What we expect: Content trends for 2023

After two years of all pandemic, all the time, we expected a breather from global disasters in 2022. Yet Russia’s invasion of Ukraine and its impact on global energy prices threw people around the world for a loop, spiking inflation and stalling the postpandemic economic recovery. How were those developments reflected in the publishing agendas of professional services firms, and what should we expect to be reading in 2023? Luke Collins and I tried to figure it out.

Scott Leff, president, Leff: We had two years where the COVID-19 pandemic dominated thought leadership publishing. Other events intervened in 2022, and it really seemed that pieces about the pandemic almost disappeared.

Luke Collins, SVP of content strategy, Leff: You’re right, and I think there were a couple of reasons for that. First, there was a sense of COVID fatigue. You can’t start every piece of content declaring “the pandemic changed everything,” even if that’s self-evident. The second was, frankly, that apart from China, the world seemed to just move on. The New York Times still updates COVID data that show around 400 people continue to die from it every day in the United States—just a staggering number. But it’s become background noise amid everything else that’s happening.

Scott: It’s really something, and it began early in the year. Generally speaking, I feel like the publishing agenda for thought leadership transitioned in 2022 to a handful of big topics: climate change and sustainability; diversity, equity, and inclusion; and talent—particularly talent shortages and what work looks like now.

Luke: For sure. And while we saw content published on some perennial themes—digitization and agile, to name just two—no one seemed particularly interested in reading it. There was a slightly odd lack of content on how leaders can navigate inflation and higher energy prices. Part of me wonders if that’s because of uncertainty about whether the current economic environment is lasting or just transitory. That’s probably a decent segue to 2023. Any predictions?

Scott: We’ve already seen an increase in content on managing the transition to a net-zero world—which kind of assumes the debate regarding the merits of sustainability has been won and attention is now turning to making it happen. It’s one thing for companies to act sustainably through offsets and the like. It’s quite another to truly be a green business, and that’s an area of interest. The looming economic disruption has the potential to separate the true believers from companies that hopped on the green bandwagon primarily to enhance their reputation.

The second big theme I expect to see is economic issues, from growth and resilience in this uncertain geopolitical climate to issues of inclusivity. How will countries like the United States bridge education and opportunity gaps? How will companies think more inclusively about talent strategy?

Broadly, I anticipate content about building fairer, more sustainable societies.

Luke: I agree. The overarching debate about the role of companies in society—Disney versus DeSantis, for instance—remains, and we’ll see content this year related to that and what it means to be a leader in a 21st century organization. Digital disruption—such as advances in artificial intelligence and cloud and quantum computing—is also still upending industries, and automation remains a major factor shaping the future of the labor force and how companies train and reskill employees.

Of course, what we find ourselves reading could all change if one of two things happen. The first is that the war in Ukraine lingers and nothing improves economically. Then we may see organizations that have taken a wait-and-see approach taking bolder steps with cost reductions. The second is the possibility that the geopolitical situation improves, the past year proves to be an economic aberration, and growth resumes. That would see another dramatic shift in the topics firms are pursuing.

Scott: I do sense that firms are shifting their thought leadership approach a little in the current environment. While there’s still a lot of content on a lot of topics, we’ve definitely seen efforts to elevate quality thought leadership related to distinct themes and then to support it over time with follow-up articles, blog posts, social-media assets, and the like. That also extends to formats: while the standard thought leadership article of a couple of thousand words with some charts remains, we’re seeing some real innovation.

Luke: You just forwarded me a major report that was all digital! No PDF! Maybe that shouldn’t be viewed as revolutionary, but it kind of is. And, for me, it’s another sign that marketing’s influence is slowly shifting the nature of thought leadership. There’s increasing rigor related to clearly defining the intended audience and objective of content; crafting it specifically for different users and how they best consume it; measuring the impact; learning from the experience; and then rinsing and repeating—oh, and all of that under a broader umbrella of what the organization wants to say at the highest, broadest level. If the economy remains fragile, that rigor may be even more firmly imposed as demand increases to show the return on investment from thought leadership. We may never get to a world where you can draw a straight line from content to revenue generated, but it’ll definitely become more of a science than it has been in the past.

