{"id":32842,"date":"2019-05-07T10:04:57","date_gmt":"2019-05-07T07:04:57","guid":{"rendered":"https:\/\/thedigitalmarker.com\/?p=32842"},"modified":"2025-07-04T14:21:07","modified_gmt":"2025-07-04T11:21:07","slug":"pazarlama-ve-halkla-iliskilerde-icerik-ortusmesi","status":"publish","type":"post","link":"https:\/\/blog.markergroupe.com\/tr\/pazarlama-ve-halkla-iliskilerde-icerik-ortusmesi\/","title":{"rendered":"Pazarlama ve Halkla \u0130li\u015fkilerde \u0130\u00e7erik \u00d6rt\u00fc\u015fmesi"},"content":{"rendered":"<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_78 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">\u0130\u00e7indekiler<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/blog.markergroupe.com\/tr\/pazarlama-ve-halkla-iliskilerde-icerik-ortusmesi\/#Ucretli_Medya_Paid_Media\" >\u00dccretli Medya (Paid Media)<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/blog.markergroupe.com\/tr\/pazarlama-ve-halkla-iliskilerde-icerik-ortusmesi\/#Kazanilmis_Medya_Earned_Media\" >Kazan\u0131lm\u0131\u015f Medya (Earned Media)<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/blog.markergroupe.com\/tr\/pazarlama-ve-halkla-iliskilerde-icerik-ortusmesi\/#Paylasilan_Medya_Shared_Media\" >Payla\u015f\u0131lan Medya (Shared Media)<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/blog.markergroupe.com\/tr\/pazarlama-ve-halkla-iliskilerde-icerik-ortusmesi\/#Sahipli_Medya_Owned_Media\" >Sahipli Medya (Owned Media)<\/a><\/li><\/ul><\/nav><\/div>\n<p><em><span style=\"color: #000000;\"><strong>Pazarlama ve Halkla \u0130li\u015fkiler<\/strong> <strong>sosyal sat\u0131\u015flar\u0131 reklamlarla y\u00fckselten sat\u0131\u015flar\u0131 birer f\u0131rsata d\u00f6n\u00fc\u015ft\u00fcren \u00f6nemli bir organizasyonun par\u00e7as\u0131d\u0131r. Her bir pazar organizasyonunun say\u0131s\u0131z kanallar ile \u00e7al\u0131\u015fmas\u0131 b\u00fcy\u00fck ba\u015far\u0131d\u0131r. Fakat farkl\u0131 kanallar ve f\u0131rsatlar farkl\u0131 yetenekleri ve t\u00fcm i\u00e7erikleri ile birlikte devasa tak\u0131m elemanlar\u0131 gerektirir. Bu en iyi ihtimalle kar\u0131\u015f\u0131kl\u0131k veya en k\u00f6t\u00fc ihtimalle ise \u00fcreticili\u011fi olmayan bir yoldur.<\/strong><\/span><\/em><\/p>\n<p>Hadi \u015fimdi bilgi grafi\u011fi gibi basit bir \u0131nfographic \u00f6rne\u011fi ele alal\u0131m, bilgileri ve g\u00fczel tasar\u0131m\u0131yla etkilendi\u011finizi d\u00fc\u015f\u00fcn\u00fcn. Ya sonra? B\u00fcy\u00fck ihtimalle g\u00f6nderme kanal\u0131 olarak 10 farkl\u0131 yol bulacaks\u0131n\u0131z. Bilgi grafi\u011fini haz\u0131rlayan i\u00e7erik pazarlay\u0131c\u0131s\u0131 hedef sosyal medya trafi\u011finin In ve outlar\u0131n\u0131 bilmeyebilir. Sosyal medya y\u00f6neticiniz bilgi grafi\u011fine e-mail firma linkini eklemenin belli ba\u015fl\u0131klar\u0131 beslemede kritik \u00f6nem arz etti\u011fini bilmeyebilir ve siz medya kontaklar\u0131 aras\u0131nda olman\u0131n en iyi bloggerlar taraf\u0131ndan repost edilebilece\u011fini d\u00fc\u015f\u00fcnebilirsiniz. Fakat siz Halkla \u0130li\u015fkiler tak\u0131m\u0131 kadar ba\u015far\u0131l\u0131 olamazs\u0131n\u0131z. \u0130\u015fte bundan dolay\u0131d\u0131r ki Pazarlama ve Sat\u0131\u015f departmanlar\u0131n\u0131z Hakla \u0130li\u015fkilersiz d\u00fc\u015f\u00fcn\u00fclemez.