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From expertise to influence

As Regis McKenna once said: "the best marketing is education". In that respect, knowledge-driven organizations are a gold mine. But a good story requires more than just knowledge. How do you package complex material in clear messages, and how do you make sure that your experts can communicate that messaging clearly?

My name is Marcel van de Hoef. I develop podcasts, articles, annual reports, and other publications that help financial organizations translate their expertise into market impact.

Expertise

Team

Market

Communicating about what you know so well

Does this sound familiar? You're talking to someone who knows an awful lot about their field, but for some reason, their story doesn't connect. All you hear is facts, and the moment you say you don't understand, they switch into overdrive with... more facts.

Facts are important, but they don't change minds. If you want impact, you’ll need to connect with your target audience. And that starts with the realization that you, as an expert, have an enormous knowledge advantage, and that not everyone understands why your story is worthwhile in the first place.

How do you bridge that gap? I interview experts and develop those interviews into podcasts, articles, annual reports, and other publications that knowledge-driven organizations can use to increase their thought leadership.

How can I help?

I provide communication services to help knowledge-driven organizations increase their thought leadership. My primary focus is asset managers and other players with extensive knowledge of the financial markets. The services below give an idea of what I can do for your organization.

Moderating expert panels at investment events

Apart from podcasting, I'm also available as a moderator of expert panels at investment events. I deliver the following services:

  • Strategic communication advice: what's your objective with the panel, who should be on it and what's the best way to frame the debate?
  • Research and prep calls to find the right focus and help the guests get ready for their performance
  • Hosting and moderating the live panel
  • Optional: production of one or more podcasts to extend the momentum of the event
Case: Morningstar Debate 2021

For Morningstar Benelux I hosted the debate 'How to put ESG into practice' on Dec. 1, 2021, with guests from Robeco, ASN Impact Investors, the Dutch Authority for the Financial Markets (AFM) and Morningstar. To keep momentum, I also produced two podcasts that were shared with clients and other stakeholders in the weeks following the event.

Watch the Morningstar debate
Moderating expert panels at investment events

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Podcasting

Podcasting can be an effective way to increase your influence in the market. You can pitch your experts as a guest for podcasts from other companies and influencers, but you can also start your own show. I offer the following services, depending on client needs.

Pre-launch:
  • Strategic communication advice: what do you want to achieve, and is a podcast the right tool?
  • Support with the podcast launch: from choosing a format to technical execution
Per episode:
  • Guest prep, including interview coaching for those who need it
  • Conducting the interview or moderating the (group) conversation (hosting)
  • Advice on goals, target audiences and messaging to get the focus right
  • Editing and post-production to get the podcast ready for release
  • Writing show notes, blogs, and other copy to increase the impact of the podcast
Case: NN Investment Partners

I’ve hosted and produced over 70 episodes of Market Talk for NN Investment Partners (NN IP). Every two weeks, NN IP experts share their views on the latest market developments and investment trends in this English-language podcast for European institutional investors.

“As a former financial journalist, Marcel knows how to work with portfolio managers and investment specialists. He turns complex ideas into compelling podcast episodes that are both informative and entertaining to listen to.” (Jurjen van de Pol, Head of Content at NN IP)
Listen to Market Talk
Podcasting

Moderating expert panels at investment events

Apart from podcasting, I'm also available as a moderator of expert panels at investment events. I deliver the following services:

  • Strategic communication advice: what's your objective with the panel, who should be on it and what's the best way to frame the debate?
  • Research and prep calls to find the right focus and help the guests get ready for their performance
  • Hosting and moderating the live panel
  • Optional: production of one or more podcasts to extend the momentum of the event
Case: Morningstar Debate 2021

For Morningstar Benelux I hosted the debate 'How to put ESG into practice' on Dec. 1, 2021, with guests from Robeco, ASN Impact Investors, the Dutch Authority for the Financial Markets (AFM) and Morningstar. To keep momentum, I also produced two podcasts that were shared with clients and other stakeholders in the weeks following the event.

Watch the Morningstar debate
Moderating expert panels at investment events

Annual reports and sustainability reports

Over the past 10 years, I've amassed a wealth of experience developing and creating annual reports and sustainability reports, in English and Dutch, for companies like the Brabant Development Agency (BOM), NN Investment Partners and Liberty Global. I see it as a challenge to translate complex material into clear language, and I thrive on projects that are built around expert interviews.

I offer the following services, depending on client needs:

  • Strategic advice to increase the focus on goals, target audience, and overall storyline
  • Interviews with experts to add a critical note to reports
  • Writing the copy for annual reports using research and interviews with internal and external experts
  • Journalistic case studies that bring to life a company's efforts and achievements from the past year
Case: Expert interviews for sustainability report (in English)

Asset manager NN Investment Partners wanted to add a critical note to their annual sustainability report. The result: six engaging interviews that give the report focus and can be used throughout the year for campaigns on social media and elsewhere. [Download the report here]

Case: Brabant Development Agency, BOM (in Dutch)

"With Marcel, it's never 'Your wish is my command'. He asks critical questions and is always brainstorming with us."

