{"id":9387,"date":"2020-02-17T12:35:09","date_gmt":"2020-02-17T12:35:09","guid":{"rendered":"https:\/\/lui.si\/?p=9387"},"modified":"2024-12-11T12:37:41","modified_gmt":"2024-12-11T12:37:41","slug":"razvoj-blagovne-znamke-in-pomen-vsebinskega-marketinga","status":"publish","type":"post","link":"https:\/\/lui.si\/en\/dogodki\/razvoj-blagovne-znamke-in-pomen-vsebinskega-marketinga\/","title":{"rendered":"Razvoj blagovne znamke in pomen vsebinskega marketinga"},"content":{"rendered":"<div data-elementor-type=\"wp-post\" data-elementor-id=\"9387\" class=\"elementor elementor-9387\" data-elementor-settings=\"{&quot;ha_cmc_init_switcher&quot;:&quot;no&quot;}\" data-elementor-post-type=\"post\">\n\t\t\t\t<div class=\"elementor-element elementor-element-22cde3e2 e-flex e-con-boxed e-con e-parent\" data-id=\"22cde3e2\" data-element_type=\"container\" data-settings=\"{&quot;_ha_eqh_enable&quot;:false}\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-5ef75a4e elementor-widget elementor-widget-text-editor\" data-id=\"5ef75a4e\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p style=\"text-align: center;\">Dogodek sofinancirata Republika Slovenija in Evropska unija iz Evropskega sklada za regionalni razvoj. Operacija se izvaja v okviru \u00bbOperativnega programa za izvajanje Evropske kohezijske politike v obdobju 2014 \u2013 2020\u00ab, prednostne osi: \u00bb3 Dinami\u010dno in konkuren\u010dno podjetni\u0161tvo za zeleno gospodarsko rast\u00ab.<br \/><a href=\"http:\/\/www.eu-skladi.si\/\" target=\"_blank\" rel=\"noopener\">www.eu-skladi.si<\/a><\/p><p>\u00a0<\/p><p>Marketing oz. tr\u017eenje sta veliko ve\u010d od ogla\u0161evanja in privla\u010dnih vsebin, ki nas dnevno nagovarjajo k nakupu.\u00a0\u0160e posebej pri novih poslovnih izzivih lahko vsebinski marketing blagovni znamki ali podjetju prinese pomembno dodano vrednost in jo izstreli iz povpre\u010dja.\u00a0Kako torej\u00a0<strong>za\u010deti in nadgraditi komunikacijo blagovne znamke, produkta ali storitve? Koga sploh nagovarjamo in kaj \u017eelimo dose\u010di? Kako &#8220;zapakirati&#8221; na\u0161o podjetni\u0161ko zgodbo na na\u010din, ki bo koristen za potencialne stranke in zaradi katerega nam bodo bolj zaupali?<\/strong><\/p><p>V poplavi vsakodnevnih informacij danes potro\u0161nike prepri\u010da le dodana vrednost, ki jo dobijo. In pri tem lahko odlo\u010dilno vlogo igra\u00a0<strong>vsebinski marketing<\/strong>. Glede na nakupne persone, tr\u017ene kanale in namen komunikacije v marketin\u0161kem lijaku bomo spoznali najbolj primerne tipe vsebin, ki lahko prina\u0161ajo ve\u010djo vrednost blagovni znamki na dalj\u0161i rok.<\/p><h4>Na delavnici bomo obravnavali:<\/h4><p>&#8211; Proces kreiranja in definiranja nakupnih person kot enega od predpogojev kreiranja strategije vsebinskega marketinga<br \/>&#8211; Osnove vsebinskega marketinga<br \/>&#8211; Vrste marketin\u0161kih vsebin in tr\u017enih kanalov<br \/>&#8211; Ustvarjanje dodane vrednosti za va\u0161o blagovno znamko oz. podjetni\u0161ko zgodbo<\/p><p>\u00a0<\/p><p>Izvajalki dogodka:<\/p><p>Vanja \u010cas, Pippa Consulting<\/p><p><img decoding=\"async\" src=\"https:\/\/lh4.googleusercontent.com\/dAHfc5kJvcT-CiAQZKfbdP_TQZ837rDE4MYQ45Oq6WkgmOsLT-ezyfr4ZJ_p0oWia5Mo66l7cCY0O56d2_GSu9HoNbhnwGkoG3ZfZ2w0AW56g3bUQWFcs1Cuwsqo6Ql2AuCqAG59\" alt=\"\" width=\"128\" height=\"113\" \/><\/p><p>Vanja je delala 7 let na ogla\u0161evalski agenciji Pristop kot medijski strateg, kjer skrbela za naro\u010dnike kot so Zavarovalnica Triglav, Nova KBM, Mlekarne Celeia, \u017dito in kasneje Podravka, Lu\u0161t, itd. Po delu na Pristopu se je odlo\u010dila za samostojno podjetni\u0161ko pot in ustanovila svojo agencijo Pippa consulting, ki skrbi za kreiranje celostnih strategij blagovnih znamk. Najraje pa pomaga mladim podjetnikom pri doseganju njihovih ciljev tako na poslovnem kot na osebnem podro\u010dju, tudi v sklopu mentoriranja inkubirancev na LUI.