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.
In a detailed discussion about brand-building at Intrum, Europe's leading credit management company, thought leadership emerges as a pivotal component of its brand…
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,
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
Latest campaigns and real thought leadership examples: Summer 2023
Welcome to our latest roundup showcasing the forefront of real thought leadership. In these articles, we present a curated selection
Ten common challenges with B2B content (and how to resolve them)
I’ve been around B2B content and thought leadership for almost two decades and, in that time, I’ve seen
How to get the media to feature your latest thought leadership campaign
You've spent months pulling together a great piece of thought leadership. Now it is time to persuade the media
Latest campaigns and real thought leadership examples: Spring 2023
Welcome to our quarterly digest of new and inspiring B2B thought leadership campaigns, produced by our top editors and research
Accelerating your customer’s journey: How and why thought leadership influences the decision to buy
Is your company renowned in its industry as a source of innovative ideas and thinking? Can you present that knowledge
How original ideas can give asset management marketing a big lift
Picture a scenario where there are 10 asset managers, with an almost identical investment product such as a global dividend
Peering through the fog: How to be more precise in B2B marketing
Marketing has become more scientific and data-driven in recent years. But the language of marketing is another matter: a