To be a thought leader takes nerve

Do you have the nerve to be a thought leader?

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It’s not difficult to become an expert. All it takes is commitment, application and, if you are a follower of Outliers author, Malcolm Gladwell,...
Most B2B content cannot be measured

Content marketing measurement is impossible without a call to action

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B2B marketers have long understood content. But how valuable is the content we're creating? It's impossible to know as most content lacks a call...

10 reasons professional services firms are failing with content marketing

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A newly appointed Chief Marketing Officer recently asked for my opinion about his firm’s content marketing. He was surprised when I questioned whether his...
Ten quick lessons in content marketing for those who are pushed for time

Ten quick lessons in content marketing (for those who are pushed for time)

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If you follow us on LinkedIn or Twitter, you might be familiar with our 'Want a lesson in content marketing but pushed for time?'...
Challenge your research before your research challenges you

Ten Perils of Research-Based Content

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Research is a brilliant way to demonstrate thought leadership, start a conversation and achieve your positioning and profiling objectives – so long...
If you're forging a career in law firm marketing you must make a meaningful contribution.

Compare the Pair: Do clients read your legal updates?

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Last week, in A lesson for lawyers in content marketing, I wrote about thought leadership, the highest quality form of content, and how to...
It's worth investing in content creation

B2B Content Creation: Put Your Money Where Your Mouth Is

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Though relatively new, content marketing is already a fiercely competitive category. Our scan of LinkedIn reveals over 3.5 million people who claim to be...
There's a big difference between a ghost writer and an experienced B2B marketer

Give up the ghost: Invest in experienced B2B content creators

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Have you heard the term ‘content marketing’? Content marketing is the cumulative endeavour of creating relevant and valuable content which will attract and engage...
Finding curation-worthy content can be a challenge for B2B marketers

How to smartly manage B2B content curation

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There are benefits to be gained from including curated content in your B2B content marketing plan. Among other things, curated content builds trust and...
It's time for a quick lesson in content marketing

Are you an aspiring thought leader? Here’s a lesson in content marketing

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Thought leadership. In professional services marketing, it’s the most valuable form of content. If your firm employs or engages marketing practitioners, the chances are it’s...