“How can I exploit analysis as advertising and marketing content material?”
A difficult query, to make sure. It’s one which I discover stumps a lot of my shoppers, 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 corporations that we examine in our annual Excessive Progress Research comes from conducting and publishing main analysis. Excessive Progress corporations are utilizing information to scale back the uncertainty we’re all going through by sharing this data to succeed in 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 vital.
Researching a problem or subject vital to your goal consumers offers you “seed” content material to distribute on a wide range of channels and platforms (see the picture beneath). When used strategically, one analysis report can gas a whole 12 months’s price of promoting campaigns.
Come on down and spin the wheel! Listed here 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 really like Twitter as a result of it forces entrepreneurs to refine messages and get their level throughout in 280 characters. Analysis offers entrepreneurs invaluable content material to share and distribute. 20 statistics can simply flip into 20 scheduled Tweets.
- LinkedIn Polls — The polling characteristic on LinkedIn permits you to dig just a little bit deeper into your distinctive viewers as a person and acquire extra information round any key factors. It’s additionally an effective 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 in contrast to Twitter, you’ve gotten 3,000 characters to work with, supplying you with rather more respiratory room to jot down about every analysis statistic you select to profile.
Digital Ads
- Artistic Advert Copy — When operating visible ads like banner advertisements or advertisements on social, you might incorporate a analysis statistic into the inventive. Simply because it’s a statistic doesn’t imply it needs to be boring…
- Headlines — As individuals, we like issues to be straightforward to grasp. Through the use of statistics in headlines, you’ll be able to get your foremost 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 house, 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 own home workplace is a low effort, excessive return exercise for engagement.
- Quick-form video — Seize that smartphone tripod you employ for your whole different TikTok movies and document your research-based ramblings proper to your mobile phone. This uncooked model of video is popping up on each social platform and is simply as profitable for B2B corporations.
- Video programs — E-learning is a well-liked method for enterprise homeowners to study new abilities and for enterprise organizations to coach their workers on particular subject areas. By incorporating analysis into your video programs, it provides credibility to your lesson.
Webinars
- Reside webinar shows — Webinars and first analysis go collectively like peanut butter and jelly. Should you carried out the analysis, host a webinar to distribute the outcomes along with your viewers. Should you license analysis, you might 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 introduced in and provide it on-demand to your viewers. It is a nice option to construct up an arsenal of invaluable content material that you should use to nurture leads and permit net guests to seek out organically.
- Webinar snippets — Take the on-demand webinar video file you’ve gotten and isolate 1-3 minute clips to be promoted on social media, net pages, e mail and extra. That is nice fodder for social media, focused e mail campaigns and particular net pages..
Reside Occasions
- Talking engagements — Want a novel presentation subject 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 experiences at hand out — You obtain a digital analysis report, after which chances are high 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 device, particularly in Account Based mostly Advertising (ABM) methods. These are nice methods to distribute research-based content material internally.
- How-to Guides — In case your shoppers 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 reveal 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 might interview one in all their analysts in your podcast. It is a good way so as to add validity to the analysis, and better of all? You don’t run the danger of being seen as self-promotional.
- Conversations about analysis findings — Our newest analysis suggests lower than 12% of B2B {and professional} companies corporations 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 company. Tailor your dialog and the way you body the analysis to resonate with that individual viewers.
Outreach
- Press releases — It is a tried and true method of selling a analysis examine. Sending out a press launch about your analysis offers journalists a possibility to choose 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 along with your target market. That is one other good 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 will get a notable Seen Skilled inside a given business to start out speaking about your analysis, it provides credibility and boosts visibility.
Weblog Posts
- Evaluation and interpretation — Chances are you’ll want to jot down up the formal analysis report a method, however running a blog is an effective way so as to add evaluation in your individual voice in regards to the main analysis examine. This provides character and depth to the narrative across the analysis.
- Supporting tales and case examples — Everybody loves a superb story. That’s most likely why storytelling is such a scorching subject in advertising and marketing. However whenever you take a superb story and add compelling empirical proof? That’s twice as compelling.
Shopper Engagements
- Benchmarks — So… how do I stack up in opposition to my opponents? Some analysis can act as benchmarks to which you’ll be able to examine your shoppers. 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 need to publish the entire outcomes. One other method so as to add worth to consumer engagements is to order a few of your evaluation to share completely along with your shoppers.
- Validation factors — In case you are recommending a selected plan of action to your shoppers, analysis could be a good option to validate your strategy. That is what it’s best to do, and right here’s analysis to again it up.
Abstract
So, there you’ve gotten it. 27 completely different examples for methods to share your main analysis information with the remainder of the world. That implies that there are not less than 27 alternative ways to increase the shelf lifetime of your analysis examine. Studying this text additionally offers you just a little 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 fascinated about studying extra about how you can make this dream part of your actuality, ship us a message. We’d love to assist.
