Category Archives: Use cases
Mind the gap: five lessons from reputational disasters from around the world
If you search for ‘reputational disaster’, you will find plenty of stories. Some companies have [...]
FT Longitude’s approach to thought leadership governance
FT Longitude is on a mission to ensure that its clients’ thought leadership is genuinely [...]
How thought leadership adds sparkle to the tough topic of non-performing loans
Qualco is a fintech company with 20 years’ experience in over 30 countries. It supports debt [...]
It’s Always Christmas in Content Marketing Land
Since 2013, Localz has removed complexity from the last mile with mobile workforce solutions that [...]
ABM, sales planning and intelligence: will adversity catalyse transformation?
We’d intended to discuss Account-Based Sales & Marketing (ABM) with Brian Allsop, MD of Fusion [...]
Should International Day of Education embrace a broader mandate?
The United Nations General Assembly has proclaimed that 24th January is to be International Day [...]
How to Write Forewords and Prefaces
A foreword is a short section at the front of a book, usually written by [...]
What matters is only what works – seven truths about advertising in the thought leadership era
David Ogilvy, co-founder of advertising agency Ogilvy & Mathers, is the mentor I never got [...]
Eight reasons brands need their own speakers bureau
A speaker bureau is more or less exactly what it sounds: a list of people [...]
Designing effective expertise marketing
Thought leadership is becoming both more ubiquitous, and a more important part of a content [...]
The rhythm of thought leadership marketing
Thought leadership marketing is one of those terms that many use, but remains poorly understood. How [...]
What flight safety demonstrations can teach us about digital engagement leadership
Customers’ preference to research before contacting prospective suppliers means it is helpful to have subject [...]
Ten lessons from Volvo’s social presence
Volvo’s social media team is still small, just three and a half people, and its [...]
Social lessons from the leaders
There is plenty of speculation about how companies ‘should be’ or ‘ought to be’ using [...]
In conversation: Tech Trailblazers’ Rose Ross on helping startups amplify thought leadership
Tech Trailblazers is a disruptive concept in awards. It is designed explicitly for enterprise technology startups [...]