David Rosenbaum's blog

07/17/2017
My last blog gave you three rules for writing better blogs. Now, I’ve got three more rules for how to structure them.      Rule 1. Write about One Idea I’m sure you have a lot to say about your business or your product or your life. Everyone does. But a piece of writing that’s between 500 and 1,...
07/14/2017
Everyone is telling you to write blogs, but no one is ever telling you how. Today let’s focus on making yours better.     Why Blogs? First, why blogs? People say blogs are the best and cheapest way to get your business out there, to be seen on Facebook, LinkedIn, and Twitter, linked to your...
06/12/2017
In the thought leadership content game, we are awash in a sea of superlatives. All projects are highly successful, and most are profoundly transformational. Experts are deeply experienced, and company employees are greatly empowered by extraordinary change management programs. These superlatives...
05/31/2017
Why do journalists call an article’s opening paragraphs – which in a news story ideally contains the five W's (who, what, where, when, and why), and in a thought leadership article should convey at least the what and the why – the lede? Anecdotally, lede was misspelled intentionally by newspaper...
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...
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...
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...
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...
06/01/2016
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...
05/02/2016
                    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...
04/19/2016
I think it’s fair to say that this season’s presidential contest has become historically unpleasant and weird, or weirdly unpleasant. While the intensity of the weirdness, and unpleasantness, may have surprised some, the fact that politics is rough surprises no one. Most people consider politics...
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...
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...
12/23/2015
Writing is my business. I write almost every day, and practice, they say, makes perfect. I’m far from perfect, but I’d like to think I’m better than the average bear. So in the holiday spirit, I offer five simple rules I follow in hope they’ll help you write better. 1. Avoid adverbs Communicating...
09/28/2015
The August 2015 Gartner Hype Cycle for Emerging Technologies placed “advanced analytics with self-service delivery” at the very crest of the “Peak of Inflated Expectations.” Of course, you know what comes next: the dreaded “Trough of Disillusionment.” It’s been a long slog to the top for analytics...
08/19/2015
As has been well documented (and repeated ad infinitum), we are in the midst of a thought leadership, content marketing explosion. Also well-documented are the characteristics of this explosion and if you’ve somehow dodged the shrapnel, you can read all about its magnitude here, the trends here,...
07/24/2015
A recent study conducted by my colleague Bob Buday with the AMCF and Research Now discovered something most content directors and CMOs probably intuited: Bad thought leadership content lowers the reader’s opinion of the firm that publishes it. That is, it makes potential clients disappear. That’s...
06/16/2015
Quite some time ago, I wrote a blog for the Bloom Group entitled “So You Want to Write a Book.” In that blog I sketched out the benefits to thought leaders (or people who wanted to be thought of as thought leaders) of having a book to one’s name, and then proceeded to go into the mechanics of how...
05/05/2015
A recent article on Forbes.com, with the SEO- and listicle-friendly (albeit long-winded) headline, “The Three Big Mistakes Professionals Make Attempting to Become Thought Leaders,” here, is a not-very-novel enumeration of three obvious thought leadership bloopers; to wit, creating content that’s...
03/23/2015
You’re the CMO or editorial director of a professional services firm and you’re looking at the illustration Bob, your designer, has produced for a thought leadership article. You’re unhappy. The illustration just isn’t telling the story. You wonder, “Has Bob even read the article?” Stop wondering....

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