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Content Development Articles

Thought Leadership Rewired: How Consulting Firms are Using Social Media to Market Their Ideas Should consulting firms make social media a key piece of the thought leadership marketing mix? And, if so, what do firms need to do so that social media marketing can be effective? To shed light on these questions, The Bloom Group, BlissPR and the Association of Management Consulting Firms (AMCF) conducted an extensive survey on social media and other thought leadership marketing practices of North American consulting firms. Link: view	Developing Compelling Content This is the first of a three-part series on the staple of every thought leadership marketing campaign: the white paper. Most white papers are ignored or forgotten soon after they are published. But a few connect with executives and open doors. Those that make an impression are not distinguished by their presentation or marketing; they have a compelling point of view. In this article we explain how to develop content that will make an impact. Link: view
How Booz & Company Develops and Markets Consulting Concepts Thomas A. Stewart and Art Kleiner direct thought leadership development and marketing at Booz & Company. The Bloom Group interviewed Stewart and Kleiner to explore how they manage the tasks of developing, codifying and marketing the intellectual capital of Booz consultants. Link: view	Identity and Expertise: Twin Engines to Power You through the Downturn Buyers of professional services want to know if a firm can solve a problem better than anyone else, and whether it will be compatible with them and their organization. Professional firms often struggle with these questions; here's how to address the issues together. Link: view
Content Discontent: Turning Around a Thought Leadership Program Many professional firms are unhappy with thought leadership marketing programs that aren’t delivering many good leads. In this article we explain the three most common reasons for a failing thought leadership marketing program, and how to overcome them. Link: view	Making the Most of Your Firm's Publications: A Portfolio Approach to Intellectual Capital Development How can professional services firms ensure that their white papers, articles, website content, research reports, books and email newsletters generate substantial interest in the firm. This article explains how marketing organization holds the key. Link: view
Case Study Research: The Overlooked But Indispensable Tool in Attaining Thought Leadership Nearly every professional services firm today recognizes the market power of “thought leadership”—the ability to demonstrate differentiated and superior expertise on an issue. This article explains the pivotal role of case study research in developing a compelling point of view. Link: view	Survey Says: Strong Intellectual Capital Is The Key to Effective Professional Services Marketing U.S. professional services firms said having strong intellectual capital (IC) was the most important ingredient of effective marketing—more important than having a compelling brand, big marketing budget, a sound marketing strategy or capable sales force, according to a recent survey conducted by The Bloom Group. Link: view
Competing on Thought Leadership: The Seven Hallmarks of Compelling Intellectual Capital Professional services firms, recognizing the power of seminal ideas that create order out of chaotic issues, are flooding the marketplace with their insights. This article explains how to make sure that those insights are good enough to capture the attention of prospects. Link: view	Creating Economies of Content: The Power of a Point of View To get clients to respond to their marketing campaigns, professional services firms must demonstrate deep and novel insights on business issues--a business point of view. Such insights capture client attention by making high-stakes, confusing issues coherent. And they lower the risk of choosing the wrong advisor. Link: view
A Brief History of Thought Leadership Marketing Where did thought leadership marketing start, what's driving it and why does it continue to grow? In this article, Bob Buday describes how thought leadership marketing has evolved over the past 40 years, and how we got to where we are today. Link: view