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When I see a new research report, I tend to devour it immediately after it’s released. Seems I’m not alone, and content marketers are taking note.
Consider these two statistics:
It’s clear. Original research works.
As CMI’s Vice President of Content, Michele Linn was intimately involved with the creation of our annual Benchmarks, Budgets, and Trends report. Now, as co-founder and head of strategy of Mantis Research, Michele advocates the use of original research that combines compelling story, data, and strategy. To explore this concept further, Michele joined us for a recent #CMWorld Twitter chat. What follows is a brief recap.
A2: First off, publishing original (and valuable) research adds up to authority, trust, and expertise of the company. Plus, it is a good way to earn mentions and backlinks from other resources. #CMWorld
— Ksusha Tunikova (@Tunikova_K) June 12, 2018
— Tod Cordill (@todcordill) June 12, 2018
A2: Original research not only gives you a starting point for a library’s worth of content, it is also a significant driver of backlinks, which are key to improving your domain authority. #Cmworld
— Erika Heald | Marketing Consultant (@SFerika) June 12, 2018
— Michele Linn (@michelelinn) June 12, 2018
— PathFactory (@pathfactory) June 12, 2018
A7: This is an important question. I believe the answer is that the type of content should be determined by what your #audience wants and will respond to, not what your research results are (unless you’re doing research on marketing tactics). Don’t follow the herd. #cmworld
— Mike Myers 🤠 (@mikemyers614) June 12, 2018
Want to see more tweets from our chat? View our Twitter Moment.
Have you conducted original research? How did it go? Let us know in the comments below.
Michele will take you step-by-step through the process involved in executing original research during her session at Content Marketing World. Sign up today with promo code SM100 to save $100 on your registration.