Scott: We like to say we “turn ideas into assets”; what you’re talking about is shifting the perception of thought leadership from an expense to an investment. People who have been doing this a long time know that’s what it is, but it’s one thing to know it and another to prove it. Anything else?

Luke: Only that I’m excited for the year ahead. Big content on big topics with big impact.

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Senior adviser

Allan elevates thought leadership with a veteran editor’s perspective on distinctive content and a journalist’s eye for trends in world events. He began his career as a writer and editor covering business, economics, and the environment for the Tallahassee Democrat, the Miami Herald, The New York Times, and The International Herald Tribune in Paris. Allan went on to work at McKinsey & Company for more than 20 years in Europe, Asia, and North America, where he specialized in emerging markets and shaped global thought leadership as editor in chief and editorial board member of the McKinsey Quarterly. At LEFF, Allan works with colleagues and clients to launch new projects, and he uses his expertise to support the professional development of LEFF’s team of editors.

 

VP, sustainability group

Katie is passionate about the power of storytelling to motivate audiences to action, particularly concerning environmental and public sector issues, which have been the throughline of her multifaceted career. She has managed a water project for the World Bank, been one of the United Kingdom’s climate security negotiators at NATO, helped design green strategies for several governments as a McKinsey & Company consultant, and taught courses on writing for public policy at the Harvard Kennedy School. Based in Brussels, Katie leads the LEFF Sustainability Group and is LEFF’’s resident expert on the fast-evolving world of sustainability and ESG regulations (including the Corporate Sustainability Reporting Directive). She is happiest when working with clients—and the rest of the LEFF team—–on anything from videos and infographics to marquee reports.

 

VP, marketing and business development

Chad has brought brand narratives to life for more than 15 years by developing powerful stories, inspiring stakeholders with unique marketing campaigns, and building communities of enthusiastic audiences. Chad honed his approach to content as a sales and marketing executive for Disney and ESPN Media Networks, where he used storytelling to increase revenue for mobile and linear-channel products. Since then, he has held several senior marketing roles across healthcare, education, and technology companies. Most recently, Chad was the vice president of corporate marketing at Telarus, where he developed comprehensive branding initiatives across multiple technology disciplines, including cloud, cybersecurity, and AI. Chad joined LEFF in 2024, and he’s excited to launch innovative marketing strategies that drive growth and deliver transformative results.

Senior adviser

Mary is a data visualization expert with a rare combination of talents. Trained as a fine artist, she also enjoys writing, advanced math, and learning new skills; she taught herself coding and UX, and she’s continued to build valuable proficiencies that keep her on the cutting edge of content. Prior to joining LEFF, Mary worked at McKinsey & Company, developing the precise, engaging charts that have become a hallmark of the firm’s widely read publications. Today, she collaborates with LEFF editors and clients to distill even the most complex ideas into compelling, intuitive data visualizations. By asking the right questions and determining the best formats, she ensures data visuals amplify key insights.

Senior adviser

Peter is an expert at developing clear, compelling stories about complex subjects—a skill that’s served him well as an award-winning journalist, editor, and book author. A former reporter for The Wall Street Journal and writer for Fortune magazine, Peter also spent seven years at the McKinsey Global Institute, where he stayed at the forefront of major trends in business and technology as a senior editor and editorial director. Peter has also written five nonfiction books, including a bestseller in France, where he currently resides. He brings his unique perspective as a collaborative, tactical thought partner to his work at LEFF by uniting stakeholders, upholding a high standard of quality, and ensuring content is well-structured and aligned with client needs.

People director

Tracy built her career in people operations by developing a wide range of skills; because of her many capabilities, she refers to herself as the “Swiss army knife of HR.” But Tracy’s work goes beyond typical human resources functions: She’s committed to elevating the complete employee experience. She draws on her work across industries—including roles at Rockwell Automation, Harley-Davidson, and the American Medical Association—to promote a workplace culture of openness and acceptance, and she’s guided by her empathic nature and willingness to embrace a challenge. In everything from implementing new processes for feedback and evaluation and supporting employees through times of great change, Tracy makes LEFF a special place to work by ensuring that everyone feels welcome, valued, and seen.

