Aftermovie: Content Marketing & Webredactie Congress 2024 

If you work in marketing, you’ve probably come across Google’s E-E-A-T by now. It stands for Experience, Expertise, Authority and Trust—and it’s fast becoming a must-have if you want to stay visible and credible online. It’s no longer a question of whether you meet the standard, but how well you do that.  And it’s not just Google that cares. AI models like ChatGPT also favour helpful, trustworthy, human-focused content. Oh, and your actual website visitors? Same story.  At the heart of it all is your audience. E-E-A-T is about creating content that truly speaks to them. It’s a shift away from keyword stuffing and box-ticking, and towards delivering real value—content that answers the needs behind the search. These days, it’s not just about showing up in search results. It’s about being relevant, reliable and worth the click. 

More channels, more personalisation, smaller teams, shrinking budgets and ever-higher quality standards? It sounds like an impossible challenge for today's marketer. Yet thanks to AI, concepts like Content at Scale and Content Supply Chain offer a way forward. Here’s how.  This article is originally published on marketingreport.nl

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At their I/O Conference on 20 May 2025, Google announced the AI Mode for Search—a groundbreaking innovation. This new feature delivers high-quality, personalised responses tailored to each user, utilising their unique digital profile. It's set to have a major impact on how organisations create content, requiring them to focus intensely on brand presence and the value they offer their audience to ensure they're discoverable. 

In less than two months, your digital services and products must be accessible to everyone. It's a legal requirement. But it also presents an exceptional opportunity: accessibility can become the driving force behind your digital strategy. How? Discover this on 14th May during iO's practical webinar.  

AI is changing the way we search. Until recently, you typed a few keywords into a search engine and got a list of results. Now you can ask an AI-powered search engine or an AI chatbot a question and then 'talk' to it. Until you have a tailor-made answer.    How do you make your content is findable among these developments? Not only for traditional search engines, but also for AI tools? It could well be that AEO (answer engine optimisation) plays a key role in this. Are you on top of this development? If not, don't worry, because in this blog post we answer six pressing questions about AEO.