TopRank News: Getting noticed with original research

TopRank News: Getting noticed with original research

My fellow data nerds – this one’s for you!

The TopRank team recently had the distinct honor of developing two exciting reports in collaboration with some great partners:

• Proving the Power of Brand: A Marketing Leader's Guide to Maximizing the Full-Funnel Impact of LinkedIn with Sprinklr and LinkedIn
• The Intersection of Marketing, Data and AI with HubSpot and LinkedIn?

With that experience fresh in mind, we wanted to share our expert insights about the role of original research in B2B marketing – an immensely valuable but often underutilized content form.

How impactful is original research? To answer that question, let’s turn to some original research by Demand Gen Report:

• 55% of B2B buyers regularly consume research reports.?
• B2B buyers consider research reports to be the most valuable type of content when evaluating purchasing decisions.
• High-quality research and data are the top factors that motivate B2B buyers to express interest in a sales conversation.

When you own the research, your brand becomes that single source of truth that both current and future customers turn to when they need reliable data about your industry. THAT is power.

TL;DR Takeaways:

1. Original research is an excellent way to build brand authority in your industry

2. Co-creating this content with third-party thought leaders adds credibility to your findings

3. Original research offers a plethora of content repurposing possibilities

Ready to level up your marketing strategies??Contact us, today.

Using Original Research to Elevate B2B Content Marketing?

Your customers rely on research reports to inform their purchasing decisions. Wouldn’t it be great if your brand was behind that data? This exhaustive guide walks you through why original research makes for great B2B marketing content, with tips and best practices to get you started.

Here’s How 11 Expert Marketers Define B2B Influencer Marketing

Inviting influencers to participate in and promote your research is a great tactic for humanizing your data and increasing your reach. Debbie Friez is joined by 11 other renowned B2B marketers to unpack what it means to be a B2B influencer, and how brands can make the most of influencer marketing.

Content Localization Tips From the Experts

Localization makes your research report accessible to an even broader audience, and can open the door to new markets. Discover the nuances of content localization, along with some best practices to ensure your content is inclusive – and easy to understand – across all markets.

Data to inspire your original research

Don’t Start an Original Research Project Before Answering These 8 Questions

Conducting high-quality, impactful research is within reach of most brands – as long as they go into the process with an endgame in mind. Lisa Murton Beets of Content Marketing Institute offers this helpful guide for launching your original research project.

Generative engine optimization: What you need to know

Generative search engines are favoring original, data-backed content to weave into their generated responses. Christina Adame writes for MarTech explaining how generative engine optimization (GEO) is changing the way brands present their content – including the value of proprietary, helpful first-party data and insights like those surfaced through original research.

At a Glance:

The Last Word:

The work of conducting surveys, extrapolating insights, and publishing original research can seem like a monumental task, but it doesn’t have to be. Partnering with experts in the fields of research and report writing can help lighten that initial lift. Once that report is in your hands, the repurposing possibilities are endless!

• Create infographics of the most compelling data points to share on social media?
• Spin off a dozen blog posts that turn your findings into actionable insights
• Offer a webinar where other industry influencers discuss your findings, like the upcoming Better brand building across the full funnel on October 1, 2024 at 10:00 AM ET, hosted by our own Debbie Friez with panelists David McCarthy of Sprinklr and Lisha Perez of LinkedIn.

What I love about working with brands on original research is that it offers the opportunity to address industry pain points in an entirely new way. When done right, original research elevates a brand’s expertise while at the same time demonstrating an authentic understanding of their customers’ struggles – that invaluable element of personalization.

Ready to step up your brand authority? Contact us today to launch your own original research!