Overcoming the three hurdles to thought leadership that truly works – case study  

  In a previous post my colleague, Dr Liz Alexander, identified the three hurdles brands or individuals face when identifying or taking their thought leadership point of view to market. These included: Not focusing too far into the future – people want information that can help them implement or make changes today. Focusing on the positive […]

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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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#1 Content Marketing Influencer Jeff Bullas: What he does that you don’t

It’s hard to keep track of the accolades accumulated by Jeff Bullas. Here are just a few: Ranked #1 Content Marketing Influencer 2015 and 2014 #7 Top 100 Social Media Influencers, 2015 (3 ahead of Seth Godin – wow!) #8 on the Forbes’ The World’s Top 40 Social Media Talent, 2014 But perhaps the one […]

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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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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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Is this the most important insight ever for thought leaders and communicators?

What on earth do bacon and backfiring have to do with marketing, public relations or, for that matter, thought leadership? The answer is everything if you want your campaign to be successful. Think of most companies and what they do with their marketing and PR collateral, presentations, press releases, etc. Typically these end up as […]

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The thought leadership winners will focus on what happens next

Two reports, one by Forrester and one by Source for Consulting support what I have been saying for years and what I say to my thought leadership clients – winning thought leadership content will focus on what happens next. In their report: “In The Age of the Customer, Insight Isn’t Enough” Jody Sarno from Forrester […]

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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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