Blog Posts

07/17/2017
Grab your reader by the throat. Learn how you should organize your blog post paragraph-by-paragraph to capture your reader's attention.
07/14/2017
From making it personal to using great headlines, learn how to get people to actually read your blogs.
07/10/2017
After more than 40 years in circulation, the terms thought leader and thought leadership are taking some heat.
06/15/2017
Compelling content is more important than you might think.
06/12/2017
Thought leadership content suffers when you exaggerate.
05/31/2017
Good beginnings beget good outcomes.
05/25/2017
Why it's more important that your thought leadership is grounded in reality than dazzlingly new.
02/23/2017
Make sure your chosen issue has competitive white space, addresses a client hot button, and taps a sweet spot in your firm.
01/25/2017
The words of legendary film director Mike Nichols apply equally to our world of content: It can have many contributors but only one point of view.
01/11/2017
The President-elect's tweets may have a chilling effect on thought leadership.
01/06/2017
The reasons why becoming a thought leader will be much harder this year. 
12/16/2016
Little things you can do to make next year a little bit better.
11/30/2016
If you manage content creation for a B2B firm, you must convince people to share their time and expertise. Here's how to get them to get them on your side.
11/23/2016
A Bloom Group scan of 219 LinkedIn profiles finds consulting firms are now in the minority.
10/14/2016
Here are six factors that enable firms to produce good thought leadership content consistently.
09/20/2016
You worked hard on that article: Don't let it slip into quiet oblivion. 
09/08/2016
There's a good reason why thought leadership marketing has become elemental to many B2B companies: Customers demand it.
08/25/2016
Every article needs a porpoise. Here's how to make sure yours has one.
08/16/2016
Even the sound of one hand selling can be too loud.
07/25/2016
Stop making these four common content mistakes. Your thought leadership readers will thank you. 
07/20/2016
Long-form content has been forecast to succumb to short-form for years. In B2B marketing, the data says that''s not going to happen.
06/30/2016
When you need an article for HBR, who you gonna call? Ghost writers!
06/28/2016
You need customer stories to make your firm's advice convincing, not theoretical. Here's how to get those stories.
06/22/2016
No one disputes that good communications are critical to businesses. Yet bad writing persists. Why?
06/03/2016
For thought leaders, the opportunity to write a piece hooked to a news story has strong appeal. But don't rush it.
06/01/2016
Keeping your nose to the grindstone may not be the key to success after all.
05/24/2016
Opt instead to continually produce and market stellar content over time, and clients will come to you.
05/12/2016
Standout articles and books solve problems -- painful problems. Do you focus your content efforts on your audience's biggest worries and headaches? 
05/04/2016
Here are four ways our clients are using thought leadership content today to support selling beyond simple lead generation.
05/02/2016
When experts think they know how to do something they don't, and they won't (or can't) listen, what can you do?
04/19/2016
The best way to deal with office politics is to get good at them.
04/15/2016
Don't let ego get in the way of strong thought leadership content -- or your personal brand.   
04/08/2016
Standing out in the ever-growing crowd of aspiring thought leaders is harder than ever. Here are six ways to be heard amidst the roar.
03/11/2016
Which details should you sweat in thought leadership articles? The most recent study by AMCF, Bloom Group, and Rattleback has some enlightening data points -- shared by consulting services customers. 
03/04/2016
Google uses Big Data to penetrate the mysteries of team building and teamwork.
03/04/2016
During the last stage of article editing, you can revise your way to disaster. Here's how to avoid some typical mistakes.
03/03/2016
With an estimated 1400 blogs posted every minute, it can be tough to cut through the clutter. Here's a technique that helps.
02/18/2016
Business leaders can handle the truth. Make it crystal clear.
01/31/2016
Thought leadership content and content marketing are not the same thing.
01/28/2016
Companies are confused about content marketing, even as they rush to do more of it. It's up to content professionals to unpack this overloaded suitcase and explain what great content requires.
01/26/2016
Four types of article that won’t ever qualify as thought leadership -- without a lot of work.
