Bloom Group's blog

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...
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...
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...
06/03/2016
  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...
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...
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...
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
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...
01/28/2016
  The term content marketing is having a buzzy moment that reminds me of the height of the SEO craze. Search for “content marketing” on LinkedIn and you will find companies desperate to hire content marketing professionals – lots of them. However, many businesses don’t even understand what content...
12/23/2015
  For consulting firms and other B2B companies, self-publishing has a place. Articles by a firm’s thought leaders on the company website can serve as a portfolio of subject matter expertise for current and potential clients. Self-publishing also helps establish articles with SEO power around...
11/05/2015
What separates winners from losers in the race among consulting firms to establish thought leadership? The Association of Management Consulting Firms (AMCF), The Bloom Group, and Rattleback explored that question in an April 2015 survey of consulting firm executives and their clients on thought...
10/26/2015
Content death by committee poses a real danger, and a dilemma for people managing thought leadership at consulting firms. An article that begins with one partner can end up with five partners involved, and in the process the article’s authority and voice vanishes, noted one manager at a recent...
09/10/2015
You may dislike the term "personal branding," perhaps because some people have taken it to extreme levels. But branding yourself is not optional. Any business professional needs an online presence and a professional identity. Colleagues, customers, and potential employers look you up, every day. On...
08/11/2015
A recent article I edited drew this comment repeatedly from a copy editor: "colloquial." I resisted changing the words in question and mentioned it to a colleague. This got us talking: Why have so many people decided colloquial in business writing is bad? To clarify, I don't mean colloquial terms...
07/07/2015
The Bloom Group, working with the Association of Management Consulting Firms (AMCF), Rattleback and Research Now, surveyed 692 buyers of consulting services to uncover the current realities of thought leadership marketing. Here are some highlights. 1.    The #1 way to establish your consulting or...
06/04/2015
When I read a contributed article, a company mission statement on a website, or an email subject line, I sometimes picture people arguing around a table. I can tell they’re arguing because the prose that has emerged is garbled. It’s garbled because the tribes inside the company – IT, finance,...
05/11/2015
  In the early days of my career in tech journalism, back in the nineties, reporters and editors received a steady stream of pitches from public relations pros touting expert sources we could interview. These pitches rarely worked. There were too many of them, and they were usually just excuses to...