TL Content Development

02/23/2017
To display their expertise and attract the attention of potential clients, many B2B companies spend heavily on research studies. IBM makes big investments in C-suite surveys. Accenture, Deloitte and other consulting and IT services firms have collectively ponied up millions over the years on...
01/25/2017
Every so often, I come across a poignant insight from a legend in some field about a practice that's important to thought leadership. I heard the latest one in a PBS “American Masters” documentary about the late, illustrious Broadway and Hollywood director Mike Nichols (“The Graduate,” “Who’s...
01/06/2017
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
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...
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...
06/30/2016
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
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....
06/03/2016
  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
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
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...
05/02/2016
                    This happens all the time. A subject matter expert at a professional services firm tells a content director, or a writer hired to help her, that she has written a thought leadership article about whatever. All it will need, she says confidently, is a light edit. Then you read it...
04/15/2016
Reading a press release about a conference I was considering attending, I groaned. One of the speakers described himself as an "industry luminary." What is a luminary, anyway? No industry association designates you an official luminary, the way you are dubbed a doctor, lawyer, or Ph.D. It's one of...
04/08/2016
Anyone who has long succeeded in using thought leadership marketing to create demand for expertise may be lulled into a dangerous impression: that the quality of what they publish, and how they attract audiences to it, will always be good enough. Always has been; always will be. But the chances...
03/11/2016
  At consulting firms and other B2B companies, disagreements often arise over what matters most to customers in thought leadership articles. Since no one has infinite time to devote to these articles, you must separate what is vital to customers, and what is merely nice to have.  Surely, it's worth...
03/04/2016
It is a truth universally acknowledged that most work today is team based. A recent Harvard Business Review study was predicated on the proposition that “teamwork is . . . a key to organizational success.” Producing thought leadership is also a team effort. Subject matter experts can’t always...
03/04/2016
You're a subject matter expert and you've worked with a good content editor to craft a thought leadership article that might really set you apart. You've done the hard work of perfecting your argument and illustrating it using real-world examples and data. Now comes the dangerous last mile: The...
01/26/2016
You’ll find many guides on our site for evaluating thought leading content. One we use every day is described in “The Seven Hallmarks of Compelling Intellectual Capital” which (among other things) says that thought leadership has to be novel, focused, validated, and differentiating. All true. But...

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