The Collective Content Podcast

Welcome to a new season of our Sense-maker sessions podcast. For this, our third season, Collective Content MD Tony Hallett sits down with elite B2B content innovators and creators, to get to the bottom of the burning questions in thought leadership.   This episode’s guest is Liz Bolshaw, Global Content Strategist and Editorial Lead at EY. Her incredible career journey spans book publishing, journalism, consulting and so much more.   She brings her views on where thought leadership is headed next. Our far-reaching chat covers the different expectations that the producers and consumers of content have, the Global Thought Leadership Institute’s ‘Promise and Peril’ report, thought leadership as an anchor for trust in uncertain times and why 'relevance' is fast-becoming the fourth 'R' in content (alongside reputation, relationships and revenue).   Listen to find out why thought leadership is a "contact sport". Let's jump in!

Our final guest on season 3 of ‘Sense-maker sessions: Content leaders’ has enjoyed one of the most winding, interesting paths into B2B thought leadership so far.    Richard Murphy, Founder and Managing Partner of Walled City Group, journeyed from war correspondence in Afghanistan to PhD field work in Pakistan, to crafting stories and consulting on content strategy – with a detour in documentary filmmaking.    Listen to discover dozens of Richard’s well-earned insights.  

Today’s guest on our ‘Sense-maker sessions: Content leaders’ podcast has forged a unique pathway in thought leadership. From training as a chef to working his way through a big chunk of analyst firms, Euan Davis brings a deep grounding in industry analysis to his current role at Virtusa – and shares it with us in this episode.   Find out what the analyst experience really teaches, how thought leadership became a genuine growth lever at Cognizant and why over-reliance on AI might erode originality in content – even if it’s a gamechanger in other ways.   Brought to you in partnership with High Beam Global, a full-service market research firm.   Subscribe for more interviews with the world’s content leaders operating at the forefront of B2B thought leadership.

Today’s sense-maker is another don of thought leadership. Co-author of The ROI of Thought Leadership with Cindy Anderson and Senior Partner and Vice President, Global Leader, IBM Institute for Business Value, Anthony Marshall sat down with MD Tony Hallett in London for an animated and insightful discussion of the discipline he spearheads.   The discussion covers ground including how thought leadership works at IBM – whether they report into consulting or marketing, for example – and the challenge of making “every single study provocative and surprising”. With thanks to Spiritland Productions.   Brought to you in partnership with High Beam Global, a full-service market research firm. Subscribe for more interviews with the world’s content leaders operating at the forefront of B2B thought leadership.

This is a real ‘lessons learned’ Sense-maker session.   You might expect that from Brenna Sniderman at Deloitte, given her career to date in PR, media, research and now one of the Big Four. In this episode, she talks much sense about trends in research and the use of AI, and shares what makes her tick.  This podcast is brought to you in partnership with High Beam Global (HBG), a full-service market research firm.  Subscribe for more interviews with the world’s content leaders operating at the forefront of B2B thought leadership.