{"id":1093101,"date":"2022-07-21T10:47:30","date_gmt":"2022-07-21T10:47:30","guid":{"rendered":"https:\/\/tradetracker.com\/?p=1093101"},"modified":"2022-08-01T12:02:12","modified_gmt":"2022-08-01T12:02:12","slug":"ontvanger","status":"publish","type":"post","link":"https:\/\/tradetracker.com\/nl\/ontvanger\/","title":{"rendered":"3 triggers zodat content wordt onthouden door de ontvanger"},"content":{"rendered":"

\"3<\/p>\n

De gemiddelde Nederlander komt gemiddeld 5.000 merkboodschappen per dag tegen. Dit is een te groot aantal om bewust te verwerken, hierdoor ervaren wij een structurele \u2018information overload\u2019. De hersenen filteren daarom deze boodschappen, het overgrote deel van de prikkels wordt genegeerd, en slechts een handvol merkboodschappen wordt onthouden. Maar hoe zorg je ervoor dat jouw boodschap wordt onthouden? In dit artikel lees je 3 triggers om te zorgen dat jouw content wordt onthouden door de ontvanger.<\/strong><\/p>\n

1. Zet de consument aan tot nadenken<\/h4>\n

Het is goed om de boodschap eenvoudig te houden zodat iemand het gemakkelijk kan onthouden. Zorg er wel voor dat het niet te gemakkelijk is zodat de ontvanger hem helemaal zonder moeite kan opnemen. Dit heeft te maken met het Elaboration likelihood<\/a> (verwerkingswaarschijnlijkheid), een model van Petty & Cacioppo, dat uitgaat van twee manieren om informatie te verwerken.<\/p>\n

Enerzijds heb je de centrale route, hiermee verwerkt de ontvanger de informatie langzaam en bewust. Dit komt vanuit goede argumenten en het analyseren van de boodschap. Aan de andere kant heb je de perifere route, met behulp van perifere signalen kan de ontvanger onbewust worden be\u00efnvloed. Met perifere signalen wordt er vaak ingespeeld op een emotie of gevoel. De perifere route wordt vaak gebruikt bij beslissingen die voor hen een minder grote impact hebben of bij impulsaankopen.<\/p>\n

Wanneer je als contentmaker wil dat de informatie wordt onthouden, dan gaat de voorkeur uit naar een centrale verwerking. Deze route is veel doordachter, rationeler en stabieler over tijd. De centrale route kost meer tijd en de ontvanger moet er meer moeite voor doen, maar je kan hem\/haar toch verleiden om energie te steken in jouw boodschap. Dit kan je doen door content te maken met een verassingselement. Een verassingselement doorbreekt de voorspelbaarheid, hierdoor moet de ontvanger een paar seconde langer nadenken om te begrijpen wat er staat. Woordspelingen zijn hierbij een veel gebruikte methode.<\/p>\n

2. Vertel een verhaal<\/h4>\n

Bij deze trigger moet je goed het verschil weten tussen het opsommen van feiten en echt een verhaal vertellen. Bij het vertellen van een verhaal zal de ontvanger proberen zich een voorstelling te maken van de persoon. De ontvanger ontwikkelt een vorm van empathie en betrokkenheid naar aanleiding van het verhaal. Storytelling is in de praktijk, bij het maken van content of tijdens presentaties, onmisbaar wanneer je wilt dat de ontvanger de informatie zal onthouden.<\/p>\n

3. Maak een serie aan content<\/h4>\n

Als laatste wil je een balans vinden tussen originaliteit en herkenbaarheid in jouw content. Dat stukje herkenbaarheid is belangrijk omdat de ontvanger jouw content ook associeert met het merk. Denk aan een supermarktreclame, veelal worden hier dezelfde acteurs gebruikt, Dit zorgt voor een herkenbaar element in de reclame. Het verhaal, thema en de acties om deze acteurs heen is echter compleet anders dan de eerdere reclames.<\/p>\n

Als marketeer kan je dit bijvoorbeeld toepassen door content in series te maken of een standaard format te gebruiken in plaats van losse blogs. Gebruik vooral daarnaast een verassingselement om de ontvanger zijn aandacht te blijven trekken. Lees meer over het goed uitvoeren van contentmarketing<\/a>. Jouw persoonlijke accountmanager kan ook met je meedenken, neem daarom gerust contact op.<\/p>\n","protected":false},"excerpt":{"rendered":"

De gemiddelde Nederlander komt gemiddeld 5.000 merkboodschappen per dag tegen. Dit is een te groot aantal om bewust te verwerken, hierdoor ervaren wij een structurele \u2018information overload\u2019. De hersenen filteren daarom deze boodschappen, het overgrote deel van de prikkels wordt genegeerd, en slechts een handvol merkboodschappen wordt onthouden. Maar hoe zorg je ervoor dat jouw […]<\/p>\n","protected":false},"author":69,"featured_media":1093133,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[9],"class_list":["post-1093101","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-geen-onderdeel-van-een-categorie"],"yoast_head":"\nOntvanger content laten onthouden<\/title>\n<meta name=\"description\" content=\"De gemiddelde Nederlander komt gemiddeld 5000 merkboodschappen per dag tegen. 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