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PODCAST: Rob Mitchell on Successful Thought Leadership Campaigns

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Thought Leadership Insights, Episode 6

In the sixth episode of Thought Leadership Insights, Longitude’s co-founder and CEO Rob Mitchell shares his thoughts on what makes successful thought leadership campaigns as well as discussing how thought leadership fits in with content marketing. We also explore Longitude’s latest thinking on measuring the effectiveness of thought leadership campaigns, as well as future trends in thought leadership we can expect to see.

Topics covered

  • 00:00 Introduction
  • 01:10 What is thought leadership?
  • 02:20 How to distinguish thought leadership from content marketing
  • 04:10 The relationship between thought leadership and content marketing
  • 05:45 Can you do content marketing without thought leadership?
  • 06:40 The current state of thought leadership today
  • 08:00 Evaluating thought leadership
  • 09:30 Making a campaign commercial
  • 10:50 Measuring thought leadership
  • 12:50 Mistakes people make with their thought leadership
  • 15:00 How will thought leadership evolve?

Or read the full transcript here.

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Episode 5: Parker Ward on Content and Thought Leadership

Episode 4: Alastair Gornall on Building Brand Reputation

PODCAST: Parker Ward on Content and Thought Leadership

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Thought Leadership Insights, Episode 5

In the fifth episode of Thought Leadership Insights, we speak to Parker Ward, Global Head of Digital and Content at Capgemini, one of the world’s foremost providers of consulting, technology and outsourcing services.  In this inspiring and engaging interview, Parker talks about his role as maestro of all things digital and content-driven at the 200,000 strong firm. He explains why thought leadership today requires new levels of strategic oversight together with digital focus, planning and rigour. Parker discusses in detail key factors essential to build a successful campaign, including content planning, formats, audience mapping and social media. Parker highlights the importance of good internal governance and gives his views on the always challenging question of ROI.

Topics covered

  • 00:00 Introduction
  • 02:00 Thought leadership at Capgemini
  • 03:15 Using thought leadership to create separation in the marketplace
  • 04:30 The importance of critical analysis
  • 06:45 Listening to the clients
  • 07:45 How to find the relevant space
  • 09:40 Tailoring communications for an internal audience
  • 10:50 How social media fits into a campaign
  • 13:20 Utilising internal advocates
  • 14:00 Building trust
  • 15:40 Measuring ROI
  • 19:00 How to apply funnel marketing
  • 20:45 Company culture and formality in the B2B space
  • 24:00 Treating your audience as individuals
  • 25:20 Upcoming thought leadership trends

Or read the full transcript here.

 

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Episode 4: Alastair Gornall on Building Brand Reputation

Episode 3: Alison Tattersall on Thought Leadership and Marketing Strategy

PODCAST: Alastair Gornall on Building Brand Reputation

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Thought Leadership Insights, Episode 4

In Longitude’s fourth episode of Thought Leadership Insights, we speak with Longitude Chairman and PR maven Alastair Gornall about the importance of building brand reputation. Alastair shares his views on the current key trends in B2B marketing and communications, together with how companies should be using thought leadership and creative content as a way to increase brand awareness – and the vital role the c-suite has to play in this increasingly important area of focus.

Topics covered

  • 00:00 Introduction
  • 01:00 Alastair’s background and the changing world of communications
  • 03:45 Key trends in brand marketing
  • 04:45 Using thought leadership to rise above the noise
  • 07:00 The potential of thought leadership
  • 08:30 How important is thought leadership to brand marketing?
  • 09:50 How to create balance with your thought leadership
  • 12:20 The future of Longitude

Or read the full transcript here.

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Episode 3: Alison Tattersall on Thought Leadership and Marketing Strategy

Episode 2: The power of thought leadership

PODCAST: Alison Tattersall on Thought Leadership and Marketing Strategy

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Thought Leadership Insights, Episode 3

In this third episode of Thought Leadership Insights, we speak to Alison Tattersall, Corporate Marketing Director at Barclays Bank, about the crucial role thought leadership plays in their overall marketing strategy. From digital-first and custom content, to smart activation strategies and essential metrics for tracking ROI, this rare glimpse into the world of global marketing at one of the world’s largest banks is essential listening for all senior B2B marketers.

Topics covered

  • 00:00 Introduction
  • 00:40 Alison’s role at Barclays
  • 02:50 Building trust for your brand
  • 04:15 Thought leadership at Barclays
  • 06:40 Short-form vs. long-form content
  • 07:45 Marketing long-form content
  • 08:50 What does a good thought leadership campaign look like?
  • 10:40 Activation
  • 12:20 Timely vs. quality content
  • 13:45 The internal thought leadership process
  • 15:00 Measuring the impact
  • 17:00 Social media and thought leadership
  • 18:50 Industry specific campaigns
  • 19:50 Maximizing ROI
  • 20:55 Internal insights
  • 22:15 Responsiveness – attracting interest
  • 23:45 Future opportunities from thought leadership
  • 24:40 Making thought leadership relevant

Or read the full transcript here.

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Episode 2: The power of thought leadership

Episode 1: Thought leadership trends and predictions 2017

 

 

PODCAST: The power of thought leadership

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Thought Leadership Insights, Episode 2

In this second episode of Thought Leadership Insights, Longitude’s co-founder James Watson reveals the key findings of the firm’s recent thought leadership research programme: The Power of Thought Leadership, exploring the major changes taking place in B2B and content marketing today.

James talks about the crucial – and growing – role of thought leadership in building brands and reputation, explains how brands are successfully becoming publishers in their own right as well as what this means for B2B content marketers, and explores how companies need to tailor their content to meet evolving audience preferences.

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Listen to our other podcasts:

Episode 1: Thought leadership trends and predictions 2017

Episode 3: Interview with Alison Tattersall from Barclays

PODCAST: Thought leadership trends and predictions 2017

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Thought Leadership Insights, Episode 1

In this first episode of Thought Leadership Insights, Longitude Research co-founders Rob Mitchell and James Watson, together with managing director Gareth Lofthouse, share the firm’s thought leadership predictions for the year ahead. They highlight six key trends from the company’s recently published 12 Predictions for 2017 that will impact the evolution of thought leadership this year, and identify key lessons and strategies to help B2B marketers adapt to these changing priorities.

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Read all 12 predictions, including tips on emerging trends in research tools, editorial techniques and tactics for audience engagement, here.

 

Listen to our other podcasts:

Episode 2: The power of thought leadership

Episode 3: Interview with Alison Tattersall from Barclays

 

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