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...
Robust research is brain food for thought leadership content

Robust research is brain food for thought leadership content

The quest to produce high-quality thought leadership is driving many businesses to commission or undertake their own research. Why? Because B2B decision makers value content that is original, fact-based and forward looking. However, if the research is not robust, it could do more harm than good.
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...
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...
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...
Poorly executed thought leadership can weaken a company’s reputation and negatively impact business development opportunities and outcomes.

Your crappy content is corrupting your brand and costing you business

The benefits of thought leadership are well known and widely accepted. High-quality thought leadership can build brand awareness, generate interest (leads), and...
Love me tender, and pro bono

Love me tender, and pro bono

In the past six months I’ve worked closely with law firm clients on tenders issued by a Top 50 listed company, the second-largest local...
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...
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...