Smarter (round 1) of Expedition Content

Work smarter with the latest tools and technologies. You will learn this in workshop round 1 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 1 from 10:00 - 11:00! Please note: full = full.

1. AI Deepdive – content & communication in the future (FULL!)
2. Imagery: the power of visual thinking (FULL!)
3. From SEO to AEO – no clickbait, but real bite
4. Polish your prompts – AI turned upside down

1. AI Deepdive (FULL!)

Content & communication in the future

Stop talking about AI, start applying it! In this interactive session, AI is made concrete and practical, helping you build the communications team of the future. Esther de Koning and Imke Hoes demonstrate five ways AI strengthens teams:

• Build a tone-of-voice proof chatbot quickly and easily, which benefits the entire department;
• Translate video content to different languages ​​in an instant;
• More about AI agents: Automate repetitive, time-consuming communication tasks and focus on important work;
• Keep your content visible and relevant now that Google's AI is providing its own answers;
• Case: This is how you implement AI in a large organization.

Expect an energetic session packed with AI examples and practical tips. Imke and Esther will inspire you by sharing trends and providing you with practical tools you can use right away.

Speakers

Esther de Koning is co-founder and owner of Goldfizh, a full-service marketing agency established in 2016. Her company works for a wide range of clients, from Randstad Group Netherlands and Zoover to Triodos Bank and NWO.

Imke Hoes is Digital Marketing Lead at Goldfizh and provides leadership and guidance to the marketing and content team. She is involved in strategic work on (performance) marketing, communications, and branding projects for clients such as asr insurance, EY, Triodos Bank, and the Trimbos Institute.

2. Imagery (FULL!)

The power of visual thinking

Visual Thinking Strategies (VTS) is a method in which a group views an image together (such as a photo or painting). It originated at the MoMA in New York, where research showed that people learn primarily through active viewing and interpretation. A facilitator asks open-ended questions so that participants continually discover new elements and everyone feels heard. This encourages better observation and critical thinking. VTS is accessible and surprisingly fun!

VTS offers significant added value for content and communications teams. In an era where visual communication is increasingly important, VTS helps your team to sharpen their understanding of visual language and discover different perspectives. Because everyone feels free to share their opinion, VTS fosters better collaboration. You'll learn how images are interpreted by different people, allowing you to craft more powerful and effective stories for your target audience. Moreover, you'll improve your language skills by learning to clearly substantiate your observations and interpretations.
In short: VTS is an inspiring, interactive method that helps your team grow in visual communication and collaboration.

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

Speaker

Nicoline van Slingelandt is a creative writer and writing coach specializing in creativity, art, and education. Since 2011, Nicoline has led her own creative projects, including the publication of several acclaimed books and games that inspire children and families to explore art and creativity. Since 2024, Nicoline has facilitated VTS conversations for families, art clubs, and students at a Dutch school in France. Nicoline is convinced that we need to reclaim our attention and dedicate it to things that energize us. VTS is an ideal method for this.

3. From SEO to AEO

No clickbait, but real bite

Searching and being found will be a completely different game in 2025. Google AI Overviews and Google AI Mode, Perplexity, and ChatGPT have drastically changed SEO. Social media search is, of course, also part of your strategy: young people search on Instagram and TikTok. We're moving from SEO to Answer Engine Optimization (AEO). How visible is your content, really?

In this session you will learn how to:

• Google shows you still matter
• Demonstrate your expertise and authority (EEAT)
• Measure the visibility of your content in AI search
• Je structured data still have to use yesterday
• There are more places for SEO: Bing, TikTok and Instagram

The impact of AI on SEO isn't something for the future; it's happening now. Prepare yourself and ensure you'll still be visible in the future.

Speaker

Etienne Donicie has been working on online content since 1998, co-owner of Schrijven voor het Brein (Writing for the Brain), and lecturer at Beeckestijn Business School and LVE, among others. His book "How Do You Find Me?" about visibility in AI search, ChatGPT, Google, and social media search will be published on November 1, 2025.

4. Brush your prompts

AI upside down

AI is indispensable, but we also need to look at it realistically. Everyone working with AI language models uses prompts. But what's the best way? Bob shows you the unique approach of the promptologist. Understand how AI interprets words, what it does, what decisions it (secretly) makes, and how you can truly utilize AI to its full potential.

Bob Ballings is the Netherlands' first promptologist. After over 2579 hours of prompting, he knows better than anyone what prompting can and cannot do. By using that knowledge, you can achieve results faster with AI. Over a year ago, Bob published his successful e-book "AI/ChatGPT the secret to professional writing” gone. 1 year later, the knowledge is still an eye opener for many and the book has been updated.

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!