{"id":24466,"date":"2024-10-16T15:52:32","date_gmt":"2024-10-16T15:52:32","guid":{"rendered":"https:\/\/www.brightmine.com\/nl\/?post_type=resources&#038;p=24466"},"modified":"2025-02-25T15:03:59","modified_gmt":"2025-02-25T15:03:59","slug":"wat-is-contentmarketing","status":"publish","type":"resources","link":"https:\/\/www.brightmine.com\/nl\/tools-artikelen\/organisatie\/wat-is-contentmarketing\/","title":{"rendered":"Wat is contentmarketing"},"content":{"rendered":"\n<div class=\"wp-block-cover alignfull\" style=\"padding-top:var(--wp--preset--spacing--30);padding-right:var(--wp--preset--spacing--30);padding-bottom:var(--wp--preset--spacing--30);padding-left:var(--wp--preset--spacing--30);min-height:250px;aspect-ratio:unset;\"><span aria-hidden=\"true\" class=\"wp-block-cover__background has-background-dim-0 has-background-dim\"><\/span><img decoding=\"sync\" class=\"wp-block-cover__image-background wp-image-5877\" alt=\"Brightmine background\" src=\"https:\/\/cdn.brightmine.com\/wp-content\/uploads\/sites\/2\/2024\/04\/19110611\/Hero_Header_HP_Background_Desktop.webp\" style=\"object-position:100% 51%\" data-object-fit=\"cover\" data-object-position=\"100% 51%\" \/><div class=\"wp-block-cover__inner-container has-global-padding is-layout-constrained wp-container-core-cover-is-layout-b5fc8583 wp-block-cover-is-layout-constrained\">\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-d4010286 wp-block-columns-is-layout-flex\" style=\"padding-top:var(--wp--preset--spacing--40);padding-right:0;padding-bottom:var(--wp--preset--spacing--40);padding-left:0\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:50%\">\n<div class=\"wp-block-group has-cararra-gray-background-color has-background has-global-padding is-layout-constrained wp-container-core-group-is-layout-f90d3be4 wp-block-group-is-layout-constrained\" style=\"border-radius:25px;padding-top:var(--wp--preset--spacing--40);padding-right:var(--wp--preset--spacing--30);padding-bottom:var(--wp--preset--spacing--40);padding-left:var(--wp--preset--spacing--30)\">\n<h1 class=\"wp-block-heading has-primary-purple-color has-text-color has-link-color wp-elements-1044b7f35fa90b495f3fbe678d12587d\">Contentmarketing: wat is het en wat zijn de voordelen?<\/h1>\n\n\n\n<p class=\"has-primary-gray-color has-text-color has-link-color wp-elements-8f9507149cf23d8f0c1b722cf151eaa3\">Er zijn veel voordelen van contentmarketing en het speelt een cruciale rol binnen organisaties en het huidige online landschap, maar wat houdt contentmarketing precies in?<\/p>\n<\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:50%\">\n<figure class=\"wp-block-image aligncenter size-full has-custom-border\"><img decoding=\"sync\" src=\"https:\/\/cdn.brightmine.com\/wp-content\/uploads\/sites\/2\/2024\/04\/11141301\/resource_page_banner_brightmine.webp\" alt=\"Brightmine resources graphic\" class=\"wp-image-4642\" style=\"border-radius:0px\" \/><\/figure>\n<\/div>\n<\/div>\n<\/div><\/div>\n\n\n\n<div class=\"wp-block-group alignfull has-primary-white-background-color has-background has-global-padding is-layout-constrained wp-container-core-group-is-layout-0fd240ca wp-block-group-is-layout-constrained\" style=\"margin-top:0;margin-bottom:0;padding-top:var(--wp--preset--spacing--40);padding-right:var(--wp--preset--spacing--30);padding-bottom:var(--wp--preset--spacing--40);padding-left:var(--wp--preset--spacing--30)\">\n<p>Gepubliceerd: 16 oktober 2024 | door <strong>Redactie<\/strong><\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Wat is contentmarketing?