Public service announcement: this serves as
a gentle reminder for why you set about adopting thought leadership in the
If you work in a B2B company and haven’t
yet implemented a content marketing strategy with a thought leadership
undertone, then you are way behind. While not a novel concept (it
came to a head around eight years ago), not all B2B companies have adopted
the approach. On the other hand, some have been doing it for years.
For old time’s sake, let’s revisit the definition of thought leadership:
With the globalized world becoming more aware of the sensitivities of diverse cultures and lifestyles, this guide provides tips, red flags, and resources to ensure your words don’t offend others. Specifically, this guide touches on gender, race and sexual orientation.
What do you do when a client sends back the print advertisement they’d asked for with the words: “This ad is too good. Please reduce its selling power”? Being asked to turn down the volume like this doesn’t happen often. In fact, it’s only happened once in my 20-year career.
Customers and potential customers judge you and your company by the content you produce – and if you’re marketing to an international audience with poorly-written English-language material, you can expect to be judged harshly. In an era of ever-increasing concern about fraud and personal data safety, badly written content could be scaring away even more potential customers – and making you look like a twit.
I doubt that anyone outside of Canada recognizes the slogan ‘We the North’ or thinks that it has any particular marketing magic. But for millions of Canadians it resonates deeply and spurs them to open their hearts and wallets – proof that local know-how matters in marketing.
Monitor Deloitte’s Camilla Marie Thiele shares her perspective on why business innovation is important for the sustainability agenda and how storytelling can inspire other companies to follow.
Denmark has a distinguished history of successful global commerce. As a small country, Denmark consistently punches above its weight, being home to an unlikely number of current consumer superbrands. Think Carlsberg, LEGO, ECCO, B&O, Arla and Pandora to name a few.
But it’s not only in consumer brands that Denmark stands out. In their niche markets around the world, B2B brands such as Maersk, FLSmidth, Rockwool and Vestas are recognised leaders in their fields. And behind these and other multinationals, there’s a plethora of successful, growing companies – particularly in IT and tech – that keep Danish concepts and technologies right at the forefront of global development. Continue reading
Most marketing or HR directors would love to have several high-quality employee testimonial videos to support the company’s employer branding efforts – particularly when it comes to recruitment. They also say, however, that it’s one of those difficult and expensive tasks that they just don’t seem to be able to manage with available resources. Frankly, I disagree that producing testimonial videos for employer branding is difficult – or expensive. Continue reading
It’s either a CMO’s dream scenario or his/her worst nightmare: The entire marketing department gathered in a workshop and told they should put all their branding ideas on the table – and that every idea is welcome. But how do you extract really useful concepts from it all while ensuring everyone feels their input is valued? How do you get results from a branding workshop?
As the demands swirl around high-performing teams, it gets hard to keep the Big Picture in focus and easy to lose inspiration – particularly with the long-game nature of B2B marketing. Stepping out of the everyday and breaking the routine can be the antidote and team-building events can bring back some of the magic.