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Aflevering #14

Content is geen contentprobleem, het is strategie

Content werkt alleen als het gebouwd is op strategie en herhalende entiteiten, niet op volume of losse persoonlijke verhalen.

13 min

Video en audio in het Engels

Belangrijkste inzichten

  • Breng je entiteiten in kaart door AI te vragen welke entiteiten bij jouw bedrijf horen, zodat je weet welke begrippen je consequent moet herhalen.
  • Zorg dat je over je methodes, frameworks en positionering op je website, sociale kanalen en in externe bronnen exact dezelfde taal gebruikt, anders bouw je een entity gap op die AI niet kan overbruggen.
  • Herhaal je entiteiten drie tot zes maanden lang vanuit verschillende invalshoeken, ook als je er zelf moe van wordt, want op dat moment begint je doelgroep ze pas te herkennen.
  • Publiceer drie keer per week op je eigen domein en maak je website het levende middelpunt van je entiteiten, want eigenaarschap over je domein is de basis van ring 1.
  • Denk vanuit trigger points: op welke momenten in het leven van je doelgroep staan zij open voor jouw oplossing? Dat is het vertrekpunt voor je strategie, niet de publicatiefrequentie.

Tijdstempels

00:00Content is geen contentprobleem maar een strategieprobleem
00:49De vogel en het bad: hoe de analogie ontstond
02:03Waarom volume en versnippering niet werken
03:41Rings of Entity uitgelegd: ring 0 tot en met ring 3
07:15Strategie boven persoonlijke verhalen
08:37Herhaling van entiteiten: de les uit de muziekproductie
10:55Drie keer per week, op je eigen domein

Lees het blogartikel

Waarom content geen contentprobleem meer is maar een strategieprobleem

Shownotes

Kernboodschap

Content is geen contentprobleem meer, het is een strategieprobleem. Paul Veth legt uit dat volume, zoals vijf berichten per dag of een versnipperde aanwezigheid op alle kanalen, geen entiteitsautoriteit opbouwt. AI-systemen kunnen jou alleen citeren als je entiteiten consistent en herhaalbaar aanwezig zijn over alle ringen van je aanwezigheid.

Rings of Entity van Identity First Marketing

  • Ring 0: het DNA van je bedrijf, de entiteiten die beschrijven wie je bent en wat je doet
  • Ring 1: je eigen domein, je website als levend organisme van die entiteiten
  • Ring 2: je sociale kanalen, LinkedIn, YouTube, Instagram, TikTok en Reddit, waar je invloed hebt maar geen volledig eigenaarschap
  • Ring 3: anderen die over jou schrijven en spreken, die bij een sterke structuur in ring 0, 1 en 2 vanzelf dezelfde taal overnemen

De entity gap

Als je over je eigen methodes en frameworks op je website anders praat dan op je sociale kanalen, ontstaat er een entity gap. AI-systemen lezen inconsistentie als ruis en citeren je minder of helemaal niet. Tachtig procent van de meest geciteerde artikelen door AI staat niet eens meer in de top 100 van Google, wat aantoont dat AI-rangschikking op andere signalen werkt dan klassieke zoekmachineoptimalisatie.

Belangrijkste inzichten

Herhaling boven vernieuwing

Op het moment dat je moe wordt van je eigen entiteiten te herhalen, begint je doelgroep ze pas op te pikken. Paul trekt de vergelijking met zijn tijd als dj en producer: een track die hij al honderden keren had bewerkt voor hij hem uitbracht, speelde hij daarna te weinig. Hetzelfde mechanisme geldt voor contentstrategie.

Trigger points boven publicatiefrequentie

De vraag is niet wanneer jij praat, maar wanneer je doelgroep luistert. Wie de trigger points kent, de momenten waarop iemand actief op zoek gaat naar jouw oplossing, communiceert effectiever dan wie dagelijks post zonder structuur.

Drie keer per week is genoeg voor AI

Consistent en gestructureerd communiceren over je entiteiten, drie keer per week, werkt beter dan dagelijks versnipperde berichten. Zet het op je eigen domein. Maak je website tot het levende middelpunt van je entiteiten.

Onderwerpen

content strategieentity gapRings of EntityAI-zichtbaarheidentiteiten opbouwenAI-citatieLLM zichtbaarheidIdentity First MarketingPaul VethAEO

