Wat maakt content overtuigend en viraal? @mcoster #congrescm

Micha Coster is de derde keynote tijdens het congres contentmarketing en webredactie. Zijn verhaal gaat over overtuigende en virale content. Hierbij wat 'notes' van zijn verhaal.

We nemen ongeveer 600 beslissingen per dag.

Wat zijn de mechanismen onder de keuzes die mensen maken?
  • Witte jas (autoriteit): als iemand in een witte jas wat zegt, dan nemen we dat serieuzer
  • Meer=belangrijker: als meer mensen het doen, dan doen we het sneller
  • Sympathie: mensen zeggen ‘ja’ tegen personen die ze kennen en aardig of sympathiek vinden
Deze punten kun je ook toepassen op content. Denk aan: review sites, sites om vakanties te boeken (met review en doelgroepencategorieën), wat experts over producten zeggen en ‘x anderen kochten ook’.

Tenslotte gaat hij nog in op de vraag wat content viraal maakt? Daar is onderzoek naar gedaan. Virale content ont
  • Maakt gebruik van 'word-of-mouth' (want het is overtuigender en gerichter)
  • Vertelt een verhaal
  • Speelt in op emotie
  • Heeft een trigger

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