<\/p><p>\u00a0<\/p><p>Lenka Tu\u0161ar, Ardeid<\/p><p><img decoding=\"async\" src=\"https:\/\/lh4.googleusercontent.com\/t6PY4ybyO__OqM95Wj1b4PCdtRzSPHH1PcWuYOYeMm3jmQWOhfg5u7tVR5p1gOFc7mCix0PFNkvup6ocNHSwBULqV1PjA9IIJHV8d6uN7rRGHUUM8HoATiDHXQlPaLp6aTi-mZqg\" alt=\"\" width=\"128\" height=\"128\" \/><\/p><p>Na podro\u010dju vsebinskega marketinga Lenka sodeluje z razli\u010dnimi podjetji med Evropo, ZDA in Kitajsko, ki zastopajo podro\u010dja od najnaprednej\u0161ih IKT re\u0161itev do vsakdanjih storitev in potro\u0161ni\u0161kih produktov. V \u0161irokem spektru od poglobljenih blog objav, tehni\u010dne dokumentacije, prodajnih vsebin, \u010dlankov v tiskanih in spletnih medijih, vsebin za spletne strani idr. je ustvarila \u017ee prek 300 enot marketin\u0161kih vsebin. Na podlagi jezikoslovne in kulturolo\u0161ke izobrazbe v kombinaciji z izku\u0161njami dela v tujini je v osnovi njenega dela na podro\u010dju vsebinskega marketinga razumevanje razli\u010dnih tipov nagovarjanega ob\u010dinstva in ustrezno prilagajanje tr\u017enih vsebin.<\/p><p>\u00a0<\/p><p style=\"text-align: center;\"><strong>Predavanje je namenjeno:<\/strong>\u00a0inovativnim posameznikom, podjetnikom in tistim, ki na\u010drtujete podjetje ali preverjate tr\u017eni potencial (svoje) ideje.<\/p><p style=\"text-align: center;\"><strong>KDAJ: \u010detrtek<\/strong><strong>, 27. februar, od 13.00 do 16.00 ure<\/strong><\/p><p style=\"text-align: center;\"><strong>KJE:\u00a0<a href=\"http:\/\/lui.si\/en\/lokacija\/\" target=\"_blank\" rel=\"noopener\">Ljubljanski univerzitetni inkubator<\/a><\/strong><\/p><p style=\"text-align: center;\">Delavnica je brezpla\u010dna! Pohitite s prijavo, \u0161tevilo mest je omejeno.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-82e9193 e-flex e-con-boxed e-con e-parent\" data-id=\"82e9193\" data-element_type=\"container\" data-settings=\"{&quot;_ha_eqh_enable&quot;:false}\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-a56eb28 elementor-align-center elementor-widget elementor-widget-button\" data-id=\"a56eb28\" data-element_type=\"widget\" data-widget_type=\"button.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-button-wrapper\">\n\t\t\t\t\t<a class=\"elementor-button elementor-button-link elementor-size-sm\" href=\"https:\/\/docs.google.com\/forms\/d\/e\/1FAIpQLSf7Wd9n70kO5RBC5ScI3FQSMOvYjGc3St2V1Cx4mJgsXZdI5A\/viewform?usp=send_form\">\n\t\t\t\t\t\t<span class=\"elementor-button-content-wrapper\">\n\t\t\t\t\t\t<span class=\"elementor-button-icon\">\n\t\t\t\t<svg aria-hidden=\"true\" class=\"e-font-icon-svg e-fas-circle\" viewbox=\"0 0 512 512\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M256 8C119 8 8 119 8 256s111 248 248 248 248-111 248-248S393 8 256 8z\"><\/path><\/svg>\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t<span class=\"elementor-button-text\">PRIJAVI SE ZDAJ!<\/span>\n\t\t\t\t\t<\/span>\n\t\t\t\t\t<\/a>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-94a4d8f e-flex e-con-boxed e-con e-parent\" data-id=\"94a4d8f\" data-element_type=\"container\" data-settings=\"{&quot;_ha_eqh_enable&quot;:false}\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-b5acb18 elementor-widget elementor-widget-text-editor\" data-id=\"b5acb18\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p style=\"text-align: center;\">\u00a0<\/p><h5 style=\"text-align: center;\"><strong>Se vidimo na LUI-ju!<\/strong><\/h5>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>","protected":false},"excerpt":{"rendered":"<p>Marketing oz. tr\u017eenje sta veliko ve\u010d od ogla\u0161evanja in privla\u010dnih vsebin, ki nas dnevno nagovarjajo k nakupu. \u0160e posebej pri novih poslovnih izzivih lahko vsebinski marketing blagovni znamki ali podjetju prinese pomembno dodano vrednost in jo izstreli iz povpre\u010dja. Kako torej za\u010deti in nadgraditi komunikacijo blagovne znamke, produkta ali storitve? Koga sploh nagovarjamo in kaj \u017eelimo dose\u010di? Kako &#8220;zapakirati&#8221; na\u0161o podjetni\u0161ko zgodbo na na\u010din, ki bo koristen za potencialne stranke in zaradi katerega nam bodo bolj zaupali?