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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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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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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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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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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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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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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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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