TIAA
Thought Leadership Content Strategy
Led thought leadership strategy for TIAA across LinkedIn, programmatic, and owned channels, connecting retirement and wealth planning content to a more integrated B2B demand generation system.
Challenge
TIAA needed a clearer digital thought leadership strategy capable of making complex retirement and financial planning topics more relevant and engaging for professional audiences across LinkedIn and owned channels.
Solution
A content and distribution framework was developed across LinkedIn, programmatic, and owned media, combining white papers, executive perspectives, workplace insights, and financial education content into a more structured full-funnel communications system.
Approach
Content systems were organized around audience intent and key financial planning topics, including retirement readiness, long-term investing, workplace benefits, and financial wellness. Distribution strategies aligned LinkedIn, programmatic, and owned content to support both engagement and lead generation goals.