<\/p>","protected":false},"author":4,"featured_media":9388,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"site-sidebar-layout":"default","site-content-layout":"","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":"","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":"set","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"var(--ast-global-color-4)","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":[27],"tags":[],"class_list":["post-9387","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-dogodki"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v24.0 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Razvoj blagovne znamke in pomen vsebinskega marketinga - LUI<\/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:\/\/lui.si\/en\/dogodki\/razvoj-blagovne-znamke-in-pomen-vsebinskega-marketinga\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Razvoj blagovne znamke in pomen vsebinskega marketinga - LUI\" \/>\n<meta property=\"og:description\" content=\"Marketing oz. tr\u017eenje sta veliko ve\u010d od ogla\u0161evanja in privla\u010dnih vsebin, ki nas dnevno nagovarjajo k nakupu. \u0160e posebej pri novih poslovnih izzivih lahko vsebinski marketing blagovni znamki ali podjetju prinese pomembno dodano vrednost in jo izstreli iz povpre\u010dja. Kako torej za\u010deti in nadgraditi komunikacijo blagovne znamke, produkta ali storitve? Koga sploh nagovarjamo in kaj \u017eelimo dose\u010di? Kako &quot;zapakirati&quot; na\u0161o podjetni\u0161ko zgodbo na na\u010din, ki bo koristen za potencialne stranke in zaradi katerega nam bodo bolj zaupali?\" \/>\n<meta property=\"og:url\" content=\"https:\/\/lui.si\/en\/dogodki\/razvoj-blagovne-znamke-in-pomen-vsebinskega-marketinga\/\" \/>\n<meta property=\"og:site_name\" content=\"LUI\" \/>\n<meta property=\"article:published_time\" content=\"2020-02-17T12:35:09+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2024-12-11T12:37:41+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/lui.si\/wp-content\/uploads\/2024\/12\/Branding_1.png\" \/>\n\t<meta property=\"og:image:width\" content=\"940\" \/>\n\t<meta property=\"og:image:height\" content=\"788\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"Lui\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Lui\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"3 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/lui.si\/dogodki\/razvoj-blagovne-znamke-in-pomen-vsebinskega-marketinga\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/lui.si\/dogodki\/razvoj-blagovne-znamke-in-pomen-vsebinskega-marketinga\/\"},\"author\":{\"name\":\"Lui\",\"@id\":\"https:\/\/lui.si\/#\/schema\/person\/db709e9f4661816cdc63ce5d44831e1e\"},\"headline\":\"Razvoj blagovne znamke in pomen vsebinskega marketinga\",\"datePublished\":\"2020-02-17T12:35:09+00:00\",\"dateModified\":\"2024-12-11T12:37:41+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/lui.si\/dogodki\/razvoj-blagovne-znamke-in-pomen-vsebinskega-marketinga\/\"},\"wordCount\":482,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\/\/lui.si\/#organization\"},\"image\":{\"@id\":\"https:\/\/lui.si\/dogodki\/razvoj-blagovne-znamke-in-pomen-vsebinskega-marketinga\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/lui.si\/wp-content\/uploads\/2024\/12\/Branding_1.png\",\"articleSection\":[\"Dogodki\"],\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\/\/lui.si\/dogodki\/razvoj-blagovne-znamke-in-pomen-vsebinskega-marketinga\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/lui.si\/dogodki\/razvoj-blagovne-znamke-in-pomen-vsebinskega-marketinga\/\",\"url\":\"https:\/\/lui.si\/dogodki\/razvoj-blagovne-znamke-in-pomen-vsebinskega-marketinga\/\",\"name\":\"Razvoj blagovne znamke in pomen vsebinskega marketinga - 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