February 1st, 2016
The Bloom Group helps B2B and professional services firms win recognition as experts on how to solve marketplace issues across a wide range of industries. We help clients develop effective TL strategies, create exceptional content, get published in top-tier journals, and present at prestigious conferences. Our clients turn their expertise into recognition and revenue.

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Blog Posts

Both content marketing and thought leadership marketing have grown massively in popularity in recent years. But confusion about how to distinguish one from the other sometimes makes it difficult to decide how and where to apply each. Bloom Group partner Tim Parker explains the differences and similarities.

It's important clients understand what we mean when we say "content marketing." And if you manage or shape content, your colleagues need to understand too. Some companies are packing unrealistic expectations for their trip to content bliss. Marketing matters greatly, but so do content planning and development.


Three-quarters of companies that engage in content marketing do so without a plan -- not knowing exactly what content they should create, for whom, or how to deliver it. But for thought leadership marketing to be effective, marketers must know how they will address three looming problems before they start. Otherwise, top management won't stay the course and all the hard work will not pay off.