Content Marketing

“I create content that demonstrates authority and builds connection.”

Content Marketing. more than words

Content marketing within a B2B production environment is about more than visibility, it’s about knowledge transfer, authority, and creating lasting connections.

Through whitepapers and expert articles, I provide both internal and external stakeholders with insight and clarity, positioning our brands as market leaders.
With glossy magazines and case studies, I focus on connection and experience — creating content that people keep and share, rather than delete. This blend of inspiration and evidence fosters trust and firmly anchors our brands to market leadership. My approach is both strategic and hands-on: using content as a foundation to make ideas resonate, express authority, and build sustainable brand value.

It is always important to connect everyone within the company — from administrative staff to logistics employees, and from the CEO to machine operators. If an organisation wants to be successful, it must start with its Corporate Identity, which means fostering greater awareness and appreciation among all colleagues. Around 2014, this concept was introduced through an internal glossy magazine (unfortunately, I cannot share examples).

The magazine contained various elements, such as project highlights demonstrating where the company’s products were being used, an inspiring foreword from the CEO (which I often edited), a feature introducing a colleague, updates on international developments, and more.

In initiatives like these, it is equally important to involve the home environment. There are excellent techniques that allow the cover of a magazine to be personalised with, for example, the recipient’s name. Sending the magazine to the employee’s home address encourages the entire household to browse through it and experience what the organisation is creating and achieving. Such a personalised publication is often highly appreciated and can even be perceived as a small gift.

Employee branding - personalised magazine

Hoe bereik je een stakeholdergroep wanneer je bijvoorbeeld werkzaam bent in de maakindustrie en waar het productportfolio niet echt onderscheidend is?
Denk aan de architect die keuzes moet maken vanuit esthetiek, de vastgoedgroep die het product kiest op basis van Total Cost of Ownership, of de ontwikkelende aannemer die margeoptimalisatie nastreeft door eenvoud en kwaliteit.

Het antwoord is simpel: je laat je resultaten zien, je zorgt voor ambassadeurschap door middel van interviews met architecten en je koppelt belangrijke ontwikkelingen op basis van innovatie en duurzaamheid direct aan deze propositie.

Een 'old school' glossy magazine bewijst nog steeds haar waarde. Het is eenvoudig per post te versturen, handig als er events of beurzen zijn en je hebt wat in de hand om achter te laten bij een klantbezoek.

Architect branding - Architect magazine

Multiple times a year, Lunch & Learn sessions were organised at architectural firms, in collaboration with two other manufacturers of high-end building products and an architectural platform. This joint approach allowed us to present a broader and more comprehensive narrative to architects.

To ensure that the knowledge shared during the session did not fade immediately afterwards, a magazine was left behind. This glossy publication featured the most noteworthy projects from each participating supplier, including short introductions of the speakers representing their companies.

Lunch & Learn -
Spin-off magazine

The many industry articles and publications I have initiated over the years are characterized by a clear guiding principle: the content takes center stage, not the individual. I often wrote the editorial briefs myself, guided the interviews, and defined the key themes and questions necessary to strategically convey the core message. This allowed me to maintain control over content, tone and timing without ever turning it into a purely commercial story.

In many cases, I also acted as a subject-matter expert or discussion partner, while deliberately remaining in the background. The focus was always on the brand, product or system and how it contributes to sustainability, innovation, and reliability within the construction and manufacturing sectors.

Articles and Content

Over time, these publications have built strong brand authority. Not through advertising, but through relevant expertise and credible positioning. They served as a bridge between marketing and engineering, creating technically grounded narratives that fostered trust, knowledge sharing and brand value. Often, the articles also served as strategic communication tools: they were included in tenders, specification proposals or used in campaigns targeting prescribers and stakeholders. This gave them a second life as tangible proof of quality and expertise, reinforcing the brand’s reputation and credibility.

The result is a portfolio of publications that have consistently contributed to the sustainable positioning of the brands and organizations I represent. Not through volume, but through vision with each publication crafted as a deliberate moment of brand reinforcement.

Below is a selection of these publications (sorry only in Dutch)

On the renovation of 1990s PVC roofs using an innovative EPDM roofing system.

The largest EPDM roof in the Netherlands, circular and sustainable.

On the recognition received through the Rethink Award for sustainable innovation.

A comprehensive VESP article written in response to negative reporting from the bitumen industry.

Externally, I have published several whitepapers in recent years that functioned as thought leadership and opened new market opportunities. They introduced perspectives on emerging growth segments such as the renovation of 1990s industrial roofs, the value of demountable roofing systems, and the strategic role of sustainable choices within the construction chain. These publications contributed to brand authority and strengthened overall market positioning.

To me, whitepapers are more than documents; they are strategic assets that translate knowledge, vision and market logic into actionable perspectives — both for internal decision-making and for external market growth.

I am unable to share these whitepapers here, but all are publicly accessible, and the corresponding online sources can be provided upon request.

Whitepapers- external

The internal whitepapers developed over the past years are confidential and therefore not publicly available. However, they have played a crucial role in convincing the C-Suite and in creating broad organisational support for investments in sustainable positioning, certifications, LCA optimisation and related strategic initiatives.

These documents served as a compass for decision-making and provided colleagues — including international teams — with a clear framework for how niche markets can evolve into mature markets. Not by focusing solely on the product, but by emphasising the distinctive market narrative behind it.

Whitepapers- internal

In my work as a strategic marketer and business developer, insight, vision, and strategy form the common thread.
For me, whitepapers are the ultimate instrument to make complex topics accessible — and to inspire organizational movement and transformation. Where others may remain stuck in abstract ideas, I translate concepts and future scenarios into clear, actionable frameworks. I have used this ability to shape key corporate themes, ranging from sustainability and SDG integration to evaluating new software developments and their direct impact on efficiency and revenue growth.

Content Marketing

“I create content that demonstrates authority and builds connection.”