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