It’s a no-brainer: great thought leadership gets people talking. It’s provocative, inspiring and helpful. It has something new to say. And it’s just the kind of content we create at Earnest.
We make content that people read, watch and listen to. Content that people share with their peers, managers and chums. Content that is worth the time and the effort to click, open and download. Content that starts conversations, leads to sales and wins awards.
47% of C-suite execs will contact sales after reading quality thought leadership
49% of decision-makers say thought leadership influences their purchase decisions
15% of decision-makers consider the thought leadership they read to be ‘very good’ or ‘excellent’
We believe there’s a place for insightful deep-dive reports in B2B – but when people only spend an average of 122 seconds looking at content, we have to have other tricks up our sleeve.
We speak to our clients, and their customers, to build up a real picture of the types of content people actually need, want and have time for.
We’re all busy people, but even busy people like to be entertained.
How could Mastercard make both internal teams and customers feel inspired about the future of payments?
We developed a future-gazing internal report exploring five key avenues where business and payments will dissect. Furthermore, we created narrated short stories for an event stand at international financial summit Sibos that revealed that such science fiction is becoming closer to fact with Mastercard.
The Frictionless Future campaign achieved a global reach of more than 767,000 people, almost 7,300 content downloads, over 60 qualified sales opportunities, and the signing of a multi-million dollar partnership.Read the report Listen to all podcast episodes
How could Samsung become known as a credible business brand across Europe?
We developed a below-the-line pan-European campaign, under the theme of “The Open Economy”. We produced a full suite of assets, beginning with a live debate and including a thought leadership report with supporting website.
The campaign had an audience reach of more than 115 million, saw more than 10,000 downloads of the report and Samsung’s highest ever engagement rates across LinkedIn and Twitter.Read the report View the full case study
How could Vodafone get business excited about the Internet of Things (IoT)?
For people to get excited about IoT, first, they needed to be inspired by how it can transform people’s work lives. We created a podcast series that showcased the myriad of IoT applications, told by the people using IoT themselves.
From paramedics and crane operators to deep sea divers, these stories cut across verticals and brought IoT to life. The podcast was fronted by TV tech guru Jason Bradbury to attract listeners and get them talking about this latest technology.Listen to the first episode
How could Gumtree Jobs make its talent pool stand out to recruiters?
In a crowded recruitment space, the eBay-owned company’s candidates have a niche in manual labour and short-term contracts. These blue-collar candidates keep Britain running and our research showed just how valuable they are.
We championed them as Hidden Heroes with a report and launch event to appear to recruiters to not overlook them. The campaign struck a chord, gaining the support of the UK Home Secretary Amber Rudd.Read the report