Get More from Your Research – How to Use Your Insights as Content Marketing Materials
If you’re like most content marketers, you’re always on the lookout for new and fresh content ideas. If your company has recently performed market research, customer research, or competitive analysis, you may be sitting on a goldmine of content waiting to be developed.
Every good marketer knows the value of repurposing content – a successful but often overlooked approach to content marketing is publishing insights from market research in the form of blog posts, white papers, case studies, and other formats.
Why You Shouldn’t Fear Sharing Research Insights with your Customers
Content strategists recommend sharing a mix of promotional and informative content types across all owned media platforms. Informative content builds trust, establishes your brand as an expert, and reinforces customer relationships.
The concept of publishing research is not new, yet some brands still shy away from it. But here’s the thing – you don’t have to share proprietary information in order to provide value for your customers. Today’s consumers demand more transparency from the brands they shop with. And sharing the insights that led to product improvement or changes in service shows customers that you’re constantly innovating and you care about their needs.
White Papers
A white paper is an in-depth report that typically addresses a specific problem and its solution. White papers are authoritative and persuasive. Marketers use them to educate readers while promoting a particular methodology or technology. A white paper is not a product pitch.
A white paper built from research insights might serve as a reference guide, a technical case study, a product comparison, or explanation of research methodology behind product improvements. Content Marketing Institute reported that white papers are the most effective type of content B2B companies use to achieve specific objectives.
Case Studies
A case study lets you highlight how your company achieved success in a specific situation, and outlines the methods used. Many businesses use case studies to show off how their product makes their customers’ lives easier. You might also use a case study to show how your research led to new product features or offerings.
People love having insider insight and behind the scenes information – such as how and why your company did something great. Case studies can convert leads into customers by showing them amazing results.
Video Content
As of 2019, internet video traffic accounts for 80% of all consumer internet traffic. Thus, the medium is extremely important for content marketing. Video is engaging and extremely communicative. And it keeps people on your site longer.
Marketing insights could inspire a video that shares a new direction revealed by your research. Interview your company’s president to hear why she feels the changes are valuable. Or, demonstrate a new product in action and highlight customer benefits.
Social Media Updates
Social media managers are always hungry for new content. Your strategy on social media should be a mix of informative, fun, and sales-related content. So, sharing the results of your company’s market research efforts may serve as great “What we’re up to” post.
Create an infographic which illustrates industry insights, customer insights, or company milestones. You can (and should) post your videos on your social media accounts.
So, make the most of your research insights! White papers, case studies, videos and graphics can be housed on your website, sent to your email list, or offered as a free download in exchange for an email address. Don’t forget to share them with your employees too! It keeps them in the loop and creates brand ambassadors along the way. They may even become sales tools for your employees.
