Persuasive content

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Jeffrey Stevens

Responsive Web Design presents new challenge for content strategists: determining what content is presented and in what format. While each site and situation is unique, it's clear that your content needs to be tailored specifically to your audience's needs. In this session, I discuss twenty tips for writing targeting, persuasive content for your audiences and look at examples from current web sites to help develop best practices for your organization.

Marketing Internet

Persuasive content

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Het gebeurt niet elke dag maar ik kreeg vorige week een telefoontje van een journalist die aanwezig was op het staatsbezoek van koning Filip aan Nederland. De persoon in kwestie vertelde me dat hij het gedrag van de koning vreemd vond. ‘Bij het bezoek van Filip en Mathilde aan Japan heb ik de koning diverse keren aangesproken. Ik heb me (opnieuw, td) voorgesteld en ik had op het einde zelfs een exclusief gesprek van een kwartier met de vorst.’ De journalist is al diverse malen meegegaan met de koning en was al aanwezig op de prinselijke handelsmissies. ‘Tijdens het bezoek aan Nederland kwam Filip naar me toe en vroeg me (opnieuw, td) om me voor te stellen. Je moet weten dat we ook naamkaartjes droegen. De koning vertelde me dat hij me niet kende en vroeg me nog eens mijn naam en voor welke krant ik schreef.’ De journalist wist uiteraard niet wat er gebeurde en vraagt zich af of de vorst geen probleem heeft. ‘Heeft hij een probleem om gezichten te herkennen?’, vraag de persoon zich af. Dat incident staat evenwel niet afzonderlijk. Tijdens handelsmissies ergerden Vlaamse bedrijfsleiders zich al aan het feit dat de prins geen interesse voor hen betoont. Zo wist hij bijvoorbeeld duidelijk niet dat Joachim Coens de voorzitter van de haven van Zeebrugge was, terwijl hij met hem stond te praten. Een zakenman die voor de zesde keer (!) aan een prinselijke handelsmissie deelneemt, zei dat de prins tijdens de informele ontmoetingen voor de zesde keer op rij zei: ‘Ik ken u. Wat doet u’. Bij anderen, die uitlegden wat hun bedrijf deed, stelde hij de vraag ‘”Wat doet u?” nadat ze hun activiteiten net hadden toegelicht.’ De vraag die zich stelt of dit werkelijk een gebrek aan interesse is of indien er iets aan de hand is met de koning. Het is in elk geval geen pluspunt voor de vorst.

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