This is what we said in an interview with Charliemag in 2014…

Storytellers Liesbeth and Karen are Content
Every week we make a portrait of a woman who started her own business. We ask her directly why she took the step and how difficult it was. This week we go to Mechelen for a conversation with managers Karen and Liesbeth.

It takes courage to start your own company in times of crisis. Karen Vandenbossche (41) and Liesbeth Van Wassenhoven (36) did it. They founded BeContent, a communications agency specializing in content marketing, in early 2014.

Why did you start this?

Karen: “Because we liked each other so much (laughs). No, because we believe that with our qualities and experience we have a solid foundation to do it ourselves. We both come from a good home: Sanoma Media. It was time to spread our wings ourselves. We both have, each in our own way, the necessary energy to take on the challenge. We want to be creative and not get stuck in too big a whole. The idea of ​​doing business together really appealed to us. We also notice that a lot is happening. More and more people are doing business themselves. It’s a bit of the zeitgeist perhaps. We couldn’t ignore our gut feeling and decided to go for it. It’s not our main ambition to become very big, but to have nice work and to be able to say: ’this is how we are content’. Be content… that’s actually what it’s about.”

Liesbeth: “I’ve had my own business for ten years, and I’ve been freelancing for that long. I was self-employed, but at the same time a ‘permanent freelancer’ for Sanoma Media. As an art director, I was able to realize some really great projects, but now I want to make my own decisions and use all the knowledge I have acquired for BeContent.”

Karen: “We both knew that we wanted to try this at some point in our lives. I was an account director and I didn’t want to keep doing this until I was sixty. So I started asking myself: What’s the next step in life? There was an opportunity within the current context in which we were working and we both felt that it was now or never.”

We don’t want to become very big, but we do want to have nice work and be able to say: ‘this is how we are content’. Be content… that’s what it’s really about.

When did you know for 100% sure that you had to jump? Was there a clear moment or did it come gradually?

Liesbeth: “The moment was there, the situation we were in professionally was uncertain. Karen released a balloon at the end of December, I was immediately enthusiastic and voila, we jumped…”

Karen: “It actually came very naturally. It felt good straight away. So we decided quite quickly. And then it started. Starting to count and think: what are we going to do, how are we going to make a difference, what are we going to be called, what should our logo look like, how are we going to approach it? And suddenly we were at the notary. (laughs)”

Do you consider yourself a leader?

Liesbeth: “I think so. As a freelance art director, I have managed teams before – not huge teams – but I did have responsibilities and had to manage people. I have always received good feedback on that. I think I can radiate the necessary authority in my own way. I am a very positive person and that is my strength, it comes from within. I don’t really like the term leadership, but rather managing teams, nurturing people, making them enthusiastic about something. Motivating, inspiring… and that works.”

Karen: “It has always been my job to coordinate. First as an account, then as an account director. I also think it is a great feeling to achieve a great result with a team and to be proud of it together.”

We are yin and yang, we complement each other perfectly.

How does the fact that you are both women affect your contact with your customers or staff? Will you do things differently than men and if so, what?

Karen: “I think it is definitely different. I think the difference in approach is that we…”

Liesbeth: “…maybe more emotionally involved?”

Karen: “Yes, act a little more from gut feeling. Be careful, we can both hold our own. But as women, we may also have that sensitivity. We can be very businesslike, but at the same time still remain human. Empathetic people often have better communication…”

Liesbeth: “We try to see the whole person and not just the qualities that are useful to us. I strongly believe that you have to have the right people around you.

Who is your dream client or what is your dream project?

Liesbeth: “The dream client is the client who…”

Karen: “… understands that you achieve the best results when you work together in a constructive way. And fortunately there are such clients (laughs).”

Liesbeth: “Yes, clients who really believe that content marketing, in the changing media landscape, is the right way to tell their story. Someone who wants us to know their story and be able to convey it well. I mean, that we understand the client or the brand in such a way that we can help tell their story. Only then can we speak of a good result.”

Karen: “We want to create a bond with our client. By knowing our client well, we can forge a bond with their target audience with relevant content and in a good way. More of a partnership actually. And that immediately makes working much more pleasant for everyone (laughs).”

At night I sometimes wake up in panic, ‘What if…, what then?

Do you ever have doubts?

Karen: “Yes, the normal doubts.”

Liesbeth: “Indeed, but only about the business side of it, the figures. I think it’s mainly the typical start-up doubts. And that’s normal. I sometimes wake up at night in panic ‘What if…, what then?’”

Karen: “We are sure of ourselves, but we also shouldn’t lose sight of the fact that there is a lot of competition. We still have to conquer our position and we have to work hard for it. We know that we have to prove ourselves, but that doesn’t scare us.”

Liesbeth: “It’s naive to think that everything we touch turns into gold.”

Karen: “We also know our strengths and weaknesses. In addition, our weaknesses can be a strength in some situations. For example, we are very small and that can be a weakness compared to somewhat larger agencies. At the same time, that can be an advantage in communication. We have direct lines to our customers, and all contacts are much more personal. It is up to us to transform our weaknesses into strengths.”

Where will you be in 5 years?

Karen: “Wow, my dream is to work with a few people with an energetic atmosphere. That we have a number of clients or projects where we can really let loose. And that we are out of pocket and have a salary. Then I would be very happy. And every now and then I would be able to say: “now we are going to crack a bottle or have a pint”, that would be fantastic. I do not aspire to an office with 50 employees, because I want to stay in touch with my work and clients.”

Liesbeth: “We both have children. I do not want to lose myself in my work. I want to see my children grow up and at the same time see BeContent grow.

Karen: “A luxury would be if we could focus on clients and projects in the future where we can highlight our strengths. But also have some time left for ourselves and our family. For us, we would rather not have a burnout in a few years. We want to enjoy our job, in life. You only live once, have fun.”

“Voila, …‘This was our story. Now we’ll tell yours!” (lacht)

Bron: Charlie Magazine