B2B folk, how do you measure your content? Funnily enough, if you’re one of the rare professionals who says, “We don’t”, you get a pass. For now. The worse answer…
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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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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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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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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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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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Elevate your content campaigns by engaging with the experts who build and create them Content marketing has become central to the majority of B2B marketing efforts. Because it generates three…
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10 practical elements to consider This blog was co-authored by Andrew Smith and Marc DonFrancesco Great thought leadership (TL) is about great ideas. But it’s also about practical considerations. When…
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Welcome to episode three of the Collective Content How to choose a content agency podcast series. This time round, our hosts Daine Lindsay and Collective Content MD Tony Hallett are…
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1. Sonic symbolism S1:E1 We’ve heard about Mailchimp investing in content (with ‘Mailchimp Presents’). This is next level. If you love Bjork – this writer does – then it’s a…
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