12/23/2015
Learn them; know them; live them; benefit from them.
12/23/2015
Consulting firm customers depend on a select group of third-party business publications for thought leadership content. Your site is not enough.
11/19/2015
If you want to write a survey report that will grab readers’ attention (instead of putting them to sleep), read this.
11/16/2015
You want them to create great content? Tell the experts in your firm they don't need to write anything, only to think.
11/05/2015
What distinguishes the consulting firms that get the best results from thought leadership content efforts? A new survey by Association of Management Consulting Firms (AMCF), The Bloom Group, and Rattleback provides fresh insight.
11/02/2015
Journalists aspiring to break into though leadership content development have more to learn than they may think.
10/26/2015
A Bloom Group study shows that far fewer marketing leaders at consulting firms believe their thought leadership content is extraordinary as did in 2006. That’s not good. Here’s what’s happening.
10/26/2015
Content managers in consulting firms face the perils of writing by committee on a daily basis. Check out some advice from your peers on fighting this battle.
09/28/2015
It's not good when thought leaders crib from the Hogwarts syllabus.
09/10/2015
Avoid these missteps as you work to establish yourself as an authority -- or risk irritating the people you wish to impress. 
08/29/2015
No-one likes to be scolded.
08/19/2015
You can catch more flies with honey than vinegar
08/18/2015
Help is on the way for marketers who want to track thought leadership ROI: the sales force.
08/11/2015
Colloquial, or conversational, writing gets a bad rap from some business writers and editors. Thought leaders should sound real.
07/28/2015
They’ll start paying attention only after you pinpoint their pain.
07/07/2015
Seven data points that illustrate the state of thought leadership marketing and current challenges.
06/28/2015
Some commonly used devices that turn readers away.
06/18/2015
Your firm may have deep expertise. But that alone won't mean it is destined to become a thought leader.
06/16/2015
There are reasons to write books and reasons not to. This is about the latter.
06/04/2015
Do the tribes in your company speak the same language? If not, your thought leadership content will suffer. 
05/28/2015
Every form should measure the ROI of its thought leadership and other content marketing. Here's how successful companies go about doing it.
05/26/2015
For professional services firms, thought leadership marketing equals awareness and leads. New data shows what the leaders do right.  
05/11/2015
Editors are not from Mars. Follow these strategies for contributed content success.
05/05/2015
Advice on thought leadership from a 900-year-old Jedi Master.
03/23/2015
How content editors can bridge the language gap with graphic designers.
12/23/2014
"The Interview" may be funny; cyber-war is not.
12/22/2014
You won't become a thought leader by writing about innovation.
12/15/2014
You could buy another tie or scarf. But what does your thought leader really need?
11/18/2014
But why am I telling you this?
11/18/2014
For many, the trough of disillusionment looms.
11/12/2014
Why researchers need to explore, not confirm.
10/21/2014
Age may not wither beauty, but it can be hell on thought leadership.
10/08/2014
They are not likely to impress clients.
09/29/2014
Weren't his theories just all theory?
09/23/2014
Shunning publishers for the world of self-publishing is enticing. It's also delusional.
07/31/2014
The content marketing revolutions won't succeed without professional journalists.
07/25/2014
Authorship rules with integrity are essential to a culture of thought leadership.
06/25/2014
Five reasons why executives can't resist a great management idea.
06/17/2014
Thought leadership marketing requires great content; why our quality are not too demanding.
06/16/2014
Why this latest device to populate a website with content is apt to backfire.
06/13/2014
There's nothing like a quote to establish your thought leadership credentials.
06/11/2014
Social media is important for some businesses, not all. 
06/02/2014
Why complexity, global demand and other factors force them to display their smarts.
05/13/2014
Why marketing automation that relies on thought leadership doesn't work.
05/13/2014
Here's the Bloom Group approach.
05/05/2014
What B2B firms will always have to do to achieve eminence.
04/28/2014
The term is empty unless we give it meaning. Here's a thought leadership definition.
