17 sep 2025
tags: ![{text=Contentmarketing, link={url={href=http://endeavour-8736211.hs-sites.com/onze-specialisten?selected_tag=contentmarketing, type=EXTERNAL}}}, {text=SEO, link={url={href=http://endeavour-8736211.hs-sites.com/onze-specialisten?selected_tag=seo, type=EXTERNAL}}}, {text=Content, link={url={href=http://endeavour-8736211.hs-sites.com/onze-specialisten?selected_tag=content, type=EXTERNAL}}}, {text=17 sep 2025}, {text=Dianne de Kievit, link={url={href=/specialist/dianne, type=EXTERNAL}}}]!
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Daarnaast is repurposing – het hergebruiken van bestaande content in verschillende vormen – een slimme manier om meer uit je materiaal te halen zonder steeds opnieuw te beginnen. Deze blog helpt je om je organische contentstrategie aan te passen met aandacht voor SEO per platform en geeft praktische tips voor YouTube, TikTok, Instagram en LinkedIn.

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Inhoud

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1. Waarom het omvormen van content goed werkt
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2. SEO doe je per platform, niet alleen voor Google
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3. Praktische tips per platform
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4. Werk met een contentkalender
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5. Belangrijkste aandachtspunten
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1. Waarom repurposing goed werkt, maar anders dan je denkt

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Content hergebruiken is geen kwestie van alles klakkeloos kopiëren naar een ander kanaal. Succesvolle repurposing betekent dat je de inhoud zo transformeert dat het past bij het publiek, de stijl en het formaat van elk platform.

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Stel: je hebt een podcast of lange video gemaakt. Die kun je in korte fragmenten knippen en deze fragmenten in verschillende vormen delen, zoals:

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• Korte video’s voor TikTok, Shorts en Reels
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• Visuele carrousels voor LinkedIn
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• Quotes en afbeeldingen voor Instagram
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• Een uitgebreid blogartikel op je website
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Dit vergroot je bereik en zorgt ervoor dat je content altijd relevant en aantrekkelijk is voor de specifieke doelgroep op elk kanaal. Zorg ervoor dat je deze specifiek maakt per platform. Maak native content met de ‘extra’s van een platform’, zo val je meer op in het algoritme, dan dat je 1 video via Canva maakt en deze op TikTok, Google Ads, Reels en YouTube shorts post.

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2. SEO (of optimaliseren voor zoekmachines) doe je per platform, niet alleen voor Google

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Zoekgedrag verschilt per platform, en dat betekent dat je zoekwoordenonderzoek ook per kanaal anders is. Google blijft belangrijk, maar ook YouTube, TikTok, Instagram en LinkedIn hebben hun eigen algoritmes en manieren waarop de mensen in hun doelgroep zoeken. Bijvoorbeeld: Gen-Z zoekt namelijk veel vaker via YouTube of TikTok. Zonde als je dan al je pijlen (en content) op Google blijft richten.

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Zoekwoordenonderzoek per kanaal

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• Google: gebruik tools als Ahrefs, Semrush of Google Keyword Planner
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• YouTube: kijk naar autosuggest, trends en gebruik tools zoals TubeBuddy en VidIQ
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• TikTok: analyseer trending hashtags, populaire geluiden en zoekopdrachten binnen het platform
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• Instagram: maak gebruik van tools als Inflact, RiteTag en Meta Business Suite voor relevante hashtags en zoekwoorden
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• LinkedIn: zoek naar populaire onderwerpen via Shield, Taplio en LinkedIn’s eigen zoekfunctie
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Door per platform je zoekwoorden te bepalen, sluit je beter aan bij waar je doelgroep naar zoekt en verhoog je de vindbaarheid van je content.

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Technische optimalisaties

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Naast de juiste zoekwoorden is het belangrijk om technische SEO mee te nemen. Denk aan:

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• Structured Data zoals VideoObject-schema voor video’s;
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• Lazy loading van video’s en afbeeldingen voor snellere laadtijd;
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• Goede titels en beschrijvingen die duidelijk en relevant zijn.
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Deze technische elementen zorgen ervoor dat je content beter wordt geïndexeerd en sneller laadt, wat positief is voor zowel zoekmachines (en social media kanalen) als gebruikers.

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3. Praktische tips per platform

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Hieronder vind je per platform concrete tips om je content te optimaliseren.

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YouTube

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• Verwerk het belangrijkste zoekwoord in de videotitel;
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• Voeg hoofdstuktimestamps toe voor makkelijke navigatie;
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• Voeg (automatisch) captions toe;
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• Schrijf een gedetailleerde beschrijving van minimaal 300 woorden;
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• Gebruik VideoObject-schema bij ingesloten video’s op je website;
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• Zorg voor lazy loading op je site om laadtijd te verbeteren.
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TikTok en Reels

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• Houd video’s kort en krachtig, maximaal 60 seconden;
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• Kies het meest interessante of ‘juicy’ fragment uit je content;
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• Voeg altijd captions toe, omdat veel mensen zonder geluid kijken en dit verplicht is met de nieuwe EEA wetgeving;
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• Start met een teksthook om direct aandacht te trekken;
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• Maak gebruik van TikTok-effecten voor betere zichtbaarheid;
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• Zorg voor een hoge video- en geluidskwaliteit.
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Instagram (feed en stories)

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• Schrijf captions met relevante zoekwoorden die passen bij je doelgroep;
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• Voeg strategische alt-teksten toe, maximaal 100 tekens, om je posts beter vindbaar te maken;
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• Stimuleer interactie met vragen in je captions of oproepen om te reageren, delen of opslaan;
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• Gebruik interactieve stickers zoals polls en quizzen in stories om betrokkenheid te vergroten.
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LinkedIn

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• Zet video’s om in native content met ondertiteling voor betere toegankelijkheid;
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• Transformeer video’s naar carrousels met duidelijke en overzichtelijke slides
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• Begin posts met een sterke, prikkelende uitspraak;
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• Houd je tekst kort en overzichtelijk, met korte alinea’s;
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• Laat echte resultaten zien, bijvoorbeeld met cijfers, interviews met experts of voorbeelden;
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• Sluit af met een duidelijke call-to-action;
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• Publiceer langere content als LinkedIn-artikelen, aangepast aan het platform qua lengte en vormgeving.
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4. Werk altijd met een contentkalender

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Een contentkalender helpt je om consistent en gestructureerd te werk te gaan. Door vooruit te plannen houd je overzicht en voorkom je last-minute stress. Daarnaast kun je hier ook direct de opvolgende content inplannen, zodat je bestaande content efficiënt hergebruikt.

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Met een goede kalender kun je ook beter analyseren welke content en kanalen het meeste opleveren. Dit maakt het makkelijker om je contentstrategie voor 2025 te verbeteren en aan te passen.

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Belangrijkste aandachtspunten voor jouw contentstrategie in 2025

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• Richt je op een beperkt aantal platforms om meer kwaliteit te leveren;
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• Pas je content per platform aan, voorkom het simpelweg dupliceren;
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• Transformeer om meer uit je bestaande content te halen;
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• Doe altijd zoekwoordenonderzoek per kanaal met de juiste tools
  Vergeet technische SEO-optimalisaties niet, die zijn belangrijk voor zichtbaarheid;
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• Plan je content zorgvuldig met een contentkalender
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Met deze aanpak zorg je ervoor dat je content beter aansluit bij je doelgroep en dat je online beter gevonden wordt. Dit maakt je contentmarketing effectiever en zorgt voor betere resultaten en meer zichtbaarheid, hoewel je in de toekomst minder klikken naar de website zal krijgen.

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