USING CUSTOM RESEARCH TO GENERATE BUZZ
Isn’t it amazing what sharing newsworthy content can do for your/your clients’ company and brand?As a way to practice what we preach and demonstrate first-hand some of the tangible and intangible benefits of creating newsworthy content through market research, Lab42 serves as both the research provider and the client for this project.
To begin, we conducted a survey highlighting differences among various video streaming services. After analyzing the data and pulling out some of the more interesting data points, we designed an infographic and copy to engage with press outlets. The infographic not only tells an interesting story from the data in a visual way, but it also doubles as a very tangible piece of marketing collateral that can easily be shared both online and in print.
In addition to the actual infographic, we also created a one-pager explaining the process we undergo when creating infographics for our clients. In our case, we included a PDF version of the infographic when we emailed our press list. Once we had the infographic and one-pager finalized, it was time to share it. We created a news release, attached the infographic and emailed everything to a list of writers and editors we compiled.
From this point, we monitored our Google Alerts and online mentions to see if were picked up anywhere. Imagine our surprise when we received a Google Alert that we were featured on Forbes! Since we already supplied so much information via the email, news release and infographic, it was not necessary for the writer to reach back out. And Forbes was just the springboard. There were many other media outlets that featured this data after they saw it on Forbes, including those highlighted below.
So, as you can see through Lab42’s own case study, creating newsworthy content via market research is an effective way to get your company and brand in front of more potential clients or create fresh news about your own brand. Additionally, the data and insights can be repurposed for a variety of media outlets – blog posts, one pagers, white papers, online graphics and reports.
