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Fancy yourself as a thought leader? Prepare for others to be the judge of that.

The rise and rise of digital and social media has brought with it an explosion in so-called… Thought Leadership. You might be excused for thinking that the name itself – Thought Leadership – gives some solid direction as to the purpose, focus and value of this type of commentary. However, with the rise and rise of social and digital media, the proverbial every man and his dog seems to fancy themselves as an expert commentator. Everywhere you look, in the paper, on the television, on Facebook and LinkedIn, there is someone offering their opinion and insight on just about every topic imaginable.

Much of the commentary however is questionable as true thought leadership and guess what, audiences are on to us… they are increasingly turning off.

A study by The Economist Group in 2016, Thought Leadership Disrupted found that 3/5 of global executives surveyed felt ‘confused or overwhelmed’ by the volume of content they encountered. 75% of those surveyed said they had become more selective in what they consumed.

So, what then is a thought leader? Read More

‘No Comment’ – Avoiding a communication vacuum in a crisis

In the social media age, information, or indeed misinformation can spread faster than ever before. Nowhere is this clearer than in the midst of a crisis, and as several recent crises have shown, without a well-executed crisis communication strategy, companies can find themselves in a reputation tailspin.

United Airlines, Pepsi and Samsung offer good examples of poor crisis responses, from United Airlines’ communication vacuum in the face of a brutalised passenger to Samsung playing fast and loose with the truth. While these businesses had spent years building relationships with customers, with shareholders, poor crisis communication has cost them brand and share value and public goodwill in spades.

Communicating during a crisis is fraught with challenge, but by sticking to some guiding principles businesses can work to minimise the damage, protect their reputation and find a solution.

In fact, there are many examples of how a well-handled issue has become a starting point for a refreshed brand image and corporate reputation. Read More

Suffering from digital FOMO? Fear not. Being digitally discerning is a strength, not a weakness.

Have you ever wondered how much is enough when it comes to digital presence? Do you feel under pressure to add to your company’s digital activity because you are led to believe it is a guaranteed pathway to brand success?

Or maybe you think that a presence on every platform is what digital marketing is actually about?

Many businesses obsess over building a digital portfolio which covers every possible channel – Facebook, LinkedIn, a website, Instagram, Snapchat, Twitter, Google+, blogs and more and more and more. But do you really need to be across all of these platforms to win the day? Read More

Communicating a brand: from imagination to reality

Communicating with customers is an essential activity for any business, but in order to communicate effectively, you first need to know your brand identity. How do you want to portray yourself to customers? How do you want to be perceived? The challenge of formulating a brand identity, and maintaining it, can be an arduous one. But by defining your identity and communicating that identity effectively, you can build a strong brand and a strong relationship with your customers. Read More

The power of the white paper

White papers certainly aren’t new to the content marketing arena – but despite the growing number of tools in the marketing tool kit, white papers can still be one of the most effective.

A well-executed white paper can help to set up new relationships, build trust and position organisations and people as critical thought leaders.

If a white paper isn’t already a part of your content marketing strategy – it probably should be. Read More