The 2026 B2B thought leadership playbook Kicking off with a well-constructed primer, this CMO Alliance piece gets into AI and the distinction between thought leadership and content marketing… among other…
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Photo by Jaime Lopes on Unsplash “You cannot build trust with AI and you don’t get the same human emotions with AI.” So said one IT leader who took part…
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The State of AI in Thought Leadership Would be remiss of us not to lead with our big report from the past couple of weeks. GTLI Symposium – the recap…
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I’m a big fan of the daily New York Times puzzle Spelling Bee. Sure, it’s a word thing, like a crossword, and I like words. But I mention it here because I like the…
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I have no crystal ball. And it’s quite possible I could publish this same post in January next year. But I do know that right now too many companies, too…
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The last weeks of December come with a guarantee that we’ll all be seeing lots of similar posts: the round-up. This year, I’ve decided to compile five content-related reasons that I’ve seen marketing campaigns flop in 2025. Why? So you can…
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How do you stand out in a world of AI mediocrity and, more broadly, B2B same-ness? Where in the world? Twenty years ago, I was five years into editing a weekly…
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Our CC LinkedIn content strategy is a subset of our wider content strategy. (I’ll add here that we should all have documented content strategies.) Also, I realise ours is not…
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I was at a meeting in Southwark last week and walked past a somewhat well-known street sign, one that I’d pass most mornings on a commute I used to make…
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We’ve been in The Year of Audio Content for a number of years. But what comes to mind when I say ‘audio content’? Podcasts are a type of audio –…
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I was looking at a carousel that my colleagues posted to our CC LinkedIn page a while ago (digression: you should follow our LinkedIn page, if you don’t already). The post was…
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Edelman report: Smart thought leadership outperforms traditional B2B marketing In short, thought leadership does drive B2B sales. Just remember to do it well (clue: we’re here to help). Painkillers…
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