Building authority in your industry is based on trust and value. With today’s channels, businesses can scale their expertise and position themselves as leaders. This series explores how strategic branding and communication can help you stand out.

Humans love to tell and listen to stories. From childhood, storytelling has been a natural way for us to connect and converse – a fundamental part of our daily lives, and business stories are no different.

Architects and specifiers are looking for the bare facts, with no spin. When product selection is tied so closely to professional reputation and risk, they take this assessment process seriously and have no patience for inflated claims or greenwashing.

Images of the book launch held at the ECC showroom in Auckland.

Today, I asked ChatGPT about copyright.

Creating great content is key to B2B digital marketing success. And a content calendar is the best way to plan it, execute it, and track it.

Learn how to create a more powerful capability statement to express your true worth and stop being bypassed for companies who explain their value better.

The truth is that continually creating new content – whether it’s for your blog, or another marketing channel – takes up a lot of valuable time. The smart solution is simply to make your content go further.

When you write for your own channels, you need to feel confident you are using consistent and approved styles. This writing style guide is short and sweet – a practical tool for everyday use.

Keeping your blog active takes time and effort, but the rewards can be substantial. Well-written articles build profile, reputation and relationships, and provide rich content for all your marketing channels.

Keeping your blog active takes time and effort, but the rewards can be substantial. Well-written articles build profile, reputation and relationships, and provide rich content for all your marketing channels.

The wide range of content types that you can create as part of your marketing strategy can be mind-boggling. However, case studies deserve a special mention.

As with any business programme, setting goals for your content marketing strategy will help you execute the work with greater focus and success.

It sounds back-to-front, right? But in fact, your company profile – as told on your website ‘About’ page or in your capability statement – is not about you, it is all about your client.

A hybrid website – one that offers both services and products – can be challenging to get right. After all, a website that is purely about products is very different from a purely services-focused website.

Content marketing is a major focus for service and product businesses. We discuss its editorial rather than advertorial focus, and review two international examples.

I see purpose as the big idea that gives direction and energy to your work. Something you fulfil or enable for a defined audience that both drives and creates meaning for you and advances their lives. Read more >

We review one of our favourite content types for B2B and professional services brands – thought leadership articles.