04/25/2014
Thought leadership is so hot it's producing monsters, like this . . .
04/09/2014
You can't substitute a multiplicity of media for good content.
04/01/2014
How the best firms will develop great content over the next six years.
03/25/2014
Timing is critical when chosing a topic for thought leadership.
03/19/2014
There’s not just an intellectual challenge, there’s an emotional one too.
02/27/2014
Many companies don’t need thought leadership – they need good content marketing. And other companies require thought leadership, not content marketing, to make their case. 
02/07/2014
Articles that are all premise are time-wasters. Don't do it.
01/28/2014
Why five rules? That's explained in Rule #1.
01/21/2014
The channels may be different, but quality still rules.
01/17/2014
In life and thought leadership, you get what you pay for.
12/18/2013
When your profile rises, some people throw stones.
11/21/2013
Would you try flying a plane after reading a manual? You still need an instructor.
11/18/2013
Excited about social media? Cool your jets.
11/08/2013
How the web makes intellectual theivery all too easy.
08/26/2013
If no one can understand you, you must be really smart. Right?
07/19/2013
Most professional services firms today can’t generate enough good material fast enough to put distance between themselves and their competitors. But that's because they're not making the most of a source of intellectual capital right under their noses: their professionals in the field. Why are they...
07/18/2013
If I had a dollar for every time I've heard someone say, “No one reads long articles anymore” over the last 26 years, I’d be as rich as Sir Richard Branson. Well, maybe not quite. But you get my drift.
03/30/2013
After 26 years of watching consultants and other advisers successfully use ghostwriters, I was stunned recently to hear a professional services marketer who didn’t believe in the practice.
03/24/2013
In a TED talk, Andrew Stanton of Toy Story and Finding Nemo fame, lays out the lessons he’s learned about good storytelling. There is a lot that students of thought leadership can learn from Mr. Stanton.
02/17/2013
I hate to dampen any firm’s enthusiasm about investing in thought leadership. We believe B2B firms that bring superior expertise to solving their customers’ problems (not just superior products and services) will be the ones that thrive.
02/03/2013
For B2B content marketers the standard is continually rising for both the quantity of great ideas and how compelling they must be to stand out in an increasingly cluttered marketplace. But to produce anything good is hard. Producing it in quantity is many times harder.
01/08/2013
What to look out for when the SEO salesmen come knocking. 
12/17/2012
It might seem odd to turn to the literary masters for lessons on business writing. But I think there are some we can learn. And the first has to do with clarity.
12/03/2012
Lots of companies actually. Especially those that: Primarily sell expertise: I.e., professional services firms, especially management consultancies and IT services companies Sell complex products with associated services: E.g., call center telephony systems, business intelligence software Sell...
11/26/2012
Many B2B companies (and not only professional services firms) are investing vast sums today to be regarded as “thought leaders” – as renowned experts on the issues their products and services address.
11/16/2012
Anyone who invests in thought leadership wants a good return on their investment, whether in leads generated, engagements closed or reputation enhanced. But there are many ways companies can make sure they don’t get a good payback. Here are the 10 worst ones we commonly see.
10/18/2012
I like microsites – good ones, that is. When a professional services or other B2B company has a lot to say on a narrow issue or to a narrow audience, and when it wants to be regarded as the go-to firm on that issue, bringing together a mass of content in one place on the web makes a great deal of...
09/07/2012
The grand experiments that Harvard Business Review, Forbes, McKinsey Quarterly and other business publications have been staging with their online editions if anything are proving one point: Readers don’t want to be just readers anymore. They want to engage in online discussions about the articles...
06/07/2012
We just conducted our third consecutive study on the use social media for marketing by management consulting firms (with AMCF and Research Now). We found that social media is becoming ever more important to those firms and to their clients. And we wondered, as it does, how will that affect the...
05/24/2012
You’ve no doubt read on other websites about the need to bring a publishing model to thought leadership marketing. We actually think the opposite is true: If you’re following a publisher’s mindset with your online journal, you'll miss a big opportunity to sell more productively. Let me explain.
