{"id":2371,"date":"2024-08-29T21:16:48","date_gmt":"2024-08-29T19:16:48","guid":{"rendered":"https:\/\/netherlands.wordcamp.org\/2024\/?post_type=wcb_session&#038;p=2371"},"modified":"2024-11-19T13:48:54","modified_gmt":"2024-11-19T12:48:54","slug":"contentless-marketing","status":"publish","type":"wcb_session","link":"https:\/\/netherlands.wordcamp.org\/2024\/session\/contentless-marketing\/","title":{"rendered":"Contentless Marketing"},"content":{"rendered":"\n<div class=\"wp-block-cover alignfull is-light\" style=\"padding-top:0;padding-bottom:var(--wp--preset--spacing--40)\"><span aria-hidden=\"true\" class=\"wp-block-cover__background has-background-dim-0 has-background-dim\" style=\"background-color:#e0e7f0\"><\/span><img data-recalc-dims=\"1\" loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"512\" class=\"wp-block-cover__image-background wp-image-3606 size-large\" alt=\"\" src=\"https:\/\/i0.wp.com\/netherlands.wordcamp.org\/2024\/files\/2024\/11\/wcnl2024-Hero-Cover-Speakers.jpg?resize=1024%2C512&#038;ssl=1\" data-object-fit=\"cover\" srcset=\"https:\/\/i0.wp.com\/netherlands.wordcamp.org\/2024\/files\/2024\/11\/wcnl2024-Hero-Cover-Speakers-scaled.jpg?resize=1024%2C512&amp;ssl=1 1024w, https:\/\/i0.wp.com\/netherlands.wordcamp.org\/2024\/files\/2024\/11\/wcnl2024-Hero-Cover-Speakers-scaled.jpg?resize=300%2C150&amp;ssl=1 300w, https:\/\/i0.wp.com\/netherlands.wordcamp.org\/2024\/files\/2024\/11\/wcnl2024-Hero-Cover-Speakers-scaled.jpg?resize=768%2C384&amp;ssl=1 768w, https:\/\/i0.wp.com\/netherlands.wordcamp.org\/2024\/files\/2024\/11\/wcnl2024-Hero-Cover-Speakers-scaled.jpg?resize=500%2C250&amp;ssl=1 500w, https:\/\/i0.wp.com\/netherlands.wordcamp.org\/2024\/files\/2024\/11\/wcnl2024-Hero-Cover-Speakers-scaled.jpg?resize=1536%2C768&amp;ssl=1 1536w, https:\/\/i0.wp.com\/netherlands.wordcamp.org\/2024\/files\/2024\/11\/wcnl2024-Hero-Cover-Speakers-scaled.jpg?resize=2048%2C1024&amp;ssl=1 2048w\" sizes=\"auto, (max-width: 1000px) 100vw, 1000px\" \/><div class=\"wp-block-cover__inner-container is-layout-flow wp-block-cover-is-layout-flow\"><header class=\"wp-block-template-part\">\n<div class=\"wp-block-group alignfull has-global-padding is-layout-constrained wp-container-core-group-is-layout-23b1a4dc wp-block-group-is-layout-constrained\" style=\"padding-top:var(--wp--preset--spacing--30);padding-right:var(--wp--preset--spacing--30);padding-bottom:var(--wp--preset--spacing--30);padding-left:var(--wp--preset--spacing--30)\">\n<div class=\"wp-block-group alignwide is-content-justification-space-between is-layout-flex wp-container-core-group-is-layout-b585a4aa wp-block-group-is-layout-flex\">\n<div class=\"wp-block-group is-layout-flex wp-container-core-group-is-layout-7a92790e wp-block-group-is-layout-flex\"><div class=\"is-default-size wp-block-site-logo\"><a href=\"https:\/\/netherlands.wordcamp.org\/2024\/\" class=\"custom-logo-link\" rel=\"home\"><img loading=\"lazy\" decoding=\"async\" width=\"494\" height=\"404\" src=\"https:\/\/i0.wp.com\/netherlands.wordcamp.org\/2024\/files\/2024\/05\/WCNL24-Logo-01-Full.png?fit=494%2C404&amp;ssl=1\" class=\"custom-logo\" alt=\"WordCamp Nederland 2024\" srcset=\"https:\/\/i0.wp.com\/netherlands.wordcamp.org\/2024\/files\/2024\/05\/WCNL24-Logo-01-Full.png?w=494&amp;ssl=1 494w, https:\/\/i0.wp.com\/netherlands.wordcamp.org\/2024\/files\/2024\/05\/WCNL24-Logo-01-Full.png?resize=300%2C245&amp;ssl=1 300w, https:\/\/i0.wp.com\/netherlands.wordcamp.org\/2024\/files\/2024\/05\/WCNL24-Logo-01-Full.png?resize=367%2C300&amp;ssl=1 367w\" sizes=\"auto, (max-width: 494px) 100vw, 494px\" \/><\/a><\/div><\/div>\n\n\n\n<div class=\"wp-block-group is-nowrap is-layout-flex wp-container-core-group-is-layout-6c531013 