FT Longitude

Audio content is booming. But is there a place for it in thought leadership campaigns? The answer is yes, marketers need to perfect their audio storytelling in thought leadership by focusing on the three core elements: the story; the telling; and the format. Find out what you need to know in our guide and showcase: https://lnkd.in/ed2SqBzJ

“We’re interested in the money and we’re interested in trends” FT Associate Editor Pilita Clark takes a deep dive into the shifting trends in the wider ESG landscape, particularly how there will be a greater focus on companies and countries that will be unable to meet their Net Zero targets. Get the full picture in our on-demand ‘A Sustainability Story’ webinar here: https://lnkd.in/d62BTQjU

Almost all consumers wish to live more sustainably, yet many companies can’t see a clear demand signal. In our ’A Sustainability Story’ webinar Matthew Robinson from Accenture dives deeper into the current gap and gives insight into the disconnect between the lack of demand signals companies are seeing and an increasing want from consumers to live more environmentally and economically sustainable. The full webinar is available on demand here: https://lnkd.in/d62BTQjU

Effective sustainability communication is about more than just data—it's about telling a compelling, transparent story. With sustainability reporting becoming increasing complex, this can be no mean feat, especially given broad scepticism about the veracity of claims in the media and increased awareness of greenwashing. Find out more about crafting sustainability messages that truly resonate at https://lnkd.in/e7SJtFNg

While trends come and go, the impact of long-term thought leadership endures. While harder to maintain, long-term campaigns often bring greater dividends over time, offering sustained relevance and market dominance. McKinsey Quarterly was launched back in 1964 and celebrated their 60th anniversary this year. Now it is synonymous with thought leadership thanks to decades of smart thinking and research. Which thought leaders are your go-tos and how long did it take for you to trust their opinion? Let us know below. Explore some of the case studies that have stood the test of time today at https://lnkd.in/ehTnAT2E

Ready to master the art of measuring thought leadership impact? Join our exclusive masterclass led by industry experts from FT Longitude. On the panel is Rob Mitchell, CEO and Co-founder, and Megan Wright, Head of Audio and Innovation from FT Longitude. Learn from the best, and register today https://lnkd.in/egi6PPXw

In an age of scepticism, credibility is your most valuable asset. In the crowded conversation around sustainability, the most powerful stories are those with a clear and focused narrative. Our editors have shared their thoughts on how you and your business can share your environmental credentials with your audience – and avoid any green backlash. Here’s how you can do it: https://lnkd.in/ewHtDFdg

Everyone is talking about AI. Some of it is good. Some of it is bad. Some of it is just confusing. From our research, the three fastest growing topics in the media related to AI and the future of work are: AI and recruitment, AI and DEI, and finally AI and job displacement. From this it is clear people are interested in how AI will impact their future careers and if there will be one for them at all. See which other AI topics are trending for businesses now - https://lnkd.in/ecqfEtxq

Thought leadership is more than a buzzword—it's a strategic tool for differentiation in today's competitive B2B landscape. Despite its importance, thought leadership is often misunderstood. One common misconception is that any content can be labelled as thought leadership. How do you avoid it? Genuine insights and solutions to your audience’s problems.

Our session on avoiding green backlash and positioning your brand as a sustainability leader is now online. Watch it now and learn how to build a resilient, positive brand image https://lnkd.in/d62BTQjU