<\/p>\n<p>Pazarlama ve Hakla \u0130li\u015fkiler i\u00e7erik \u00f6rt\u00fc\u015fmesini PESO Medya modeliyle \u00e7al\u0131\u015fabiliriz.<\/p>\n<p><strong><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-32882 aligncenter\" src=\"https:\/\/blog.markergroupe.com\/wp-content\/uploads\/2019\/04\/pazarlamavehalklailiskiler_digitalmarker.jpg\" alt=\"\" width=\"300\" height=\"200\" title=\"\"><\/strong><\/p>\n<h4><span class=\"ez-toc-section\" id=\"Ucretli_Medya_Paid_Media\"><\/span><span style=\"color: #ffcc00;\"><strong>\u00dccretli Medya (Paid Media)<\/strong><\/span><span class=\"ez-toc-section-end\"><\/span><\/h4>\n<p>\u00dccretli Medya her zaman pazarlaman\u0131n \u00f6n tekerle\u011fini olu\u015fturur peki ya sosyal medya reklamlar\u0131 ve sponsorlu i\u00e7erikler? Ya sendikalar\u0131n i\u00e7erikleri veya Reklamdan etkilenenlerin bloglar\u0131 bu nokta da \u00e7izgilerin belirsizle\u015fti\u011fi bir noktad\u0131r. Ama hala pazar i\u00e7in \u00f6denen \u00fccret bak\u0131m\u0131ndan bir \u00e7ok platforma sahip olma konusunda en iyisi olarak bilinir. E\u011fer PR metninin vermek istedi\u011fi mesaj\u0131 ne zaman sunulmas\u0131 gerekti\u011fi hakk\u0131nda genel bir fikriniz varsa ise bunu hemen uygulamal\u0131s\u0131n\u0131z.<\/p>\n<h4><span class=\"ez-toc-section\" id=\"Kazanilmis_Medya_Earned_Media\"><\/span><span style=\"color: #ffcc00;\"><strong>Kazan\u0131lm\u0131\u015f Medya (Earned Media<\/strong>)<\/span><span class=\"ez-toc-section-end\"><\/span><\/h4>\n<p>Medya ili\u015fkilerinin \u00e7abalar\u0131 b\u00fcy\u00fck \u00f6l\u00e7\u00fcde toplum ili\u015fkileri baz\u0131nda olmal\u0131d\u0131r. Tak\u0131m gerekli tecr\u00fcbe ve ili\u015fkiye sahip olmal\u0131d\u0131r. Pazar da i\u00e7eri\u011fin nas\u0131l daha fazla kazanabilece\u011fi ve pazara yerle\u015febilece\u011fi hakk\u0131nda \u00f6nemli ipu\u00e7lar\u0131 belirlenmesi gerekir. Bir kere serbest bir tak\u0131m\u0131n\u0131z olsun. Di\u011fer bir ifadeyle onlara \u015firketinizin her t\u00fcrl\u00fc imkan\u0131n\u0131 sa\u011flay\u0131n, \u00e7\u00fcnk\u00fc hi\u00e7 kimsenin g\u00f6remeyece\u011fi reklam kokusunu al\u0131rlar. \u0130yi bir PR Medya komutan\u0131 kontaklar\u0131n\u0131n hikaye i\u00e7in nas\u0131l aray\u0131\u015f i\u00e7ine girebileceklerini bilir ve dinler. E\u011fer ke\u015ffetmek i\u00e7in yeterli imkan ve \u00f6zg\u00fcrl\u00fck verilirse Pr tak\u0131m\u0131 da bunu uygulamaya koymak i\u00e7in mesai yapar b\u00fcy\u00fck ihtimalle onlar \u015firketin duru\u015funu tan\u0131m\u0131\u015flard\u0131r ve yapacaklar\u0131 medya \u00e7al\u0131\u015fmas\u0131 da onaylan\u0131r.<\/p>\n<p><strong><img loading=\"lazy\" decoding=\"async\" class=\" wp-image-32884 aligncenter\" src=\"https:\/\/blog.markergroupe.com\/wp-content\/uploads\/2019\/05\/Earned-Media_digitalmarker-1.jpg\" alt=\"\" width=\"510\" height=\"371\" title=\"\"><\/strong><\/p>\n<h4><span class=\"ez-toc-section\" id=\"Paylasilan_Medya_Shared_Media\"><\/span><span style=\"color: #ffcc00;\"><strong>Payla\u015f\u0131lan Medya (Shared Media)<\/strong><\/span><span class=\"ez-toc-section-end\"><\/span><\/h4>\n<p>Payla\u015f\u0131lan Medya b\u00fcy\u00fck gri bir aland\u0131r. Bundan dolay\u0131 ba\u015flang\u0131\u00e7 noktas\u0131ndan itibaren ciddi anlamda entegre olmu\u015f yakla\u015f\u0131m benimsenmelidir. \u015eirketler de hi\u00e7 kimse tamamen kimin neye sahip oldu\u011funu bilmedi\u011finden dolay\u0131 her t\u00fcrl\u00fc hataya d\u00fc\u015febilirler. Bunu belirlemek i\u00e7in di\u011fer alanlar\u0131 kullanabilirler. Medya f\u0131rsatlar\u0131 ve \u00f6denilen sponsorluk i\u00e7erikleri gibi temel elementleri de pazarlama grubuna dahil edebilirler.