WordCamp Europe 2025 Talk Highlights: Smarter Content and Better Communication

Last week at WordCamp Europe 2025, in Basel, Switzerland, we had the chance to join two exceptional talks that offered big takeaways for how we support our clients, whether we’re refining their content strategies or helping them navigate team communication challenges during large-scale digital projects.

With a strong background in journalism and content strategy, Marie-Charlotte Pezé, Editor-in-Chief at Expatica and Souffrance et Travail, spoke about how content should shift from keyword-heavy SEO to reader-focused strategies that align with AI-driven search.

Active in the WordPress ecosystem, Marie-Charlotte champions creating trustworthy, helpful content that balances editorial quality with technical optimisation. Her insights help WordPress users produce content that performs well, both for people and search engines.

Alexandra Lemanska, Host of Leman Tech Leadership Podcast and Founder of LemanSkill, brought a fresh perspective to WordCamp Europe 2025 with her talk on improving communication in tech teams. She introduced “Communication Quotient” (CQ) as a framework for understanding how different personalities work together.

Though not WordPress-specific, Alexandra’s work is highly relevant to agencies and teams building with WordPress. Her practical tools help teams communicate more effectively, reduce friction, and lead projects with greater clarity and empathy.

Marie-Charlotte’s talk was a masterclass in creating content that balances SEO goals with actual human needs.

She made a strong case for moving beyond traditional keyword tactics to a reader-first approach that aligns with modern AI search and user expectations.

What this means for our marketing clients:

1. AI-proof your content: Write with context and originality to stay ahead of search trends and offer value AI alone can’t replicate.
2. Consistent brand voice: A strong style guide keeps your content on-brand and helps train your AI tools to do the same when you do want to use them to write content for you.
3. Focus content planning: Use research tools to identify exactly what your audience wants to read, then deliver that with clarity. It’s as easy as that. Also, make it short, no one will read your 20-page essay. Your audience on the web just wants snippets of information; their attention spans are short.
4. Give the answer, and reap the rewards: If you’re trying to support your audience in finding the answers they want, both on your site and in search from an SEO perspective, write the answer to the question first, and then explain it. Simple, but really helpful for getting better search results.

There is nothing overly surprising in the above, but Marie’s clarity and practical suggestions for web content creation are what’s really key to this presentation.

I encourage my clients and beyond to give it a listen (and take notes), because you can action her suggestions to improve your website.

Watch the talk here

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Aleksandra tackled a universal challenge for digital teams: how poor communication eats up hours every week and drains project momentum. Her talk introduced “Communication Quotient” (CQ), a practical framework for understanding different personality and communication types on a team, and how to adapt to them.

What this means for our marketing clients:

1. Save time in meetings: By understanding communication preferences, we can help teams clarify decisions faster and reduce repetition.
2. Better project outcomes: Clearer communication = fewer misunderstandings, stronger collaboration, and smoother delivery.
3. Stronger leadership: Knowing how to motivate different team members helps our clients become more confident product owners and stakeholders.
4. Healthier team culture: Less frustration and more empathy across teams managing content and digital channels.
5. Practical, coachable tools: CQ can be applied to any internal team dynamic or agency/client relationship.

Lemańska provided a ‘Delegation Checklist’ as part of her presentation. I’ve had a look and it’s pretty helpful to support how you manage teams, and help make more time in your world for other priorities in your world of marketing and project management.

Watch the talk here

WordCamp Europe is always a highlight on the calendar, and this year reinforced just how much smarter and more human our approach to content and tech leadership needs to be. (Even when everyone just wanted to talk about AI!)

If you’re looking to improve the way your team delivers, communicates, and connects with your users, these ideas are worth exploring.

WordCamp Europe 2025 reinforced two essential ideas: content needs to be smarter, and communication needs to be more human. Marie-Charlotte Pezé encouraged a shift from keyword-focused SEO to content that prioritises clarity, usefulness and brand voice, content that serves people first and search engines second.

Aleksandra Lemańska introduced the Communication Quotient (CQ), a practical framework to help teams work better together by understanding different communication styles. Her tools offer simple ways to reduce friction, lead with empathy, and deliver stronger project outcomes. Both talks were a reminder that successful digital work is about more than tools, it’s about writing and working with intention.