The power of emotional story-telling in consumer advertising is well understood but of course it’s not limited to that segment. B2B companies have also cottoned on to the power of stories.

The volume of thought leadership published around the world is increasing all the time. Unfortunately the quality of the research underpinning a lot of it is not. In this article, I look at some of the common issues with research in thought leadership reports, and propose a few ways to deal with them.

This article summarises some of the variations that buyers face when considering a thought leadership offering from a B2B publisher.

This article looks at the increasingly diverse set of skills that can be needed in order to build out a comprehensive thought leadership proposition for your publishing or event business.

Providing some form of thought leadership service opens up a compelling new source of growth for B2B publishers, but those doing so typically run into one, or several, issues.

It seems like a bit of a basic question to be asking, yet it's surprising just how slippery a term thought leadership is.

Authenticity has become something of a mantra in marketing, and particularly thought leadership. Sure, it sounds good and who could argue with the idea, as it seems like an obvious goal for which to aim.

What does a company actually have to do to create trust? For such an important concept in B2B marketing, definitions of this concept remain vague at best.

When companies are relatively new to thought leadership, there is a lot to consider and the reality is that many (although obviously not all) simply don’t spend enough time laying the groundwork.

The development of generative engines, such as Chat GPT, Perplexity and Claude, is radically altering the way that audiences find content.

Proving the value of thought leadership has always been a notoriously difficult area and companies struggle to show direction cause and effect relationships between their campaigns and tangible business outcomes. This article explores some of the challenges and presents a few solutions.

Marketers must demonstrate AI benefits while maintaining quality. How can they avoid falling into the AI slop bucket?

A storm is underway in the usually sleepy world of copyright, and the next bout of lightning is expected in just over a month’s time.

The global thought leadership industry relies almost entirely on surveys, but there’s an issue that hardly anyone likes to talk about: the rapid rise of fraud within online survey panels.

A major topic within the global thought leadership industry today is about how AI will change, or even disrupt, the go-to input for nearly all B2B research today: the survey.

What are some of the most impactful and influential corporate studies of all time, and what were the thought leadership research methods that underpinned them?

You can’t open LinkedIn these days without coming across a new study about AI. But far less common are studies where AI provides the primary research input.

Surprise is still the most powerful content marketing tool out there. But how do you use it effectively to create strong associations with your brand and build memories with your audience? Move over McKinsey. Here’s how tyres and beer changed content marketing for good.