Thought leadership

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5 warning signs your large content programme is going to fail

By Becky Thompson / 04/11/2024

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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Your customer case study can open the door to much more

By Becky Thompson / 28/10/2024

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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The biggest partners in tech and their content needs

By Becky Thompson / 16/10/2024

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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A photo of two smartly dressed men sitting at a table wearing headphones and speaking into professional microphones.

Speaking to your customers? No alarms and no surprises

By Becky Thompson / 10/10/2024

This is part of a series of posts where I talk about my experiences managing large channel marketing content programmes. This time I look at how to keep customers at…

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A white sign with the words "YOU ARE NOT ALONE" in bold, capitalised text the sign is on a mesh fence, with greenery behind in the background.

Why a defined process gets the best content results

By Becky Thompson / 03/10/2024

This is part of a series of articles where I talk about my experiences managing large channel marketing content programmes. This time I look at why having a clear process…

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Small partner, big ambition – how I show what’s possible

By Becky Thompson / 25/09/2024

This is part of a series of posts where I talk about my experiences managing large channel marketing content programmes. This time I look at what smaller channel partners can…

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3 qualities to demand in your content agency

By Becky Thompson / 16/09/2024

This is the first in a series of posts where I talk about my experiences managing large channel marketing content programmes. This time, I’m looking at some things that matter…

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A photo of a woman with black nail varnish on holding a book, Visual Grammar by Christian Leborg, in front of her face

Never stop caring about style and grammar – here’s why

By Tony Hallett / 30/07/2024

If we’re so strategic about content – about content contributing to the success of your company, team and career – then why do we sometimes harp on about commas and…

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A laptop with a conference call on screen, next to a locked phone, a tablet and a smart watch.

What are your AI-generated meeting summaries not telling you? 

By Tony Hallett / 17/07/2024

Back when I was a reporter, an old hack once told me never to ask my best questions from the floor of a press conference or similar event. His thinking…

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GenAI baby steps are fine

By Tony Hallett / 25/06/2024

I talk a lot (too much?) about some of the not-so-great uses of GenAI that we’re seeing right now. That could mean for copywriting or graphic design, as well as…

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Like The Bear? Love agencies

By Tony Hallett / 20/06/2024

I wasn’t alone in loving the first two seasons of The Bear, which follows the highly strung family and wider team that run the titular Chicago restaurant (spoiler: there are…

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Do AI and plagiarism have anything in common?

By Eve Michell / 23/05/2024

At first, the answer to this question might be a confident ‘no,’ and we understand. You’re not outright stealing anything when you use generative AI (GenAI), and you’re the master…

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