<\/h2>\n\n\n\n<p>Contentmarketing is het proces van het cre\u00ebren en verspreiden van waardevolle, relevante en consistente content. Door dit consequent te doen positioneer je je organisatie als expert binnen je vakgebied. Contentmarketing kun je zowel intern als extern inzetten. Intern kun je werken aan meer betrokkenheid van je medewerkers door ze te inspireren en informeren. Met een contentstrategie voor extern publiek positioneer je je als vakinhoudelijke expert of een aantrekkelijke werkgever. Belangrijke aspecten zijn onder andere:<\/p>\n\n\n\n<ul class=\"wp-block-list is-style-brightmine-list-item-spacing-small\">\n<li>Cre\u00eber informatieve en boeiende content zoals blogs, video&#8217;s en podcasts die je publiek helpt met vragen of problemen.<\/li>\n\n\n\n<li>Verspreid deze content via je eigen kanalen, zoals je website en sociale media, om meer mensen te bereiken en zichtbaar te zijn waar je doelgroep al aanwezig is.<\/li>\n\n\n\n<li>Bouw een sterke band op met je publiek en medewerkers door waardevolle informatie te delen die hen echt helpt, wat leidt tot langdurige relaties.<\/li>\n\n\n\n<li>Positioneer je organisatie als een betrouwbare expert, zodat je doelgroep jou ziet als d\u00e9 bron voor antwoorden en advies in jouw vakgebied.<\/li>\n<\/ul>\n\n\n\n<p>Je kan verschillende doelen hebben. Zo kan een doel zijn het genereren van leads en verkopen door langdurige relaties op te bouwen, maar werken aan je employer branding kan net zo goed een doel zijn.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">De voordelen van contentmarketing<\/h2>\n\n\n\n<p>Er zijn veel voordelen van contentmarketing en het speelt een cruciale rol binnen organisaties en het huidige online landschap. Hier zijn de belangrijkste redenen:<\/p>\n\n\n\n<ol start=\"1\" class=\"wp-block-list is-style-brightmine-list-item-spacing-small\">\n<li><strong>Je bouwt aan vertrouwen:<\/strong> waardevolle content delen met je doelgroep of medewerkers bevordert het vertrouwen in het bedrijf. Je positioneert je organisatie als expert en bron voor vakinhoudelijke content.<\/li>\n\n\n\n<li><strong>Ondersteuning bij werving: <\/strong>door content te delen die de bedrijfscultuur goed weergeeft op sociale media en website kan talent zich sneller aangetrokken voelen tot je organisatie.<\/li>\n\n\n\n<li><strong>Ondersteunt alle fasen van de klantreis:<\/strong> gericht op specifieke fasen van de koopreis, helpt content om vragen te beantwoorden en vertrouwen op te bouwen.<\/li>\n\n\n\n<li><strong>Verbetert SEO en vindbaarheid:<\/strong> SEO-geoptimaliseerde content verhoogt je online zichtbaarheid en trekt meer relevante bezoekers aan. Dit kunnen zowel sollicitanten als potentiele klanten zijn.<\/li>\n<\/ol>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<div class=\"wp-block-group has-primary-white-color has-secondary-blue-background-color has-text-color has-background has-link-color wp-elements-1d44efb6516f4ca1a4eb49719f50cf67 is-layout-flow wp-block-group-is-layout-flow\" style=\"border-top-left-radius:25px;border-top-right-radius:25px;border-bottom-left-radius:0px;border-bottom-right-radius:0px;padding-top:var(--wp--preset--spacing--30);padding-right:var(--wp--preset--spacing--30);padding-bottom:var(--wp--preset--spacing--30);padding-left:var(--wp--preset--spacing--30)\">\n<p class=\"has-text-align-left has-medium-font-size\">&#8220;69% van de marketeers geeft aan dat contentmarketing beter werkt dan directe mail of