How content is rewriting the rules: Highlights of Future Proof Marketing Today

How do you build an effective brand and content strategy in a world where consumers no longer move along a predictable path? We buy products through social media, rely on creators for advice and have our choices validated by AI. At the same time, the volume of content is growing enormously, new channels are emerging at speed and algorithms are constantly changing. 

At the Future Proof Marketing Today event on the 1st of October, organised by StudioM, the central question was: how can a brand remain visible and relevant in this dynamic environment? The speakers’ insights built on the premise that reach remains important, but reach alone is not enough. Brands must build meaning, help consumers make choices and translate their own identity into content that suits the channel, the creator and the context.  

Value is created within culture and communities  

Which classic marketing principles still hold true now that consumers are behaving less and less according to predictable patterns? Byron Sharp’s well-known theory states that reaching the masses is the key to brand growth. In the opening talk by Pol Juffermans (Insights Director) and Mouette van Rijn (Branded Content Director), the speakers emphasised that reach and mental availability remain essential for brand growth. But visibility alone does not explain why consumers value one brand more than another. We can view value as a social construct: we attribute value to something when it holds meaning within our world. Brands that play a relevant role in culture and communities can contribute to stronger brand appreciation and distinctiveness. 

A community does not need to be a small niche. Mouette illustrated this with a comparison between the group of men aged 18 to 34 and the group of Ajax fans in the Netherlands, both of which consist of four million people. Whilst people within a broad demographic target group do not automatically have anything in common, people within a community such as that of Ajax fans feel a shared passion that creates a sense of connection.  

The challenge is to combine that cultural relevance with a recognisable brand identity. This requires an approach tailored to the channel, without losing consistency. As Pol put it: “TikTok isn’t a TV advert, and you certainly shouldn’t be aiming for that.”  

Focusing on answers in The Messy Middle  

But how do you translate those insights into content that actually helps consumers move forward? This requires an understanding of the questions, doubts and needs that arise during the customer journey. According to Birgit Zuurveld (Head of Strategy & Content), an effective content strategy starts exactly there. 

The traditional funnel still plays a role here, but no longer functions as a fixed roadmap. Google describes this process as ‘The Messy Middle’, in which people constantly move back and forth between discovery and evaluation. The greatest opportunity therefore does not always lie in yet another awareness campaign, but in content that addresses the questions, doubts and needs that influence a purchasing decision. In this way, relevant content helps consumers progress further along their customer journey.  

Birgit introduced the StudioM 5C model, which brings together Culture, Content, Channels, Collabs and Customer Action into a single, continuously learning system.  The model helps to build content strategically.

The first C is 'Culture', which identifies the intersection between genuine customer needs, a relevant business opportunity and a credible role for the brand within the right community. The second C is 'Content', which translates these insights into stories that answer consumers’ questions. 'Channels' determines where the content can best reach and help the consumer. In the ‘Collabs’ phase, we give the content the platform it deserves and explore how creators and publishers can add value based on their own audience and expertise. The final C is 'Customer Action', which assesses the impact of the content and uses all the data to shape the next content brief.

The strength lies in the cohesion: the five Cs form a continuous process. Insights from culture and consumer behaviour guide content choices, whilst the results in turn yield new insights for the next briefing.  

“With our StudioM 5C model, we offer a decision-making framework: the customer’s question as the starting point, the brand umbrella as the compass and data as the driving force for the next step.” – Birgit Zuurveld
  

Brand-led versus Creator-led  

Who you choose as a brand to represent your story can have a major impact on how your audience perceives the brand. Creators have the power to produce content that contributes to the credibility and relevance of your content strategy. But how do you combine the speed and authenticity of creators with a recognisable brand identity? 

During the panel discussion ‘Brand-led versus Creator-led’, moderated by Yasmine Abdelkaui (Strategy & Development), Jasper van Lingen (Senior Account Manager Content), Erika Derby (Head of Influencer Marketing) and Pascal Scherpenkate (Creative Lead) shared their perspectives on the collaboration between brands and creators. 

Erika described the brand and the creator as “two experts in two different fields”: the brand knows its identity and values, whilst the creator knows what resonates with the audience.  Pascal pointed out how important it is to involve creators early on in the process. Their knowledge of the audience, the platform and the narrative style can add value right from the strategy stage. 

Such collaboration requires a clear starting point from the brand. Jasper and Yasmine emphasised the importance of ‘know thyself’: as a brand, you must know exactly what you stand for, what your DNA is and what core values you promote. From that foundation, you can select creators who suit your brand and give them the creative freedom to produce relevant content. 

Jasper cited the outdoor brand Arc’teryx as an example. The skiwear brand translates its brand identity into collaborations with creators who each bring their own unique perspective. For instance, upcycling creator Nicole McLaughlin breathes new life into old jackets, whilst Chris Benchetler combines his passion for art with his career as an extreme skier. The brand story is thus given various creative interpretations, whilst the collaborations remain true to the brand’s identity. In this way, the brand and the creator reinforce each other.  

Standing out requires personality  

A recognisable brand identity is the starting point, but how do you translate that into content that continues to surprise? Tamika Wirjosemito (Senior Influencer Marketing Project Manager) and Anne de Wit (Senior Project Manager Branded Content) highlighted new trends that offer more opportunities for different forms of creativity. The growing popularity of micro-dramas, unexpected creator-brand combinations and the emphasis on maximalism and nostalgia in content show how brands can capitalise on cultural developments and break with expectations. Surprising collaborations bring different worlds together, whilst nostalgia and eye-catching details provide a counterpoint to the ‘perfect’ content that many people are used to. 

“Bedazzle your content. Stand out, go with the flow and surprise the consumer!” – Anne de Wit 

This does not mean that brands must follow every trend or produce more content. The real strength lies in recognising trends that align with both the target audience and the brand’s identity, and having the courage to make visible choices in line with these. 

The inspiring talks brought together different perspectives and demonstrated just how much is changing in the world of content and marketing. Reach helps brands to be visible and recognisable, but relevance comes from understanding what motivates people and responding to it. With new insights, inspiring stories and plenty of energy, we look back on an afternoon that showed how brands can remain relevant even in a changing landscape.