What makes CMCX different from other marketing events?

Patricia: For two days, CMCX is all about the most important asset in marketing: content. For us, this means that content is not everything in marketing, but without content, everything is nothing. That's why we're bringing many of today's most exciting CMOs and experts on special topics to Cologne to offer a programme that examines content from all angles: strategically, creatively, technologically and practically. Our focus is on ensuring that our participants really take something away with them that they can immediately implement in their teams after CMCX.

 

Hugo: It's important to us to bring a good mix of the best B2C and B2B cases to the stage. This has characterised us for many years. That's why there are also many B2B participants in the audience - from international corporations to SMEs.

 

Which trends in content marketing did you pay particular attention to when designing the 2025 programme?

Patricia: One clear trend is ‘Content in the field of tension between AI and social media authenticity’: Of course, many sessions will be about AI to optimise marketing - what a surprise! At the same time, there will be several sessions dedicated to the questions: How do you actually get the attention of your target group in a fragmented world and a cluttered feed - and not just attention, but real impact? Because only content that works has a function in marketing. Especially in these rather volatile times, it is simply more about community building, storytelling, brand faces and ‘handmade’ content. Good content is and remains a sustainable tool that companies can use to generate sales and build a lasting connection with people.

 

Hugo: It's about humour and memes, about cultural relevance in the target group. And it's about attitude: content is more than ‘just’ content. Content conveys what a brand stands for. And brands don't operate in a vacuum, but also in a political space that has changed significantly in recent months.

That's why we are very excited about Tim's session: ‘Content for democracy’ - can responsible marketing save democracy?

How do you choose speakers, topics and partners?

Patricia: We simply try to look at content from as many perspectives as possible: The content strategy as a basis, creative content creation and content distribution on the various platforms. For these areas, we then look for current best cases that we believe participants can learn as much as possible from for their own marketing - regardless of how much budget they have available.

 

Hugo: Our partners are primarily from the tech sector who support brands in the areas Patricia mentioned. Of course, we make sure that the partners have solutions for the challenges of our participants.

Which content trends have you seen come and go over the years - and which ones are here to stay?

Hugo: What definitely remains is that content is the most important asset in communication. There is no communication without content. A brand uses content to convey everything it stands for and the messages it wants to send to customers. A good content strategy was, is and remains the basis. But how the content is produced, which content formats work and where the content is played out has changed significantly. Today, hardly anyone is talking about having their own online magazine, as was the case at the beginning of CMCX, instead it's all about TikTok & Co. And who still says ‘mobile first content’ today?

 

Patricia: A major change is currently taking place in the field of SEO: Will we still be optimising for search results on Google in the future or won't the answers from AI chatbots be much more important? Advice and how-to content, as it was presented at CMCX a few years ago, will no longer exist in the future. We will simply ask the AI what to do and how to do it. Brands should concentrate more on entertainment and ‘relatable’ content. As Hugo already said: A brand must deliver culturally relevant content, not interchangeable texts.

 

How is AI changing the understanding of content and what does this mean for CMCX?

Patricia: The influence of AI on marketing and especially content marketing will increase every day. In the near future, the majority of content will probably be created directly by or

created directly by or with the help of AI agents. For content marketers, this means firstly that they need to focus more on a holistic strategy: Only if I know the purpose for which I have the content created will it have an impact and not get lost in the mass of content. Content marketers who think strategically and holistically - and that's what content marketing is all about - will have an advantage in a world characterised by AI, as they can use the technology in a targeted manner.

Secondly, there is a ‘danger’ of uniformity with AI content - we've already seen this with the action figures on LinkedIn (but that hasn't stopped us all from trying it out! ). Personal and authentic content will become even more important - perhaps even slightly chaotic content, but where it is recognisable that a person is behind it.

 

Hugo: For the CMCX programme of the future, this means that we have to take all of this into account: Of course it's about teaching technical skills and providing an overview of the latest AI developments. At the same time, there should always be room for critical discussion: AI contributes a lot to the productivity and optimisation of content - but there are also weak points.

And we would also like to offer some encouragement: strategic content marketers will not be replaced by AI in the future, but can make themselves irreplaceable in marketing!

 

How do you keep your finger on the pulse to keep CMCX up-to-date and relevant?

Hugo: We've been part of W&V for a few months now. Thanks to the W&V editorial team, which deals with news and trends in the marketing industry on a daily basis, we have a great connection to the pulse of the times.

 

Patricia: We've also built up a strong network of marketing decision-makers over the years who are happy to give us input and tips.

 

How do you promote genuine dialogue between the participants?

Hugo: In the three CMCX locations, there is literally plenty of room for dialogue. When the weather is good, a summery networking atmosphere is created almost automatically, which encourages conversations.

The networking highlight is the CMCX Night powered by nextbike on the first evening. Here, the focus is on conversations between participants, speakers and our partners

partners - a really informal and relaxed get-together that is very popular with our participants.

 

Patrica: The workshops also invite you to exchange ideas: one hour of interaction with the workshop leader and the other participants. Here we delve deep into the topics.

 

Who would you like to have as a speaker?

Patricia: We once put the question to ChatGPT: In addition to some US marketing experts, Dieter Bohlen was suggested to us! Maybe we should fundamentally rethink the AI thing.

When it comes to our speakers, we pay particular attention to their professional expertise: they don't have to be super experienced speakers who stand on stage 30 times a year. More important is the content that is conveyed so that the participants can really take something away with them. That's why we always remain curious and vigilant about which brands will develop outstanding content in the coming months - and we can't even predict who it will be next time.

Where do you want to take CMCX in the coming years?

Hugo: We want to remain the meeting place for the content marketing industry in the DACH region. The challenges in marketing are definitely not going to get any less in the next few years - there needs to be a contact point for the industry. New impulses and perspectives are rarely gained at a desk alone, but rather in dialogue with other people who in turn have different perspectives and opinions on certain topics. We want to continue to promote this exchange.

 

Patricia: And in terms of content, content marketing can soon reach a level of complexity that can no longer be fully covered in two days. We will then adapt the programme accordingly with a focus on a holistic strategy.

 

What would you like to see from the content marketing industry?

Patricia: Come to CMCX, everyone! No, seriously, we see ourselves more as a neutral platform that brings together experts from different areas - and therefore have no demands or wishes.

 

Hugo: Stay positive - we have more opportunities in content marketing than ever before.

 

All information about the CMCX can be found here.