The Unsung Hero of Content Marketing: Original Research
Are you publishing more often yet seeing static or diminishing results? Is your team drowning on the “hamster wheel” of content? There is still an untapped opportunity for you to break through and give your audience what they are asking for. It’s original research! It’s been shown that 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. (CMI, 2017) Come to this session and get started creating your own original research.
After this session, you’ll be able to:
- Understand the concept of original research and how to add it to your content tool box
- Determine the essential questions to answer when starting an original research project
- Understand the steps involved in any research project–from traditional reports based on large-scale quantitative surveys to original insights from 3rd-party aggregated data
- Implement techniques from marketers who have successfully executed original research as part of their content marketing programs