What we learnt at the Content Conference 2025

Frankwatching’s Content Conference is an annual event for anyone involved in creating, distributing and optimising content. The programme is packed with thought-provoking keynotes, practical sessions and insights to help you take a more focused approach to your profession. Together with my colleague Carmen, I attended the event in Utrecht, where we took part in sessions on video, AI, search behaviour, employer branding and social listening.

We didn’t quite start the day in the right place. Carmen and I arrived at the Jaarbeurs right on time, but there was no one there. Fortunately, the Beatrix Theatre turned out to be nearby, and we were able to walk straight through to the actual venue without any hassle. No disaster, but a typical start to one of those days when you’re already having to deal with all sorts of things.

1. Video can be slower, more human and more authentic

We kicked off with Pelpina Trip, who demonstrated that video doesn’t need to be more polished to be better. Quite the opposite, in fact. In an age where everything has to happen quickly, it stands out when a brand dares to slow down. Pelpina called it ‘slow content’ – content that makes room for genuine stories, where not everything is directed down to the last detail. No slick teleprompter, just real people with a genuine message. That can be a bit of a challenge at times, because not everyone wants to be on camera. But it’s precisely that vulnerability that makes video credible. As a brand, this is what really makes you stand out. No perfect setting, but real impact.

2. Staying visible without clicks

During Michelle de Zeeuw’s session, it became clear just how much search behaviour has changed. Increasingly, people are finding their answers directly in Google itself, without clicking through to a website. With the advent of AI-driven search results, sixty per cent of users no longer click through. This calls for a different approach.

Michelle demonstrated how, as a content creator, you can still remain visible and relevant. By answering questions from your target audience via Answer Engine Optimisation. By maintaining a presence across multiple platforms. And by creating content that genuinely helps not only search engines, but above all people. Focusing less on driving traffic, and more on building quality and trust. That is the direction we are moving in.

3. AI does not improve without a vision

One session that made a visual impression was delivered by Mark van Nieuwenhoven. He demonstrated how generative AI tools such as Midjourney and DALL·E are used for image creation. Sometimes stunning, sometimes a little hit-and-miss. What really stuck with me was the call for awareness. AI is not a magic formula. The tool itself does not determine anything. You need to know what you want to convey. Without a creative vision, it remains merely a means of generating images. With the right input, however, you can use AI to make stories more powerful. Not as a replacement for creativity, but as an enhancer.

4. Listening and showing courage

The session with McDonald’s and ACE clearly demonstrated that you cannot reach Gen Z with safe, inside-out content. Rather than broadcasting, McDonald’s is all about listening and adapting. They use ‘ social ’ listening to understand what’s on people’s minds, actively immerse themselves in subcultures and dare to take risks in their campaigns. Ruben explained how, in recent years, the brand has consciously shifted to an ‘outside-in’ strategy, whereby the target audience determines what is relevant – not the other way round.

Mitzi then demonstrated how this is translated into creative work. Using campaigns such as ‘The Stolen M at Lowlands’ as examples, it became clear just how important it is to be able to adapt quickly. Some content comes directly from the target audience, whilst other ideas originate on the work floor and, thanks to their ‘talkability’, grow into something bigger. In fact, some ideas even end up on the menu.

5. Employer branding without the glossy veneer

PLUS Supermarkets also provided an insight into their content strategy for employer branding. In collaboration with C2B, they changed tack. No contrived campaigns or slick videos, but genuine stories from staff. Why they work for PLUS, what binds them together and what makes their work special. That requires trust and courage. Because when you let people speak for themselves, you never know exactly what’s coming. But that’s precisely what makes it credible. In doing so, PLUS demonstrates that employer branding isn’t about selling yourself, but about showing who you really are.

6. ChatGPT only works if you understand it

Finally, we attended Bob Ballings’ session on how to get better results from AI tools such as ChatGPT. Bob emphasised something we all know, but often forget. Good input is crucial. The more specific your prompt, the more useful your result. It’s tempting to see AI as an answer machine, but in reality it’s primarily a mirror. If you don’t know what you’re looking for, you won’t get anything relevant in return. This means that, as a content creator, you must not only experiment with AI, but also learn to formulate, define and structure your prompts. Only then will you get output that really helps.

More than just an inspiring day

After a day full of sessions, discussions and case studies, we returned to the office with new ideas and a few things to get started on straight away. No radical changes, but a useful reality check on where we stand and where we can still improve.