“How can I take advantage of analysis as advertising and marketing content material?”
A difficult query, to make sure. It’s one which I discover stumps a lot of my purchasers, making it one in all my favourite inquiries to reply. As soon as I current the completely different factors I share on this article, I can see the wheels begin turning and I do know I’ve gotten their consideration.
One of many many elements that contributes to the spectacular development of the companies that we examine in our annual Excessive Development Examine comes from conducting and publishing main analysis. Excessive Development companies are utilizing information to cut back the uncertainty we’re all going through by sharing this info to achieve new audiences, generate leads, and as validation for his or her companies.
It’s one factor to have the information, however ensuring that it’s distributed successfully is equally as essential.
Researching a difficulty or matter essential to your goal consumers provides you “seed” content material to distribute on quite a lot of channels and platforms (see the picture beneath). When used strategically, one analysis report can gasoline a whole 12 months’s value of promoting campaigns.
Come on down and spin the wheel! Listed below are 27 completely different content material distribution concepts to advertise your main analysis.
Social Media
- Native Video — social media algorithms (particularly LinkedIn’s) love native video. By importing video targeted on one or two key analysis findings, it creates content material distinctive to that social platform.
- Tweets — I like Twitter as a result of it forces entrepreneurs to refine messages and get their level throughout in 280 characters. Analysis provides entrepreneurs useful content material to share and distribute. 20 statistics can simply flip into 20 scheduled Tweets.
- LinkedIn Polls — The polling function on LinkedIn lets you dig a little bit bit deeper into your distinctive viewers as a person and accumulate extra information round any key factors. It’s additionally a good way to start out conversations with members of your community when you see how they reply to the polls.
- LinkedIn Posts — Like tweets, LinkedIn posts are distinctive to LinkedIn. However not like Twitter, you’ve 3,000 characters to work with, providing you with way more respiration room to put in writing about every analysis statistic you select to profile.
Digital Commercials
- Artistic Advert Copy — When working visible ads like banner advertisements or advertisements on social, you possibly can incorporate a analysis statistic into the inventive. Simply because it’s a statistic doesn’t imply it must be boring…
- Headlines — As individuals, we like issues to be straightforward to know. Through the use of statistics in headlines, you’ll be able to get your fundamental level throughout in a transparent and concise method. Utilizing analysis statistics and make your headlines stand out.
Video
- Video blogs — With a lot of the world working from residence, the times of stuffy, closely scripted speaking heads in entrance of a inexperienced display screen are behind us. Taking 1-2 minutes to document a video highlighting some key information factors from the consolation of your private home workplace is a low effort, excessive return exercise for engagement.
- Brief-form video — Seize that smartphone tripod you utilize for your whole different TikTok movies and document your research-based ramblings proper to your cellphone. This uncooked type of video is popping up on each social platform and is simply as profitable for B2B companies.
- Video programs — E-learning is a well-liked method for enterprise homeowners to study new expertise and for enterprise organizations to coach their employees on particular matter areas. By incorporating analysis into your video programs, it provides credibility to your lesson.
Webinars
- Dwell webinar displays — Webinars and first analysis go collectively like peanut butter and jelly. Should you carried out the analysis, host a webinar to distribute the outcomes together with your viewers. Should you license analysis, you possibly can co-present with an analyst from the publishing group.
- On-demand webinars — The worth of a webinar isn’t over when you finish the stay presentation. Take the stay webinar you offered in and provide it on-demand to your viewers. This can be a nice technique to construct up an arsenal of useful content material that you should use to nurture leads and permit internet guests to seek out organically.
- Webinar snippets — Take the on-demand webinar video file you’ve and isolate 1-3 minute clips to be promoted on social media, internet pages, e-mail and extra. That is nice fodder for social media, focused e-mail campaigns and particular internet pages..
Dwell Occasions
- Talking engagements — Want a singular presentation matter to get booked for the convention that your whole goal prospects are attending? Look no additional than the findings out of your main analysis!
- Printed stories at hand out — You obtain a digital analysis report, after which likelihood is it will get misplaced in your desktop or your downloads folder. As a substitute, have your report actually stand out. Print copies of your analysis report, spiral bind it collectively, and hand them out to focus on accounts at stay occasions. (BONUS — mail them to prospects with a handwritten word)
PDF Downloads
- Playbooks — 2-minutes to go within the fourth quarter… What performs are you going to make use of to drive the ball downfield and win the sport? Let’s hope these performs are based in main analysis… Playbooks are an efficient instrument, particularly in Account Primarily based Advertising (ABM) methods. These are nice methods to distribute research-based content material internally.
- How-to Guides — In case your purchasers needed to DIY the companies they’re utilizing you for, how would they do it? Right here you should use main analysis for instance why your course of is efficient, or leverage mixture consumer outcomes to exhibit success.
- Technical White Papers — Through the use of main analysis to assist describe how a know-how, services or products addresses a selected purchaser problem, you possibly can reinforce your credibility and experience on the topic.
Podcasts
- Interviews with analysis analysts — Should you co branded a analysis examine with one other group, you possibly can interview one in all their analysts in your podcast. This can be a smart way so as to add validity to the analysis, and better of all? You don’t run the chance of being seen as self-promotional.
- Conversations about analysis findings — Our newest analysis suggests lower than 12% of B2B {and professional} companies companies have a podcast. Should you don’t have one, that’s OK. Pitch your analysis as a subject to different podcasts and go on their exhibits as visitors. Tailor your dialog and the way you body the analysis to resonate with that exact viewers.
Outreach
- Press releases — This can be a tried and true method of selling a analysis examine. Sending out a press launch about your analysis provides journalists a possibility to select up stats and use them of their articles, giving your analysis the possibility of reaching far and large.
- Visitor blogs — Pitch a subject supported by your analysis to exterior publications that overlap together with your audience. That is one other smart way of accelerating the visibility of your main analysis and experience.
- Influencers & journalists — Influencer advertising and marketing has taken over B2C, and there have been famous success tales in B2B. If you may get a notable Seen Knowledgeable inside a given trade to start out speaking about your analysis, it provides credibility and boosts visibility.
Weblog Posts
- Evaluation and interpretation — Chances are you’ll want to put in writing up the formal analysis report a method, however running a blog is a good way so as to add evaluation in your personal voice concerning the main analysis examine. This provides character and depth to the narrative across the analysis.
- Supporting tales and case examples — Everybody loves story. That’s in all probability why storytelling is such a sizzling matter in advertising and marketing. However if you take story and add compelling empirical proof? That’s twice as compelling.
Consumer Engagements
- Benchmarks — So… how do I stack up towards my rivals? Some analysis can act as benchmarks to which you’ll examine your purchasers. That is a method you possibly can distribute research-based content material so as to add worth to your consumer engagements.
- Reserved evaluation — You don’t should publish all the outcomes. One other method so as to add worth to consumer engagements is to order a few of your evaluation to share solely together with your purchasers.
- Validation factors — If you’re recommending a particular plan of action to your purchasers, analysis is usually a good technique to validate your strategy. That is what it is best to do, and right here’s analysis to again it up.
Abstract
So, there you’ve it. 27 completely different examples for methods to share your main analysis information with the remainder of the world. That implies that there are no less than 27 alternative ways to increase the shelf lifetime of your analysis examine. Studying this text additionally provides you a little bit little bit of a peek behind the Hinge content material improvement curtain as we think about all of those strategies as methods to advertise our analysis.
Repurposing content material is an environment friendly use of time for each marketer. Should you’re desirous about studying extra about learn how to make this dream part of your actuality, ship us a message. We’d love to assist.