Read the BOM case
Annual reports and sustainability reports

Sparring with the communication whisperer

Are you facing a complicated communication issue, or are you struggling to launch a podcast or other resource?

Book 60 minutes in my calendar to find more clarity. I'll listen, challenge you and ask questions to help create more focus on your goal, target audience and messaging, all in just an hour.

My primary focus with this service is on marketing and communication departments of financial organizations, such as asset managers, investors and banks.

Investment: 200 euro, not including VAT

Book an online session
Sparring with the communication whisperer

Launch your own expert podcast

Want to launch a podcast but don't know where to start? Book a 90-minute call with me and find out if a podcast is right for your organization and, if so, what will be the next steps.

This online service is exclusively intended for knowledge-driven organizations or independent experts who want to increase their thought leadership.

Investment: 300 euro, not including VAT

Book a podcast session
Launch your own expert podcast

Interview and media training

You're about to give an expert interview. I can provide 1-on-1 interview and media training to help you prepare and make the most out of this great opportunity. This session can address questions such as:

  • What is the essence of your story, and how do you use it to reach your target group?
  • How do you prepare for an expert interview as effectively as possible?
  • How do you work with an interviewer?
  • What can you do to deliver your message with confidence?

Interview training and coaching are all tailored to your needs. I’d be happy to explore the possibilities with you.

Email me
Interview and media training

What can you expect?

Always content focused

If you don't understand something, you can't communicate about it. My financial specialization means I can get to the heart of the matter quicker. That results in better content, saves time, and ensures that experts will also be eager to work on the next production.

Commitment and attention

I prefer long-term partnerships so I can really get to know my clients. That in-depth involvement is also reflected in my focus on the content I create. I don't do rush jobs because I believe every story needs time to mature.

Attuned to added value

I hear it all the time: "everyone has a podcast, we should have one, too!" But what do you really want to achieve with that? I'll ask questions and challenge you, so you can pick the communication tool that suits your goals and target audience.

Clarity and transparency

I make clear agreements on projects, so everyone knows what to expect and when. If something can't be done, I'll clearly explain why and outline the alternatives. And if something goes wrong, communicating about it clearly is my highest priority.

About me

My name is Marcel van de Hoef, and I help financial experts and their organizations develop leadership in communication and behavior. Whether I work as a podcast host, interviewer, trainer or coach, meaningful conversations are the common thread running through everything I do.

I started my career as a journalist more than 20 years ago, working for Bloomberg, AP and other news agencies, and took on various management roles in the financial media and communication sector. In addition to my work as a coach, I've spent the past 10 years as an independent communication expert, interviewing investors and entrepreneurs.

I have a passion for communication, human behavior and leadership that I pour into my podcast and blog, Meeting Strategist. I live with my family in Hilversum, where you can find me out hiking in the woods every day.

Reviews

View all reviews on LinkedIn
Jurjen van de Pol
Head of Content at NN Investment Partners

Marcel has hosted and produced more than 70 episodes of our Market Talk investment podcast in the past one and a half years. I highly recommend him. He helped explain our market views and research to clients, prospects and other investors. As a former financial journalist, Marcel knows how to work with portfolio managers and investment specialists. He turns complex ideas into compelling podcast episodes that are both informative and entertaining to listen to. Marcel is very pleasant to work with. He constantly challenges the team to pin down the message and create the right story to achieve our goals.

Mark Belsey
Senior Healthcare Investment Analyst

Marcel has been an excellent host for the five podcasts we’ve worked together on. He spends time constructing thoughtful questions, he capably drills down to the heart of the issue and he helps to make complex ideas simpler and more understandable. His hosting and editing is highly professional and I really look forward to working with him on future episodes!

Bram van den Hoogen
Marketing Communications Manager bij Brabantse Ontwikkelings Maatschappij (BOM)

Marcel laat zich het beste omschrijven als strategisch copywriter. Met oog voor de context, de boodschap van de klant en een fijne journalistieke neus, bouwt hij mee aan je merk. In mijn geval dat van de Brabantse Ontwikkelings Maatschappij (BOM). Soms als critical friend, soms als sparring partner, soms als hands on tekstschrijver. De afgelopen twee jaar leverde Marcel in deze rollen een waardevolle bijdrage aan onze herpositionering waarin ondernemend Brabant centraal staat. Marcels werk richt zich vooral op het vertalen van onze nieuwe communicatie- en contentstrategie in het jaarverslag, het jaarbeeld, verschillende ezines, publicaties en persberichten. Marcel heeft aan een half woord genoeg en neemt projecten van A tot Z uit handen. Een meer dan prettige samenwerking in zowel inhoudelijk als persoonlijk opzicht.