05/16/2012
Usually companies publish thought leadership to be more visible in the marketplace. But sometimes when they publish research-based material, they do everything right until, at the very end, they inadvertently dilute the impact and limit their audience.
04/13/2012
Good writing is important in business as everyone knows. And it’s especially important for professional services firms publishing articles, research studies and white papers. These things show off a firm’s expertise and so are actual samples of the firm’s product. A sales brochure for a printer,...
03/29/2012
Real insights, in the world of business as much as in any other field, take a lot of work to produce. All the best (and enduring) ideas are underpinned by substantial study of the real world and the development of a model to explain the findings. But in business, our intended audience — executives...
03/14/2012
The point of thought leadership marketing of course is to attract prospective customers with interesting and relevant points of view. But for firms that don’t have a well-established reputation already, if they don’t push the material out, how will anyone know about it? And if they do push it out...
11/30/2011
When we entered the thought leadership marketing business back in 1998, our clients rightly asked us what would make them thought leaders. There are two pieces to that puzzle: great content and great marketing programs that implant that content in the minds of their audience.   
11/13/2011
As a long-ago graduate of Penn State (1977) who covered Joe Paterno and Jerry Sandusky’s football teams for the school newspaper, I feel the following goes without saying. Sandusky’s alleged sexual abuse of boys, first and foremost, is an enormous tragedy for his victims. Their emotional health...
07/04/2011
In February this year, Google rolled out an algorithm change called Panda, intended to give lower rankings to content farms. These are sites that host not very original content specifically written to capture search enquiries and generate advertising revenue. If you are wondering why this matters,...
06/09/2011
The term “knowledge management” was big in the mid-1990s when big companies saw the need to share expertise beyond those proximate to it. A decade and a half later, the term “thought leadership marketing” is in vogue, and some see a connection between the two.
05/28/2011
A thought leadership content function needs to be charged with creating compelling concepts that generates more leads -- and new services. Making that happen starts by chartering your thought leadership R&D machine with the right ambition. 
05/24/2011
In just the last two years, we’ve been asked the same question by six very large B2B firms (two consulting, two IT services, one financial services and one software Company): how do you build a thought leadership content machine. There are five things you need.
04/29/2011
We have long known that how much good thought leadership you can generate in a professional services firm relies on one or both of two things: the ease of extracting new insights from practicing professionals, and whether or not the firm does dedicated research. This week I saw a model that neatly...
04/08/2011
  Historically, writers and editors have been comic figures, ye olde ink-stained wretches, necessary evils, people so lacking in life skills that they're reduced to trying to earn a living by putting words together, something anyone, even a child (and certain birds) can do. Is it any wonder that...
04/07/2011
  I was informed by a client this morning that my compensation for writing for their website would be cut by more than 50 percent. I was told not to take this personally; all the writers the client employed were taking the same cut and they were taking it happily. After a few email exchanges, I...
03/31/2011
Great thoughts are the foundation of successful thought leadership marketing campaigns. But you can have a great process for developing ideas — extensive primary research and thorough analysis of the data you gather — and still produce lackluster content if you’ve brought the wrong people together...
03/18/2011
A post I read today made me wonder what I would find if I looked for management truths derived from the story of Apple Inc. Scratting, by the way, is the process of grinding apples into cider between huge stones. The blogoshphere would be a better place if there were less of it.
03/08/2011
I thought this might be a good time to unveil my inner geek and let you in on my favorite and indispensable content management tools. Most of them are free, some of them are unashamedly technical, and they are all good.
02/18/2011
There are of course, lots of blog posts that tell us thought leadership is easy, or easier than we think, and I owe it to a recent one of these on HubSpot’s (otherwise) excellent site for prompting me to write this post. The truth is that developing good thought leadership content is hard. 
02/15/2011
To get your boss behind thought leadership marketing and raise your organization’s investment in it, you need to be crystal clear about its value in dollars and cents. But after that, it helps to point to the other concrete, “I-want-them-too” benefits. There are seven.
