When PayPal’s ‘Head of CEO Content’ vacancy appeared on LinkedIn this year, commenters debated whether it was a vanity project or a strategic play. Look a little closer and the answer is obvious.
Alex Chriss took over as CEO in September 2023. In PayPal’s 2024 annual report, his first full year leading the business, the company highlights a return to profitable growth, landmark partnerships with Amazon, Shopify and Meta, and launches like Fastlane and PayPal Everywhere, alongside rapid Venmo growth.
It makes sense that PayPal would invest in amplifying Chriss’ voice. A visible CEO helps solidify investor, customer and partner confidence, especially when repositioning as a global commerce platform, and putting a human face to that shift is more memorable than a corporate press release.
In short, PayPal is funnelling efforts into humanising business.
“Two things have become clear for leaders,” says Brandnation’s Global Head of Brand and Strategy, Jeremy Page. “First, personal branding is now a competitive advantage,”
“And second, the biggest, brightest businesses are using the social media platforms and the voices of CEOs, via content, to build trust and growth.”
“A dedicated Head of CEO Content or an investment in a corporate communications agency is the driving force behind that.”
Why is CEO content crucial in 2026?
It’s no coincidence we’re seeing roles like ‘Head of CEO Content’ popping up on job boards at six-figure salaries. The CEO is the corporate face of the company, so investing in how they appear online is a natural next step in corporate communications.
In fact, research shows 77% of buyers are more likely to purchase from a company whose C-suite has an active social presence, and CEO content generates up to eight times more engagement than corporate accounts. And as Google indexes LinkedIn posts, the potential organic reach of a well-optimised update from the CEO is massive.
Ultimately, investors, employees and customers want to see the human behind the brand, but each audience group brings its own agenda.
“Brands need a corporate comms strategy that accounts for those nuances, shows up on the right platforms and delivers the right messages in real time,” says Jeremy. “The big question, then, is what makes it ‘right’? That’s what strategy is about: weighing each variable to find an answer bespoke to the business.”
“Our Creativity. Multiplied.™ philosophy really encapsulates this: we create ideas that live everywhere your audience does,” Jeremy adds.
“The bottom line is that the CEO is a highly visible arm of the business that can anchor corporate communications. CEO credibility means company credibility; an executive voice is a company voice, and a personal brand is a corporate brand.”
The successful CEO content strategy
The best CEO content strategies position the leader as both expert and human. They’re multi-format and multi-channel and incorporate the nuances of each.
Based on what’s working for top executives in 2025, here’s the mix to master:
Long-form leadership pieces
Long-form video content, LinkedIn newsletters, and in-depth articles fuel industry conversations while showcasing expertise and building trust. Think Microsoft CEO Satya Nadella’s regular reflections on technology and society.
Short-form social posts and video
Thoughtful, well-crafted social posts on social media platforms like LinkedIn, X or Threads help executives showcase the company and themselves. Consistency matters: two to three posts per week can dramatically lift visibility.
Text posts and static images are powerful, but as Brandnation’s Senior Digital Marketing Manager Simarin Tandon explains: “Video generates up to five times more engagement than any other format,”
“In terms of boosting engagement, we need a strong hook within the video and within the first line of the caption. Other top tips include things like three to five hashtags in your post to boost discoverability, and tagging your employees, clients and partners.”
Data-driven whitepapers and infographics
Whitepapers and infographics position CEOs as credible voices in complex fields. They’re especially powerful for B2B leaders or those operating in technical sectors.
For example, a CEO in the fintech industry might publish a whitepaper analysing emerging trends in digital payments, providing valuable insights to stakeholders.
Corporate PR and earned media
Contributing expert commentary to relevant outlets, appearing on podcasts or being quoted in business press signals authority to both customers and investors.
“In the context of global expansion, it’s crucial that your public relations strategy covers editorial sources that have a strong presence in the target regions,” adds Jeremy. “For instance, a CEO aiming to strengthen the company’s position in Asia should seek editorial coverage in reputable Asian business publications to build credibility with local audiences.”
While AI platforms like ChatGPT are yet to publicly share details on their algorithms, research shows that editorial sources are vital for generative engine optimisation, with as much as 61% of LLM content generated about the world’s 100 largest brands sourced from earned media.
Interactive formats
Polls and live Q&As invite dialogue and build community around the brand’s leadership. Done well, they transform ‘followers’ into engaged advocates.
“CEOs speaking in live formats should feel natural and confident,” says Jeremy. “That’s where our media training comes in. We prepare CEOs to speak clearly, respond authentically, and handle unexpected questions without losing their voice.”
The CEO content differentiator: Head or heart?
Image: Microsoft CEO Satya Nadella could be understood as ‘The Storyteller’, as he shares his personal experiences of having a son with special needs, whilst also focusing on how to shift business towards automation and AI. (Eric Risberg / Associated Press)
In a piece for Forbes, strategist Julia Dowling evaluated Fortune 500 CEOs and noted a key differentiator for CEO content: the choice to build a brand anchored in ‘Head’ or ‘Heart’.
‘Head’ content delivers data, insights, expertise. ‘Heart’ content shares values, purpose and personal stories. Each perspective can be used for the company brand and the personal brand to create unique combinations that shape a voice.
Most CEOs are at the intersection of these two brands, but there are several archetypes:
- The Humaniser (Heart + Heart): The Humaniser might be most vocal about their life story, using their platform to showcase a company’s values.
- The Storyteller (Personal Heart + Company Head): The Storyteller balances a perspective on their personal life with a focus on their expert point of view in business.
- The Advocate (Personal Head + Company Heart): The Advocate highlights their industry expertise, balanced with a sense of social responsibility in business.
- The Thought Leader (Head + Head): The Thought Leader is focused on using their personal authority to drive professional conversations in their industry.
The biggest lessons in CEO content for today’s leaders
“CEO content is really about strengthening your company’s reputation, influencing stakeholders and showing leadership in action,” says Jeremy.
But there are some common pitfalls to avoid:
- Over-promotion erodes trust; if every post reads like a sales pitch, audiences switch off and your content loses value.
- Inconsistency is just as damaging; sporadic updates or a lack of rhythm signals disinterest and poor organisation.
- And above all, losing your voice. The best CEO content sounds like the CEO.
Jeremy advises leaders to commit to the three Cs: clarity, consistency and credibility.
“These are pillars of strong personal and corporate branding,”
- Clarity ensures your audience understands who you are, what you stand for, and the value you provide without any ambiguity. It’s about defining your core message, your unique value proposition, and the problems you solve.
- Consistency is about showing up regularly with a coherent message and presentation, so people learn to expect and rely on your presence. Aligning actions with words builds familiarity and trust, signalling that you and your business are dependable.
- Credibility is about proving you can deliver on your promises. By showcasing your expertise, providing evidence of your capabilities, and demonstrating thought leadership, you establish authority and earn trust.
“We help business leaders do exactly this, from shaping executive narratives to creating video and written content. Our approach leverages our signature Creativity. Multiplied.™ philosophy to help CEOs and senior teams turn their voice into a competitive advantage.”
“If you’re at all intrigued to know more, get in touch for a chat.”
About the author
Natalie Clement | Digital
Marketing Specialist
With international experience as a digital marketer, writer, and editor, Natalie has worked across sectors including architecture and design, technology, and tourism.
