EY – doing a lot more with less content

It had to happen. A global brand bravely saying they’ll no longer be part of the content marketing machine that pumps out content for the sake of it. Step up to the plate EY Australia. Three years ago I interviewed Merryn Stewart, EY Oceania’s brand marketing and communications (BMC) director. At that point she had […]

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Are You As Client-Centric As You Think?

You’re in marketing or communications, right? You understand what it takes to attract and influence others to take action: the action you want them to take? Fantastic! Then let’s imagine* you’re walking past a blind person standing at a street corner. They’re shaking a tin, but you don’t hear anything rattling around in it. In […]

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Is All This “Thought Leadership” Actually Earned?

A show on NPR a while back pointed to how ignorant politicians appear when they use the phrase “Sword of Damocles” incorrectly. Most often the term is used in the context of something dire that’s hanging over our heads. But as classics scholar Daniel Mendelsohn explained, the original story was meant to show that it’s all too […]

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TeleTech’s Thought Leadership Library

We’re always a little skeptical about individuals and organizations self-labeling themselves as thought leaders. Not least because it rarely appears justified. Where organizations are inclined to do that, we’re motivated to investigate further. Which is how we hit upon the idea of Leading Thought Lab. In this series of extended blog posts, we’ll be analyzing […]

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Storytelling – the key to persuading an audience

I recently wrote about the Bacon Principle (confirmation bias) and how, once we have formed a view, we draw on anything we can find to support it. An interesting discovery researchers made off the back of their confirmation bias research was what has become known as ‘the backfire effect’ i.e. when people are presented with […]

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The four blind spots of content marketing

Done right, content marketing can add enormous value to your brand and your audience, done badly it can do just the opposite and is a monumental waste of time, effort and money. From my 25 years in the content industry I have identified four blind spots for content generators. How did I come up with […]

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One Minute Think: Chaos, Conversations, and Content

    The average person reads approximately 250-300 words a minute–the length of each of these thought-provoking pieces. What do you think? Please leave a comment to let us know.  Imagine you’re Mitchell Feigenbaum, working at Los Alamos National Laboratory in the 1970s, on a problem where “classical science stops.” Or — as author James […]

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The C Word: What Marketing Should Be Giving Sales*

*Hint: It’s not more freakin’ content! When I first went into marketing as a wet-behind-the-ears twenty-something, one thing that astonished me was the animosity between “us” and sales. In the intervening 30 years nothing much seems to have changed. As Matthew Dixon and Brent Adamson, point out in The Challenger Sale: Taking Control of the […]

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Thought Leadership – or Thought Followership?

Whether or not you decide to have a lager in hand as you listen in, we hope you were able to join us for the recent (Jan 23rd) joint webinar with the UK’s Source for Consulting to discover: Why you need to think like a mountain climber to get out of the “base camp” occupied […]

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HOW TO WHIP YOUR CONTENT MARKETING INTO SHAPE IN 2014

Mr. Whippy is the guy who travels around in a van selling soft serve ice cream in countries like Australia and the U.K.  He knows exactly where to go because he knows who his audience is and where they will be.  You’ll find Mr. Whippy at the beaches on a hot day, at sports events […]

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