Challenge your research before your research challenges you

Ten Perils of Research-Based Content

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?

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

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...
It's time for a quick lesson in content marketing

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

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...
How to make written content go viral

How to make written content go viral

Tim Urban is not an expert in anything about which he writes. But with over one-million visitors to his blog each month, and half a...
If you upcycle content you're a winner

Upcycle your content for superior results

Modern day content marketing is barely 20 years old, yet one of the challenges marketers already face is how to create new and original content. The...

Want to be a thought leader? Here are the practicalities

Thought leadership status takes time and effort to achieve - it's a cumulative endeavour. If you aspire to be recognised as a thought leader, consider your...
With so much no-cost and low-cost information available, how do you conduct reliable, up-to-date competitor research?

How to conduct competitor research on a shoestring

The world’s largest fast moving consumer goods (FMCG) companies – the likes of Unilever and Proctor & Gamble – spend squillions of dollars each...
Unless you include a written transcript your video's a lemon

4 ways services brands can win with video content

Video can entertain. It can inform. It can educate. It can build an emotional connection. And it can be shared.
What a genius marketing campaign. Without political experience or public office credentials, Trump convinced 59 million Americans to elect him president

I’m with Her but his was a better marketing campaign

Donald Trump is a marketing genius. With no political experience, inadequate credentials to run for public office, and a questionable understanding of domestic and...