Real thought
leadership

For brands with big ideas

Book a free strategy call

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

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

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

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

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.

Book a free strategy call

Who we help

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

Case Studies

Brand Perception Campaign

pieces of key media coverage Europe-wide

Brand Perception Campaign

Increase in brand perception

Brand recognition campaign

key articles in targeted local and international media

Brand Perception Campaign

Increase in brand awareness

Product launch campaign

Increase to sales pipeline

Brand Building Campaign

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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Introducing FT Focus

FT Focus – FT thought leadership campaigns that get your brand noticed by the world’s most influential audience.

Find out more

Our thinking

By Meg Wright

From million-dollar deals to Pulitzer-winning podcasts, 2020 is boom time for premium audio content. So, what is changing? And how does B2B stand to gain? When Spotify announced an exclusive deal with The…

By Hannah Stubbings

Tech brands must engage with the people behind the job title with a ‘tech for good’ message We’ve come a long way since the year of the techlash. In 2018, big tech was accused…

By Sean Kearns

What’s the point of a business? Ask this question to any friend, and ‘profit’ will not be far from their lips. Along with ‘forecast’, ‘revenue’, ‘growth’ and ‘performance’, these are the corporate watchwords hard-…

By Sean Kearns

We turn to news at times of crisis. The spike in traffic to FT.com shows we want credible sources of information, and the rise of coronavirus-related podcasts reflects our need to hear new…

By Louise Reip

If your clients repeat what you just shared with them and they use your data to support their own debates internally, you can't beat that.…

By Rob Mitchell

There’s an old adage in marketing that you should always invest through a downturn. Over the years, research has shown that companies that stay visible during tough economic times and invest in crisis marketing…

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Real thought
leadership

For brands with big ideas

B2B content doesn’t have to be boring.

What we do

Real thought leadership...

Builds your brand

Inspires change

Influences your audience

Communicates authority

Who we help

Case Studies

Brand Perception Campaign

Brand Perception Campaign

Brand recognition campaign

Brand Perception Campaign

Product launch campaign

Brand Building Campaign

How we do it

Diagnose the issues

Find a better story

Change perceptions

Reach the people who matter

Introducing FT Focus

Our thinking

Tune into the audio boom

The techlash is over. Time for marketing to spread the word

It’s not just business: purpose and the pandemic

For our ears only: Why thought leadership needs to be heard

“Not just marketing” – Áine Bryn of Mercer tells us why thought leadership must become part of a business’s DNA

Crisis marketing: Five traits that will change the way brands communicate through a global emergency