Volledig transcript

Bekijk volledig transcript
0:00
0Content is not a content problem anymore. It's a strategy problem. So this week, it's it's really hot outside here in The Netherlands. This week it was like 33 degrees. Really hot and humid.
0:15
0So I was walking outside because I wanted to create some content. And for me, it always worked. Okay. When I want to create content, I start walking and brainstorming and automatically when I walk, I see things happening outside or I think about something that happened this week or in my life and suddenly I have the story. So I was walking and suddenly I saw one of the neighbors putting a little bath outside with some water, just a small one.
0:49
0And I was like, that's too small for children and it's in front of the house, not in the back. And I was like, that's strange. But immediately after they placed the little bot, what happened, a little bird came to the water, jumped into the water and cooled itself, drank some water and not even flew away, just stayed there, maybe sunbathing, I don't know. And I was like, wow, this maybe this can be a story. Maybe I can make a personal story about how beautiful I find it that our neighbors put something outside for the animals, in this case for the birds, and a bird understands this.
1:33
0But then suddenly it hit me and I was like, okay, but that can be just a general story. And in the past it was great because it's great for personal branding. It's great because it's it has some content and a story inside it and maybe a generic lesson about marketing or business. But it hit me because I was like, okay, but that doesn't work for me at the moment. Because at this moment it has to be something else.
2:03
0Content isn't about content anymore. Of course, it still is but it's strongly to say for me content isn't about content anymore. It's about strategy. So at that moment I was like, okay, the the story about the bird hits me because a lot of experts still think in the old way. And a lot of experts nowadays, they hear that they have to create a lot of content.
2:34
0Maybe post five times a day, 10 times a day. Grant Cardone tells people, okay, I sent my email list for 400,000,000 emails in a year and I only have one subscriber. No. I don't know how many subscribers he has but it's really like that. They say, okay, post more.
2:56
0Be everywhere all the time. Like Gary Vee, all the time everywhere. And I'm like, yeah, that's great. But the only thing you will do is send out a scattered signal because it's fragmented. People don't understand who you are and for who you are there.
3:15
0AI doesn't understand it either. So in Google, your ranking drops and it doesn't even matter because 80% of the most cited articles by AI are not even in the top 100 of Google anymore. So I was like, okay, this really hits me and it hurts me as well. Later I will tell you about it. But it's important to understand that content is more about strategy.
3:41
0So I'm working with the framework rings of entity. You have ring zero, that's the DNA of your business. Nobody knows the DNA of your business if you don't talk about it or you don't write it down somewhere. Ring one is the d DNA of your business that people can see on your domain, your media hub, your website. That's that's the thing you really own and your DNA needs to be structured in ring one.
4:11
0So you need to mention all the entities. Entities are very very important because the entity gap is real. If you have the DNA of your business with all the entities, all the DNA of your business, you you can think about it in a similar way like DNA or entities. I will make an entity video later on. But if you place it in a different way than the DNA really is from your business on your website, it's scattered.
4:42
0There is an entity gap. And if you place it in a different way on your socials, there will be an even bigger entity gap. Your socials, LinkedIn, YouTube, Instagram, TikTok, all the platforms, Reddit, that ring too. You have a lot of control, but not all the control because your reach can drop immediately or they can ban you immediately. So what you say is in your control.
5:15
0So that's ring two. Ring two, ring zero your DNA. Ring one your DNA that people can see on your website, your own domain, your media hub. The second ring, ring two are your socials and ring three is about all the people who are talking online and offline about you. And if you structure your data, your DNA in the right way, they will use the same entities and words about you and the circle can be closed.
5:50
0So you then have a closed loop, the rings of entity and that that's amazing. But because you need to talk in the same way about your methods, your frameworks, your entities, you have to think about it in strategy, not just in content. Because if I was talking about the bird in a way like, okay, let's let's make the story a little bit different on Instagram. Because I told the story already on my website about the water, now I'm I'm talking about leaves or sticks and the bird. And it's different, so that's not going to work.
6:29
0So the connection needs to be exactly the same. So when I'm talking about the bird, the DNA, it's it's pretty logical. My neighbors understand the bird needs water. They don't think about it like, oh, maybe we can build a house of sticks for the bird. And the bird is not like, oh yeah, I need a house of sticks right now.
6:54
0It's really hot. I need sticks. No. It's just thinking in the same way. Birds don't think, they just do.
7:03
0They need water. They understand water is the DNA of what I need right now and the neighbors know, okay, it's hot. Birds need water. That's it. That's the connection.
7:15
0And why this hurts for me is because a lot of entrepreneurs, experts, consultants, coaches, trainers, specialists, they still think one in in one way, okay, I need to put out a lot of content all the time and I need to tell personal stories all the time and just make content to make it about content. But I'm telling you, it's more about structure and strategy. And if you have that in the right way, you use your strategy in the right way. You think about your strategy. You think about the trigger points.
7:56
0At what time can you talk to your audience? At what time your audience listens? Because that's more important than when you talk to them. You can talk all the time to your audience, but there are several points in their lives they listen to you. Okay.
8:11
0So you have to use the same words over and over again. Especially now because the the opportunity is wide open, just like the moment when SEO starts to be used by a lot of people. Nowadays it's AI. You have the opportunity but you have to talk to your audience in a structured way. You have to have the vision.
8:37
0It's not about niching down anymore. It's not small anymore. That's great news because I know a lot of experts. I talk to them. They find it very difficult to find the one sentence that describes their exact solution for their exact target audience.
8:58
0You don't need that anymore. It's not that small, but it's structured. So what are the trigger points of your audience? At what moment do they think about your solution? That's the most important thing to think about and then find out your entities.
9:16
0Like I said, I will record another video of it, but you can just ask AI, okay, what are my entities for my business? Ask me the questions to get the entities and you will have the entities and you know how to talk about it. And probably, this is a warning, probably this sounds very boring for you because when you start talking about your entities, you have to repeat it over and over and over again. And when you are tired of repeating it, then at that moment your audience will pick it up. Not before that, way after you're tired of talking about it.
9:56
0I I know this. I was a I was a DJ and producer, so when I produced music, at the moment I released my track, I already heard it so many times and every loop I've heard it and every sound I listen to and tweaked all the time. So at the moment I I released it, I was almost tired of the song, so I didn't play it enough. That was a mistake. Hit songs, they start to rise.
10:27
0But you have to understand, you have to fall in love again with the entities of your business over and over and over again. So you can look first at your entities. You have to understand you need to talk about your entities for the next three to six months a lot. So you have to find different angles to talk about it. Yeah, you can connect personal stories to it, but it's about the strategy, not about the content.
10:55
0Use it to find the strategy, find the personal stories to talk about it. And if you find these stories and you talk about your entities in different angles, Find ways to stay in love with your entities and your business and be passionate about it. And if you do that, I promise you for three to six months AI will start to find you and cite you to your audience. And that's why I am recording these videos and that's why I was walking outside, saw the bird, thought about, okay, your bird, the bird knows I need water. It it's not changing.
11:33
0The rest of its life, it needs water. Just like you have to brush your teeth the rest of your life. Maybe you get tired of it, but you still do it. Do it in the same way talking about your entities, about your strategy. Have your strategy clear, have your target audience clear.
11:50
0You have to understand that if you are a starting entrepreneur, you don't have an ICP yet. You have to talk to your audience at the trigger points and after one, two, three, sometimes even after five or ten years, your ICP will appear suddenly. Suddenly you see what your target audience is. It's it's something you discover, not something you create. That's important.
12:17
0Okay. This video is coming too long. Maybe it's still hot because it's still hot and my brain starts to be cooked. So I'm I'm going to drink a glass of water and please ask AI, okay, what are the entities of my business? Ask me all the questions so you can answer me.
12:40
0And if you do that, you have the entities and start talking about these entities. Not every day, not three times a day, three times a week is enough for AI. And please, please, please put it on your domain, on your own website and make your own website a living organism of your entities. That's the most important thing nowadays.

