Our latest thinking on content strategy and thought leadership in science, tech and engineering.
ChatGPT can write good content. Here is how humans can do better.
Human expertise, not just writing ability, is key to high value content
27th June, 2023
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How to work with Subject Matter Experts to create effective thought leadership
Tips for writers and content leads
10th May, 2023
Science and Tech words you need to know in 2023
Many of the things we've been writing about are moving into the mainstream
5th January, 2023
What Google’s ‘Helpful Content’ SEO update means for content and thought leadership
Tips for creating content that is by people, for people
26th September, 2022
Persuade, inform, or entertain?
Too much comms content seeks to entertain. This is bad for the companies that pay for it.
30th May, 2022
Is your content about ‘conflict’ or ‘problem solving’?
One is better for getting attention. One is better for changing behaviour.
31st October, 2021
In praise of quality and consistency in marcomms
Big creative ideas are fine, but rarely outperform good content
30th September, 2021
Research shows thought leadership is the way to influence B2B decisions
...but only if it is done well
21st July, 2021
What is thought leadership?
…and what makes it different from ‘content’
31st May, 2021
Topic identification for B2B thought leadership
How to find specialist areas where you can lead the discussion
30th April, 2021
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