The year in review: What content you were reading and watching in 2021

Ben Harrison

It’s been a whirlwind year of growth at FT Longitude. We’ve seen our company grow, our list of clients burgeon, and our success in thought leadership be exemplified by two recent award wins at the B2B Marketing Awards and the PR Platinum Awards. It was also our ten year anniversary, which we marked by introducing an inside look into FT Longitude — meet the team here.

To help celebrate this and more, we’ve taken a look to see what content you most wanted to read in 2021, to help inspire your team going into 2022. Here’s what we found:


1. Your favourite blog article

Think, Feel, Do: How to use rational and emotional content to get an audience response

Whilst buying decisions in B2B are highly complex and often career-defining moments, audiences don’t always seek out informative and instructional content to reaffirm their choices. They want to be reassured on an emotional level as well.

How can marketers balance the need for rational and emotional content in their campaigns? And what do they need to consider when they do the upfront planning?

Our Think, Feel, Do model is a simple set of guiding principles we use to help shape our clients’ thought leadership programmes and links directly back to their overall objectives.


2. Your favourite ebook

Influence and impact: The true measures of successful content

In no great surprise, 2021’s main attraction was our latest ebook. The ebook answers the common questions on how to influence your audience with B2B content and thought leadership, drawing on approaches from storytelling frameworks to behavioural economics and the work of persuasion experts.

We combine those findings with what we know from our experience of a decade working on high-profile B2B content campaigns. The result is what we hope will be a practical guide to creating genuinely influential content. Find out:

  • What does it really mean to ‘influence’ your audience?
  • Where we can learn from the copywriters: The five stages of creating influential content
  • How to get attention: FT Longitude’s SURE framework and when to apply it
  • And, crucially, how to know if it’s worked


3. Your favourite webinar

Best-in-class campaigns: Our pick of the best thought leadership that will inspire your next campaign

We’re proud to have worked on some of the biggest and best thought leadership campaigns in B2B. Over the years, we’ve seen campaigns of all shapes and sizes leave a lasting impression on audiences and evolve the recipe for success.

Back in April, we explored recent examples of thought leadership to show how creative, integrated content can have real impact.

Hosted by FT Longitude co-founder Gareth Lofthouse, and head of audio Megan Wright, this session was particularly useful for companies new to thought leadership and those looking for a new approach to their content campaigns.

If you’d like to see all our thought leadership webinars visit this page.


Away from our day-to-day thought leadership, we’ve been raising money for Room to Read, a global charity helping to transform the lives of millions of children in low-income countries by focusing on literacy and gender equality in education.

Both Room to Read and FT Longitude envision a world in which all children can pursue a quality education that enables them to reach their full potential and contribute to their communities and the world. To learn more about the great work the charity does, please visit their website. Or to help Room to Read change thousands of children’s lives around the world, donate here.


From all of us at FT Longitude, we wish you all a restful break, and a happy new year!

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About the author: Ben Harrison

As marketing executive, Ben leads various marketing activities such as the firm’s social media effort, our always-on content programme, and all aspects of the website – from maintenance to re-designs. He also manages the department’s tech stack, delivering an increasingly seamless experience from marketing all the way through to the sales team.

Ben also contributes to the marketing team’s overall strategy and goals, helping to plan, execute and effectively measure all our content and engagement that push the firm towards brand- and commercial-oriented goals.

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