<\/p>\n<h4><span class=\"ez-toc-section\" id=\"Sahipli_Medya_Owned_Media\"><\/span><span style=\"color: #ffcc00;\"><strong>Sahipli Medya (Owned Media)<\/strong><\/span><span class=\"ez-toc-section-end\"><\/span><\/h4>\n<p>\u0130lk bak\u0131\u015fta, Pazarlama ekibi olarak \u015firketin web sitesini, blog adresini veya herhangi bir organik i\u00e7eri\u011fin varl\u0131klar\u0131n\u0131 kontrol edebilmek i\u00e7in en iyi se\u00e7enek gibi g\u00f6r\u00fcnebilir. Ama se\u00e7imlerinizi ayr\u0131\u015ft\u0131rmak i\u00e7in editoryal bir takvime ihtiya\u00e7 duyman\u0131z gerekebilir.<\/p>\n<p>Pazarlama ve Halkla \u0130li\u015fkiler de ba\u015far\u0131l\u0131 entegrasyonu ancak \u0130\u00e7erik organizasyonuyla birlikte ba\u015far\u0131l\u0131 bir ileti\u015fimle ger\u00e7ekle\u015ftirebilirsiniz. Beceri ve sorumluluklar\u0131 tan\u0131mlama, \u00f6l\u00e7\u00fcm beklentilerinizi ve marka hedeflerinizi birbirine entegre ederek zaman kazanabilir. Ekibinizdeki insanlar\u0131n g\u00fc\u00e7lerini ve yeteneklerini daha verimli hale getirebilirsiniz. En \u00f6nemlisi de kampanyalar\u0131n\u0131z daha g\u00fc\u00e7l\u00fc bir etkiye sahip olabilir.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Pazarlama ve Halkla \u0130li\u015fkiler sosyal sat\u0131\u015flar\u0131 reklamlarla y\u00fckselten sat\u0131\u015flar\u0131 birer f\u0131rsata d\u00f6n\u00fc\u015ft\u00fcren \u00f6nemli bir organizasyonun par\u00e7as\u0131d\u0131r.<\/p>\n","protected":false},"author":1,"featured_media":35303,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_gspb_post_css":"","footnotes":""},"categories":[638,1505,1489,1501],"tags":[1473,1311,1551],"class_list":["post-32842","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog-tr","category-dijital-medya","category-dijital-pazarlama","category-e-ticaret","tag-digital-marker-tr","tag-halkla-iliskiler","tag-pazarlama"],"blocksy_meta":[],"_links":{"self":[{"href":"https:\/\/blog.markergroupe.com\/tr\/wp-json\/wp\/v2\/posts\/32842","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/blog.markergroupe.com\/tr\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/blog.markergroupe.com\/tr\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/blog.markergroupe.com\/tr\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/blog.markergroupe.com\/tr\/wp-json\/wp\/v2\/comments?post=32842"}],"version-history":[{"count":0,"href":"https:\/\/blog.markergroupe.com\/tr\/wp-json\/wp\/v2\/posts\/32842\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/blog.markergroupe.com\/tr\/wp-json\/wp\/v2\/media\/35303"}],"wp:attachment":[{"href":"https:\/\/blog.markergroupe.com\/tr\/wp-json\/wp\/v2\/media?parent=32842"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/blog.markergroupe.com\/tr\/wp-json\/wp\/v2\/categories?post=32842"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/blog.markergroupe.com\/tr\/wp-json\/wp\/v2\/tags?post=32842"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}