New ways of thinking in content marketing
The dolphin principle - Mirko Lange's keynote at CMCX
In a time of rapid communication change and constant innovation, it is crucial to think strategically about content marketing. In his inspiring keynote speech at this year's CMCX in Cologne, Mirko Lange, founder of Scompler, emphasized the need for a new mindset in content strategy.
The key to strategic content planning
"There is no greater waste than doing the wrong thing really well," is Lange's central message. This principle underlines the importance of a clear and long-term strategy that goes far beyond short-term tactics. Instead of concentrating on quick targets, companies should focus on sustainable communication that builds trust and reputation.
From worker bee mindset to strategic excellence
Mirko Lange uses six animal metaphors to illustrate different ways of thinking in corporate communication. Worker bees, squirrels and foxes stand for an operational, short-term focus, while beavers, dolphins and butterflies represent strategic, collaborative and meaningful approaches. These metaphors help teams to reflect on their current ways of working and recognize possible changes.
The role of AI in content marketing
Lange emphasizes the important role of artificial intelligence (AI) in modern content marketing. However, he warns against the danger of simply following the latest trends without building a sound strategy behind them. The content planning software Scompler specifically integrates AI to support teams in various phases of content management - from finding topics to content production and measuring success.
Collaboration and breaking down silos
A central element of the CMCX keynote (which is organized every year by René Kühn and his team) is the call for better collaboration and the elimination of silos within companies. Through an orchestrated content strategy, where all departments work towards a common goal, communication can be made more effective and consistent.
Intelligence and collaboration: the dolphin principle
The dolphin principle stands for intelligent and collaborative communication. Dolphins work together in large schools and coordinate precisely when hunting, which serves as a metaphor for effective teamwork and strategic alignment in corporate communication.
Central narrative: strengthening brand identity
Companies need a central narrative that permeates all communication measures. This narrative strengthens the brand identity and ensures consistent messages across all channels.
Long-term impact: sustainable communication goals
The principle focuses on long-term communication goals such as trust, loyalty and thought leadership, rather than short-term reach and engagement.
Measurement and significance: Qualitative and quantitative indicators
Indicators of success include not only quantitative measurements such as reach, but also qualitative aspects such as engagement and community building. Meaning and context are crucial as they represent what AI cannot do.
Management buy-in: support for top management
Successful implementation of the dolphin principle requires the support of top management. Space must be created so that teams can work strategically and meaningfully instead of just acting operationally and reactively
Conclusion: The path to a new way of thinking
Mirko Lange's keynote is an urgent appeal to rethink traditional ways of thinking and establish a more strategic and sustainable approach to content marketing. With the right mindset and the support of innovative tools such as Scompler , companies can achieve their communication goals and ensure long-term success. This is also reflected in the Slido survey: most of you are currently dominated by the mindset of worker bees and squirrels. In the long term, however, the aim is to think like dolphins and butterflies!
The presentation slides and the recording of Mirko's keynote can be found below.
Watch recording
