13 Ways to Use Original Research to Build Your Content Machine (with infographic)

One of the biggest benefits of an original research project is the sheer amount of content you can generate. From infographics to webinars, the possibilities with data from a well-crafted report are endless. Let’s take a closer look at 13 options for your content marketing schedule.

13 ways to use original research to build your content marketing strategy

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1. Infographics

There’s a reason 65% of B2B marketers use infographics; they are 30 times more likely to be read than a text article.

Use your research data to create charts and graphs that give your audience a quick and scannable way to consume the results.

Adding an infographic to an article can increase its views by 72% and help it get 3x more shares than other types of content on social media.

2. Webinars

95% of marketers surveyed reported webinars as being vital to their marketing strategy, and 73% of B2B marketers believe webinars are an effective way to generate high-quality leads.

This is backed up with a study that showed 20% to 40% of webinar attendees eventually turn into qualified leads.

Give your research data even more credibility by hosting your internal subject matter experts and other industry thought leaders on your webinar. Let them explain and discuss what all your data really means for your leads.

3. Emails

Email marketing generates a 3,800% ROI – $38 for every $1 spent. Use the data you developed with your research to create eye-catching subject lines to increase your open rates.

Your original research findings will give you a ton of useful data and information that you can use to fuel your email campaigns for months.

4. Blog Posts

Blogging has been a mainstay of content marketing for a long time, and for good reason. Companies who blog regularly get 97% more links to their websites, and the majority of consumers see blogs as trustworthy sources of online information.

Your research data can be broken down into several shorter blog posts. Don’t forget to add your relevant keywords to help boost your site’s SEO too.

5. Press Releases

Press releases should be informative, newsworthy, and grab attention. Statistical data helps check all three of those boxes.

Including statistics and data from your research makes it easy for trade publications to turn your release into an article, which gives you backlinks and generates media attention.

6. Social Media

Research by BuzzSumo and Moz found that the content types that get the most links and social media shares are opinion-forming journalism and well researched, evidence-based content.

Use your data and research findings to create snackable content with social media posts that share your findings. Create intrigue with your headlines and images so that your readers want to explore your more in-depth content.

7. Videos

It makes sense that 85% of businesses use video in their marketing since YouTube has over 2 billion monthly and 30 million daily active users.

Want to get in front of more leads? YouTube will help you reach more 18 to 49-year-old consumers in the U.S. than all cable TV networks combined.

Create short videos that present your data in an engaging way to drive more qualified leads to your website.

8. SlideShare Presentations

Neil Patel recommends SlideShare, or “The Quiet Giant of Content Marketing,” as a tool to help you get traffic, increase your Google ranking, grow your followers, build your email list, and develop your brand.

You can utilize SlideShare presentations in social media and grab your audience’s attention with graphics that present your research with visuals.

9. Podcasts

The number of U.S. podcast users is projected to grow to 132 million by 2022.

If current trends hold, more than half of those users will most likely check out a brand advertised on their favorite podcasting show. In addition, more than half of the ads used in podcasts are “baked-in,” the most popular way to deliver an ad.

Increase your credibility by bringing on a few industry experts to talk about your research findings. Don’t have your own podcast? Your research findings present you as a thought leader and the perfect opportunity to be a podcast guest.

10. Online Quizzes and Assessments

You can use quizzes to build your email list, increase engagement, build your ideal personas, and share your content.

Build a fun survey for your audience that they enjoy completing, then show them how they stack up to your findings from their peers.

11. Newsletters

I’ve already mentioned the massive ROI of email marketing, which is probably why 83% of B2B companies use email newsletters in their content marketing.

Need more content ideas for your newsletters? Your original research findings are perfect. Break up your results into smaller chunks and you have months of newsletters to send with interesting data that you can use to increase conversions.

12. Trends and Benchmark Reports

Everybody loves to know what the latest industry trends are or how they stack up to the competition.

Use the data from your research project to find those trends and performance metrics, then present them to your audience. Build your reputation as a thought leader, grow your reach, and find leads with these reports.

13. White Papers and Ebooks

Impact research found that 80% of users said they’d provide their email for a white paper (76%) or ebook (63%).

Your leads and future customers love facts, figures, and data. Use your original research to develop in-depth thought leadership content that will grow your email list, build your brand, and convert more leads to clients.

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