Training: Creating engagement and meaningful content

Date: 25th of November 2025

Timing: 09:00 AM - 04:00 PM

Location: BAM - Hendrik Placestraat 43A, 1702 Dilbeek

Pricing:

BAM Members: € 600 excl. VAT

BAM Non-Members / Friend+: € 900 excl. VAT

In this day we will explore the concept of Meaningful Brand Engagement and its pivotal role in building enduring connections with consumers.

We will go into the psychology of consumers, discovering strategies to influence positive behavioral change and shape preferences effectively.

We will analyze the entire customer journey, segmenting our personas and learn how to see opportunities to enhance engagement at each stage for a more comprehensive approach.

We will also unpack the fundamentals of content marketing, focusing on creating compelling and relevant content that resonates with target audiences and fosters brand affinity.

Investigate the emotional aspects of brand engagement, exploring how to leverage emotions for a deeper impact on consumers.

We will finish that day with exploring the importance of cross-functional collaboration within organizations and establish partnerships for impactful brand engagement.

At the end of the training, you will be able to develop and implement Meaningful Brand Engagement strategies, fostering authentic connections and driving positive behavioral change, identifying and optimizing customer journeys, leveraging content effectively, and encouraging collaboration for sustained brand success, all that in one day!

Programme

Session 1. Impact & behavioural change to drive meaningful change

We live in a world where constant change is omni-present. The technological and sustainability driven transition demands a new way of marketing, a new marketing toolbox. The old marketing role of pleasing partner is now replaced by a role of co-creative guide. Guiding citizens and consumers towards new behaviour and choices. Bur how does that work? How can neuroscience help us? What are tricks to drive behaviour change? In this session you will discover some theoretical foundation, actionable frameworks and inspiring cases.

Teacher: Joke Claessen
Session 2. Content & Community Building
Content marketing is an excellent way to build powerful connections with your consumers, prospects and customers.

But if you want to get it right, you need to follow a number of rules. Making a good distinction between content creation and content distribution, for instance. Or attracting the right profiles within the team. In this session, you will learn how content marketing can be not only a valuable technique, but also a philosophy.

5 learning Objectives

By th end of this session, you will understand
- What is Content Marketing (and what it is not)
- How to design your own Content Marketing strategy
- The difference between content creation and content distribution
- How to organize your team to have impact with content marketing
- The business model content marketing might offer
Teacher: Bart Lombaerts
Session 3. Automation in Content
Marketing automation is transforming how businesses engage with customers. This session covers:
- Why create GPTs and how (no coding knowledge required)
- Automating recurring tasks (press reviews, social posts, etc.)
- Integrating AI into existing marketing workflows
- Discover the potential of RAG (Retrieval Augmented Generation) for marketing departments
- Practical workshop: creating your own personalized AI assistant (GPT)
Teacher: Olivier Van Duyse