Give Them What They Want: Produce Original Research Your Audience Craves

Thursday 10:00am-10:45am

Give Them What They Want: Produce Original Research Your Audience Craves

Speaker: Clare McDermott | Head of Research | Mantis Research

Consider this: 74% of B2B buyers consider original research to be influential with purchasing decision, yet only 37% of B2B marketers include research in their content marketing efforts (Content Marketing Institute, 2017). Your customers are looking for industry trends, peer insights, and competitive benchmarks. Why not give them what they want?

In this session, we’ll examine some stand-out examples of original research—from companies that publish more ambitious, annual benchmark studies, to smaller, scrappier programs to get attention on a shoestring budget. Clare will give an overview of what’s involved in an original research effort (from survey design and data analysis, to data journalism and data visualization) as well as give tips about how to get started.

At the end of this session you will be able to:

  • Understand the various types of research projects for content marketing, as well as see examples of brands executing each type
  • Take the steps involved in any research project— from executing traditional “State of the Industry” reports based on quantitative surveys, to creating a social-media ready collection of data visualizations based on data journalism
  • Convince higher ups that research is a worthwhile investment