wp-block-group-is-layout-flex\"><nav class=\"is-responsive items-justified-left wp-block-navigation is-horizontal is-content-justification-left is-layout-flex wp-container-core-navigation-is-layout-4a0c8c40 wp-block-navigation-is-layout-flex\" aria-label=\"Navigation\" \n\t\t data-wp-interactive=\"core\/navigation\" data-wp-context='{\"overlayOpenedBy\":{\"click\":false,\"hover\":false,\"focus\":false},\"type\":\"overlay\",\"roleAttribute\":\"\",\"ariaLabel\":\"Menu\"}'><button aria-haspopup=\"dialog\"  class=\"wp-block-navigation__responsive-container-open\" \n\t\t\t\tdata-wp-on--click=\"actions.openMenuOnClick\"\n\t\t\t\tdata-wp-on--keydown=\"actions.handleMenuKeydown\"\n\t\t\t>Menu<\/button>\n\t\t\t\t<div class=\"wp-block-navigation__responsive-container  has-text-color has-base-color has-background has-contrast-2-background-color\"  id=\"modal-1\" \n\t\t\t\tdata-wp-class--has-modal-open=\"state.isMenuOpen\"\n\t\t\t\tdata-wp-class--is-menu-open=\"state.isMenuOpen\"\n\t\t\t\tdata-wp-watch=\"callbacks.initMenu\"\n\t\t\t\tdata-wp-on--keydown=\"actions.handleMenuKeydown\"\n\t\t\t\tdata-wp-on--focusout=\"actions.handleMenuFocusout\"\n\t\t\t\ttabindex=\"-1\"\n\t\t\t>\n\t\t\t\t\t<div class=\"wp-block-navigation__responsive-close\" tabindex=\"-1\">\n\t\t\t\t\t\t<div class=\"wp-block-navigation__responsive-dialog\" \n\t\t\t\tdata-wp-bind--aria-modal=\"state.ariaModal\"\n\t\t\t\tdata-wp-bind--aria-label=\"state.ariaLabel\"\n\t\t\t\tdata-wp-bind--role=\"state.roleAttribute\"\n\t\t\t>\n\t\t\t\t\t\t\t<button  class=\"wp-block-navigation__responsive-container-close\" \n\t\t\t\tdata-wp-on--click=\"actions.closeMenuOnClick\"\n\t\t\t>Sluiten<\/button>\n\t\t\t\t\t\t\t<div class=\"wp-block-navigation__responsive-container-content\" \n\t\t\t\tdata-wp-watch=\"callbacks.focusFirstElement\"\n\t\t\t id=\"modal-1-content\">\n\t\t\t\t\t\t\t\t<ul class=\"wp-block-navigation__container is-responsive items-justified-left wp-block-navigation\"><li class=\" wp-block-navigation-item wp-block-navigation-link\"><a class=\"wp-block-navigation-item__content\"  href=\"https:\/\/netherlands.wordcamp.org\/2024\/programma\/\"><span class=\"wp-block-navigation-item__label\">Programma<\/span><\/a><\/li><li data-wp-context=\"{ &quot;submenuOpenedBy&quot;: { &quot;click&quot;: false, &quot;hover&quot;: false, &quot;focus&quot;: false }, &quot;type&quot;: &quot;submenu&quot;, &quot;modal&quot;: null, &quot;previousFocus&quot;: null }\" data-wp-interactive=\"core\/navigation\" data-wp-on--focusout=\"actions.handleMenuFocusout\" data-wp-on--keydown=\"actions.handleMenuKeydown\" data-wp-on--mouseenter=\"actions.openMenuOnHover\" data-wp-on--mouseleave=\"actions.closeMenuOnHover\" data-wp-watch=\"callbacks.initMenu\" tabindex=\"-1\" class=\"wp-block-navigation-item has-child open-on-hover-click wp-block-navigation-submenu\"><a class=\"wp-block-navigation-item__content\" href=\"https:\/\/netherlands.wordcamp.org\/2024\/calls\/oproep-voor-sponsors\/\"><span class=\"wp-block-navigation-item__label\">Community<\/span><\/a><button data-wp-bind--aria-expanded=\"state.isMenuOpen\" data-wp-on--click=\"actions.toggleMenuOnClick\" aria-label=\"Community submenu\" class=\"wp-block-navigation__submenu-icon wp-block-navigation-submenu__toggle\" ><svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"12\" height=\"12\" viewBox=\"0 0 12 12\" fill=\"none\" aria-hidden=\"true\" focusable=\"false\"><path d=\"M1.50002 4L6.00002 8L10.5 4\" stroke-width=\"1.5\"><\/path><\/svg><\/button><ul data-wp-on--focus=\"actions.openMenuOnFocus\" class=\"wp-block-navigation__submenu-container has-text-color has-base-color has-background has-contrast-2-background-color wp-block-navigation-submenu\"><li class=\" wp-block-navigation-item is-style-arrow-link