12 thought leadership predictions for 2016

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To kick off the new year, we asked the FT Longitude team for their predictions about how thought leadership is likely to evolve over 2016. Here are their forecasts — and, if you’d like to discuss any of these issues with our team, then please do get in touch.

Thought leadership strategy
Content planning goes strategic

“At times, companies are too reactive or tactical in their approach list of usa cell phone numbers to thought leadership. For example, marketing teams don’t give enough consideration to how their content plan aligns with their commercial objectives. Companies set out to say something new and interesting but, in the rush to get content out into the market, they end up missing the mark.

In 2016, leading brands will develop a more strategic approach to content planning. They will analyse the content landscape more systematically to identify topics that will give them more impact and relevance in the market. They will shift from delivering ad hoc projects to managing a sustained programme of research and content, where every campaign makes sense within a broader strategic vision.” – Gareth Lofthouse, Managing Director

Thought leaders need to become content orchestrators

“Organisations will need to start looking beyond their borders, ensuring that their thought leadership reflects not just voices and expertise from within, but the perspectives of key subject-matter experts and partners from outside the corporate walls. This means identifying the key experts whose opinions matter, and ensuring their insights are integrated into thought leadership. This will help to position your firm as the conductor of the orchestra, not the second violinist.” – Peter Elkins, Senior Business Editor