January 18, 2024//Insights//Luke Collins

Thought leadership’s missing ingredient

All good research starts with hypotheses to be proved or scuttled, and our content innovation effort had a stack of them. We figured most companies defaulted to presenting thought leadership as long-ish articles. That podcasts would be popular and video admired—but not used terribly often. We didn’t expect to see much original content on social media and other channels, but we did expect those channels to be used as platforms for driving users back to core content. And we had a hunch thought leadership is generally presented quite differently from other content marketing.

As we examine about a thousand pieces of thought leadership released by leading companies in the past year, all of these hypotheses are proving true. We’re looking from the outside in, so no doubt there are pieces here and there that our crack team missed—and we can’t wait to chat with leaders within this sector in the coming weeks to get more into the (fully informed) weeds. But, very generally, here are our quick and dirty takeaways:

  • There’s a lot of content being published, continuing the exponential increase we’ve all seen in this space for the past few years.
  • While there’s experimentation and innovation here and there, longer articles with a chart or three remain the default format for thought leadership. But …
  • … companies that are newer to the thought leadership game are veering more toward multimedia and shorter, sharper formats.
  • There’s almost no content produced exclusively for social-media channels such as X (née Twitter)—instead, these channels are used for promoting content published to owned sites.
  • And despite the platforms’ popularity and influence—particularly among younger users—few companies are consistently using the likes of Instagram, TikTok, Threads, and YouTube for thought leadership content, unlike other B2B (and especially B2C) content.

We’ll keep looking through the data and thinking about what it all means. But my early reaction is wanting to know something marketers have long and largely unsuccessfully sought: what’s the return on investment?

It’s fiendishly difficult—OK, largely impossible—to draw a straight line between thought leadership and revenue generation, even if some believe they can. Who knows if an article or video or podcast compels the user to contact a company? Who knows if that contact results in meaningful conversations? Who knows if those meaningful conversations result in actual work? We can trawl site metrics and survey authors months after publication, but anecdotes are the closest any of us really get to answers.

What’s nagging at me as I analyze our data, though, is whether that’s even the right approach to determining impact. It seems unlikely any client or potential client would view content in isolation and decide to hire the company behind it. What happens instead is cumulative: a body of distinctive work is produced, the profile of its authors increases, they and the work are seen as useful and authoritative, the reputation of the organization shines as a result, and (eventually) it results in the serendipitous moment when a purchasing decision is made. Now, maybe that serendipitous moment can be linked to a specific piece of content on the right topic hitting the user at the right time. But it’s not really that piece of content that did the trick—it’s the accumulation of all that went along with it.

We’ll dig into this more in the weeks ahead, and we’d love any and all feedback. But if thought leadership falls into this model:

Impact = Insights x Influence

… one early take from our research is a lot of companies are overindexing on insights, and influence is the missing ingredient. That would mean better leveraging those channels users increasingly rely on to be informed (and, yes, entertained), as well as elevating the profile and reputation of the smart people behind the content itself. More to come!

None of this work would be possible without the contribution of numerous LEFF colleagues, especially Patty Boysen, Joe Danca, Annie Hannigan, Claire Holland, Scott Leff, Tiana Pigford, and George Seibold.

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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.

 

Director of LEFF Sustainability Group

Katie is passionate about the power of storytelling to motivate audiences to action, particularly related to environmental issues—the throughline of her multifaceted career. She has managed a water project for the World Bank, been one of the UK’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 currently develops sustainable content strategies; edits a wide range of climate content, including infographics and major reports; and oversees LEFF’s Into the Weeds interview series, which shares stories of the people and organizations combating climate change.

 

VP of 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.

 

Group account director

Joe values preparation, but an early career experience taught him to troubleshoot in unfamiliar situations. One of his first roles in marketing required him to travel suddenly to Toronto to help a multinational restaurant business build its presence in Canada. Two years later, Joe had worked through regional differences and complex logistics to help the client meet its goals, and he became a more active listener in the process. Whether successfully delivering game-changing outcomes in an agency setting or at a university, where he directed marketing operations across campuses, Joe remains focused on solving problems with well-informed decisions. At LEFF, he’s overseeing the processes that ensure everyone has what they need to do their best work and strengthening the connection between effective operations and exceptional client service.

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.