Member Interview: Charlotte van Dijk

Co-founder of The Content Department | Search & Content Specialist | Data-driven Marketer

From idea to agency

Together with co-founder Matthijs, Charlotte started The Content Department in 2023: an agency specialising in content marketing. ‘Our vision has always been: start with the target audience. What are people really looking for? That’s what we create content about. The result: pieces that are not only read, but also perform. It may not be flashy TikTok content that goes viral, but it’s content that attracts lots of visitors.’

Their approach? First, they research behaviour and search data – via Google and other channels – and then they develop the strategy and creation. From SEO content to social posts and campaigns. ‘Because you respond to questions that are already being asked, the content feels authentic and relevant.’

A’DAM as home base

Charlotte and Matthijs have been working from A’DAM Works since November 2023. ‘We started out as a duo, so we didn’t want an empty office. We were looking for a place with buzz and community.’

After a trial day at the dedicated desks, the choice was quickly made. They now work with a permanent team of three and a flexible pool of freelancers. ‘It’s ideal that they can just drop in from time to time without us needing extra desks.’

The view and daylight do the rest. ‘Our first winter here immediately stood out: you’re above the city, lights everywhere, you can see the sky all day long. That makes such a difference to your energy levels.’

Projects with impact

Although the agency is compact, they work with big names. One major client is Zilveren Kruis. “We developed a complete organic strategy there, with such good results that we’ve already received several award nominations.”

The Content Department previously won an award for the applying sunscreen campaign with partner agency Natwerk. “They devised and produced the creative campaign, and we developed the content production for the website. By creating data-driven content based on search queries about sunscreen, skin cancer, and sunburn, we attracted huge numbers of visitors to the site. This significantly increased awareness for the campaign.”

Their strength? Always aligning data, strategy, and creative. “We predict what content can achieve, but we also always show what it has actually achieved. That’s what sets us apart from other agencies.”

Entrepreneurship with vision

That Charlotte became an entrepreneur was no surprise. “I come from an entrepreneurial family, so I’d thought about it before.” When Matthijs wanted to start on his own, he asked her to join. We shared the same vision: as a brand, stay close to what your target audience needs. It might be less sexy than chasing trends, but it’s much more rewarding.

The greatest challenge and opportunity now lies in AI. “How people search is changing. 80% still use Google, but increasingly, search results are also appearing in ChatGPT or social media. This means that as a brand, you have to think more broadly about findability.”

Leisure & Balance

Outside of work, Charlotte seeks peace and relaxation. “Through yoga, walking, or socializing. I always try to build in moments to take a break from business. For example, yoga is the only hour a week that I truly put my phone away. No stimuli, no distractions. Sometimes you just need that. Just finding that balance is a challenge, because the week is so full.”

Tips for Entrepreneurs

What is her most important entrepreneurial lesson? “You really only need two things: clients and new clients. It’s easy to get caught up in processes and side hustles, but ultimately, it’s all about serving your existing clients well and attracting new ones. Sometimes it’s as simple as picking up the phone and asking how they’re doing.”