wp-block-navigation-link\"><a class=\"wp-block-navigation-item__content\"  href=\"https:\/\/netherlands.wordcamp.org\/2024\/sponsors\/\"><span class=\"wp-block-navigation-item__label\">Sponsors<\/span><\/a><\/li><li class=\" wp-block-navigation-item is-style-arrow-link wp-block-navigation-link\"><a class=\"wp-block-navigation-item__content\"  href=\"https:\/\/netherlands.wordcamp.org\/2024\/sprekers\/\"><span class=\"wp-block-navigation-item__label\">Sprekers<\/span><\/a><\/li><li class=\" wp-block-navigation-item is-style-arrow-link wp-block-navigation-link\"><a class=\"wp-block-navigation-item__content\"  href=\"https:\/\/netherlands.wordcamp.org\/2024\/organizers\/\"><span class=\"wp-block-navigation-item__label\">Organizers<\/span><\/a><\/li><li class=\" wp-block-navigation-item is-style-arrow-link wp-block-navigation-link\"><a class=\"wp-block-navigation-item__content\"  href=\"https:\/\/netherlands.wordcamp.org\/2024\/attendees\/\"><span class=\"wp-block-navigation-item__label\">Deelnemers<\/span><\/a><\/li><\/ul><\/li><li data-wp-context=\"{ &quot;submenuOpenedBy&quot;: { &quot;click&quot;: false, &quot;hover&quot;: false, &quot;focus&quot;: false }, &quot;type&quot;: &quot;submenu&quot;, &quot;modal&quot;: null, &quot;previousFocus&quot;: null }\" data-wp-interactive=\"core\/navigation\" data-wp-on--focusout=\"actions.handleMenuFocusout\" data-wp-on--keydown=\"actions.handleMenuKeydown\" data-wp-on--mouseenter=\"actions.openMenuOnHover\" data-wp-on--mouseleave=\"actions.closeMenuOnHover\" data-wp-watch=\"callbacks.initMenu\" tabindex=\"-1\" class=\"wp-block-navigation-item has-child open-on-hover-click wp-block-navigation-submenu\"><a class=\"wp-block-navigation-item__content\" href=\"https:\/\/netherlands.wordcamp.org\/2024\/over-wordcamp-nederland\/\"><span class=\"wp-block-navigation-item__label\">Over WCNL<\/span><\/a><button data-wp-bind--aria-expanded=\"state.isMenuOpen\" data-wp-on--click=\"actions.toggleMenuOnClick\" aria-label=\"Over WCNL submenu\" class=\"wp-block-navigation__submenu-icon wp-block-navigation-submenu__toggle\" ><svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"12\" height=\"12\" viewBox=\"0 0 12 12\" fill=\"none\" aria-hidden=\"true\" focusable=\"false\"><path d=\"M1.50002 4L6.00002 8L10.5 4\" stroke-width=\"1.5\"><\/path><\/svg><\/button><ul data-wp-on--focus=\"actions.openMenuOnFocus\" class=\"wp-block-navigation__submenu-container has-text-color has-base-color has-background has-contrast-2-background-color wp-block-navigation-submenu\"><li class=\" wp-block-navigation-item is-style-arrow-link wp-block-navigation-link\"><a class=\"wp-block-navigation-item__content\"  href=\"https:\/\/netherlands.wordcamp.org\/2024\/veelgestelde-vragen\/\"><span class=\"wp-block-navigation-item__label\">Veelgestelde vragen<\/span><\/a><\/li><li class=\" wp-block-navigation-item is-style-arrow-link wp-block-navigation-link\"><a class=\"wp-block-navigation-item__content\"  href=\"https:\/\/netherlands.wordcamp.org\/2024\/plattegrond\/\"><span class=\"wp-block-navigation-item__label\">Plattegrond<\/span><\/a><\/li><li class=\" wp-block-navigation-item is-style-arrow-link wp-block-navigation-link\"><a class=\"wp-block-navigation-item__content\"  href=\"https:\/\/netherlands.wordcamp.org\/2024\/locatie\/\"><span class=\"wp-block-navigation-item__label\">Locatie<\/span><\/a><\/li><li class=\" wp-block-navigation-item is-style-arrow-link wp-block-navigation-link\"><a class=\"wp-block-navigation-item__content\"  href=\"https:\/\/netherlands.wordcamp.org\/2024\/nieuws\/\"><span class=\"wp-block-navigation-item__label\">Updates<\/span><\/a><\/li><li class=\" wp-block-navigation-item is-style-arrow-link wp-block-navigation-link\"><a