span><\/i><i><span style=\"font-weight: 400;\">sadr\u017eaja. To ohrabruje <\/span><\/i><i><span style=\"font-weight: 400;\">publiku<\/span><\/i><i><span style=\"font-weight: 400;\"> da se <\/span><\/i><i><span style=\"font-weight: 400;\">pove\u017ee (i<\/span><\/i><i><span style=\"font-weight: 400;\"> ponovo pove\u017ee) sa brendovima, pregleda vi\u0161e stranica, pro\u010dita jo\u0161 \u010dlanaka i provede dodatno vreme na sajtu izdava\u010da.<\/span><\/i><\/li><\/ul>\n\n<figure class=\"wp-block-pullquote\"><blockquote><p>Za stvaranje anga\u017eirane i odane publike, novinske redakcije bi se trebale usredoto\u010diti na sadr\u017eaj koji je u skladu sa interesima \u010ditatelja\/ki. Zato monitoring \u010ditanosti longtail \u010dlanaka mo\u017ee pomo\u0107i u razumijevanju potreba publike, pronala\u017eenju mogu\u0107nosti u stvaranju prate\u0107ih pri\u010da, ili stvaranju sadr\u017eaja za koje je manje vjerojatno da \u0107e brzo postati nerelevantni.&#13;\n<\/p><\/blockquote><\/figure>\n\n<p>Sadr\u017eaj koji je interesantan \u010ditaocima\/teljkama vi\u0161e od dva dana mo\u017ee biti jako koristan bilo kojoj novinskoj redakciji, posebno u smislu uspostavljanja anga\u017eirane i odane publike. Ove pri\u010de mogu zahtijevati vi\u0161e posla pa je pitanje &#8211; ho\u0107e li one stvarno biti korisne na duge staze? &#13;\n<\/p>\n\n<p><span style=\"font-weight: 400;\">Pa, trud ne le\u017ei toliko u stvaranju sadr\u017eaja, koliko u razumijevanju \u010ditateljstva. Ako to uradite kako treba, sigurno \u0107ete polu\u010diti uspjeh. Identificiranje onoga \u0161to je rezoniralo kod publike, i onoga \u0161to je zaslu\u017eno za njenu lojalnost, je klju\u010d. Dakle, pretpostavljam da se mo\u017ee re\u0107i da to zaista ima efekta, pogotovo kada razmi\u0161ljate o longtail sadr\u017eaju u smislu kreiranja lojalnosti (a znamo da <\/span><a href=\"https:\/\/smartocto.com\/blog\/data-study-true-value-loyal-readers\/\"><span style=\"font-weight: 400;\">lojalni \u010ditaoci\/teljke konzumiraju pet puta vi\u0161e sadr\u017eaja od &#8216;povremenih \u010ditatelja\/ki&#8217;<\/span><\/a><span style=\"font-weight: 400;\">).<\/span><\/p>\n\n<h2 class=\"wp-block-heading\">\u0160ta mo\u017eemo nau\u010diti iz podataka<\/h2>\n\n<p>Da bismo otkrili gdje le\u017ei tajna ovog longtail sadr\u017eaja, analizirali smo sadr\u017eaje iz 20 medijskih ku\u0107a u okviru projekta Media for All, pokrivaju\u0107i pri\u010de iz \u0161est zemalja zapadnog Balkana. &#13;\n<\/p>\n\n<p>Pregledali smo performance sadr\u017eaja objavljenih u prethodnih \u0161est mjeseci, a u tom smo periodu primijetili da se mediji iz nekih zemalja kao \u0161to je Bosna i Hercegovina posebno isti\u010du u odnosu na ukupno pro\u010ditane sadr\u017eaje (broj \u010dlanaka \u010dita koji dolaze iz longtail sadr\u017eaja) i to u odnosu na ukupno \u010ditanje. &#13;\n<\/p>\n\n<figure class=\"wp-block-image size-large\"><img fetchpriority=\"high\" decoding=\"async\" width=\"1024\" height=\"506\" src=\"https:\/\/journalift.org\/wp-content\/uploads\/2021\/12\/Table-1-BCSM-1024x506.png\" alt=\"\" class=\"wp-image-10324\" srcset=\"https:\/\/journalift.org\/wp-content\/uploads\/2021\/12\/Table-1-BCSM-1024x506.png 1024w, https:\/\/journalift.org\/wp-content\/uploads\/2021\/12\/Table-1-BCSM-300x148.png 