Article - Thought Leadership Content Development

03/07/2017
An interview with Steve Cokkinias, VP Marketing and Sales, FMG Leading FMG Leading is a human capital strategy consulting firm. In early 2016 FMG leading realized that its sales-led strategy was not helping the firm grow as fast as it wanted, and it needed to make a change. A year later, FMG...
10/20/2014
By Tim Parker Surveys have an important role to play in thought leadership marketing. If they answer questions your clients are pondering in a field in which you have expertise and provide services, they create interest, credibility and leads. Also, if the results are novel and believable,...
09/09/2014
By David Rosenbaum I. The Problem According to a 2013 study of 50 consulting firms conducted by the Bloom Group and the Association of Management Consulting Firms (AMCF), 53 percent of online thought leadership content published in 2012 by leading firms (defined as those whose articles received on...
08/29/2014
By Tim Parker One of the most common problems the Bloom Group sees with drafts of thought leadership material is that they aren't properly structured. In many instances, 80 percent of the article is about a problem, followed by a few throwaway lines about a solution. In some cases, the article’s...
08/15/2014
By David Rosenbaum According to a 2013 survey of 50 consulting firms conducted by the Bloom Group and the Association of Management Consulting Firms, more than half (57 percent) of the consultants in these firms are “less than enthusiastic about working with ghostwriters,” and only nine percent “...
04/30/2009
By Tim Parker Having an online presence is increasingly important for professional services firms and other B2B marketers.  For most businesses, it has become essential. As a result, many professional firms have spent heavily in upgrading their websites.  But that is not nearly enough today.  The...
11/26/2008
By Bob Buday The siren song of becoming a best-selling author is strong for many advice-givers. The prospect of having one’s ideas consumed by thousands or millions of people can be difficult to resist. However, despite good intentions, many professional services firms severely underestimate what...
11/26/2008
Too many professional services firms unintentionally erode their sizable sales and marketing investments with poor writing. Poor writing makes a firms’ products—the expertise of their professionals—appear inferior. In this article, the authors explain how bad writing happens, and how to ensure it...
11/26/2008
By Susan Buddenbaum, Bernie Thiel and Robert Buday What if a venture capital firm funded entrepreneurs on a first-come, first-served basis with no questions asked? People with ideas from wacky to wonderful would get into business—more of them wacky, no doubt, given the high failure rate for new...
11/26/2008
By Bob Buday and Tim Parker Nearly every professional services firm today recognizes the market power of “thought leadership”—the ability to demonstrate differentiated and superior expertise on an issue. By publishing articles and research reports, delivering conference presentations and authoring...

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