class=\"wp-block-navigation-item__content\"  href=\"https:\/\/netherlands.wordcamp.org\/2024\/contact\/\"><span class=\"wp-block-navigation-item__label\">Contact<\/span><\/a><\/li><\/ul><\/li><li data-wp-context=\"{ &quot;submenuOpenedBy&quot;: { &quot;click&quot;: false, &quot;hover&quot;: false, &quot;focus&quot;: false }, &quot;type&quot;: &quot;submenu&quot;, &quot;modal&quot;: null, &quot;previousFocus&quot;: null }\" data-wp-interactive=\"core\/navigation\" data-wp-on--focusout=\"actions.handleMenuFocusout\" data-wp-on--keydown=\"actions.handleMenuKeydown\" data-wp-on--mouseenter=\"actions.openMenuOnHover\" data-wp-on--mouseleave=\"actions.closeMenuOnHover\" data-wp-watch=\"callbacks.initMenu\" tabindex=\"-1\" class=\"wp-block-navigation-item has-child open-on-hover-click wp-block-navigation-submenu\"><a class=\"wp-block-navigation-item__content\" href=\"https:\/\/netherlands.wordcamp.org\/2024\/english-information\/\"><span class=\"wp-block-navigation-item__label\">English Info<\/span><\/a><button data-wp-bind--aria-expanded=\"state.isMenuOpen\" data-wp-on--click=\"actions.toggleMenuOnClick\" aria-label=\"English Info submenu\" class=\"wp-block-navigation__submenu-icon wp-block-navigation-submenu__toggle\" ><svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"12\" height=\"12\" viewBox=\"0 0 12 12\" fill=\"none\" aria-hidden=\"true\" focusable=\"false\"><path d=\"M1.50002 4L6.00002 8L10.5 4\" stroke-width=\"1.5\"><\/path><\/svg><\/button><ul data-wp-on--focus=\"actions.openMenuOnFocus\" class=\"wp-block-navigation__submenu-container has-text-color has-base-color has-background has-contrast-2-background-color wp-block-navigation-submenu\"><li class=\" wp-block-navigation-item is-style-arrow-link wp-block-navigation-link\"><a class=\"wp-block-navigation-item__content\"  href=\"https:\/\/netherlands.wordcamp.org\/2024\/schedule\/\"><span class=\"wp-block-navigation-item__label\">Schedule<\/span><\/a><\/li><li class=\" wp-block-navigation-item is-style-arrow-link wp-block-navigation-link\"><a class=\"wp-block-navigation-item__content\"  href=\"https:\/\/netherlands.wordcamp.org\/2024\/english-information\/code-of-conduct\/\"><span class=\"wp-block-navigation-item__label\">Code of conduct<\/span><\/a><\/li><\/ul><\/li><li class=\" wp-block-navigation-item wp-block-navigation-link\"><a class=\"wp-block-navigation-item__content\"  href=\"https:\/\/netherlands.wordcamp.org\/2024\/foto\/\"><span class=\"wp-block-navigation-item__label\">Foto&#8217;s<\/span><\/a><\/li><\/ul>\n\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div><\/nav><\/div>\n<\/div>\n<\/div>\n<\/header>\n\n\n<div class=\"wp-block-group alignfull is-layout-flow wp-block-group-is-layout-flow\">\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-28f84493 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:20%\"><\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:60%\">\n<div class=\"wp-block-group is-layout-flow wp-block-group-is-layout-flow\">\n<h1 class=\"wp-block-heading has-background-color has-text-color\">Contentless Marketing<\/h1>\n\n\n<div class=\"wp-block-wordcamp-session-date\"><time dateTime=\"2024-11-29T16:15:00+01:00\">29 november 2024 16:15 CET<\/time><\/div>\n\n<div class=\"wp-block-wordcamp-session-speakers\"><span class=\"wp-block-wordcamp-session-speakers__name\"><a href=\"https:\/\/netherlands.wordcamp.org\/2024\/speaker\/jono-alderson\/\">Jono Alderson<\/a><\/span><\/div><\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div><\/div>\n\n\n\n<div class=\"wp-block-group has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\">\n<p>Almost everybody relies to some degree on some form of content marketing. We do market and keyword research, and we try to spot opportunities. We build landing pages and write articles to try and boost our rankings, optimize our ads, get traffic, and convert visitors. So what happens when that stops working?