Content Creation Conference Nordics

Arrival, Check-in & Networking Coffee

Put a Face to the Brand: Why Your Experts Are Your Most Powerful Content

In an era of AI-generated content and algorithm-driven feeds, audiences are tuning out brands and tuning into people. This session makes the case for the fundamental shift in how organizations approach professional content today—a shift Arrive is embracing by building its brand not on polished corporate messaging but on authentic, expert-driven communication with real names and real faces. We'll look at how giving your specialists a voice, from expert spotlighting on your LinkedIn company page to thought leadership campaigns, strengthens your organization's reputation and builds lasting credibility. Expect concrete examples, practical takeaways, and a fresh perspective on where brand trust is actually built today.

Scale Without Sameness: How to Create Content People Remember in the Age of AI

As AI makes content creation faster, cheaper and easier, the real challenge is no longer producing more content, it's creating content that people actually care about and remember. Drawing on two decades of experience helping global audiences engage with complex technologies, Lisa explores how marketers can scale content without scaling mediocrity by combining AI, creativity and clear storytelling to stand out in an increasingly crowded market.

Presentation

Maybe David Attenborough Understands Content Better Than We Do

Imagine David Attenborough observing a modern marketing department. He would probably be fascinated. Not by AI. Not by algorithms or KPIs. But by how often we seem to forget the one thing that hasn't changed: the human brain. While technology has transformed almost every aspect of communication, the human brain still evaluates trust, relevance, uncertainty and value through biological systems that evolved long before social media, procurement processes and artificial intelligence. Drawing on neuroscience, behavioural economics and memorable cases, Kristina Andreasson explores why facts rarely speak for themselves, and why trust, perception and risk shape decisions far more than we tend to admit. Why did IBM become the safe choice? Why did Avis become one of advertising's greatest success stories without being number one? Why does identical wine taste better when we believe it is expensive? Perhaps the future of content creation is not just about creating better content—but about better understanding the humans consuming it?

Employee Advocacy Isn't a Campaign. It's Infrastructure.

AI is changing what creates a competitive advantage. Content is becoming abundant. Expertise is not. As AI makes content easier and faster to create, the challenge is no longer producing more content. It's making expertise visible. The organizations that stand out won't be those publishing the most content, but those recognized as the most credible. In this session, we'll explore why employee advocacy should be an essential part of any content strategy, and how to build the systems, leadership commitment, and culture that enable expertise to scale across an organization. Join us for practical lessons, real-world examples, and a fresh perspective on how to make employee expertise visible and build credibility that lasts.

The Great Debate

From Social Media Manager to a Multichannel Guru: Growing Expertise, Data, and Creativity Across a Global Organisation

• Present the role of a SoMe manager – how that has developed into a multi-knowledge combo of fields.
• Present the role of a SoMe manager going forward in the AI era.
• Present how expertise is scattered in large organisation across different countries.
• Present how to feel that you belong, with your peers, how to build that community and build a foundation for creativity.
• Upsides of being all around in different teams and then organised in a pool of experts. Create a: “This is the best meeting of the week.” “This chat is the best chat of all.
•  Show data on how we worked to save time in reporting, save time coming up with new ideas, increase synergy effects in problem-solving, etc
• Cover why "let's put it on social" is not a viable strategy any longer. SoMe is not a single channel - it’s multiple – and it used to have one thing in common – being social – but now its evolved into entertainment and tv.
•  How to scale data insights and data habits – in the AI era – this is the basic lego block you need to have in place first. And, why working together across multiple teams will support that