On September 24, 2025, the Berlin SEO & Content Club met at WeWork for its 9th edition, an evening dedicated to practical strategies. The event took place in a new venue that brought together modernity, informality and fresh ideas, as well as three interesting talks which combined practical advice with a vision of the future.
Summary and pictures by Isabel Valencia Martinez
Inspiration and Practical Takeaways at Berlin SEO & Content Club #9
True to form, the ninth edition of the Berlin SEO & Content Club was the perfect place to exchange ideas and connect with experts in the field, all surrounded by good Italian food and an aura of collaboration and the curious spirit that characterises this community.
From Brief to Backend: How SEO Content is Built in 2025 by Mason Hönicke
Mason Hönicke, head of the SEO team at BAHAG, was responsible for kicking off the event. His message was clear: the way we create content is changing. Instead of, as is often the case in traditional SEO, writing a piece and then hoping it works, and if not, going back to the beginning, content must now be created as a system, with data, intention and quality controls at every step.
This gives rise to the idea that content teams have become product teams, now working in sprints, testing and backtracking if necessary. Content must be interpreted from a modular perspective, i.e. dividing the text into parts so that it can be reused and improved. Mason also reminded us that these new “rules” carry risks, but that thinking in terms of systems and data is the way forward.
Scaling AI-Powered Text Content Without Compromising Quality by Jan Kaiser
Jan Kaiser, CEO of Xanevo, offered pragmatic guidance on scaling content without compromising quality, drawing on his six years of practical experience in AI. The crux of his talk was that the key to scalability lies in structure. To achieve this, we need to break content into modular components, leverage prompt templates and integrate these workflows into a CMS and content architecture designed for that purpose.
Jan delighted us with a clear plan for any team ready to scale content responsibly. His talk provided a practical roadmap for those navigating the promises and pitfalls of AI in daily production.
From MalAIse to RenAIssance by Matteo Cassese
We closed with Matteo Cassese, Founder Coach at Myth Maker. Honestly, I can’t picture a better way to end that evening. Matteo brought energy, creativity, and a fresh perspective to the stage. It was more than just a talk; we were captivated by his story. It all began with a time-travel exercise in which he asked us to imagine that the future we always talk about was already here.
He encouraged us to reconnect with our inner child and ask ourselves what that mini-self would do. Matteo reminded us to listen, explore and embrace curiosity. In effect, his talk was a journey through time, during which he used storytelling and strategy to turn panic into opportunity. In my opinion, he brought one of the greatest questions:
“Is SEO living a midlife crisis?”
This was certainly a stimulating way to end the evening, prompting attendees to consider not only tools and tactics, but also mindset.
Watch the whole speech here in case you missed it:
The ninth edition of the Berlin SEO & Content Club served as a reminder of just how much this field is changing, and of the invaluable support that the community provides in helping us to navigate the transition. With its new perspectives, practical guides and positive outlook on our future, this edition fostered a spirit of curiosity and growth. We are looking forward to the next one!
