Webinar recording from February 10, 2026

Editorial Excellence

Between AI, topics overload, and effective content

Webinar: Editorial Excellence

Webinar on February 10, 10-11 a.m.

What does editorial excellence actually mean today? When an infinite amount of content can be produced at the touch of a button, communications managers face a new challenge: How can a brand and its stories remain relevant when "good enough" has become the standard thanks to AI?

Editorial excellence is more than just technical perfection. It is a strategic decision in favor of relevance—to stand out from the crowd. Using various theories—on AI, audience centricity, and the strategic decision not to produce certain content—Michael Schmitz, Lukas Kircher, and Marin Majica explain how editorial excellence can be achieved and become a key competitive factor.

In our webinar, you will find out about:

  • Excellence is not a coincidence, but rather a matter of control: Why editorial excellence is crucial right from the planning stage, why strategy does not automatically guarantee quality, and why not publishing can be an editorial skill.
  • AI is not the end of editorial work: AI is increasingly doing everything right—but often not interesting. We discuss how you can close the gap to relevance and define quality for yourself.
  • Audience centricity is the urgently needed change of perspective: swap the broadcaster's perspective for that of your target group – this is the only way to ensure that content really gets through amid maximum competitive pressure and short attention spans.

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Webinar recording: Editorial Excellence

Michael Schmitz Portrait: Business development expert and webinar speaker Scompler for content strategy.

Michael Schmitz

Head of Business Development & Partnerships, Scompler

As Head of Business Development & Partnerships, Michael Schmitz advises Scompler's customers on how to successfully implement their content strategy. Scompler is an industry-wide software solution for strategic communication management.

Portrait of Lukas Kircher, expert for the Editorial Excellence webinar.

Lukas Kircher

Entrepreneur and communications strategist, including C3, KicherBurkhardt

Lukas Kircher founded KircherBurkhardt, a European pioneer in content marketing, which later became C3 (communications consulting, including for Microsoft, Allianz, and Siemens), as well as MediaGroup Berlin. Today, he advises B2B companies on organization, growth, and strategic communication.

Portrait of Marin Majica by RYSM for the Scompler webinar

Marin Majica

Chief Digital Creative Officer, RYSM

Marin Majica has been a digital content strategist at RYSM since 2020. Together with clients, the long-standing journalist identifies topics channels with potential, develops content formats, manages newsrooms, and measures effectiveness based on data.