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Are you a thought leader? Do you think you should be? Do you have to be a thought leader in business these days? If you want to be one, is it as simple as just calling yourself one? What’s the difference between calling your self one, and being one? I had so many questions! Verity Craft is a speaker, coach, writer and self-described thought leadership nerd (with her love of thought leadership possibly matched only by her obsession with musical theatre). Together with Christina Wedgwood, she's built Intelligent Ink into the go-to for thought leadership here in Aotearoa New Zealand (they like to ..read more

One of the best parts of being a content marketing veteran (aka, in my 50’s and having been involved in content marketing in one way or the other for over twenty years) is seeing patterns show up in how technology impacts our content and our marketing. The ebb and flow of “too much info” has been one that we’ve struggled with as humans since the internet became an integral part of our lives. 20 years ago I was writing keyword stuffed four-hundred word blogs for companies that had no consideration for the reader and were all about getting google to notice us.  It worked for a bit. But then ..read more

When someone says that social media marketing is a waste of time, email is a waste of time, any part of marketing is a waste of time my response (at the very least in my head!) is “No, you just didn’t take the time to fix the problems to make it successful” There are two really big reasons when content marketing can fail so miserably. The first one is you haven’t taken time to develop a plan AND stick to it, and the second is you haven’t taking time to learn how to present it in the way that best fits that platform, I see people say “email is a waste of time” but they only email once a quarter ..read more

When Alana rocked up to our group coaching day with her young daughter in tow she instantly reminded me of.. Me. Those days of taking my baby with me places is long past and I’m now looking at a completely empty nest next year, in part because I’m flinging my youngest out a little bit before we’re both ready Alana is a corporate escapee and the cofounder of Your Success Team, a collective of business experts who have created a business coaching model that places multiple brains on your business, giving a giant hell no to "my way or the highway" advice and dated formulas.  And she’s doing ..read more

We spend a lot of time looking at our ideal clients and what they “look like” but what if we spent more time looking at what they are experiencing, what they are being influenced by, and what they are needing from us more.   Using empathy in our marketing strategy can help us identify the core needs of our ideal clients, so we can talk to them better. We can show we have grace for the sticking points that are making life harder, be aware of the blocks they might have in the way of assessing success, and use their own words, and voiced thoughts in our marketing messages    In thi ..read more

I’ve only ever talked about buyer profiles before in a retail environment but we’re all talking to people and selling to them (even if we are selling to a business we are still selling to a person IN the business) So the nine buyer profiles are still worth looking at. There are some buyers who come in hot. Is this a good thing or a warning sign? How can you tell the difference? What can you do to warm up someone and are any of them timewasters or are they just misunderstood? I’m covering what each one is, what they need and also letting you know which ones I personally find the most challengin ..read more

When Janet Stott started Homegrown Primal she had no intention of being the face of the business. In fact she and her husband weren’t totally sure the business was going to work. At the very least they would have made a bunch of supplements for themselves! That was back in 2019 and the business is in a very different place today. They now ship across New Zealand and Australia, and are buying ingredients by the tonne. They also now have a team to help support her marketing work, helping her stay as the ‘captain” and allowing her to ensure the messaging stays true to their ethos, without getting ..read more

If you are a small business owner who’s the face of your business, and wanting to build a profile using podcasts and media coverage, taking the time to create a media kit can help you do just that. In today’s podcast, we explore how to articulate your unique selling proposition, values, and mission within the media kit. We also cover what visual branding elements you need to include to help build your brand identity, and what other accompanying images and logos you need to have to accompany it.  We’ll also talk about how to tailor your media kit to fit different purposes and make it work ..read more

I can’t believe that I had no idea ChatGPT was on the horizon a year ago.  Now I use it everyday for our business and with my coaching and strategy clients to help them create compelling content What I don’t want them (or you) to do is create crappy generic content. I’ve lost touch of how many landing pages, blogs, websites and posts I’m seeing written with a distinctly AI feel to them. I WELCOME it. The more a small business owner pushes out generic AI content, the more our stuff will shine out. They are making it easier for us! There are some super clever ways to use ChatGPT and still u ..read more