Content Trend Watch: Building Authority Through Primary Research

Nov 2013

AFKoIETFGVYou 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!

Win a Copy of Gary Vaynerchuk’s Latest

szlfkelTWe’re giving away 20 copies of Jab, Jab, Jab, Right Hook: How to Tell Your Story in a Noisy Social World, the latest publication from social media guru Gary Vaynerchuk.

Check out our podcast interview with Gary and enter to win your own copy of Jab, Jab, Jab, Right Hook!


About the Author

Rachel has answerA 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. Member BizSugar KredFeatured Author on Business 2 Community

See you again next week!

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    We were experiencing a lack of internal resources to consistently maintain the Ustream blog. So we turned to Resonance Content Marketing to write blog posts on current industry topics while maintaining a consistent tone with the brand. The result is increased website traffic, new lead generation from gated assets on blog, and better educated/qualified leads. And I now have more time to spend on marketing strategy with the confidence that the content we push out is extremely well written and engaging.

    Rachel is an amazing writer and has really managed to create engaging and relevant blog material on topics that aren’t always super interesting. On many occasions, she has been able to quickly turn around one-off requests and the results are always top-notch. She has also helped guide our content strategy based on her expertise in content marketing, which has been a huge asset to our team.

  • One of the best “vendor” relationships I’ve ever had.

    My company had little or no time to spend on social media. Our needs were to ensure a steady stream of posts across three platforms (Facebook, LinkedIn and Twitter) by harvesting and re-purposing content from our own site and news streams. So I contacted Rachel Parker of Resonance Content Marketing.

    The result was two-fold. Not only did our ranks of followers grew steadily, the steady drip, drip, drip of content helped us train our personnel and direct their own individual social media efforts.

    Rachel and her team are extremely organized and open to discussion and new ideas. They deliver a rapid response to new opportunities — and an overall feeling of being on the same team. One of the best “vendor” relationships I’ve ever had.

  • Added 5 figures to my business in less than 4 weeks

    Rachel took the overwhelm and stress out of writing content for my marketing campaign! When I approached Rachel, I was really concerned that I wouldn’t have the time to focus on writing copy for a lengthy marketing campaign that included sales pages, solo emails, newsletters and social media updates. Well, let’s just say I’m glad I hired Rachel because I couldn’t have done it without her support and expertise. I loved how she used my voice and words to craft content that helped me reach and attract my ideal client. As a result of working with Rachel, I added 5 figures to my business in less than 4 weeks, hundreds of new social media followers and exceeded my sales and list building goals! You know your marketing copy is working when you hear someone say, “I see you everywhere”. Thank you Rachel for helping me not only get seen by my ideal clients but get paid!

  • Professionalism and Sincere Desire to Help

    I just didn’t seem to be able to find the time or the right words to explain what I offer and how my company helps people accomplish their goals. Rachel was able to ask me some questions, do some research and capture my voice while writing my website copy exactly as I needed it to be written.  Now, the copy on my website is much more professional than what I would have created and having this task handled by Rachel and Resonance freed up my time to complete other tasks I am better suited to do.

    It was a joy to work with Rachel. Her professionalism and sincere desire to help was apparent from the first communication until the final delivery. I will definitely use Resonance again and highly recommend their services.

  • Event Sold Out Two Years In A Row!

    Rachel worked with me on creating a content marketing calendar and content for the Big Social Media Summit (Big SMS) three years in a row. She is very organized and knows just the right amount of posts on social, email newsletters and content to send.  Her content marketing efforts helping us sell out our event three years in a row!  I am expecting the same for October 2014.

    Rachel was hired to write content for our email newsletter and content for our social platforms. In addition, she had a budget to do advertising on social media. She participated in the event live and after the fact to assure buzz was created before, during and after the event. As a result, our event sold out.

    When I work with Rachel, I have total peace of mind.  I know that she is on target, on time, reliable and delivers over and above the results I expect.

    I trust Rachel totally with her ideas on strategy, marketing and the content used to not only promote our events, but also post on my behalf on social networks. I have been doing social media for 8 years, and I hire Resonance to post on some of my social sites as it saves me time, and keeps my social sites relevant and current. They always post great, engaging content that gets my social properties likes, comments and shares.


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