April 22, 2026//Content marketing strategy, Insights//Scott Leff

Want to boost ROI from content? Focus more on the ‘R.’

stylized collage of charts and graphs

Over the past couple years, the conversation around AI and content has typically concentrated on the ability to do much more in less time. That stands to reason: As my colleagues detailed in our latest report, gen AI can significantly accelerate tasks, reducing the time from hours to mere seconds.

By doing more in less time, companies hope to maximize the ROI of their thought leadership and content—primarily by reducing the cost of production, the “I” part of the equation. That does represent a huge opportunity, but it’s only part of the equation. Companies that place an equal emphasis on the “R” could see an even bigger jump.

Let’s dig in.

Say you’re developing a 2,500-word article on the latest industry trends, perhaps based on recent data and analysis. For the sake of this exercise, the total cost is $15,000 and could take eight to 12 weeks for high-quality thought leadership. Imagine the well-considered adoption of AI could shave off $3,000 and four weeks from the endeavor. No one is going to complain about savings of 20 percent.

But don’t start celebrating yet.

When it comes to business development and lead generation at B2B companies, translating insights into client engagements requires strategy, planning, and coordination. It also involves multiple departments, including:

  • Publishing
  • Marketing
  • Communications
  • Media
  • Client activation

Executed successfully, that piece of thought leadership can spur high-touch conversations with clients and yield lucrative engagements—let’s put it at $100,000. Saving $3,000 on the investment pales in comparison to the payoff of effective content marketing and client activation.

Let me know how your organization has gotten more from your investments in content.

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A black-and-white image of a white man with brown hair wearing a dark-colored polo. A text overlay says Allan Gold, senior adviser

Allan Gold

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.

 

A black-and-white image of a white woman with brown hair wearing a light-colored shirt. A text overlay says Katie Parry, VP of LEFF Sustainability Group

Katie Parry

VP, LEFF 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.

A black-and-white image of a white woman with white hair wearing a light-colored jacket. A text overlay says Mary Reddy, Senior adviser

Mary Reddy

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.

A black-and-white image of a white man with brown hair wearing a dark-colored jacket. A text overlay says Peter Gumbel, senior adviser

Peter Gumbel

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.

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Tracy Morris

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.

 

A black-and-white image of a smiling white woman with brown hair wearing a denim jacket. A text overlay says Christa Jourdan, design director

Christa Jourdan

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. 

 

A black-and-white photo of a white woman with brown hair wearing a white shirt. Text overlay says Clairissa Myatt, account director

Clairissa Myatt

Account director

Clairissa thoughtfully stewards client relationships and leads complex projects from concept to completion. Her eye for creative solutions helps clients identify and tackle evolving priorities to ensure the highest-quality product in the timeliest manner.

Prior to joining LEFF, she led marketing initiatives at Gallagher and within Aon’s North America healthcare practice, building a strong foundation in professional services and executive-level client engagement. She collaborates with subject matter experts and senior leaders to translate nuanced ideas into compelling thought leadership, positioning clients as credible voices while making meaningful progress on issues critical to a variety of audiences.

 

A black-and-white image of a white man wearing a white collared shirt. A text overlay says Joe Danca, VP of client strategy and operations

Joe Danca

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.

Controller

Boris oversees the financial processes that power LEFF’s daily business operations and ongoing growth. He began his professional career doing personal and corporate tax accounting, followed by accounting and controller roles in the banking, communications, and public relations industries. His work at LEFF elevates every aspect of finance from payments and invoicing to compensation and payroll. Boris uses his forward-thinking approach to financial trends to drive the accounting, oversight, and planning that are essential to LEFF’s work with clients and colleagues.

A black-and-white image of a white man with light hair wearing a light-colored collared shirt. A text overlay says Luke Collins, SVP of content innovation

Luke Collins

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.

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Alia Samhat

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.

A black-and-white image of a white man with brown hair wearing a dark-colored jacket. A text overlay says Scott Leff, founder and president

Scott Leff

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.