Orangeville, ON (James Doan) Mantis Research and BuzzSumo presented a study on content marketing campaigns. They found original research for these campaigns covers more than publishing survey results. Companies can also release analyses of their own data. They can also use government or other third-party sources, or one-on-one interviews.

Over half of companies publishing original research said results met or exceeded their marketing expectations.

These companies in the Mantis/Buzzsumo study cited improved website traffic. They had more social shares. They also gained publicity from media or bloggers. Finally, they could attribute potential-customer leads to their original research. Most companies also added new subscribers. They improved their search rankings. The response gave them deeper insights about their actual or prospective customers.

The most obvious way to publish original research is in a PDF report. Promote the report in press releases and blog posts. Be sure to include slide shows or other interactive graphics. These can include infographics, videos, articles and even quizzes related to the research.

The Mantis/Buzzsumo study did not report how much effort the original research required. Still, 92 percent of those who’d conducted such research said they planned to do more in the future.

How about you?

You can read more about the Mantis/Buzzsumo study at:
https://mantisresearch.com/state-of-original-research-for-marketing-in-2018/.