thought-leadership

A photo of the end of a sparkler with sparks flying off it into the darkness.

Rewarding reluctant office presence

By Andrew Smith 06/17/2025

Part 4 Welcome to Human Work. A series about the changing nature of work today.   Firestarters, catalysts, creatives, glue, sparks, savants. Some people can see things, do things that…

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Written By Andrew Smith17/06/2025
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Two elephants' silhouettes in front of a dramatic orange sunset.

Dealing with elephants – in rooms, offices, at home, everywhere

By Andrew Smith 04/30/2025

What do we do when there’s a big, upsetting thing that nobody wants to talk about? People have different approaches, but for much of the corporate world, the answer is often…

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Written By Andrew Smith30/04/2025
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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 picture of a signpost with an icon of a hiker on it, pointing to the right.

It’s 2025! Time to refresh, reboot and rethink your thought leadership. 

By Andrew Smith 02/06/2025

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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Written By Andrew Smith06/02/2025
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Silhouttes of a figure walking in front of a group of 7 people a few metres behind. The figures are walking down a hill set against a moody purple and orange, cloudy sunset.

Get your thought leadership programme off the ground in 2024

By Andrew Smith 02/09/2024

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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Written By Andrew Smith09/02/2024
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Two people meeting over coffee. Photo by charlesdeluvio on Unsplash

How to get a referral for a great content agency

By Andrew Smith 08/15/2023

Be greedy and sceptical. Greedy, because you want to gather as much information from as many sources as you can. Remember, this process is generally free, so if you skimp…

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Written By Andrew Smith15/08/2023
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Carving of the number 11

11 essential content marketing links from Q4 22

By Tony Hallett 01/04/2023

1. In an economic downturn, tying content to ROI is more critical than ever Lighter links are coming – I promise (did I say Jerry Seinfeld features below?) – but…

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Written By Tony Hallett04/01/2023
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Ghostwriting content? Gotta keep it real

By Tony Hallett 06/13/2019

Since the beginning of Collective Content, we’ve always been concerned about authenticity. Even if what worries us hasn’t always been called ‘authenticity’ – because, let’s face it, that word isn’t…

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Written By Tony Hallett13/06/2019
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Content test – what’s your organisation’s idea of ‘news’?

By Tony Hallett 07/08/2015

Here’s a way to work out if a company – or you – are thinking the right way about useful, engaging content. Alongside the usual ‘About us’ sections on corporate…

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Written By Tony Hallett08/07/2015
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Reader Comments – why don’t brands use them more?

By Tony Hallett 03/07/2013

Editors around the world know this oddity. Brands that feature in an online publication – for whatever reason – sometimes jump through hoops to get a presence on those pages,…

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Written By Tony Hallett07/03/2013
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