May 18, 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 thought leadership strategies, create exceptional content, get published in top-tier journals, write books, and present at prestigious conferences. Our clients turn their expertise into recognition and revenue.

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Blog Posts

If your thought leadership marketing makes the phones ring, it's helping the sales team, right? It's doing its job. The remaining work is reputation building, for the marketing team to tackle, yes? Actually, no. Bloom Group's Tim Parker explores four ways companies are using thought leadership content to support selling beyond simple lead generation. 

The best B2B content, whether self-published or published in top-tier business publications, taps into reader pains. The smartest thought leaders deliver novel prescriptions to soothe those pains, and win the attention of their customers, potential customers, and peers. Bloom Group's Laurie McLaughlin explains how to start with pain and end with success.

How To Say No (Nicely) To Bad Ideas
Bad thought leadership content lowers the reader's opinion of the firm that publishes it. That is, low-quality content can make potential clients disappear. So if you manage content at a B2B firm, you must kill the weak story ideas. But how do you politely, yet effectively, tell a subject matter expert that his story idea won't work? This involves a political minefield at many firms. Bloom Group's David Rosenbaum shares five strategies.