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Thought leadership blog

Latest news and thinking from FT Longitude

Welcome to the FT Longitude blog where you’ll find fresh ideas and opinions from our team of thought leadership specialists, as well as our latest news and announcements.

Whether you’re looking for sharp insight on hot thought leadership topics, practical recommendations to solve some of the most pervasive content marketing challenges, or just new and innovative ways to create better thought leadership campaigns, our blog is a great source of inspiration.

The thought leadership advantage: Elevating Intrum’s brand in a competitive market

In a detailed discussion about brand-building at Intrum, Europe's leading credit management company, thought leadership emerges as a pivotal component of its brand…

Read more The thought leadership advantage: Elevating Intrum’s brand in a competitive market

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Emily Taylor Gregory

How to pick thought leadership metrics that matter

What’s the best way to track the return on investment from thought leadership? Get a group of marketers together,

Read more How to pick thought leadership metrics that matter
James Watson

The 20th century’s most enduring content marketing experiment

Surprise is still the most powerful marketing tool out there. But how do you use it effectively to create strong

Read more The 20th century’s most enduring content marketing experiment
Ben Harrison

Latest campaigns and real thought leadership examples: Summer 2023

Welcome to our latest roundup showcasing the forefront of real thought leadership. In these articles, we present a curated selection

Read more Latest campaigns and real thought leadership examples: Summer 2023
Rob Mitchell

Ten common challenges with B2B content (and how to resolve them)

I’ve been around B2B content and thought leadership for almost two decades and, in that time, I’ve seen

Read more Ten common challenges with B2B content (and how to resolve them)
Justin Pugsley

How to get the media to feature your latest thought leadership campaign

You've spent months pulling together a great piece of thought leadership. Now it is time to persuade the media

Read more How to get the media to feature your latest thought leadership campaign
Ben Harrison

Latest campaigns and real thought leadership examples: Spring 2023

Welcome to our quarterly digest of new and inspiring B2B thought leadership campaigns, produced by our top editors and research

Read more Latest campaigns and real thought leadership examples: Spring 2023
Emily Taylor Gregory

Accelerating your customer’s journey: How and why thought leadership influences the decision to buy

Is your company renowned in its industry as a source of innovative ideas and thinking? Can you present that knowledge

Read more Accelerating your customer’s journey: How and why thought leadership influences the decision to buy
Justin Pugsley

How original ideas can give asset management marketing a big lift

Picture a scenario where there are 10 asset managers, with an almost identical investment product such as a global dividend

Read more How original ideas can give asset management marketing a big lift
Rob Mitchell

Peering through the fog: How to be more precise in B2B marketing

Marketing has become more scientific and data-driven in recent years. But the language of marketing is another matter: a

Read more Peering through the fog: How to be more precise in B2B marketing
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