What We Do:
For a thought leadership marketing campaign to be effective, there are several things a company should be clear about, such as which topics will help win them the most attention in the market. That’s neither thought leadership content development, nor marketing. That’s thought leadership strategy. Bloom Group has been helping clients define their thought leadership strategies since 1998.
How We Can Help You:
Topic areas – The first step in defining a thought leadership program is deciding which topics your company should own. Your choices will depend on your business strategy, the services you offer, which of your professionals have valuable insights, and what the market wants and needs. Here is an example of how we helped a client pursue a more focused topic strategy and improve its market position.
Development approach – Should you develop content based on your professionals’ field experience or on original research? If field experience, will you let them propose topics or will you approach them with ones you know are hot in the market. If research, will you do it yourself, partner, or subcontract? We can help you find the right answers for your organization.
Marketing strategy – Which are the best channels for disseminating thought leadership content? There are many to choose from, including your own website, third-party journals, books, conferences, and webinars. And what are the best media? How can you enrich your website content with video and interactive infographics? We have the data and experience to help you match your objectives and content to the right channels and media strategies. Here is an example of how we helped a client create content and leverage it across multiple channels.
There are many ways you can promote thought leadership content too, including LinkedIn, Twitter, pay-per-click advertising, and email newsletters. The right combination is different for every company; we can help you find what’s right for yours.
Quality standards – How good must your content be? If you want to command respect in the marketplace it will have to be good. If you plan to publish in leading third-party journals it will have to be better. We can help you make sure it is, and intervene early in the process if it isn’t.
Contact Us If you would like to speak with us about how we can help you create or refine your thought leadership marketing strategy, here’s how to get the ball rolling.