Content Trend Watch: Building Authority Through Primary Research
You may recall that a few months ago on the Content Marketing Podcast, I interviewed Tony Wright of Wright IMC about his team’s initiative to create the white paper Should Your Brand Take a Stand? (Give it a listen here if you missed it.)
What impressed me most about Wright IMC’s white paper is that they did all the research themselves, actually going out (virtually, via Google Consumer Surveys) and asking consumers what they thought about brands who decided to take a stand on hot-button issues. As Tony mentioned in the interview, conducting your own primary research can place your brand at a whole new level in terms of influence.
Recently the folks at Software Advice’s B2B Marketing Mentor Blog echoed those sentiments in their post “Primary Research Reports That Build Brand Authority: 4 Great Examples.” As post author Janna Finch puts it,
Offering your audience new and valuable findings, rather than recycling old information, helps position your company as a leader in your industry. This elevates the authority of your brand and distinguishes you from the competition.
The post goes on to examine four brands in the digital marketing realm that have made the leap from “publisher” to “industry research hub,” with some impressive results:
1. “B2B Content Marketing 2014 Benchmarks, Budgets and Trends” by Content Marketing Institute and MarketingProfs
- Linked to from 129 different domains
- 26,000 SlideShare views
- Blog post promoting the report received over 1,000 tweets, 499 LinkedIn shares and 199 Facebook shares
- Data from the report cited in an article published on Forbes
2. “2013 Search Engine Ranking Factors Survey” by Moz
- Linked to 693 times from 199 different domains
- 770 Facebook “likes”
- 401 LinkedIn shares
- Over 2,000 Google +1s
3. “2013 Digital Marketing Optimization Survey Results” by Adobe
According to a LinkedIn case study, after viewing the report, marketing decision makers are “50 percent more likely to agree that Adobe is shaping the future of digital marketing.”
4. “2013 Email Marketing Metrics Benchmark Study” by Silverpop
- Linked to 206 times from 48 different domains
- Related blog post has over 50 shares
Read Software Advice’s full post to get more details about these successful research projects, then start thinking about opportunities for your own research project:
- What research would help guide your clients’ or prospects’ future decisions?
- What questions do they most want to have answered?
- What are the biggest questions popping up in industry publications, forums, and conference presentations?
Once you have an idea for a research project of your own, get it on the schedule so you can start talking budgets and timelines. It’s probably more doable than you think.
Has your team undertaken a primary research project to boost your influence? Tell us about it in the Comments — we’d love to hear from you!
About the Author
A self-described geek who can recite entire episodes of South Park by heart, Rachel Parker has had a passion for content ever since she was old enough to hold a crayon (purple, please).
As Founder and CEO of Resonance, Rachel helps businesses publish content that connects with their audience … and converts those followers into customers. She’s also the host of the Content Marketing Podcast and a sought-after speaker, having presented to many major business and marketing organizations. Contact Rachel about speaking to your group or business.
See you again next week!
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