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Thought leadership blog

Latest news and thinking from FT Longitude

Welcome to the FT Longitude blog where you’ll find fresh ideas and opinions from our team of thought leadership specialists, as well as our latest news and announcements.

Whether you’re looking for sharp insight on hot thought leadership topics, practical recommendations to solve some of the most pervasive content marketing challenges, or just new and innovative ways to create better thought leadership campaigns, our blog is a great source of inspiration.

Eight business themes that will shape thought leadership in 2024

This is shaping up to be a year of accelerating tech innovation, geopolitical shifts and socioeconomic challenges. The business world could look very different by…

Read more Eight business themes that will shape thought leadership in 2024

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Emily Taylor Gregory

Latest campaigns and real thought leadership examples: Winter 2023

Dive into our latest showcase of cutting-edge thought leadership campaigns, where storytelling meets strategy, and creativity fuels every insight.

Read more Latest campaigns and real thought leadership examples: Winter 2023
Rob Mitchell

So how does AI benefit the audience, exactly?

Successful integration of AI tools in thought leadership will depend on adopting an audience-first approach, rather than focusing on

Read more So how does AI benefit the audience, exactly?
Emily Taylor Gregory

Innovation and AI: The changing technology landscape

As ChatGPT celebrates its first birthday, the marketing industry is riding the shockwave of its technology boom. It’s transforming

Read more Innovation and AI: The changing technology landscape
Louise Reip

What great storytellers can teach us about writing great content

You’ve planned your thought leadership campaign and it’s looking good: it has original ideas and valuable insights. But

Read more What great storytellers can teach us about writing great content
Ben Harrison

Latest campaigns and real thought leadership examples: Autumn 2023

Discover the latest trends in thought leadership and B2B with our quarterly compilation of recent campaign showcases. These campaigns span

Read more Latest campaigns and real thought leadership examples: Autumn 2023
Gareth Lofthouse

How qualitative feedback helps measure thought leadership success

Although quantitative metrics can help us measure thought leadership results, they only tell half the story. To bring the data

Read more How qualitative feedback helps measure thought leadership success
Ben Harrison

How thought leadership can build a powerful banking brand

Financial services companies tell us that their biggest marketing challenges can be traced back to a common issue: a lack

Read more How thought leadership can build a powerful banking brand
Emily Taylor Gregory

How to pick thought leadership metrics that matter

What’s the best way to track the return on investment from thought leadership? Get a group of marketers together,

Read more How to pick thought leadership metrics that matter
James Watson

The 20th century’s most enduring content marketing experiment

Surprise is still the most powerful marketing tool out there. But how do you use it effectively to create strong

Read more The 20th century’s most enduring content marketing experiment
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