5 Rules of Engagement for Thought Leadership

Insights from “Brand to Demand in Financial Services”

September 29, 2020

5 Rules of Engagement for Thought Leadership

Thought leadership is a critical tool for financial services marketers. The question is, How do you get your thought leadership to break through? 

When original content is delivered to a highly engaged audience on LinkedIn, financial services brands can establish themselves as authentic thought leaders and anchors of trust while realizing the benefits of a full-funnel marketing solution. 

State Street Global Advisors has been able to consistently break through and forge a loyal following in this challenging environment. State Street Global Advisors has five simple rules of engagement when it comes to thought leadership:

  1. Focus on client needs or concerns
  2. Have a differentiated perspective
  3. Be authentic
  4. Be credible
  5. Treat your audience like people

Brand to Demand in Financial Services, a recent virtual event with the Financial Communications Society, featured Liz Kiehm, Head of Social Media for State Street Global Advisors'​ SPDR ETFs, and agency partner, Amy Ricketts, Senior Account Director at EMI Strategic Marketing. In a wide-ranging discussion, Liz and Amy connect the dots from thought leadership to lead generation, sharing how they've driven success for State Street from brand to demand. Watch the replay here.

At the heart of State Street’s success is a commitment to authenticity and originality. State Street influencers Mike Arone and Matt Bartolini manage to break down complex ideas into engaging and informative thought leadership. Their content provides a unique perspective that captures the audience’s attention and drives awareness on industry topics.

LinkedIn Marketing Solutions provides an opportunity to connect advertisers with engaged B2B audiences throughout the buyer's journey —from upper-funnel tactics like thought leadership to lower-funnel lead generation. Get started by discovering some of State Street's best practices for full-funnel marketing in this webinar. We've also curated this resource list to help interested financial services marketers learn more and achieve their marketing goals.