Workshop Round 3 of Expedition Content

The final round, but certainly not the least. Below you will find the workshops for Round 3 of Expedition Content 2026End the day with something that sticks. An insight, an approach, or an idea that you can put into practice tomorrow. The content revolution is almost complete!

1. Brand thinking in the public sector
2. Improvisation visualization
3. Down with bland uniformity, long live the copywriter!
4. From emotion to podcast: your voice, your story
5. AI literacy: risks and opportunities

1. Brand Experience (yes, also for the public sector)

Is your organization's mission palpable in every communication? The value of a public organization stands or falls with the experience it offers. Successful organizations know how to transform their mission into a consistent, dignified experience for their customers and employees: Brand Experience.

Discover how to create content that truly strengthens the Brand Experience, a new phenomenon in the commercial and public sectors. And that thereby makes a direct contribution to strategic organizational goals, such as trust among your target audience and employee engagement.

In this interactive workshop, we take a close look at various forms of content and measure them against the Brand Experience yardstick. Discover the do's and don'ts and go home with a healthy dose of inspiration.

About Susanne Afman and Peter Links

Susanne worked for a long time at one of the world's most famous brands, McDonald's. There, she noticed that a brand is much more than a logo or a corporate identity. Truly strong brands offer an experience. And that is why they have such a strong fanbase that trusts the organization. Susanne brings these experiences with her into the public sector, where she has been working as a consultant at Babbage for quite some time now, serving the national government, healthcare, and education.

Peter is fascinated by brands that truly and sincerely deliver on their promise in the experience of both customers and employees. As a Consultant at New Era Consultancy, the only specialized Brand Experience (BX) agency in the Netherlands, he translates brand strategy into experiences that create measurable impact at KVK and Funda. This combination makes brand thinking tangible in both the public and private sectors.

2. Improvisational visualization

Why would you quickly make something that looks slick but isn't believed by anyone because it's fake? Especially while making billionaires richer, consuming a lot of energy, and making our sense of truth disappear.

Coming up with something together and immediately creating something that people believe instantly because it is real. And while giving them information that helps them understand the world a little better. That is possible too, of course!

SubjectIn this workshop, you can choose from three topics that play a role in organizations and/or society.

Product: we create an “informative product” in three guided design rounds. A short video, filmed on location and finished in an editing app, OR a creation made with paper, pen, and scissors.

Needed: dedication, fearlessness; Not needed: originality, lots of Post-its.

About Klaas van der Veen

Klaas van der Veen is a designer and helps scientists and policymakers with one question: 'how do you make sure people can visualize it?'

He sees a large gap between the 'thinker-writers who never create anything' and the 'makers who are never allowed to do anything with the content'. Let's bring thinking and making, writing and drawing, together!

He likes AI, fixing everything so fast and smartly, but how do we actually determine if what it has come up with is any good? And whether it actually works?

3. Down with bland uniformity, long live the copywriter!

Do your fingers itch too at the sight of so much bland uniformity? And do you find the word 'bland uniformity' itself terrible? Then this is the workshop for you. Long live the revolution, we write to stay!

What do we do?
We are writing (ourselves, duh) 3 versions of a short text:

• One that AI would generate (AI plagiarism: delightful and educational)
• One that is 'fine' (but fine isn't good enough, people)
• One that makes you proud (original, human, relatable)

Why would we do this?
After this workshop, you will have 3 text versions and the words to explain why your version is the best. To clients, colleagues, or others who think AI can do your work.

And to be perfectly honest? A good copywriter doesn't just write words, but powerful memories.

When is this workshop NOT suitable for you?
If you read the previous sentence without frowning.

About Merel Roze

Merel Roze is a writing trainer for organizations such as VluchtelingenWerk Nederland, Ajax, Het Financieele Dagblad, and the Juridisch Loket. Writing in a way that reaches the reader and your goal sounds simple, but it remains a challenge for every organization. She was a columnist, web editor, and copy editor. She wrote two novels and the bestseller 'De regels van Roze', dubbed 'The Bible for Copywriters' by various people. In her 'AI for Copywriters' training courses, she provides practical tips on using AI, but above all, she urges people not to outsource the writing itself to the predictive machine.

4. From emotion to podcast: your voice, your story

Audio is emotion. A voice. And you can touch someone.

During this workshop, you will immediately create your own podcast. In one hour. Just with your mobile phone. Is that possible? Absolutely.

We discover how powerful podcasts aren't about expensive equipment, but about human stories. From three-hour podcasts to one-minute stories: everything starts with emotion.

With the Rode Reporter app, you dive straight into the field and create your own mini-podcast. Inspired by Hemingway's famous six-word story — For sale: baby shoes, never worn. — you learn how few words can sometimes say the most.

About Andy Clark

Andy has over 25 years of experience as a radio journalist. He started his career in England at BBC Radio. Subsequently, he worked for a considerable time in Hong Kong at Radio Television Hong Kong and afterwards in the Netherlands for RNW Media (World Service). 

His work experience includes live reporting, making documentaries, and presenting programs. And producing a great many podcasts, including the English-language True Crime hit. Codename Badger.

5. AI literacy: risks and opportunities

Almost everyone uses AI. But do you use it consciously? European AI legislation states that employees must know what AI is, what it can do, and where things go wrong. It is a requirement, therefore, but a good one. Because those who possess this knowledge can deploy AI more effectively. 

In this workshop, we dive in together. We start with a quiz: how AI-literate are you, really? Next, we discuss the risks. We cover everything from bias and privacy to that one colleague who runs *everything* through ChatGPT or Copilot. Finally, we address what really matters: the opportunities. With a practical exercise that you can immediately apply to your own work.

You will go home with more knowledge, a sharper eye, and concrete tools. So that you can deploy AI effectively and responsibly. And, of course, so you can share fun AI facts at a birthday party. 

About Max Ploemen

Max Ploemen has been working with great dedication as a communication trainer at Loo van Eck for over three years now. He provides various oral and written training courses to diverse organizations, helping professionals improve their communication skills—with and without AI. His driving force? Fostering understanding and collaboration between people, both in conversation and in writing.

About Expedition Content

On Thursday, October 8, 2026, we 'storm' the iconic Woerden Castle for a new edition of Expedition ContentThe world of content and communication is changing rapidly. Rules are blurring, AI is moving to the forefront, and the pressure to remain relevant is growing. Time for a content revolution, time to break, build, and connect!

You are going to:

• Break with what is stuck.
  Which rules do you still follow without giving it a second thought? We are pushing the boundaries of AI, communication, and content. What is possible, what is just barely possible. And what if you just give it a try?
• Building without borders.
  Let go of how things 'should be' and get to work. In three workshop rounds, you will create, test, and improve ideas that you can apply immediately.
• Connecting with what matters.
  Amidst all the tools and speed, people remain central. How do you ensure your content resonates, builds trust, and makes a real impact?