Thought leadership is an essential part of any content strategy, providing key insights and the ability to motivate and inspire team members. However, there’s an argument that thought leadership’s identity has changed over time, along with business’ growing ability to promoting content through digital formats.

So, what role does thought leadership play in today’s marketing mix?

In this episode, Twink discusses thought leadership with Paul Zettl, Senior Vice President and Head of Global Marketing at Cohen & Steers, and James Whitman, Head of Client Communications and Content at Aviva Investors.



Themes explored in this podcast:

  • How has thought leadership’s identity changed over time?
  • Stimulating and generating ideas for thought leadership and best practice content planning
  • Achieving cut-through in congested digital heavy communications channels
  • Achieving a strong, authentic, consistent voice
  • Tips for marketers putting their content strategy into practice

Paul Zettl, Senior Vice President and head of Global Marketing at Coheen & Steels is a highly accomplished leader with over 20 years’ experience building brands as a strategic product marketer. Prior to joining Coheen & Steers, Paul was Group Vice President, Head of Product Marketing and Offer Management at T. Rowe Price, where he oversaw product marketing and offer management for the US intermediary business, as well as the launch of a global enterprise brand campaign that included cross-company integrated advertising.

James is Head of Client Communications & Content at Aviva Investors. Having previously held a similar role at Aberdeen Asset Management (as it was then known), he has over ten years’ experience in creating and managing investment content, and over 15 years’ experience in financial services. Responsible for global content strategy, editorial quality, production and management (with much help from colleagues), he is always looking for ways to do things differently – whether that be through achieving more effective cut-through or simply finding production efficiencies. A big advocate of always-on content marketing, he spearheaded Aberdeen’s Thinking Aloud content platform and, more latterly, created The Little Book of Data at Aviva Investors. He is a lead editor on AIQ – AI’s thought leadership magazine and content platform.