300w, https:\/\/journalift.org\/wp-content\/uploads\/2021\/12\/Table-1-BCSM-768x379.png 768w, https:\/\/journalift.org\/wp-content\/uploads\/2021\/12\/Table-1-BCSM.png 1280w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" width=\"1024\" height=\"588\" src=\"https:\/\/journalift.org\/wp-content\/uploads\/2021\/12\/Total-reads-Map-BCSM-1024x588.png\" alt=\"\" class=\"wp-image-10328\" srcset=\"https:\/\/journalift.org\/wp-content\/uploads\/2021\/12\/Total-reads-Map-BCSM-1024x588.png 1024w, https:\/\/journalift.org\/wp-content\/uploads\/2021\/12\/Total-reads-Map-BCSM-300x172.png 300w, https:\/\/journalift.org\/wp-content\/uploads\/2021\/12\/Total-reads-Map-BCSM-768x441.png 768w, https:\/\/journalift.org\/wp-content\/uploads\/2021\/12\/Total-reads-Map-BCSM.png 1281w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n<p><span style=\"font-weight: 400;\"><strong>Ta\u010dnije, 43% svih \u010ditanja, kada se posmatraju tri bh. medija (capital.ba, etrafika.ba i tacno.net), dolaze iz longtail sadr\u017eaja<\/strong>.<\/span><span style=\"font-weight: 400;\"> Ovi mediji su stvorili sadr\u017eaj koji ne samo da \u017eivi du\u017ee nego i anga\u017euje publiku du\u017ei vremenski period.<\/span><\/p>\n\n<p><strong>Mediji iz Srbije (novaekonomija.rs, infovranjske.rs i maglocistac.rs) generi\u0161u 29% svog saobra\u0107aja kroz longtail \u010dlanke.<\/strong><\/p>\n\n<p>Dublje ih analiziraju\u0107i, otkrili smo da za neke zemlje specifi\u010dne rubrike generiraju 100% longtail \u010dlanaka. \u0160to zna\u010di da je sav sadr\u017eaj stvoren unutar tih rubrika longtail sadr\u017eaj. Zato predstavljaju klju\u010dne elemente u razumijevanju gdje je potencijal za stvaranje evergreen sadr\u017eaja. &#13;\n<\/p>\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" width=\"1024\" height=\"946\" src=\"https:\/\/journalift.org\/wp-content\/uploads\/2021\/12\/Table-2-BCSM-1024x946.png\" alt=\"\" class=\"wp-image-10332\" srcset=\"https:\/\/journalift.org\/wp-content\/uploads\/2021\/12\/Table-2-BCSM-1024x946.png 1024w, https:\/\/journalift.org\/wp-content\/uploads\/2021\/12\/Table-2-BCSM-300x277.png 300w, https:\/\/journalift.org\/wp-content\/uploads\/2021\/12\/Table-2-BCSM-768x709.png 768w, https:\/\/journalift.org\/wp-content\/uploads\/2021\/12\/Table-2-BCSM.png 1280w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n<p><span style=\"font-weight: 400;\">Generalno govore\u0107i, <strong>kolumne, tekstovi mi\u0161ljenja, feljtoni, tekstovi o stilu \u017eivota, tehnologiji i ekolo\u0161ke pri\u010de su te koje generiraju saobra\u0107aj dugo nakon njihovog datuma objavljivanja<\/strong>.<\/span><\/p>\n\n<h2 class=\"wp-block-heading\">Zaklju\u010dci<\/h2>\n\n<p>U doba brzog sadr\u017eaja, longtail sadr\u017eaj je dobar na\u010din da se pove\u017eete sa va\u0161om publikom i izgradite lojalnost. To su teme koje nisu osjetljive na vrijeme ve\u0107 su posebno usmjerene prema publici i njihovim interesima, pa im i dalje privla\u010de pa\u017enju dugo nakon objavljivanja. One zahtijevaju malo vi\u0161e ulo\u017eenog truda, ali to \u0107e biti nagra\u0111eno odano\u0161\u0107u \u010ditaoca\/teljki i kontinuiranim prometom. Dakle, da ponovimo &#8211; rekli bismo da je vrijedno truda! &#13;\n<\/p>\n\n<p><strong>Svakako upotrijebite