Sharper (round 2) of Expedition Content

Sharper communicate by strengthening strategy and impact. You will learn this in workshop round 2 of Expedition Content 2025 – the most versatile expedition for communication professionals, content specialists and (web) editors. This time we travel to the Prodent factory in Amersfoort. The theme this year? Sink your teeth into the future! Check out the workshops below and make your choice for round 2 from 11:30 - 12:30! Please note: full = full.

1. Accessible content – ​​away with digital barriers
2. Hero, Hub, Hygiene – control over your content planning
3. Bite in behavior – content based on behavioral analysis
4. Data-driven content
5. Online nudging – how free are you online?

1. Accessible content

Away with digital barriers

Digital accessibility: what is it, why is it important, and who do we serve? And what about legislation and guidelines? In this information session, two specialists from communications agency Osage will give you a thorough introduction to the topic. They will also cover the do's and don'ts for each principle (perceptible, understandable, usable, and robust).

Intended for organizations that want to take a step further in digital accessibility or have yet to start.

Speakers

Jeroen de Haan is an experienced designer/DTP specialist and an expert in digital accessibility, a topic he also enthusiastically teaches workshops on. In his role as team leader, his helpful nature is invaluable, ensuring a team that learns from each other, supports each other, and encourages and inspires them to adopt new methods when needed.

As an accessibility guru, Cathalijne Rodenburg regularly gives lectures, workshops, interviews, and training sessions on digital accessibility. She has nearly 20 years of experience as a copywriter and communications consultant. She built her expertise in accessibility at the City of Amsterdam, where she worked full-time for a year to make letters and web content understandable for all Amsterdam residents.

2. Hero, Hub, Hygiene

Control your content planning

Tired of constantly putting out fires? Is your inbox overflowing with last-minute content requests? Time to sink your teeth into a smart communication strategy. During this session, Franka and James will offer a fresh perspective on content planning, using three strategies: project-based, always-on, and the Hero-Hub-Hygiene model. They'll explain the differences and reveal how to use these strategies effectively for a brilliant content plan.

What you learn:

• The difference between a project-based and always-on strategy.
• Why Hero-Hub-Hygiene is the perfect content mix.
• When to use which strategy is best.
• Which brands communicate impeccably thanks to Hero-Hub-Hygiene (and what you can learn from it).
• Practical tips for a healthy content routine.
• How to turn your content planning into a new strategy.

Whether you're struggling with loose content or your campaigns could use a boost: after this session you'll have a grip on your planning again and you'll look ahead with a fresh perspective.

Speakers

Franka Smet is a marketer and planning expert. She shows content teams that planning isn't a waste of time, but actually creates peace of mind and flexibility. Her mission is to ensure that communication professionals have more time for the best part of our job: creating content!

James Mackenzie is a customer success manager who helps teams regain control. No planning puzzle is too complex for him. From an out-of-control Excel sheet to a single, clear content plan, James ensures you regain control of your content.

3. Bite in behavior (FULL!)

Content based on behavioral analysis

How do you really get people moving with your creations? Discover the power of smart content in our workshop!

Our brains are fascinating – incredibly fast, yet also full of automatic patterns. Want to truly make an impact with your content? Then it's essential to understand how our brains work and how behavior is shaped. In this interactive workshop, we'll give you a glimpse behind the curtain and delve into the world of behavior change. We'll practice practical techniques based on proven behavior change theories. This way, you'll experience firsthand how smart content can gradually make a greater impact on behavior. Do you love to move people with your content? Then this workshop is exactly what you're looking for!

Please note: we work with a limited number of places to keep room for personal attention and interaction.

Speakers

Susanne Afman is a Senior Communications Advisor/Strategist at Bureau Babbage and works for various clients. She has extensive experience in campaign strategy and labor market communication, both in the profit sector (McDonald's) and the non-profit sector (Rijkswaterstaat).

Anna ter Schegget works as a Communications Advisor and creative Copywriter for Bureau Babbage. She specializes in short copy, campaigns, and accessible language, with a keen eye for concept and strategy. She has worked for organizations such as the Amsterdam Municipal Health Service (GGD Amsterdam), Inholland University of Applied Sciences, Erasmus University Rotterdam, the Tax and Customs Administration, the Safety Region, the Association of Netherlands Municipalities (VNG), and various government ministries.

4. Data-driven content

By 2025, as a communications professional, you can't do without data. Right? By working data-driven, you gain better insight into what works and can achieve increasingly better results through continuous improvements. But in practice, this proves to be no easy feat. This workshop will provide you with many inspiring examples of how to use data for greater success.

Speaker

Danny Oosterveer is a data-driven marketer who demonstrates how data can directly improve marketing results. He's seen firsthand how little data is utilized, and he helps professionals change this. As the author of Data-driven marketing en Basic book data-driven marketing makes data accessible and applicable. In his workshops he combines practical experience with clear explanations, so that participants can get started right away.

5. Online nudging

How free are you online?

Are you scrolling through your timeline, clicking on an offer, or reading an article that seems to confirm your opinion exactly? Chances are you are nudgedIn this interactive workshop, you'll discover how our online behavior is influenced, often without us even realizing it. We'll show you how subtle influence works, what you might notice, and how you can protect yourself against it. A short assignment will give you a firsthand experience of the influence of online environments. This workshop provides a future-proof perspective on your own behavior, with practical insights to make more conscious digital choices in a world full of clever temptations.

Speaker

Iris van Weenen is an alumna of Leiden University, where she completed her Master's degree in Dutch Studies: Language Proficiency. As a language strategist at Taalstrategie, she advises organizations on the guiding power of language and images, and how they influence our thinking and behavior. Her work revolves around the strategic use of language to convey messages clearly, convincingly, and impactfully, and to provide insight into how we are unconsciously influenced.

About Expedition Content

On Thursday, October 9, 2025, Babbage will organize again Expedition Content – the most versatile expedition for communication professionals, content specialists and (web) editors. This time we travel to the Prodent factory in Amersfoort. The theme this year? Sink your teeth into the future!

During Expedition Content, you can create your own program. Choose from three inspiring workshops to future-proof your content. Whether you're curious about smart AI tools, want to communicate more effectively, or want to create sustainable, accessible content... You'll discover it all at Expedition Content 3!