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It's not just search and technology that's changing; consumers' expectations are evolving. Consumer apathy is rife, audiences are fragmenting and almost every marketing tactic is becoming less effective. To combat this, brands need to work harder than ever before. Content isn't a silver bullet, but it's a useful tool in your arsenal. An exploration of trends & how to get content working for your brand.

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In the past couple of years we’ve seen a lot of talk about Fake News. With the US President Donald Trump as the centre point of much of the debate around it. It seemed like it was something completely new to us. It isn’t. Fake content has been around forever. The internet is filled with ‘fake content’. It’s not just fake news that dominates. It’s everywhere. But why do we believe this? We can check or in some case see these things are wrong, so why don’t we just ignore it? It turns out marketing strategies play a big role in this. Because they play on the human mind. In this presentation Bas van den Beld looks at which marketing strategies combined with which human trades make that we believe fake content. And love it.

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More from Bas van den Beld

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Hoe goed moet je je klant eigenlijk kennen? De hoeveelheid content online groeit. De concurrentie wordt alleen maar groter. De techniek verandert bijna dagelijks. Ondertussen wordt de discussie rondom privacy groter en groter. In deze veranderende wereld wordt van de digitale marketeer wel verwacht bij te blijven en de klant op maat te bedienen. Een schier onmogelijke taak of juist een mooie uitdaging? In de komende jaren heeft de moderne marketeer genoeg om over na te denken. Waarbij de grote vraag blijft: hoe ben ik zo relevant mogelijk? In deze presentatie gaat Bas van den Beld in op de uitdagingen voor de digitale marketeer in de komende jaren. Hoe hou je de ontwikkelingen bij? Hoe blijf je zo dicht mogelijk bij je klant? Presentatie door Bas van den Beld op Emerce Digital Marketing Live

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A case study revealing a unique approach to marketing! In a fast changing industry, it is key to make sure your staff has the latest knowledge. You make sure they read. You make sure your staff attends events. And you get your staff trained. The problem with all of these methods, but training especially, is universal. How to get the knowledge that is being picked up, put in place. In a way that your business actually benefits. A combination of training, coaching, psychology, co-creation and agile / scrum turned out to be a revolutionary way to get results. Here’s how we got there. Bas van den Beld, Daniël Rötting Searchelite 2017 See also: http://www.stateofdigital.com/train-staff-job-get-real-results/

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My presentation about blogging at SES London 2014. In this talk I discussed how at State of Digital we do the following things: - Managing a group blog: how to keep 30 bloggers from around the world motivated and sharp - Finding the right topics: how to find topics to write about - Content using ‘influentials’: how to create and spread content using influentials Find a write up of the session here: http://www.stateofdigital.com/brilliant-blogging-best-practices-enhance-customer-reach-ses-london-2014-seslon/

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NL: Op het Emerce Travel event 2010 sprak ik over de toekomst van search. Hoe de zoekmachines veranderen naar universal search en hoe ze proberen de user intent te pakken te krijgen. Ook ga ik in op hoe je daarmee om moet gaan. EN: At the Emerce Travel Event 2010 I spoke about the future of search (in Dutch). I talked about Universal Search, how search engines are trying to grab the user intent and how you should handle that.

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