<\/p>\n\n\n\n<p>It\u2019s time to ask hard questions about the value of our content. What purpose does it serve, when the internet is drowning in generic, AI-generated articles, when search is \u2018ambient\u2019 and keyword-less, and when Google has no incentive to crawl, index or rank our websites? How will brands compete for attention in solved query spaces, when search engines neither want nor need our content\u2026 when they can just synthesize content from what they already know?<\/p>\n\n\n\n<p>Zero-click searches were just the beginning. If we want to continue to be able to access and influence an audience, we need to stop thinking of \u2018content\u2019 as something we just put on pages and ads to attract or convert visits. We need to start thinking more about how we use content to solve user problems. And that\u2019s not going to be comfortable, quantifiable, or anything like the kind of content marketing you\u2019ve encountered before.<\/p>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>Almost everybody relies to some degree on some form of content marketing. We do market and keyword research, and we try to spot opportunities. We build landing pages and write articles to try and boost our rankings, optimize our ads, get traffic, and convert visitors. So what happens when that stops working? It\u2019s time to [&hellip;]<\/p>\n","protected":false},"author":16043598,"featured_media":0,"template":"template-custom-hero","meta":{"advanced_seo_description":"","jetpack_seo_html_title":"","jetpack_seo_noindex":false,"jetpack_post_was_ever_published":false,"_wcpt_session_time":1732893300,"_wcpt_session_duration":2700,"_wcpt_session_type":"session","_wcpt_session_slides":"","_wcpt_session_video":"","_wcpt_speaker_id":[2368],"footnotes":""},"session_track":[38],"session_category":[58,55],"class_list":["post-2371","wcb_session","type-wcb_session","status-publish","hentry","wcb_track-1-superspace","wcb_session_category-english","wcb_session_category-seo"],"jetpack_sharing_enabled":true,"session_date_time":{"date":"29 november 2024","time":"16:15"},"session_speakers":[{"id":"2368","slug":"jono-alderson","name":"Jono Alderson","link":"https:\/\/netherlands.wordcamp.org\/2024\/speaker\/jono-alderson\/"}],"session_cats_rendered":"English, SEO","_links":{"self":[{"href":"https:\/\/netherlands.wordcamp.org\/2024\/wp-json\/wp\/v2\/sessions\/2371","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/netherlands.wordcamp.org\/2024\/wp-json\/wp\/v2\/sessions"}],"about":[{"href":"https:\/\/netherlands.wordcamp.org\/2024\/wp-json\/wp\/v2\/types\/wcb_session"}],"version-history":[{"count":3,"href":"https:\/\/netherlands.wordcamp.org\/2024\/wp-json\/wp\/v2\/sessions\/2371\/revisions"}],"predecessor-version":[{"id":3713,"href":"https:\/\/netherlands.wordcamp.org\/2024\/wp-json\/wp\/v2\/sessions\/2371\/revisions\/3713"}],"speakers":[{"embeddable":true,"href":"https:\/\/netherlands.wordcamp.org\/2024\/wp-json\/wp\/v2\/speakers\/2368"}],"author":[{"embeddable":true,"href":"https:\/\/netherlands.wordcamp.org\/2024\/wp-json\/wporg\/v1\/users\/jonoaldersonwp"}],"wp:attachment":[{"href":"https:\/\/netherlands.wordcamp.org\/2024\/wp-json\/wp\/v2\/media?parent=2371"}],"wp:term":[{"taxonomy":"wcb_track","embeddable":true,"href":"https:\/\/netherlands.wordcamp.org\/2024\/wp-json\/wp\/v2\/session_track?post=2371"},{"taxonomy":"wcb_session_category","embeddable":true,"href":"https:\/\/netherlands.wordcamp.org\/2024\/wp-json\/wp\/v2\/session_category?post=2371"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}