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...

Repositions your brand

Repositions your brand

Use provocative thinking to change the way audiences view your company.

Raises awareness

Raises awareness

Unveil profile-building content that increases share of voice and leads to stronger market share.

Ignites conversations

Ignites conversations

Present timely insight and inspire audiences to take action.

Builds relationships

Builds relationships

Strengthen relationships with existing clients and turn them into loyal advocates.

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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 ADVOCACY CAMPAIGN

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of top clients engaged by key findings report and other content

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Brand Positioning Campaign

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pieces of key media coverage Europe-wide

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Brand Positioning Campaign

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Increase in brand perception

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Brand awareness campaign

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key articles in targeted local and international media

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Brand Awareness Campaign

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Increase in brand awareness

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Brand Awareness Campaign

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piece of media coverage

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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.

Set the right course

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 conferences and forums.

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NEW EBOOK JUST RELEASED - Influence and impact: The true measures of successful content

The best B2B content and messaging doesn’t just inform its audience or impress them with its thinking – it influences and inspires them, too. What does it really mean when we say we have influenced an audience, and what do we want the outcome to be? How do we do it, and how do we know it has worked?

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NEW EBOOK JUST RELEASED - Influence and impact: The true measures of successful content

Our thinking

Choosing the right Call to Action for your content campaign

  • By Emily Taylor Gregory

The goal of any piece of brand communication is to prompt an action on the part of the audience. But in the complex world of B2B, the best Call to Action (CTA) for your content…

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Measuring impact: four dimensions of influence and metrics to track success

  • By Rob Mitchell

In our latest ebook, Influence and impact, we provide insight on how to influence your audience, using techniques from behavioural science, advertising, storytelling and the work of persuasion experts. But the real test of influence…

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How B2B content can build trust and influence audiences

  • By Emily Taylor Gregory

Alongside logic and reason, trust is one of the factors that influences our decision-making – whether we are buying a car or choosing who to vote for. Brands (and politicians) seek to earn our trust,…

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A sense of perspective: Why thought leadership needs full representation

  • By Sean Kearns

Our editor-in-chief Sean Kearns explains why real thought leadership will come from real diversity.  …

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How storytelling frameworks help you engage your audience

  • By Ben Harrison

Storytelling is a vital tool for sustaining attention. Our brains are hardwired for narrative, so stories are one of the most powerful ways to engage an audience and show an advantage. Stories keep people interested…

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Micro-moments: Why B2B content must adapt for mobile-first marketing

  • By Rob Mitchell

B2B marketers like to think big. They love large campaigns, in-depth reports and authoritative content that presents them as trusted advisers and experts to their customers. Now, this is, of course, a vital part…

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It's official: Ideas win business

Over 2,600 senior execs place quality of ideas top when choosing who to work with. Thought leadership and the ability to articulate good ideas trumps price, product set and global reach in our survey of over 2,600 senior executives.

Longitude B2B Audience Preference Tracker: March – May 2021

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