PR&#8221; <\/p>\n<\/div>\n<\/blockquote>\n\n\n\n<h2 class=\"wp-block-heading\">Return on investment (ROI)<\/h2>\n\n\n\n<p>Een term die vaak voorkomt bij het adverteren maar ook bij contentmarketing is ROI. ROI is een maatstaf om de winstgevendheid van je investering te evalueren. Contentmarketing biedt een indrukwekkende ROI, verder dan alleen merkbekendheid. Hieronder een aantal voordelen:<\/p>\n\n\n\n<ol start=\"1\" class=\"wp-block-list is-style-brightmine-list-item-spacing-small\">\n<li><strong>Lagere acquisitiekosten:<\/strong> door waardevolle content te bieden, verkorten verkoopcycli en verminderen acquisitiekosten. Dit is ook van toepassing voor het werven van nieuwe medewerkers.<\/li>\n\n\n\n<li><strong>Hogere conversieratio\u2019s:<\/strong> een conversie is het moment dat er een gewenste actie wordt uitgevoerd. Educatieve content zorgt ervoor dat de drempel wordt verlaagd voor potentiele klanten tijdens het koopproces, maar het kan ook betekenen dat de participatie van een medewerkersonderzoek omhoog gaat.<\/li>\n\n\n\n<li><strong>Verhoogde waarde voor klanten en medewerkers:<\/strong> contentmarketing bevordert loyaliteit. Dit zorgt voor betere klantrelaties en retentie van medewerkers.<\/li>\n\n\n\n<li><strong>Snelle groei en concurrentievoordeel:<\/strong> bedrijven die content omarmen, zien snellere groei en een voorsprong op concurrenten. Zowel op commercieel gebied als op het gebied van werving.<\/li>\n\n\n\n<li><strong>Toekomstbestendig:<\/strong> contentmarketing blijft effectief naarmate traditionele advertenties en andere wervingkanalen minder impact hebben.<\/li>\n<\/ol>\n\n\n\n<p>Wil jij beginnen aan een contentstrategie voor je organisatie? Lees dan meer over <a href=\"https:\/\/www.brightmine.com\/nl\/producten\/hr-compliance-center\/content-as-a-service\/\">Content as a Service.<\/a><\/p>\n\n\n\n<p><em>Bron: <a href=\"https:\/\/storychief.io\/blog\/content-marketing\">Storychief<\/a><\/em><\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-group alignfull has-alabaster-gray-background-color has-background has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\">\n<div class=\"wp-block-cover alignfull has-primary-gray-color has-text-color has-link-color wp-elements-434bcdb67e80ac9b6f4251eba47c05ad\" style=\"margin-top:0;margin-bottom:0;padding-top:var(--wp--preset--spacing--50);padding-right:var(--wp--preset--spacing--30);padding-bottom:var(--wp--preset--spacing--50);padding-left:var(--wp--preset--spacing--30);min-height:250px;aspect-ratio:unset;\"><span aria-hidden=\"true\" class=\"wp-block-cover__background has-background-dim-0 has-background-dim\"><\/span><img decoding=\"sync\" class=\"wp-block-cover__image-background wp-image-5879\" alt=\"Brightmine background cover\" src=\"https:\/\/cdn.brightmine.com\/wp-content\/uploads\/sites\/2\/2024\/04\/19111041\/Graphic-assets_Page_3-scaled-1.webp\" data-object-fit=\"cover\"\/><div class=\"wp-block-cover__inner-container has-global-padding is-layout-constrained wp-container-core-cover-is-layout-3b2d7e69 wp-block-cover-is-layout-constrained\">\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-7fc3d43a wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:40%\">\n<h2 class=\"wp-block-heading has-primary-purple-color has-text-color has-link-color has-large-font-size wp-elements-75abb8bfdcec2f775a44cd5669f18799\">Wil je slimmere, beter ge\u00efnformeerde beslissingen nemen?