Episode 2 Lucy Ferguson, DeepL AI: The Problem with Thought Leadership

Episode notes

Lucy Ferguson, Content and AI Marketer, and former Head of B2B Content at Google, discusses the problem with Thought Leadership. Focusing on the common mistakes she has seen over the course of her career across media owner, agency and platform roles, we discuss how and why B2B brands are turning clients and potential customers off with content that's more 'inside-out' than outside in. Lucy shares insights on how to develop the content your customer needs and the huge ROI potential from taking distribution seriously, including a practical view on how AI can make this better (or worse) depending on the approach you choose. Key talking points: How Google’s lens of ‘Helpfulness’ shapes the content the business creates and “helps the user to do their job better” How to plan thought leadership content effectively when 95% of your audience isn’t ready to buy The importance of moving on from a campaign / “one and done’ mindset to creatie once, using everywhere. The case for long term investment in brand platforms and owned IP to grow ‘mental availability’ Internal vs.