Real thought
leadership

For brands with big ideas

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B2B content doesn’t have  to be boring.

B2B content doesn’t have to be boring.

Your audience deserves better and so do you.

Real thought leadership enables brands to produce content that genuinely influences and inspires their audience. We believe that every B2B marketer should feel empowered to work on campaigns that make a real and lasting impact.

What we do

We help you to plan and deliver content campaigns that pass that test for Real Thought Leadership.

Real thought leadership...

Builds your brand

Builds your brand

Strengthen your brand by taking a stance on the topics that matter most to your company and your audience.

Inspires change

Inspires change

Make a profound impact on your audience by encouraging them to take action. Intelligent ideas are a proven way to build lasting connections.

Influences your audience

Influences your audience

Build credibility — both internally and externally — and create preference for your brand with better ideas that make a difference in the real world.

Communicates authority

Communicates authority

Be the leading voice in your field. We help you to shape your narrative so you can be the master-brand of visionary thinking, expert insight and practical advice.

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Who we help

Longitude is part of the Financial Times Group. Our mission is to help brands reach the people who matter.

  • Accenture
  • Aecom
  • Aon
  • BNP Paribas
  • Citi
  • Cognizant
  • Credit Suisse
  • Dentsu Aegis Network
  • EY
  • Hitachi
  • Intrum
  • McKinsey & Company
  • NTT Data
  • Oracle
  • PwC
  • Radisson Hotel Group
  • Siemens
  • Simmons and Simmons
  • TCS
  • Verizon
  • Workday

Case Studies

Brand Perception Campaign

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pieces of key media coverage Europe-wide

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Brand Perception Campaign

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Increase in brand perception

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Brand recognition campaign

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key articles in targeted local and international media

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Brand Perception Campaign

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Increase in brand awareness

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Product launch campaign

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Increase to sales pipeline

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Brand Building Campaign

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Uplift in online traffic from social media

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How we do it

With the right blend of strategy, insight, campaigns and amplification, we help you to craft content that gets you noticed.

Diagnose the issues

We work with you to understand your challenges — both internal and external — and help you to find the right solutions that address these issues and meet wider business objectives. Whether you’re looking to establish your brand in a new market, launch a new product or grow your client base, we help you to identify the right type of thought leadership and marketing strategy to achieve your goals.

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Find a better story

We know it’s not easy to come up with original ideas, creative editorial and strong insight, or to create a distinctive voice for you and your brand in a crowded content landscape. You need to tell a story and we’re here to help. The best content communicates complex ideas simply and powerfully and helps win hearts as well as minds with its creativity.

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Change perceptions

We help you to create distinctive campaigns, based on real-world data and insight. These campaigns will help you build lasting connections with your audiences, strengthen perceptions of you and your brand, and help you to stay front of mind as an industry leader.

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Reach the people who matter

As part of the Financial Times Group, we can help brands connect with influential business audiences around the world – digitally, in print and in live conference and forums.

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NEW INSIGHT: A guide to visual storytelling

Looking for exciting and innovative ways to approach your next content campaign? We’ve brought together a variety of resources which we hope will inspire you to make your next campaign your most creative yet.

Download now
NEW INSIGHT: A guide to visual storytelling

Our thinking

Great expectations: Thought leadership, meet AI

  • By Sean Kearns

If you have read a thought leadership piece over the past year that has not mentioned the impact of artificial intelligence, we would like to see it. They are pervasive, but too many are repetitive…

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How can thought leadership build trust in the disinformation age?

  • By Peter Elkins

It may surprise you, but people in the 15th century were as concerned about fake news and disinformation as we are today. Back then, the invention of the printing press was seen as a potential…

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The four principles of visual storytelling and how to apply them to thought leadership campaigns

  • By Emma Hicks

Research shows that 91% of B2B buyers prefer visual content, such as video, infographics and information design, to more traditional, text-based formats. But that has led some brands to show off their visual prowess…

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The visual storytelling tools that give your thought leadership an edge - and six examples of how to use them

  • By Emily Taylor Gregory

Stories matter. They help us to connect with one another and understand our place in the world. And by spreading knowledge and advice, they help us to learn and make better decisions. The best thought…

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Catch some Zs: How to make your thought leadership appeal to a new generation

  • By Desislava Kozareva

Picture the ‘typical’ reader of thought leadership, and they’re probably not in their twenties. But assumptions and generalisations are dangerous. What if the younger audience – Generation Z – is receptive, but brands are ignoring them?…

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Appease or provoke? How to address hot political topics with thought leadership

  • By Thomas Sturge

Major political topics – Brexit, the US Presidential election, the Covid-19 response – as well as the broader political issues such as diversity, income inequality and the gig economy, continue to shape the business world. How…

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