<\/h2>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<p class=\"has-medium-font-size\">In een steeds veranderende regelgevingsomgeving hebben wij alles voor jou in huis om overzicht te behouden en aan de regelgeving te voldoen.<\/p>\n\n\n\n<div class=\"wp-block-buttons is-layout-flex wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button\"><a class=\"wp-block-button__link has-primary-white-color has-secondary-blue-background-color has-text-color has-background has-link-color wp-element-button\" href=\"\/nl\/producten\/hr-compliance-center\/\" style=\"border-radius:100px\">Meer informatie<\/a><\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div><\/div>\n\n\n\n<div class=\"wp-block-group has-primary-white-background-color has-background has-global-padding is-layout-constrained wp-container-core-group-is-layout-efae2095 wp-block-group-is-layout-constrained\" style=\"border-radius:25px;margin-top:var(--wp--preset--spacing--30);margin-bottom:var(--wp--preset--spacing--30);padding-top:var(--wp--preset--spacing--30);padding-right:var(--wp--preset--spacing--30);padding-bottom:var(--wp--preset--spacing--30);padding-left:var(--wp--preset--spacing--30)\">\n<h3 class=\"wp-block-heading\" style=\"font-size:clamp(17.905px, 1.119rem + ((1vw - 3.2px) * 1.383), 28px);\">Over de auteur<\/h3>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-658170e2 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:100px\">\n<figure class=\"wp-block-image size-full is-resized has-custom-border is-style-rounded\"><img decoding=\"sync\" src=\"https:\/\/cdn.brightmine.com\/wp-content\/uploads\/sites\/2\/2024\/03\/12085308\/Brightmine_Favicon_128px.png\" alt=\"\" class=\"wp-image-313\" style=\"border-radius:25px;object-fit:cover;width:100px;height:100px\" \/><\/figure>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\">\n<p class=\"\"><strong>Brightmine<\/strong><\/p>\n\n\n\n<p class=\"\">Met meer dan 10.000 klanten is Brightmine een toonaangevende wereldwijde leverancier van personeelsdata, analyses en inzichten voor HR.<\/p>\n\n\n\n<p class=\"\">Al meer dan twee decennia helpt Brightmine, voorheen bekend als XpertHR, om leiders in HR vol vertrouwen hun weg te vinden in de steeds veranderende wereld van HR. Dit doen we door het combineren van cao-data, arbeidsmarktdata, AI-technologie en vertrouwde HR-expertise.<\/p>\n\n\n\n<p class=\"\">Brightmine is een divisie van LexisNexis Data Services binnen RELX\u00ae, een wereldwijde aanbieder van informatie, analyses en beslissingshulpmiddelen. RELX bedient klanten in meer dan 180 landen en heeft meer dan 35.000 werknemers. Ticker: Londen: REL; Amsterdam: REN; New York: RELX.<\/p>\n\n\n\n<p class=\"has-primary-black-color has-text-color has-link-color wp-elements-75e28b4955ba8e6abc9f2625386a34c8\">Volg Brightmine op <a href=\"https:\/\/www.linkedin.com\/company\/brightmine-nl\/\" target=\"_blank\" rel=\"noreferrer noopener\">LinkedIn<\/a><\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>Er zijn veel voordelen van contentmarketing en het speelt een cruciale rol binnen organisaties en het huidige online landschap, maar wat houdt contentmarketing precies in?<\/p>\n","protected":false},"author":25,"featured_media":23491,"comment_status":"closed","ping_status":"closed","template":"","categories":[88],"tags":[],"topic":[111],"class_list":["post-24466","resources","type-resources","status-publish","has-post-thumbnail","hentry","category-blogs","topic-organisatie"],"_lnrs_read_more":"","yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.0 - 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