Our thinking

Top thought leadership trends to watch in 2021

Posted by: Rob Mitchell

From embracing empathy and borrowing from newsrooms to halo-effect content and influencing with authenticity, here are the trends in thought leadership that we expect to see in 2021.…

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Great expectations: Thought leadership, meet AI

Posted by: Sean Kearns

If you have read a thought leadership piece over the past year that has not mentioned the impact of artificial…

How can thought leadership build trust in the disinformation age?

Posted by: Peter Elkins

It may surprise you, but people in the 15th century were as concerned about fake news and disinformation as we…

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

Posted by: Emma Hicks

Research shows that 91% of B2B buyers prefer visual content, such as video, infographics and information design, to more traditional,…

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

Posted by: Emily Taylor Gregory

Stories matter. They help us to connect with one another and understand our place in the world. And by spreading…

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

Posted by: Desislava Kozareva

Picture the ‘typical’ reader of thought leadership, and they’re probably not in their twenties. But assumptions and generalisations are…

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

Posted by: Thomas Sturge

Major political topics – Brexit, the US Presidential election, the Covid-19 response – as well as the broader political issues such…

Don’t let your content mark the end of the road

Posted by: Rob Mitchell

It is tempting to produce zeitgeisty thought leadership that provokes discussion about emerging topics, but what is it all for…

False starts: How to avoid a lead gen fail

Posted by: Rob Mitchell

Lead generation is an important objective for many thought leadership campaigns. Produce some compelling content, so the theory goes, and…

Webinar Q&A: Get thought leadership right in a time of change

Posted by: Emily Taylor Gregory

For our recent webinar series, The Way Ahead, Longitude co-founders Rob Mitchell and Gareth Lofthouse shared insight on why…

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