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.

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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.

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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Thought + Leadership: Intelligent content in a crisis

This special report provides insight on how B2B brands need to communicate now and in the immediate aftermath of Covid-19.

Download now

Thought + Leadership: Intelligent content in a crisis

Our thinking

By Rob Mitchell

Even the most ardent supporter of thought leadership as a marketing strategy has to admit that there are times when projects don’t work out. Hopes are often high when campaigns launch – not least because…

By Emily Taylor Gregory

From CEOs and CFOs to CTOs and CHROs, the way in which audiences choose to consume content varies greatly and will largely depend on the individual. While more traditional C-suite executives still favour the…

By Piers Tomlinson

Accountants have come out of the back office and shut the door behind them. In most businesses, the CFO is now as involved in company strategy as they are in corporate reporting. Newly qualified accountants,…

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

We’ve come a long way since the year of the 'techlash'. In 2018, big tech was accused of manipulating elections, eroding our personal privacy, and running discriminatory operations. Public trust in the tech giants…

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-…

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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

Thought + Leadership: Intelligent content in a crisis

Our thinking

Four reasons why thought leadership projects fail (and how to avoid them)

Which are the best content marketing formats to engage your audience?

Doom, gloom and behavioural economics: How to seize the CFO’s imagination

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