Thought Leadership Content Development

Thought leadership marketing has long been important to companies for which expertise is a significant part of their offering. While it began in the professional services sector, in the 1990's the practice spread to the IT industry and since then has increasingly been adopted in other B2B sectors. 

But to be effective, this material must be good. To get clients to respond to their marketing campaigns, firms must demonstrate deep and novel insights on business issues. Such insights capture client attention by making high-stakes, confusing issues coherent, and lowering the risk of them choosing the wrong firm.

From this page, you can access many articles, interviews, and research reports we’ve written on how to produce great thought leadership content. If you’d like us to help you create yours, you can get the ball rolling here. 

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Recent Blog Posts on Thought Leadership Content Development

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.
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 ties these things together.
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 to analyze the findings. Here are four character traits lead to mediocre ideas. 
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. 
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.

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Articles on Thought Leadership Content Development

A good white paper outline or template willsave you multiple calls, rejected drafts, endless rewrites and unhappy subject matter experts.
Getting the structure of a white paper or other thought leadership piece right requires a white paper outline template. Here is ours in seven parts.
You'd think consultants would embrace ghostwriters. Ghostwriters can help them to publish more often in less time with less effort. And internal marketers who know thought leadership builds business are all for it. But many consultants are averse to using ghosts. Why? We asked several, and we also asked for their ideas on how to fix the sometimes dysfunctional ghost-client relationship.
Managers are always looking for answers to their most pressing problems. In this article, we explain how to write a white paper that will attract and engage an executive audience.
Having an online presence is increasingly important for professional services firms and other B2B marketers. For most businesses, it has become essential. But ranking high in search engine results is increasingly important too. This article explains how to get higher rankings with quality content. 

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