June 11 and 12, 2024, in Cologne
The Dolphin Principle: New Ways of Thinking in Content Marketing
The Dolphin Principle: The key to effectively implementing a content strategy in everyday newsroom life
In an age of rapid change in communication and constant innovation, it is crucial to think strategically about content marketing. Mirko Lange, founder of Scompler, emphasizes the need for a new mindset in content strategy in his inspiring keynote speech at CMCX 2024 in Cologne.
CMCX 2024
Date: Tuesday, June 11 – Wednesday, June 12, 2024
Location: Dock², Santos, and Harbour.Club in Cologne
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.
Six ways of thinking in corporate communications
01
squirrel principle
"So that we as a team can respond quickly and creatively to all editorial opportunities."
02
worker bee principle
"So that we as a team can comprehensively meet all internal and external requirements as far as possible."
03
Foxprinciple
"So that we as a team can achieve demonstrable, directly measurable success with content and communication."
04
Beaverprinciple
"So that we as a team can contribute to strategic, long-term goals with content and communication."
05
Dolphinprinciple
"So that all content across the company contributes to a common, meaningful narrative."
06
butterfly principle
"So that content and communication become a key value-adding factor."
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 developing a sound strategy behind them. The content planning software Scompler integrates its Scompler AI in a targeted manner to support teams in various phases of content management—from topic identification and content production to performance measurement.
Thinks like a strategist. Creates like a pro. Collaborates like a colleague.
Collaboration and breaking down silos
A central element of the CMCX keynote (organized each year by René Kühn and his team) is the call for better collaboration and the dismantling of silos within companies. Through an orchestrated content strategy in which all departments work toward a common goal, communication can be made more effective and consistent.
Conclusion: The path to a new way of thinking
Mirko Lange's keynote is a powerful 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: Currently, most of you have the mindset of worker bees and squirrels. In the long term, however, the goal is to think like dolphins and butterflies!
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