30 mrt 2026
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Maar hoe weet je precies wat jouw klanten nodig hebben en welke vragen ze écht bezighouden? Het QPAFFCGMIM-model, ontwikkeld door Chantal Smink, SEO-expert en auteur van Het Contentkanon, helpt contentmakers om de informatiebehoefte van hun klanten volledig in kaart te brengen. 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Wat is het QPAFFCGMIM-model?

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Het model bestaat uit tien elementen die samen een volledig beeld geven van wat er bij jouw klanten speelt.

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• Questions: de vragen die klanten hebben over hun werk, hun situatie of uitdagingen
\n
• Problems: de problemen die ze ervaren
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• Alternatives: de alternatieven die ze overwegen
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• Fears: angsten en zorgen
\n
• Frustrations: frustraties in hun dagelijkse praktijk
\n
• Concerns: bezorgdheden over de toekomst
\n
• Goals: doelen die ze willen behalen
\n
• Myths: misvattingen die leven in de markt
\n
• Interests: onderwerpen waar hun interesse naar uitgaat
\n
• Misunderstandings: misverstanden of fouten door verkeerde aannames
\n

\n

Door deze elementen te onderzoeken, krijg je een rijker en realistischer beeld van je klant dan met traditionele persona’s. Het model helpt je om content te maken die niet draait om platte zoekwoorden, maar om de echte vragen, zorgen en doelen van je doelgroep. Zo creëer je kwalitatieve content die aansluit bij wat klanten écht nodig hebben en waarde toevoegt in plaats van alleen te scoren in zoekmachines.

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Van inzichten naar content

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In de praktijk betekent dit dat je niet zomaar onderwerpen kiest die jij interessant vindt of die je concurrenten behandelen. Je gaat echt op pad: je spreekt met klanten, het salesteam of experts om de tien elementen in kaart te brengen. Zo ontdek je welke onderwerpen hoge waarde hebben en hoe je ze kunt vertalen naar content.

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Belangrijk principe: begin altijd met het verhaal, niet met formats of titels. Laat experts vertellen wat belangrijk is en bepaal pas daarna of dit in een blog, video, podcast of social post wordt gegoten. Eén goed gesprek met een expert kan later tientallen vormen van content opleveren.

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Een praktisch voorbeeld

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Stel: een reisbureau wil zijn content verbeteren. Door het QPAFFCGMIM-model toe te passen ontdekken ze dat klanten vooral worstelen met het kiezen van de juiste bestemming (Problems), bang zijn voor verborgen kosten of slechte ervaringen (Fears) en vaak tegen tegenstrijdige informatie online aanlopen (Misunderstandings). In plaats van een algemeen artikel over 'populaire vakantiebestemmingen', maken ze content die praktische tips geeft over hoe je een bestemming kiest op basis van je wensen, waar je op moet letten bij het boeken van een pakketreis en veelgemaakte fouten bij het plannen van een vakantie. Zo sluit de content veel beter aan bij wat klanten daadwerkelijk nodig hebben.

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Waarom het werkt

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Door het QPAFFCGMIM-model consequent te gebruiken, verschuift je aanpak van reactief naar proactief en van oppervlakkig naar waardevol. Je creëert content die niet alleen gelezen wordt, maar ook daadwerkelijk helpt, vertrouwen opbouwt en jouw expertise toont. Zo bedien je klanten in alle fasen van hun buyer journey, van inspiratie tot beslissingsfase.

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Klaar om content te maken die écht waarde toevoegt?

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Wil je ontdekken hoe je het QPAFFCGMIM-model kunt inzetten om content te creëren die aansluit bij de werkelijke vragen, zorgen en doelen van je doelgroep? Neem contact met ons op voor een vrijblijvend adviesgesprek en we laten je zien hoe je direct aan de slag kunt.

\n

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