Content marketing with purpose and direction

What is content marketing?

For me, content marketing means creating material that helps your audience and supports your organisation’s objectives. It is not about publishing simply because the calendar says so. I prefer to consider the question you are answering, the message you want to communicate and the role of the channel where someone encounters you.

I connect the content itself with how people discover and use it. A written article, visual story or social post rarely stands alone. I therefore look for consistency: does the message connect with your website, campaigns and audience needs? This makes content marketing a deliberate editorial choice rather than a collection of disconnected publications.

My approach: connecting content and delivery

I start with the content that already exists and the objectives it should support. My experience with content mapping, content plans and channel strategies helps establish an overview. Not everything needs to be new. Existing material may be useful already, but need a different structure or a clearer distribution across channels.

I then connect those choices with delivery. Who publishes what, on which channel and for what purpose? I consider the people who will ultimately work with the plan. My experience with an editorial board and international content planning has shown me the importance of clear responsibilities. Content requires creativity, but also coordination and a workable organisational structure.

Tools and channels

At Vattenfall, I worked with Semrush, Google Analytics, HootSuite, Facebook, Instagram and X. At Hanzestrohm, my tools included WordPress, Adobe Photoshop, DotDigital and SoundCloud. I do not choose a channel simply because it is available: the message and the audience should provide a reason to use it.

For discoverable website content, my approach connects with SEO. For the wording and structure of written material, it connects with copywriting. When publication and distribution through social channels are important, social media marketing is relevant too. I see these disciplines as parts of the same editorial direction, not separate islands.

Who do I support with content?

I enjoy helping organisations that have plenty to say but want clearer direction for their content. Perhaps several brands, departments or channels are involved. The challenge may then concern consistency and ownership rather than simply the volume of new material. I consider what is needed editorially and how delivery can reflect those needs.

An outside perspective can also be valuable when plenty of content already exists. I prefer to consider substance, performance and potential rather than automatically recommend publishing more. My examples cover different aspects, from interactive content and brand communications to channel planning. I therefore explain which experience is relevant to your particular question and where an assignment calls for different expertise.

Experience and examples

At DPG Media, I worked as an interim Content Marketing Specialist. I helped establish and improve initiatives requiring users to log in. I used APIs, implemented feeds and set up widgets including ReisWijzer, PrikWijzer and BoosterWijzer. I also carried out editorial tasks. Content and functionality came together in this assignment.

At Hanzestrohm, I was an interim Content Marketing Specialist working for its subsidiary Hemmink. I developed and delivered marketing and communications projects and created visual, audio and written content. I also advised on marketing strategy and contributed to SEO, SEA and email marketing.

At Vattenfall, I was an interim Digital Media Manager. I worked on international owned media planning, publication and boosting of social content. I established a Channel Strategy Project, developed long-term content plans and set up an editorial board to support consistent content strategies.

Frequently asked questions

Is content marketing the same as writing copy?

No. I see writing as one element. Channel choices, content planning, visual material and coordination also shape how you approach content marketing.

Does all content need to be new?

No. My experience with content mapping specifically allows for existing material. I consider what is useful, what needs adapting and where content is missing.

Can you work with an internal team?

Yes. At Vattenfall, my work included shared content planning and an editorial board. I like to connect editorial decisions with clear responsibilities.

Would you like to discuss how I could support your organisation? Tell me where you are now and what you want to achieve. Get in touch and we can explore a suitable next step together.