02/04/2011
Sometimes, Yes. I explained in a post in October that nonetheless, we haven’t found a better term for it. Since then I’ve had time to observe some occasions when it’s legitimately applied and others when it isn’t. And I think there are some useful lessons to be learned.
01/31/2011
  In a previous post, I laid out four stages that professional services and other B2B firms go through in becoming thought leaders (Stone Age, Medieval, Industrial and Post-Industrial). Each stage reflects varying levels of sophistication in the way a firm develops and markets its expertise....
01/25/2011
As I’m sure you’ve noticed, we’ve entered the era of “content marketing.” Content marketing budgets are going up; companies are falling over themselves to hire journalists to write stuff for them; and so on. But while everyone is rushing to produce content, do they know which content matters?
01/21/2011
Callling a mediocre piece of content "thought leadership" is presumptious. Calling a zebra a striped horse doesn’t make it a horse. 
01/18/2011
The publication last month of the book Content Rules has again highlighted the growing importance of content marketing. But how far can content yet go in displacing traditional advertising?
01/14/2011
At the Bloom Group we are serious about helping people produce quality content, and we have a rigorous set of criteria by which we evaluate both ours and others'. But there is another critical component to creating great content that we rarely ever talk about, and that’s fervor, or passion.
01/13/2011
  From 23 years of helping companies become recognized as experts in their domains, I have found their ability to do so has varied greatly.  And it wasn’t because of their gray matter -- the expertise they could bring to bear on their clients’ problems.  Most of these firms had people who were...
01/08/2011
Most B2B blogs aren’t read by decision makers and don’t drive business. This was brought home to me last week when a friend at a law firm told me they don’t do social media marketing because the blogosphere is an ocean of bad content and “even the name blog suggests a fat, unwieldy, ugly thing that...
12/23/2010
OK, there are 12, but bear with me. I have grown weary of blog post titles with numbers in. I had hoped this was a fad that would pass. However, since it hasn’t, I decided find out what is going on.
12/10/2010
Producing more and better content is now the single biggest issue for professional services firms and many other B2B companies too. There are several things companies can do to relieve the pressure for more and better content and different things will suit different firms. But more focus would...
11/22/2010
  Several consulting firms recently have asked for our opinion of their management journals.  All of them are well-written, graphically appealing, and chock full of articles. But beyond that, they all fall quite short today because the very model on which they are based is obsolete.  They are akin...
11/19/2010
More and more companies outside of management consulting and IT are undertaking thought leadership marketing. And progressively more of them are building topic microsites. Perhaps Neil Rackham has put his finger on why.
11/09/2010
Lots, if it’s much like most of them. Many of them leave me wondering how they help the firms that produce them. Let me take one of the best as an example.
11/05/2010
Companies with savvy marketers spend lots of time determining how to market a piece of compelling “thought leadership” content, especially one based on deep primary research. What blog posts can we create, and what bloggers should we contact? What about a webinar series? What opinion articles can...
10/29/2010
Nice to see we’re not the only ones who complain about indecipherable business communications. Check out this Oct. 29 column by New York Times media critic David Carr about a CEO’s internal memo at magazine magnate Conde Nast (Vogue, The New Yorker, Vanity Fair, etc.).  Looks as though employees...
10/27/2010
I talked last week with a friend at a consulting firm about the challenges of extracting thought leadership material from a firm’s professionals, and how the process often degenerates into a long series of rewrites. This is actually very common, and I thought it might be helpful to explain how and...
10/20/2010
There are so many survey reports being published at this time on content and thought leadership marketing that I feel slightly less bad we haven't done one for a few months. Between them they show all kinds of insights and raise all kinds of questions. 
10/13/2010
Eccolo media has just published their excellent third consecutive annual report on B2B technology collateral – the results of a survey into how B2B tech buyers consume vendors’ content as they go through technology purchasing decisions. The Eccolo folks have drawn a number of conclusions that...
