Dark Matter

17/06/2025

There’s a moment in nearly every first meeting I have. Someone starts telling me what they do, and about three sentences in, they pause, smile, and say...

Sorry, I’m not explaining this very well.

But they are. They’re explaining it the way experts do, from deep inside the details, with all the nuance and background that matters to them.

The problem? Most people listening aren’t at their level yet. They don’t have the same context. They don’t know what they don’t know. So even though the work is brilliant, the message gets blurry.

That’s the moment we built our Thought Leadership Plan for.

Not to turn you into a content machine. Not to make you go viral. But to help you show up with clarity, confidence, and consistency, without adding more to your plate.

You show up for a few key moments. We do the rest. And you walk away each month with video content that feels like you, but finally lands with the people who need to hear it.

If you’re in Christchurch, Auckland, or Melbourne and want to see how it works, flick me a message. I’ll send you our info deck with examples and pricing. No pitch, just the details.

23/04/2025

Most B2B businesses think they know why people buy from them. You're saving them time, or boosting ROI... Maybe you're increasing their efficiency!

That's Cool. But so does every other business on LinkedIn.

But here’s the thing, your buyers aren’t watching your content and then rushing to sign a contract.

They’re lurking.
They’re learning.
They’re quietly feeling the pressure build behind the scenes.

And when that pressure turns into pain? They don’t want a list of features. They want someone who gets it. Someone who understands their unspoken frustration, and knows how to fix it.

That’s why the best content doesn’t stop at surface level benefits. It digs deeper. It listens intently, It empathises with their pain.

Because when you uncover the shared pain, that’s when your content starts to resonate. Not just once. But over and over again.

16/04/2025

The best content ideas? They don’t come from brainstorms or whiteboards.
They come from the real stuff, sales calls, coffee catch-ups, client emails.

The unfiltered, off-the-cuff, “hey, quick question for you…” moments.
Because if one person’s asked you, there’s probably ten more typing that same question into Google right now.

Here’s where a lot of smart people get stuck. They’ve got years of experience, deep expertise, real insight… But they don’t always know how to turn that into something useful. Something clear, simple, and worth listening to.

So instead of asking, “What should we say?”

Flip it.

Ask, “What do they need to hear? What are they unsure about? What risks are they weighing up?"

What could you share right now that builds trust, before they’re even ready to buy? Like Marcus Sheridan says: They ask, you answer.

And when it’s time to choose between you and someone else… They’ll remember who helped them along the way.

08/04/2025

You don’t build authority by being everywhere. You build it by being known to someone for something.

The truth? Chasing every platform, every trend, and every format is a fast track to dilution. It’s like planting seeds in four gardens and never watering any of them.

When you try to speak to everyone, you speak to no one. Your sharpest insights get watered down. Your best ideas disappear into the noise. And the people who actually need your expertise? mThey scroll right past, because your message wasn’t meant for them.

The fix? One clear audience. One consistent message. One or two channels, max. Depth beats width. Always.

It’s not easy to ignore the shiny stuff. But real thought leadership comes from focus, discipline, and the patience to let your strategy compound.

14/01/2025

Videos aren’t just for marketing. Adding videos to your post purchase experience can create a phenomenal experience for your customers.

19/11/2024

A common roadblock I see with B2B video content? A big focus on vitamins instead of painkillers. Let me explain.

Vitamins are nice to have videos, such as those covering trends, industry news, or thought leadership pieces. They’re valuable, evergreen content, but they don’t solve an urgent problem.

And if your audience isn’t aware they have a problem, they won’t connect with your solution. That said, vitamin content is incredible for building thought leadership, so don’t ignore it. Think of vitamins as your conversion content.

Painkillers, on the other hand, address immediate, pressing problems that your audience is ready and willing to solve (and likely pay you to get it sorted).

Painkiller content could include videos like:
"If you’re seeing these three metrics fall, it’s time to change your strategy, here’s how."
"Three mistakes tech companies make when it comes to content.”

Painkiller content identifies a specific problem your audience can relate to and positions your solution as the remedy.

If your video content isn’t driving results, you may be creating too much vitamin content. Instead, start with painkillers and see if that helps. Here’s how:

Step 1: Start with Painkillers

Create videos that address your audience’s most urgent problems, such as:

"Three mistakes we see tech companies make with video content."
"Three ways to get video ideas directly from your future customers."
"The key to delivering value every time you step in front of the camera."

Step 2: Transition to Vitamins

Once you’ve built trust by addressing their pain points, introduce content focused on long-term value, such as strategies, trends, or how-to videos.

Over time, your monthly video content will strike a balance between painkillers and vitamins.

For best results, focus on real problems your audience faces. Want to know how to uncover these insights? DM me, and I’ll send you tools to get started.

So vitamins vs painkillers? You need both but at the right times and the right places.

13/10/2024

Stoked to be a part of this years High Performance Leadership Event!

The High Performance Leadership Event is this Thursday.

I’m so excited to see all of you who’ll be attending.

I wanted to take a moment to thank our Platinum Sponsors for this year’s event - .simple and .

If you want to find out more about what both sponsors do, please go follow them on socials. They’re both Christchurch-based companies doing some really cool things.

19/09/2024

We’re stoked to be part of this years Canterbury Tech Summit. We’ll have an exhibition there so if you want to experience how easy videos are, come give it a go!

19/09/2024

We're stoked to be part of this years Canterbury Tech Summit. We'll have an exhibition there so if you want to experience how easy videos are, come give it a go!

16/08/2024

Getting real in the studio today.

07/08/2024

What makes a good video strategy? Actually, it’s everything that Julia has so eloquently mentioned in her testimonial about the work Dark Matter has done with Medenterprises over the years.

Working with Medenterprises has led us to create some truly captivating content. From stories about working as a doctor in Antarctica to some seriously inspiring founder stories.

There’s so much gravitas in content done well and for the right reasons. Medenterprises has achieved this exceptionally, and we’re just pleased to have been a small part of that. Thanks, Julia!

So, what makes a good video strategy? If I flip the script, a good video strategy must be:

Ridiculously consistent.
Insanely valuable.
Exceed expectations.
Effortless to create and consume.

24/07/2024

We make 30,000 decisions every single day. From what to eat to what to wear, our minds are constantly at work.

But here's a thought: when someone needs your skills, are you their first choice? Being consistently heard and seen makes you memorable, ensuring you're the go-to when one of those 30,000 decisions needs to be made.

However, decision fatigue and mental exhaustion can cause poor choices. This means your next potential client might choose someone else simply because they noticed them first. How can you make sure you're top of mind?

Clearly identify your target customers and speak directly to them.

Focus on your expertise and avoid mixing content. Be known for one thing and excel at it.

Simplify your language to be easily understood by those unfamiliar with your industry.

Stay consistent with your content. One video isn't enough; provide valuable content regularly.

By knowing your audience, mastering your topics, and communicating clearly, you'll be the one people remember.