Key trends and recommendations in asset managers’ latest thought-leadership content

Published on May 7, 2025 by Anurag Sikder

In an increasingly competitive landscape, asset managers (AMs) are turning to thought-leadership content to stand out, build trust and establish authority in their field. Sixty-five percent of businesses incorporated thought leadership in their content marketing strategies in 2024, according to a well-known search analytics aggregator. Nine of 10 C-suite executives are likely to be more receptive to sales or marketing outreach by a company that produces high-quality thought-leadership content, according to a recent Thought Leadership Impact Report.

What sets these firms apart is their ability to adapt to and leverage emerging trends in  asset management thought leadership content. They are shaping the way such content is created and consumed – from addressing issues such as sustainability and diversity to embracing omnichannel strategies and integrating insights into their work.

For asset managers looking to emulate this kind of success, understanding and incorporating these trends is critical. Whether it is creating content that tackles divisive topics or simply diversifying content-delivery methods, the future of thought-leadership content lies in its ability to innovate and adapt. What does it take to create thought-leadership content that truly resonates with audiences? Content produced by industry leaders offers some clues.

Trending topics in asset management thought leadership in 2024 and 2025

Asset management thought leadership is evolving into a multifaceted, data-driven tool for building trust and credibility. Firms that prioritise relevance, adopt diverse formats and provide user-friendly access to insights are setting themselves apart. By focusing on key themes such as market dynamics, ESG integration and innovation,  AMs are strengthening their positions as thought leaders in a competitive, ever-changing industry.

Best practices for thought-leadership content

1. Emphasis on current market dynamics and macro events

Most thought-leadership content focuses on pressing market conditions and macroeconomic events, with topics such as market volatility, global crises (e.g., the pandemic) and emerging trends dominating the discourse. In 2020 alone, 58% of commentaries addressed market conditions and 48% focused on macro events, highlighting the sector’s commitment to providing timely and relevant insights.

Key trend: Firms are strategically aligning their content in thought leadership asset management with real-time developments to establish their expertise and help advisors navigate uncertainties .

2. Diversification of formats

While traditional articles remain the most common format (76%), many firms are branching out into engaging media such as videos, podcasts and interactive charts. More than 63% of firms employ four or more content formats, reflecting the growing need for diverse, multimedia approaches to capture attention in an increasingly digital world.

Key trend: Thought leaders are embracing multi-format strategies to enhance the reach to audience through the impact of their thought leadership asset management content.

3. Increased publication frequency

Leading firms such as Federated Hermes, Invesco and Hartford Funds significantly increased their publication rates during critical periods, such as at the start of the pandemic, to address heightened demand for expert guidance. This demonstrates the agility of AMs in responding to rapidly changing market conditions.

Key trend: High publication frequency during volatile periods underscores the importance of thought leadership as a reliable source of guidance during crises.

4. Data-driven and visual enhancements

The integration of visual elements such as stock imagery and graphs has become a hallmark of effective Asset management thought leadership content. These features enhance the readability of complex materials and help illustrate key points. Embedded links and resource integration also improve engagement, encouraging users to explore additional insights.

Key trend: Thought leadership is increasingly adopting data visualisation and interactive features to create more engaging and digestible content.

5. The importance of centralised insight hubs

Despite the value of thought leadership, 42% of firms lack centralised insight hubs to house their resources, hindering accessibility and the user experience. Firms that provide well-organised hubs with advanced search functionalities, filtering tools and subscription options stand out as leaders in content accessibility.

Key trend: The digital organisation of content is a growing priority, with firms that invest in user-friendly platforms gaining a competitive edge.

6. Engagement with younger advisors

Millennial advisors value research and insights, with 79% considering these resources “very important” or “extremely important” to their decision-making processes. Thought leadership serves as a bridge to connect with this demographic, particularly through modern, engaging formats.

Key trend: Firms are tailoring their content to appeal to a younger, tech-savvy generation of advisors by emphasising digital, accessible and visually appealing material.

Conclusion

Thought-leadership content changes the perceptions key personnel have about their organisations, according to a study spanning seven countries and nearly 3,500 management-level professionals, as detailed in the 2024 Edelman-LinkedIn B2B Thought Leadership Impact Report. Seventy-three percent of the decision-makers surveyed believed that an organisation’s thought-leadership content is a more trustworthy basis than its marketing material and product sheets for assessing its capabilities and competencies. Seven in 10 decision-makers are very likely to think more positively about organisations that consistently produce high-quality thought-leadership content, and 54% of them would research the offers and capabilities of such organisations. Eighty-six percent of the decision-makers said they were very likely to invite companies with thought-leadership content to participate in the RFP process, while 60% believed that good thought-leadership content would make them willing to pay a premium to work with that organisation.

The  asset management’s thought leadership content has become an essential tool for shaping the sector’s future and fostering engagement with advisors, investors and stakeholders. An analysis of current trends indicates that such content is evolving in response to technological advancements, shifting market dynamics and changing audience preferences.

The ideal thought-leadership content writer combines industry expertise with strategic vision, adaptability and a commitment to authenticity. They create content that not only informs but also inspires action, solidifying their role as a trusted voice in the asset management sector.

How Acuity Knowledge Partners can help

We are a leading provider of high-value research, analytics and business intelligence to the financial services sector. We support over 400 financial institutions and consulting companies through our specialist workforce of more than 5,000 analysts and delivery experts across our global delivery network.

Acuity Knowledge Partners team of specialised writers in our centre of excellence specialise in customised research and insight writing. We help clients create a repository of short- and long-form content that positions them as thought leaders within specific domains, reflecting their inputs on the latest market developments as well as long-term trends. We also help publish and distribute thought-leadership content by integrating our domain and technology expertise to provide a holistic solution.

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