Blog Posts

01/11/2017
Author : David Rosenbaum
Quite some time ago, I wrote a Bloom Group blog titled “Why Corporate Writing Stinks.” One of the reasons I suggested was fear – the fear among experts that ideas expressed in plain English, without jargon, hyphenates and buzzwords, might be deemed too simple and therefore not worthy of being...
01/06/2017
Author : Bob Buday
Three trends in 2017 will make it considerably harder for thought leaders and the people who work with them to win market attention: more and better competition; an increasingly time-starved and distracted audience, and greater economic uncertainty that will lead to a flight to more established...
01/03/2017
Looking to kickstart 2017 by improving your firm's thought leadership content efforts? Take a look at our blogs that gained the most readership in 2016. You'll find practical advice on content development, content marketing, and much more. 10. Better Team Dynamics Make for Better Thought Leadership...
12/16/2016
Author : David Rosenbaum
As the curtain comes down on the annus horribilis of 2016 and rises on 2017, here are five things thought leadership could do without that might – just might – make 2017 marginally better, at least for those of us who toil in the thought leadership industrial complex. Using the number of Google...
11/30/2016
When you lead content creation for a B2B firm, you depend on cooperation from your company's subject matter experts. Unless they contribute their knowledge, you can't do your job. Yet it can be hard to get some experts on your side. Some of them may see you as that person who is constantly asking...
11/23/2016
Author : Bob Buday
Every firm wants to be a thought leader these days, or so it seems. We have first-hand experience with this, in listening to the firms that have wanted our help the last few years. They include architecture, clinical research, law, medical device, real estate management, contract manufacturing,...
Blog Tags: TL Strategy
10/14/2016
Author : Tim Parker
Many professional services companies try to publish a stream of good quality thought leadership material. Some succeed, some fail. Most of the time, both the quantity and quality of the material varies widely. This is true for firms of all sizes. Here are six factors that we have found enable firms...
Blog Tags: TL Strategy
09/20/2016
Fantasy: After a tough slog, your article has been published in HBR, a top trade journal, or a customer-facing publication that your company produces. You sit back, relieved. The hard part is over. Thousands of potential customers will now read it, and fabulous new leads will pour into your B2B...
Blog Tags: TL Marketing
09/08/2016
Author : Bob Buday
One of our newer clients said something to me yesterday that I think helps explain why thought leadership marketing has become so important for many companies. He said the leaders of his consulting firm now recognize they need to demonstrate their expertise to potential customers – not merely say...
Blog Tags: TL Marketing
08/25/2016
Author : Tim Parker
At Bloom Group, we help clients develop thought-leading content. The hardest pieces for us to work on are often those the author has already drafted but has not thought through why he’s writing it in the first place. In Alice in Wonderland, the Mock Turtle advises Alice never to go anywhere without...
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08/16/2016
Author : David Rosenbaum
Everyone knows why professional services firms and B2B organizations put time, money, and effort into producing and publishing thought leadership content. Thought leadership works. It attracts business, leads to sales, and brings in revenue. According to a 2015 Bloom Group and Rattleback survey of...
Blog Tags: TL Strategy
07/25/2016
We all make mistakes. As any good teacher will tell you, the key is to learn from them. Despite a keen desire to produce engaging, authoritative content, I see many well-meaning companies stumble and ruin the effort. I'm not talking about the basics, like dry writing, factual errors, or plagiarism...
07/20/2016
Author : Tim Parker
The demise of long-form content has been heralded for years. “People are too busy to read long articles today;” “Long articles are hard to read on phones;” “Reader attention span is down to eight seconds,” which, if true, means you’ve already stopped reading this article. But if you haven’t . . ....
Blog Tags: TL Strategy
06/30/2016
Author : David Rosenbaum
A large slice of the work we do at the Bloom Group involves ghost writing for professional services firms and other companies to get their experts’ thought leadership published on their websites or in journals such as Harvard Business Review and Forbes. We’re generally engaged by content directors...
06/28/2016
Author : Bob Buday
At a June conference on thought leadership marketing in the consulting industry, several people in the audience complained about how hard it is to mention clients in articles, speaking presentations, books and other content. Some clients have corporate policies that prohibit vendor endorsements....
06/22/2016
Author : Tim Parker
An HBR editor recently told me that the most common reason he rejects submissions is that he cannot understand what their authors are trying to say. This is an HBR editor. A senior one, too. So we can assume that if he can’t understand an article, probably submitted by an expert who knows...
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06/03/2016
  Several news stories this week are bringing out the real (and not-so-real) experts on social media and in the press. For thought leaders, the opportunity to write a piece hooked to a news story that involves your area of expertise has an irresistible appeal. But I urge you to proceed cautiously...
06/01/2016
Author : David Rosenbaum
You’ve doubtless heard of the Gartner hype cycle that describes how technologies and strategies rise swiftly to a “peak of expectations,” and then precipitously slide into a “trough of disillusionment” before attaining a “plateau of productivity.” But as something is rising, one rarely thinks of...
05/24/2016
Author : Bob Buday
If your firm is desperate for leads, thought leadership won’t help in the short term. Anyone who hopes thought leadership marketing will deliver a miracle cure for a dry sales pipeline will very likely be disappointed. We occasionally get inquiries from firms that we sense are desperate to drive...
05/12/2016
Great content revolves around two words: passion and pain. We all like to read about our passions (think sports, food, social causes) and our pains (think health worries, tax rules, certain presidential candidates). The best B2B content, whether self-published or published in top-tier business...

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