svoje podatke i uzmite u obzir metriku pona\u0161anja kada planirate svoje longtail tekstove; obratite pozornost na reakciju na va\u0161 sadr\u017eaj. Zatim se pozabavite time:<\/strong><\/p>\n\n<ul class=\"wp-block-list\"><li>Koje su teme popularne me\u0111u va\u0161im \u010ditaocima? Poku\u0161ajte pri\u0107i ovim temama na novi, inovativan na\u010din da dosegnete njihove interese. &#13;\n<\/li><li>Ksd shvatite \u0161ta va\u0161a publika tra\u017ei, stvaranje sadr\u017eaja koji im se svi\u0111a \u0107e ih stalno vra\u0107ati po jo\u0161. Longtail sadr\u017eaji kreiraju odanost.  &#13;\n<\/li><\/ul>\n\n<h2 class=\"wp-block-heading\">Smartocto webinar<\/h2>\n\n<p>Longtail je o\u010dito tema od interesa za mnoge redakcije jer im poma\u017ee izgraditi odanu publiku i posti\u0107i ve\u0107i utjecaj bez ulaganja dodatnih resursa u proizvodnju sadr\u017eaja. &#13;\n<\/p>\n\n<p><span style=\"font-weight: 400;\">Da biste do\u0161li do dodatnih uvida u analizu performansi longtail \u010dlanaka, kao i znanja od jedne od najuspje\u0161nijih novinskih stru\u010dnjakinja i stru\u010dnjakinja za analizu podataka, pridru\u017eite nam se na <a href=\"https:\/\/journalift.org\/resources\/the-power-of-longtail-articles\/\">Journalift webinaru <\/a><\/span><i><span style=\"font-weight: 400;\">Mo\u0107 longtail sadr\u017eaja.<\/span><\/i><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Na zasi\u0107enom medijskom tr\u017ei\u0161tu, medijske ku\u0107e moraju da se takmi\u010de za pa\u017enju publike. Dok obavljaju svoje svakodnevne aktivnosti, urednici\/ce i novinari\/ke \u010desto su usmjereni na stvaranje novih pri\u010da, baziraju\u0107i svoje strategije na njihovoj koli\u010dini. Me\u0111utim, stvaranje ve\u0107e koli\u010dine sadr\u017eaja nije odgovor na pad procenta anga\u017emana publike. Poku\u0161aj da se privu\u010de pa\u017enja publike ve\u0107om koli\u010dinom sadr\u017eaja [&hellip;]<\/p>\n","protected":false},"author":51,"featured_media":10336,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"site-sidebar-layout":"default","site-content-layout":"default","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"default","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"footnotes":""},"categories":[30,62],"tags":[937,935,939,936,938],"class_list":["post-10340","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-menadzment-i-organizacija","category-tradicionalni-mediji","tag-evergreen-clanci","tag-longtail-sadrzaj","tag-moc-longtail-sadrzaja","tag-preporodeni-clanci","tag-vebinar","ciTrackContent"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Mo\u0107 longtail sadr\u017eaja: Kako od toga imaju koristi balkanske medijske ku\u0107e - Journalift<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/journalift.org\/bhsc\/moc-longtail-sadrzaja-kako-od-toga-imaju-koristi-balkanske-medijske-kuce\/\" \/>\n<meta property=\"og:locale\" content=\"bs_BA\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Mo\u0107 longtail sadr\u017eaja: Kako od toga imaju koristi balkanske medijske ku\u0107e - Journalift\" \/>\n<meta property=\"og:description\" content=\"Na zasi\u0107enom medijskom tr\u017ei\u0161tu, medijske ku\u0107e moraju da se takmi\u010de za pa\u017enju publike. 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