10/02/2010
 I sometimes wish that Thought Leadership were called something else. First the phrase smacks of business jargon, and second, I don’t like having to explain it to half the people who ask us what we do. Third, it’s 's easy to poke fun at. But it is useful, and it is valid.
09/13/2010
Thought leadership programs serve one master in most B2B firms: Marketing.  Marketing generates content (commissioning studies, writing white papers, and so on).  Marketing packages and distributes that content (producing academic-looking publications, seminars and webinars, educational PR...
09/03/2010
We continually look for signs that thought leadership marketing is gaining adherents outside of professional services.  The most recent nugget we’ve seen is one from Borrell Associates, a decade-old company you probably haven’t heard of unless you’re in the newspaper business. (They are a research...
08/23/2010
Developing fewer but more substantive points of view (sometimes even just one) is much more likely to make the phone ring than letting a hundred points of light shine in your firm. That’s for sure. But when you place your bets on fewer but deeper points of view, you will soon need someone who’s...
07/30/2010
In an article we published in June we explained why we think that topic microsites will supersede white papers for B2B marketing (see here). Here, I’ll go into a little more detail and explain why articles alone aren’t enough and why they need to congregate around an overarching point of view.
07/27/2010
The third success factor in thought leadership marketing is rare – the ability to invest  content development and marketing resources in fewer points of view rather than more. Many fewer, in fact.
07/16/2010
In the last post I listed some of the elements that can feature on a topic microsite including blogs, animated graphics and videos. And I showed how some existing microsites vary widely in the components they include. In this post, I'll explain which elements are essential.
07/10/2010
We expect that in B2B marketing, white papers are going to be replaced by topic microsites. It won’t happen overnight, but there are so many advantages, both to the reader and to the authors, that it will happen eventually. Among emerging microsites, each comprises a different assemblage of...
07/01/2010
Topic microsites will ultimately eclipse white papers and other downloadable media as the primary channel for point-of-view dissemination. One thing you can do with a web page that you can’t do with a pdf is incorporate enlargeable, animated and interactive graphics.
06/30/2010
I was at MIT the other day listening to the CEO of a small technology company discussing his company's security product when a member of the audience asked him about "cloud governance" and I saw the CEO's head explode.
06/26/2010
Great marketing produces an abundance of leads and widespread awareness. But great marketing generates two other things that are even more important: the discretion to work only with clients who share your vision and values, and the dignity of knowing you can stick to your principles. 
06/22/2010
We recently pondered the hazards of plagiarism after someone took some of our material for their own blog. Now I think I have a much better understanding of why it’s bad for everyone, especially the reader. And I’d like to share my conclusions.
06/18/2010
  In my last post, I laid out the first factor behind companies that excel at thought leadership marketing: a big appetite for differentiating their product/service offering on the basis of possessing truly unique expertise. These companies don’t want to compete on price -- whether they are an IT...
06/08/2010
In my last post, I cited five factors that determine how proficient a company will be at thought leadership marketing. Let’s look at the first factor: a big appetite for the type of differentation that a market-recognized thought leader possesses.
06/03/2010
The number one barrier to firms doing more social media marketing is not being confident they can generate the content. There are several answers to this, but the best one is reflection, that is, extracting meaning from client work.
06/01/2010
Once upon a time I had a boss who would always end his memos announcing some new Draconian policy with the phrase: "Thank you for your mandatory cooperation."
05/27/2010
It’s great to see so many companies today that want to be recognized as “thought leaders” on the business problems their services and products address. But what these companies often don’t recognize is what it takes to be seen by the market as a thought leader. I see five factors that are key.
05/21/2010
It is a truth universally acknowledged that corporate writing--from white papers to one-sheets and everything in between--stinks. Say "white paper" to 99 out of 100 executives and first you'll hear a snicker, and then something along the lines of "I never read that [insert expletive]." Why is this...
05/20/2010
It's lovely to be able to refer to "my agent." Just saying "my agent" gives you the feeling that you're special, that you've got an edge, that you're not alone in the world.  I've always enjoyed it immensely.  It's sort of like referring to "my guardian angel," only your agent is flesh and blood...
