Obsahový marketing

Obsahový marketing by Tomáš Procházka and Josef Řezníček is a practical guide for companies, entrepreneurs, and website managers who want to approach content systematically rather than publish at random. The authors explain content strategy, working with personas, choosing a tone of voice, storytelling, team organization, promoting different formats, and measuring results. The aim is to create content that is useful to visitors while supporting a website's long-term marketing goals.

The book guides readers from the basic principles of content marketing through planning, creation, distribution, and evaluation. It shows how a company can establish itself as a respected source of information in its field, define personas and an appropriate communication style, and build stronger relationships with its audience through stories. Particular attention is given to organizing a content team and tools that facilitate content creation and coordination. Readers also explore promoting articles, videos, electronic publications, and other formats, setting goals, and measuring results. The book connects content marketing with SEO, copywriting, and the broader field of online marketing.

A strong thread in the explanation is how decisions build on one another: understanding the audience shapes topic selection, presentation, and distribution. Measuring results then makes it possible to assess content against its original goal. Readers can move from a specific article or video back to the broader purpose of communication and consider whether the team's work forms a coherent and sustainable whole.

Book themes
Content strategy: The authors explain how to move from irregular publishing to systematic content planning.
Personas and communication: The book shows how to define a target audience and adapt the tone of communication accordingly.
Storytelling: It presents storytelling as a tool for building a relationship between a brand and its audience.
The content team: The book addresses assigning tasks and organizing the people involved in content creation.
Content promotion: Readers gain an overview of ways to distribute and promote different content formats.
Measuring results: The authors explain the importance of setting goals, measuring results, and evaluating the success of content activities.

Who the book is for
Website owners, entrepreneurs, marketing professionals, managers, and others responsible for online content and attracting visitors or customers.

Edition context
A Czech professional guide to content marketing published by Computer Press in 2014. A bibliographic catalog lists it as a first edition with ISBN 978-80-251-4152-6 and 224 pages.