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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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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Terrified of tariffs? Scared of sanctions? Antsy about AI? Mulling mergers? Rueful of regulation? Edgy about your ESG and DEI positions? The world has changed. You need to refresh your…
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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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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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How do you feel when someone spells your name incorrectly? One of the easiest and most frustrating mistakes in any kind of writing is getting names and job titles wrong.…
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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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What we learned from this year’s CMI B2B content marketing report The 2025 issue of the annual Content Marketing Institute (CMI) B2B Content Marketing Outlook report has been eagerly awaited…
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One way to get large partner content programmes right is to consider the ways they can go wrong. Just to say it up front… my editor told me I should…
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Almost exactly a year ago, we published a piece titled Why we have a GenAI policy – and why you should too. The blog post introduced our formal guidelines for…
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This is the latest in my series about my experiences managing large channel marketing content programmes. This time, I look at how partners can use customer stories as the launchpad…
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Plenty of our clients have in-house content teams or even whole units dedicated to thought leadership, featuring some of the smartest people around. So why do they need us? In…
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