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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...
10/04/2016
No doubt you’ve seen the phenomenon of the runaway white paper. They take months to finish, ignite angry debates over big and little points, and provoke immense frustration among everyone involved. Oh, and sometimes these papers never even see the light of day. A white paper can deliver a weighty...
02/09/2016
So your firm has decided it needs thought leadership marketing, or better thought leadership marketing. You’ve started to look for the right expertise, both internally and externally. How do you pick the best content talent to help your firm’s ideas become famous? You should examine a candidate’s...
09/24/2015
For years, companies have launched thought leadership marketing programs without an overall plan guiding their content initiatives. In fact, less than a quarter of companies doing content marketing have a “highly structured content strategy with a formal plan," according to a 2014 poll of 519...
12/29/2014
By Bob Buday “Progress is impossible without change,” wrote George Bernard Shaw, “and those who cannot change their minds cannot change anything.” So with the goal of seeing change that will lead to bigger management ideas and better ways for executives to learn from them, here are five changes we’...
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 “...
05/26/2014
Whenever the Bloom Group is approached by an individual or a professional services firm that wants to establish its thought leadership credentials, or give them a boost, the first thing we’re asked is, Can you get us published in Harvard Business Review?    HBR is inarguably the most prestigious...

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