April 3, 2025//Insights//Luke Collins

How content innovation can boost your brand’s visibility

If your audience isn’t finding your content, make your content find your audience.

It’s no secret we’re awash in content. Our phones vibrate incessantly with yet another notification; our inboxes groan under the weight of yet another email newsletter. It’s a 24/7/365 barrage of breathlessly delivered, often similar-looking insights that are regularly almost identical to those received from someone else just hours earlier.

Breaking through this noise is arguably the critical objective of any content effort, and it’s tempting to assume the way to gain visibility is through the content itself. Just as traditional media can dictate the news cycle with exclusive scoops, surely delivering distinctive thinking will command the attention of even the most overwhelmed user. Right?

Not quite. Companies such as Facebook (Meta), Google, Starbucks, and Uber fundamentally changed the markets in which they operate. But were they truly distinctive? Not in the slightest. Facebook came after SixDegrees.com, Classmates.com, Friendster, and MySpace. Google followed search engine pioneers such as Magellan, Infoseek, and Yahoo. Coffee shops had been around for 500 years before Starbucks landed, and Uber is basically a carpooling service that followed both Wingz and Zimride (later rebranded as Lyft).

What drove the market dominance of these companies wasn’t the distinctiveness of their businesses but the superiority of their execution. They learned from the mistakes of others to simply do a better job of meeting the needs and expectations of consumers.

The same applies to content. There’s a running joke in the world of thought leadership that everything that goes around comes around: Wait a few years, and the same concepts will reappear—usually with a catchy new name, a framework with a snazzy acronym, or a sprinkle of jargon to make them seem fresh. The bottom line: The wheel of ideas is rarely reinvented.

But what can and should be regularly reinvented is how content is presented and delivered. The real secret of breaking through and boosting your brand’s visibility is innovating on those dimensions. If your audience (and you know exactly who that is, right?) isn’t finding your content, your content needs to find your audience.

Superior execution improves the odds of that happening. But it also demands thinking differently about what thought leadership really is. Too often, it’s pigeonholed as an article of a few thousand words, maybe with a chart or three. Or as a long report, rigorously researched and syndicated within an inch of its life. Just to be clear: Both articles and reports can be fantastic and the best way to convey critical thinking.

But an article or report can and should also be a springboard for an integrated content marketing effort. Vital insights can be delivered through a 50-character social media post or a LinkedIn blog. A single data point presented in a chart can make someone think entirely differently about how they approach a thorny business problem, while a podcast can showcase not only distinctive thinking but also the personality of those with the big brains that are driving it. If you can add layers of accessibility to your content—each delivering a deeper experience—you’re meeting your audience wherever they are, with whatever time they have.

And innovation extends beyond formats for discrete pieces of content. Would your time-pressed audience benefit from a succinct summary of the week’s best thought leadership, delivered in a Saturday morning email written with some verve and personality? What about a mobile app that marries your content with other external sources, positioning you as a convener of the thinking that best helps your clients? Or how about a LinkedIn newsletter that cultivates an online community of engaged businesspeople?

We’ve long noted that thought leadership’s power as a content form stems from its ability to advance an organization’s reputation and build relationships with users, which ultimately results in revenue generation. But none of that is possible when thought leadership is simply drowned out. In a world of increasingly commoditized content, thinking innovatively about how, where, and when thought leadership is presented is a critical differentiator.

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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.