Hello Boomer! Still creating content based on creativity? Say hello to SEO

Social media and SEO as parallel universes? That's a thing of the past. In a "messy" digital world with increasingly innovative search intents, how can we develop communication that isn't self-referential but answers the real questions of users? Here's what you'll see in this speech: methods, ideas, and suggestions for work based on a multi-touchpoint analysis and a brandformance approach between SEO and content.