Real thought
leadership

For brands with big ideas

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B2B content doesn’t have to be dry and unengaging.

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

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

Raises awareness

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

Ignites conversations

Present timely insight and inspire audiences to take action.

Builds relationships

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

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Who we help

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

Case Studies

Read more about Cytiva: Global Biopharma Resilience Index

Brand consideration campaign

increase in brand consideration

Read more about Hogan Lovells: The Litigation Landscape

BRAND ADVOCACY CAMPAIGN

of top clients engaged by key findings report and other content

Brand Positioning Campaign

pieces of key media coverage Europe-wide

Brand Positioning Campaign

Increase in brand perception

Brand awareness campaign

key articles in targeted local and international media

Brand Awareness Campaign

Increase in brand awareness

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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 up for success

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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Engage your audience

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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Accelerate your customer's journey

How thought leadership influences the decision to buy To win the biggest transformation deals, you need to understand how B2B firms use thought leadership to discover and evaluate potential business partners. Based on a survey of 800 business executives, new research from FT Longitude sheds light on how leaders of major B2B companies select partners for strategic transformation programmes.

Explore now

Our thinking

Read more about Latest campaigns and real thought leadership examples: Summer 2022

Latest campaigns and real thought leadership examples: Summer 2022

By Ben Harrison

What’s new in B2B thought leadership? Here’s your round up of thought leadership examples that launched between April to June, which we hope provides you with the inspiration you need to get your…

Read more about Can thought leadership help buyers make better decisions? Q&A with Brent Adamson, expert in customer buying behaviour

Can thought leadership help buyers make better decisions? Q&A with Brent Adamson, expert in customer buying behaviour

By Emily Taylor Gregory

For our latest webinar we spoke to Brent Adamson, co-author of The Challenger Sale and frequent contributor to Harvard Business Review. Here, we find out from him how buyers’ behaviour is changing and how…

Read more about Financial Times strengthens B2B marketing and thought leadership expertise with full acquisition of FT Longitude

Financial Times strengthens B2B marketing and thought leadership expertise with full acquisition of FT Longitude

By Emily Taylor Gregory

23 June 2022 - The Financial Times has announced the completion of its full acquisition of Longitude, a specialist provider of thought leadership and content marketing services to a multinational corporate and institutional client base. Following…

Read more about Steal the show: How thought leadership creates buzz at industry events

Steal the show: How thought leadership creates buzz at industry events

By Emily Taylor Gregory

In-person corporate events are back, and using them to launch fresh insights that get people talking about your company is a great way to put your brand back in the spotlight. Here, FT Longitude’…

Read more about Q&A: How ROI creates award-winning thought leadership – in conversation with Peter Richards

Q&A: How ROI creates award-winning thought leadership – in conversation with Peter Richards

By James Watson

At FT Longitude, we are all about real thought leadership: B2B content that inspires, informs and generates tangible results. This exclusive Q&A is part of a series of conversations with high-profile marketers…

Read more about Latest campaigns and real thought leadership examples: Spring 2022

Latest campaigns and real thought leadership examples: Spring 2022

By Ben Harrison

From cybersecurity and digitalisation to people and the employee experience, recent thought leadership releases have covered a lot of ground. As always, below you will find inspiring examples of real thought leadership from FT Longitude…

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