05/20/2010
Most companies doing B2B content marketing are using the internet and digital technology to automate the old process of publishing and distributing white papers (or articles, or newsletters.) But the technology actually lets you do much, much more than that, and very few companies are yet taking...
05/18/2010
Let's say an editor likes your proposal. She's prepared to try to convince her boss that this is a project worth investing in to the tune of X dollars--your advance.
05/13/2010
I have seen several posts and tweets lately on how the term “Thought Leadership” is overused, hollow, and should be abandoned.  Some of them are pretty funny, and I have followed some tweeters because I enjoyed their barbs – despite the fact that they’re lampooning the phrase (and concept) I use to...
05/12/2010
It’s no secret that the book publishing business is in big trouble. Book sales only grew 1.6 percent from 2002 to 2008, according to Ken Auletta in “Publish or Perish” in the April 26 New Yorker. That’s not good. In fact, it stinks. For writers, that means, among other things, that advances will be...
05/12/2010
I was delighted to hear last week that Harvard Business School selected long-time HBS Professor Nitin Nohria as their next dean.  (Here's the news on that from Harvard Magazine.) I caught of glimpse of Nitin’s intellect and working style 15 years ago in my days at the Cambridge, Mass., consulting...
05/07/2010
In the preceding five parts of this series I’ve talked about how it is much better to have thought leadership material posted on a site, with an audience that returns for periodic updates, than it is to produce one-off white papers. The logical conclusion of this is that the site should morph into...
05/06/2010
  I keep hearing people say that developing great content for thought leadership marketing campaigns requires instituting a publishing process, populated with reporters willing to become “corporate journalists.”   I say that’s partly right and mostly wrong.
05/06/2010
The most important thing to know about a book proposal is that it's not actually a proposal and it doesn't really have much to do with books. In the publishing world, the term "book proposal" is simply a traditional nom d'art. What a book proposal really is is a business plan one creates to entice...
05/05/2010
After you generate Internet chatter about your white paper, your next set of marketing tactics must be much different than those many companies are used to. The way we sum it up is to stop the selling before it even begins and to start the online engagement.
05/04/2010
Well, why shouldn't you write a book? Thousands do. According to Bowker (a publishing industry consultancy) there were close to 9,000 new titles published in 2008 in the business sector alone. So you may be asking yourself, to paraphrase the Cowardly Lion in "The Wizard of Oz," "Whatta those...
04/30/2010
It’s amazing just how ingrained old techniques and old ways of thinking can be.  Especially mine (as my kids often remind me).  But the reason old habits are ingrained is that they work – at least for a long time. Then they begin working less well.  And at some point they don’t work. 
04/30/2010
Increasingly, the online editors of the leading business publications are opening up their digital editions’ editorial space to outsiders—for free. As a result, many more top-notch publications that are highly read by your customers will take your content in their online editions. 
04/28/2010
Before the era of blogs and Twitter, thought leaders had few opportunities to get opinion leaders to endorse their ideas. Not today. The explosion in business pundits offering recommendations in their blogs and tweets has considerably increased the supply of key influencers and their need for...
04/21/2010
Before the emergence of social networking sites, word of mouth marketing was logistically difficult; managers are not likely to email a link to or a PDF of an article to a large number of people, especially those they don’t know. With today’s social networking tools, this is no longer the case.
04/16/2010
We just published an article on the six new rules of thought leadership marketing, about how it has changed, especially with the advent of social media. The article is not about the technology – it’s primarily about how behaviors and expectations have changed, and the changes are substantial.
04/09/2010
Both we and a number of other marketing people advocate not putting a gate – such as requiring contact details – on content that’s intended to show off a firm’s expertise. If you want people to read your stuff , you should make it easy to access without strings attached. So does that mean you...
04/08/2010
For more than 20 years, I’ve seen consultants and other advice-sellers use an array of techniques to try to come up with a big new idea to take to market. Some of these spawned enough business leads to more than warrant the investment in time and money. I’ll list these, from least to most...
