TL Strategy

01/11/2017
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...
01/03/2017
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...
11/23/2016
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,...
10/14/2016
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...
08/16/2016
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...
07/20/2016
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 . . ....
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...
02/18/2016
There are scores of widely accepted laws that accurately describe the realities of business. The Peter Principle: People are promoted to their level of incompetence. That means a person will rise within an organization until he or she is placed in a job they are really bad at. Parkinson’s Law: Work...
01/31/2016
If you’re in the B2B marketing business, you’ll have noticed that both content marketing and thought leadership marketing have grown massively in popularity in recent years. As there’s a good deal of overlap between the two, there’s a lot of room for confusion. Naturally, many have stepped into the...
10/26/2015
In a research study we conducted with the Association of Management Consultant Firms (AMCF) earlier this year, one of the things we looked at was how effective marketers at consulting firms considered their thought leadership. The answer was: Extremely effective                    1% Highly...
05/28/2015
A business always looks to measure the return on its investments. Otherwise, how would it know if it’s properly allocating its precious resources? How would it know if it’s succeeding, failing, or just treading water? Similarly, any firm that generates and publishes thought leadership content...
12/22/2014
In a recent blog, here, I noted that people attempting to establish themselves as thought leaders would do well to find themselves a nice niche. That is, trying to be recognized as a thought leader by writing about “innovation,” “disruption,” “competition,” “social media,” or “business strategy”...
12/15/2014
Thought leaders are hard to shop for. That special thought leader in your life already has a lot; thought leaders tend to. But to make 2015 an even better year for your thought leader, the Bloom Group offers the following suggestions for holiday gifts no thought leader should be without. A novel...
11/18/2014
If you read the press releases companies put out, and visit their home pages, you could be forgiven for thinking that as everyone is doing thought leadership you need to leap aboard the TL train before you’re left behind, waving as it leaves the station bound for market glory. Well, pause before...
10/21/2014
Michael Lewis, the financial journalist who became famous describing his experiences selling mortgage-backed bonds in Liar’s Poker in 1989, became more broadly famous with 2003’s Moneyball: The Art of Winning an Unfair Game. Moneyball was a huge if unlikely hit in the business world. Unlikely,...
09/29/2014
  This was the vexing question put to me recently, in good humor, by a client. “You have your seven hallmarks of thought leadership,” he said. “I believe they’re spot on, and I encourage their use in our firm. But they include validation – examples of the solution in practice that prove it works....
06/02/2014
We consider the formal practice of thought leadership marketing to have begun in the management consulting industry exactly 50 years, when McKinsey & Co. published the first issue of its venerable journal, McKinsey Quarterly. Since then many other consulting firms have followed suit with their...
05/05/2014
In this final post of a three-part blog series, I discuss what will never change in the still-nascent and fast-changing field of thought leadership. (The first post examined what has changed, and the second predicted the biggest changes ahead.) I just can’t imagine the following three elements ever...
04/28/2014
With thought leadership exploding as the next big thing in B2B marketing, there has been an eruption of punditry offering to define it for us. A search on “What is thought leadership?” returns about 34,000 citations on Google. And it seems a new attempt at definition arrives in my mailbox via...
04/09/2014
We’ve lived with social media for a good 10 years now. Despite the passing of a decade in which we’ve all become familiar with social media tools – figured out the ones we like, dropped the ones we don’t, and generally ceased being excited about them – the  hype shows no sign of abating. The trend...

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