Corporate & B2B influence
Ideas designed to travel, not merely to be seen.
I examine how companies establish a position, develop credible voices and organise the circulation of their content. Every article provides a direct answer, a practical method and the distinctions required to act.
B2B brand promise: moving beyond interchangeable claims
A useful B2B brand promise does not summarise the company. It articulates a credible, provable difference that can guide every expression of the brand.
B2B content strategy: produce less, establish more
A B2B content strategy is not a publishing calendar. It organises the subjects, evidence and formats capable of building lasting authority.
B2B LinkedIn strategy: connecting brand, voices and paid media
An effective B2B LinkedIn strategy does not rely on the company page alone. It connects the brand, executives, experts and amplification.
Leader advocacy: building a system executives can sustain
A sustainable leader advocacy programme does not rely on motivation. It organises editorial territories, support and workload.
Employee advocacy: replacing reposting with genuinely distributed voices
Employee advocacy is not about turning employees into channels. It gives them a framework in which to express experience and perspective.
Executive voice on LinkedIn: embodying decisions, not playing a part
Executive communication builds influence when it reveals judgement, experience and a distinctive way of reading the market.
B2B LinkedIn Ads: targeting never replaces the message
LinkedIn Ads offers precise professional targeting. Performance still depends first on the strength of the message, the objective and its relationship with organic content.
LinkedIn newsletters: turning a notification into an appointment
A sustainable LinkedIn newsletter needs a clear editorial promise, a manageable cadence and value readers recognise from one edition to the next.