10 types of content you can produce using a single survey dataset
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A single investment in proprietary research can become a groundswell for a whole suite of content types—everything you need to kickoff content marketing for your new startup or corporate initiative. Here are 10 types of content you can create using a single survey; their details; and the benefits you enjoy as a result.
White Paper
Content Type: long-form analytical
Benefits: lead generation, thought leadership
White papers are not the stodgy tomes of some technical, esoteric industry. Any B2B company can produce a meaningful, desirable white paper using data relevant to its target market. Whether you sell IT services or metal parts, a white paper is the most compelling, data-driven content piece you can deliver to your prospects.
Infographic
Content Type: short-form analytical
Benefits: lead generation, thought leadership
Infographics are white papers’ colorful cousins. They are packed with useful data, easy to read, and easy on the eyes as well. Like white papers, they can be gated as part of a lead gen initiative or distributed freely to quickly grab prospects’ attention. With the right dataset, you can craft your infographic to deliver a compelling, targeted message.
Blog Post Series
Content Type: short-form persuasive
Benefits: differentiation, thought leadership
Since blog posts needn’t rely entirely on data, you can stretch your survey results across a series of blog posts, expanding on only one or two data points in each piece. In this way, your research becomes a springboard for an entire series of posts. It’s one more way that your research is a gateway to future opportunities.
Custom Video
Content type: digital video
Benefits: exposition, thought leadership
Thanks to modern software, video is more accessible than ever. New tools allow marketers to create a compelling video using nothing more than text and images. A single dataset can be a starting point for a whole series of videos about the subjects that interest your prospects the most.
Byline Articles
Content Type: editorial
Benefits: exposition, thought leadership
There is a firm line between marketing and editorial content—between the worlds of advertising and journalism, for example—and that line should remain. But nothing is stopping you from writing your own editorial content, either. Using objective, proprietary data to write and submit your own editorial content is another way to position yourself and your brand as an authority in your industry. A robust dataset gives you the tools you need to make it happen.
Social Media Content
Content Type: social
Benefits: lead generation, acquisition
A single Facebook post is easy; a series of relevant, compelling Facebook posts is not. Custom research gives you plenty of ammunition for a series of social media updates that are interconnected and drive metrics. Use your data to drive traffic, downloads for your gated content, and marketing leads.
Sales Messaging
Content Type: direct communications
Benefits: sales support
If your sales team is looking to enhance and legitimize its messaging, objective research is a good way to go. Any experienced salesperson can send a sales message, but that message becomes stronger when it’s backed by research that isn’t borrowed from someone else’s work. When you own your own data, you have a bounty to choose from, each data point uniquely positioned to resonate with your sales contacts.
Website Content
Content Type: corporate website
Benefits: differentiation, improved core messaging
Companies pay a lot of money to keep their website content from appearing flat. That’s because website content is often ‘make or break’ in terms of how your brand will appeal to prospects. Supporting that content with real industry data enhances your message and distinguishes your site from those of similar competitors.
Internal Communications
Content Type: internal communications
Benefits: improve core messaging
Evangelizing your brand internally is often as important as marketing and sales. You can use your research to direct, encourage, and inspire employees through internal communications. It’s another building block for your internal reports or even friendly emails, and it rallies team members around a common message.
Strategic Planning
Content Type: internal strategy
Benefits: orientation, strategic direction
Data can do more for your company than improve your messaging. Real industry insights help guide strategic direction—you can use your proprietary research to shape company initiatives for the next quarter or year. Build internal strategic messaging around industry data and you’re more likely to get the internal support you need.
Conclusion
There are many other types of content you can produce using survey data. Many modern content strategies leverage practices like 3D modeling, animation, and motion graphics to deliver information in a format that is fun and engaging.
But no matter the channel or context, insights into your key markets will only help. Start a conversation about your business goals and discover what a single custom research effort can do for you. Go ahead—reach an analyst and reference this blog post for a complimentary, ongoing consultation.