04/02/2010
Over the next decade, I see professional firms continuing to get serious about building strong capabilities in thought leadership marketing – hiring talented ghostwriters, event marketers, social media whizzes and others who can package and market their professionals’ ideas. But this won’t be...
03/26/2010
Anyone looking for a "thought leadership marketing" or "thought leadership R&D" job needs to say the right things on his or her LinkedIn profile.  Why?  Because that's where the recruiters are looking, according to an article in the latest issue of Fortune magazine.
03/22/2010
We all know what happened in the 1980s when the Japanese began exporting cars to the U.S. with fewer defects than those made in Detroit. Toyota, Honda and Nissan began stealing market share from Ford, GM and Chrysler. For 30 years now, the U.S.-based automakers have been forced to boost quality. ...
03/22/2010
An objection I have heard more than once recently is that social media is so full of trash that it’s not a good place for B2B companies to be. For instance, 91% of Twitter traffic is either babble, conversational, spam or self-promotional, and only the remaining 9% is of any serious interest.   So...
03/17/2010
The multitude of market discussion on social media and thought leadership seems to center on how effectively blogs, Twitter, social networking sites and other online tools can propel ideas into the mainstream. But there is a certain downside of social media for professional firms: Social media...
03/11/2010
 Several newspaper and magazine columnists have been chiding President Obama for lacking a “narrative.”  New York Times op-ed pundit Frank Rich vented this on Sunday in his column, which you can read here. (It's insightful reading no matter what your political persuasion.)  
03/09/2010
Developing a compelling, research-based point of view on any topic can take many months. Marketing that POV can take many more months. So what do you do when the phone isn't ringing or email box pinging with inquiries?
03/05/2010
While the practice of marketing is fundamentally changing because of the Internet, some practices will never change y. One of them is the need for a compelling reason, clearly communicated. If you don’t have a point of view that is new and substantiated with examples, you can tweet about it all you...
03/04/2010
This is a question posted by Ian Mavorah in the LinkedIn Marketing Executives Group a week ago  which has generated a lively discussion. There are plenty of people who think that social media are making us anti-social. I don't. Here's why.
02/09/2010
Gartner has just announced the publication of a report which defines Thought Leadership Marketing as “The giving—for free or at a nominal charge—of information or advice that a client will value so as to create awareness of the outcome that a company’s product or service can deliver, in order to...
12/11/2009
There is a lot of advice on how to write white papers, but it rarely addresses the creation of the core idea, which is generally presumed to exist. But advice like “Break up the gray space with diagrams” isn’t going to help much if the recommendations are unconvincing, or have already been made...
11/06/2009
Herman Miller, the office furniture manufacturer, publishes lots of thought leadership on its site about ergonomics and workplace productivity. So do its competitors. But they seem to have missed the point.
10/29/2009
I just received a newsletter from ZDNet which has links to 2 white papers; one about Business Intelligence in Financial Services and the other about Business Technical Support. Between them they illustrate well what differentiates good white papers—the minority—from the rest.
06/26/2009
Here at Bloom Group, we have a particular view that a white paper, if it’s to get traction in the marketplace, should conform to the usual standards of quality business writing; that is, it should address a complex problem or opportunity relevant to its target audience, it should be informative and...
05/05/2009
We have been looking at the use of ‘thought leadership” marketing outside of professional services We’re increasingly seeing those companies use quality content, instead of or as well as traditional advertising, to attract customers.
05/01/2009
Chris Koch of ITSMA makes the point in a post here that if we are selling complex offerings to highly educated people who expect a degreee of intellectual rigor in their reading materials, that's not a formula for brevity. 
04/29/2009
A new study by MetLife on the evolving American Dream is treading where few have gone before - taking Thought Leadership Marketing into B2C.
11/26/2008
Is your firm sufficiently focused? Many firms, large and small alike, are spread far too thinly. Investments in service delivery and marketing/ sales are made across too many service offerings and industries to build superior expertise and effective marketing programs in any one of them. But if...