Tony Hallett

Author posts

A pile of vitamin pills of different colours and shapes.

Painkillers or vitamins – what do you sell?

By Tony Hallett / 06/09/2025

The internet is thick with business guru after business guru telling you to sell painkillers rather than vitamins. What does that mean? Well, the theory is that we all know…

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Written By Tony Hallett09/06/2025
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The Steph Curry lesson for business

By Tony Hallett / 05/19/2025

This story is a little old now but it says so much about how a company becomes trusted and wins new business. Steph Curry is among the best basketball players…

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Written By Tony Hallett19/05/2025
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A photo of Leeds university library taken from an upper level, looking down through two pillars at tables of students.

The $$$ is in the detail

By Tony Hallett / 04/09/2025

The devil is in the detail, they say. But sometimes it’s the good stuff you find in the detail – in work or play. I recently visited several universities with…

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Written By Tony Hallett09/04/2025
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A flat-lay image of a world map made from light brown cork material, placed on a textured pink and red bamboo mat. The map consists of cut-out continents arranged with small gaps between them, with visible white staples or pins securing some parts.

Content leaders – now is not the time to bury your head in the sand

By Tony Hallett / 04/04/2025

I’ve had several conversations in the past few weeks with contacts at large, US-headquartered, global companies and the conversation always turned to whether (or not) they speak internally about the…

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Written By Tony Hallett04/04/2025
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Closeup photo of floor number buttons 10 and 11 in an elevator. Photo by Jonny Gios on Unsplash

11 best content marketing links Q1 25

By Tony Hallett / 03/31/2025

1. Thought leadership in the AI age belongs to those who connect, not control How do you connect with people when everyone – in theory – can know the same…

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Written By Tony Hallett31/03/2025
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A screenshot from the video for Bohemian Like You by The Dandy Warhols. The caption reads "Oh yeah I wait tables too." The picture contains the band members playing music.

 “Oh yeah we do content too” 

By Tony Hallett / 02/04/2025

I’ve got an earworm. If you don’t know, an earworm is a part of a song – a melody, a key lyric etc. – that you can’t get out of…

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Written By Tony Hallett04/02/2025
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A photo of a British Airways plane in the sky.

Content sign-offs: 7 tips (and a story from BA190)

By Tony Hallett / 01/30/2025

I recently flew on British Airways, and much as I wanted to write a piece about the decline of in-flight magazines — one of the great forms of brand publication…

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Written By Tony Hallett30/01/2025
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A large sign that reads "Understanding" in capitals against a light peach sky.

Research: Why clients work with Collective Content 

By Tony Hallett / 01/22/2025

Why do your customers choose you?   This is one of the biggest questions in business. Companies that don’t know the answer are flying blind.  We always ask this question of…

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Written By Tony Hallett22/01/2025
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A tattoo of the word "TRUST" in bold, capital letters with shading.

Content isn’t the only way to become trusted. (But I like it.)

By Tony Hallett / 01/08/2025

Trust. Some would say everything has always been based on trust. From a member of the tribe guarding the cave opening at night while you sleep to… less important but…

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Written By Tony Hallett08/01/2025
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Closeup of Roman numeral 11 on the face of a stone sundial. (Photo by Emma Corti on Unsplash)

11 best content marketing links Q4 24

By Tony Hallett / 12/27/2024

1. Your ‘critical thinking’ makes you unique – and GenAI can’t help you with that This was another big year for Collective Content’s ongoing efforts to make sense of and…

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Written By Tony Hallett27/12/2024
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A hand holding a pen and a collection of papers, as opposite a pair of folded hands.

Policing policies – 20 years of lessons

By Tony Hallett / 10/30/2024

Don’t lie. You’re not thinking that policies are sexy. But we’re kind of making a big thing about the latest version of our AI policy, aimed mainly at our writers,…

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Written By Tony Hallett30/10/2024
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