Aftermovie: Content Marketing & Webredactie Congress 2024 

AI-driven search, TikTok, Instagram, YouTube... The search landscape is changing fast and for the first time in years, Google’s position is being challenged when it comes to organic search. Google isn’t being replaced – we’re seeing diversification. It’s not an either-or, but a both-and story. Adapt your SEO strategy to these changes to strengthen rather than hinder your efforts.   In this white paper, our SEO experts share insights and practical tips to future-proof your SEO strategy and work on GEO (Generative Search Optimisation). 

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. 

Managing content is more than just a production challenge. It requires strategic planning, efficient delivery across multiple platforms, and precise targeting of diverse audiences. Many teams face bottlenecks not only in content creation, but also in organizing content effectively and delivering it seamlessly to wherever your audience may be.  On June 26th, with our free webinar, discover how technology can help you get the right message to the right audience across all channels 

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.