The Way Ahead: Six ways to develop a powerful content engine

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Business audiences are looking for insights that help them navigate towards recovery. FT Longitude reveals how leading brands are rethinking their thought leadership to stay ahead in a fast-moving market and produce powerful content. The findings below are detailed in our latest ebook and webinar, The Way Ahead.

This year may represent the biggest shift in two decades in the way content is produced.

As the crisis has unfolded, B2B marketers have come under pressure to change tack and support new business priorities. In a recent poll conducted by the Thought Leadership Network, every single marketing executive said they needed to revise their content strategy to adapt to the new environment created by Covid-19.

New challenges have emerged on a weekly basis: what does furloughing mean for the business? Will lockdowns wipe out whole industries? How can a reeling economy prepare for a second wave? What does a shifting pandemic do to a global supply chain?

Have the objectives and expectations for your thought leadership changed during the crisis? Our experts are here list of chile cell phone numbers to help advise on how to ensure your content programmes get results.

Book your free strategy call here.

Run to keep up
So brands discovered very quickly that the traditional thought leadership model was not fit for purpose. It was too monolithic, too slow, too complex – the content would be outdated as soon as it was launched. To stay relevant, marketers had to deliver new insights and stories in days; there would be no time for the months of planning and production associated with a classic thought leadership project.

Some companies were not agile enough to adapt and are still trying to figure out how to deliver a compelling message. But others have burnished their reputations over the course of the crisis, partly thanks to their ability to produce genuinely valuable insights at pace. Look, for example, at how Accenture has radically transformed its approach to insight generation.