 

Design director

Christa was always drawn to art and design, and over time, she also discovered a passion for progress: She’s motivated by meeting goals, building teams, and refining the many small steps between concept and content. Christa built the foundation of her design career at an advertising agency before moving on to the marketing department of a healthcare university, where she oversaw print and digital projects as a graphic designer, senior creative and brand specialist, and creative services manager. Today, Christa is excited to explore the possibilities of LEFF’s ever-growing content offerings, lead a group of creative designers, and use her experience and strategic design thinking to deliver outstanding results for clients. 

 

Production director

Jen approaches copy with a clear philosophy: Edit in service of the reader. She began her career in journalism, where editing newspaper copy on the second shift meant meeting tight daily deadlines and making quick decisions. Roles as a senior editor, executive editor, and director of editorial production followed, and Jen used her good judgment and love for the written word to elevate copy for entertainment news and B2B publications. Whether navigating the intricacies of highly specialized style guides or constructing crosswords in her free time, Jen is at home in the possibilities of language. At LEFF, she leads the production department: a collaborative, adaptable team that maintains our—and Jen’s—deep commitment to quality and clarity.

 

VP, client strategy and operations

Joe has more than 20 years of experience at the intersection of marketing and operations, having honed his skills working with global brands such as The Home Depot, Kraft, McDonald’s, and Pepsico. Joe’s passion for this work was ignited when he had the opportunity to open and lead a Canadian office for a marketing agency. His understanding of the relationship between effective operations and exceptional service led to superior client outcomes and the location quadrupling in size over five years. At LEFF, Joe is dedicated to strengthening this relationship, ensuring that the company’s clients receive not just outstanding content but also an unparalleled experience. He sees LEFF’s employees as the key to that experience and is committed to ensuring the team has the tools, processes, and resources needed to do their best work.

VP, content marketing

Karianne has a unique history of engaging audiences and telling stories. After studying music, she found new ways to express herself in the world of branding. Her more than 20 years in marketing and strategy are a testament to her ability to bridge business and creative mindsets, and she has developed content to communicate the ethos of global brands such as GE, State Farm, Motorola, and Procter & Gamble. Prior to joining LEFF in 2024, Karianne was vice president of digital at Weber Shandwick, led workshops at General Assembly, founded her own business, became a certified well-being expert, and released an album. As the lead of LEFF’s content marketing team, she looks forward to helping clients discover new opportunities to make an impact with lively, thoughtful content.

SVP, content innovation

Luke has crafted a writing life by pursuing—and creating—fresh opportunities. As a newspaper journalist in his native Australia and then as a foreign correspondent, freelance writer, editor, and management consultant, Luke developed the keen editorial eye and strategic perspective that has led him to the forefront of thought leadership and B2B publishing. Luke has helped leading organizations share transformative insights through print media and emerging digital platforms. Before joining LEFF, he was an executive editor at McKinsey & Company, managing director of Deloitte Insights, and global editor in chief for EY. Always driven to match the medium to the message, Luke collaborates with LEFF’s content marketing, editorial, and design departments to showcase clients’ most important ideas.

Partner

Alia approaches content like a conversation: She listens to clients to learn about their goals and responds with strategies that resonate with their audiences. Alia is an expert at translating ideas into smart, compelling integrated campaigns, and her experience in the agency world honed her abilities as a versatile creative partner and insightful innovator for enterprise clients such as Toyota, Kaiser Permanente, and Allstate. She got her start in publishing after living and working in Ukraine, where she focused on HIV/AIDS education and grant writing. At LEFF, she has assembled a team of multifaceted creatives who tell clients’ exciting, meaningful stories across channels and formats.

Founder and President

Scott started LEFF in 2010 with the drive to make something new, and he’s committed to leading a creative team that says “yes” to a challenge. Scott’s early experiences playing music and managing a band gave him a chance to harness the power of promotion, cultivate strong professional relationships, and address problems with original solutions. As a managing editor of the McKinsey Quarterly and director of publications for Chicago 2016, the city’s Olympic bid organization, he continued to make bold decisions and explore ways to create distinct, powerful content. Now, Scott is helping clients achieve their goals with content that meets today’s complex business needs and strategies that position them for future success.