Veelgestelde vragen

Waarom helpt meer content plaatsen niet bij AI-vindbaarheid?

Meer volume zonder structuur bouwt een versnipperd signaal op. AI-systemen citeren experts op basis van consistente entiteiten over meerdere ringen van aanwezigheid. Wie overal iets anders zegt over zijn eigen werk, bouwt een entity gap op die AI niet kan overbruggen, ongeacht de publicatiefrequentie.

Wat zijn entiteiten in de context van AI-marketing?

Entiteiten zijn de specifieke begrippen, methodes, frameworks en positioneringselementen die jouw bedrijf definiëren. AI-systemen herkennen en citeren experts op basis van hoe consistent en breed deze begrippen terugkomen over je domein, kanalen en externe bronnen.

Hoe vaak moet ik over mijn entiteiten communiceren?

Drie keer per week is genoeg voor AI-systemen, mits je consistent dezelfde entiteiten herhaalt. Dagelijks versnipperd publiceren werkt slechter dan drie keer per week gestructureerd communiceren vanuit dezelfde begrippen, bij voorkeur verankerd op je eigen domein.

Wat is het Rings of Entity-framework van Identity First Marketing?

Rings of Entity beschrijft vier lagen van entity-autoriteit: ring 0 is het DNA van je bedrijf, ring 1 is je eigen domein, ring 2 zijn je sociale kanalen en ring 3 zijn externe bronnen die over jou spreken. Wie ring 0, 1 en 2 strak vult, zorgt dat ring 3 vanzelf dezelfde taal overneemt.

Hoe weet ik welke entiteiten bij mijn bedrijf horen?

Vraag een AI-systeem welke entiteiten bij jouw bedrijf horen en laat het je de vragen stellen die nodig zijn om die entiteiten te bepalen. Dit levert een concrete lijst van begrippen op die je de komende drie tot zes maanden consequent moet herhalen vanuit verschillende invalshoeken.

Clips uit deze aflevering

3x a week is enough for AI to find you47s

3x a week is enough for AI to find you

Okay. This video is coming too long. Maybe it's still hot because it's still hot and my brain starts

Your ICP is something you discover, not create1 min 21s

Your ICP is something you discover, not create

it to find the strategy, find the personal stories to talk about it. And if you find these stories a

When you're tired of repeating it, they finally hear it1 min 35s

When you're tired of repeating it, they finally hear it

They need water. They understand water is the DNA of what I need right now and the neighbors know, o

You don't need to niche down anymore1 min 12s

You don't need to niche down anymore

then have a closed loop, the rings of entity and that that's amazing. But because you need to talk i

Content is no longer a content problem50s

Content is no longer a content problem

Content is not a content problem anymore. It's a strategy problem. So this week, it's it's really ho

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