Marketing trends come and go, so when one type of content defies the trend, it's important to note it. That's what the original research does. When Steve Rayson recently analyzed 100 million items he found that: [traduction] "Search and authoritative reference content are the two types of content that get links and shares "-Steve Rayson, Director and Co-Founder
The Point to Take: The publication of original research is a substantial opportunity for marketers right now.
We recently partnered with BuzzSumo to study if and how marketers are using research and we found that about half of them are. Another quarter (26%) did not conduct research but plans to do so in the next 12 months.
The bad news? Those who are thinking about research think that the biggest challenge will be understanding how to approach a project like this.
Publishing your own survey-based study takes time, in part because it's a multi-step process, but also because it's a new "muscle" for many marketers . But, you can do it if you inquire about the process.
At a recent webinar with BuzzSumo, I shared the main findings of our joint research and answered the most common (and most difficult) questions of respondents and interviewees who study or lead researches.
If you prefer a more detailed version, you may view the webinar on this topic or view the slides.
To check the performance of search content in your area, use the BuzzSumo instructions. Most shared section to search for the topics you are writing about. Add the word "Search" about you content.
Frequently Asked Questions about original research, answer!
What is an original research project?
research projects go through four stages:
Strategy and Planning: Similar to what you would do at the beginning of any new project, answer key questions such as: cover, and how you will use the search.
Data Science: When conducting a poll search, you must decide which questions to ask (and how to ask them); schedule and test the survey; get answers and analyze the data.
(Note: This is where the marketers have the most questions because it is there that they have the least experience.Most of the questions below are below relate to data science.)
need to create the results of your search. We consciously use the word journalism because it insists on the importance of covering the story as a journalist. Above all, your research must tell a story.
Amplification: Your search is a springboard for many promotions and related content. In fact, this is the area in which those currently conducting research often have the opportunity to achieve even better results.
LEARN MORE: If you would like to go into more detail about the specific stages of a research project, consult our guide which details the process.
How long does an original research project last?
Based on my conversations with those conducting research internally, a research project based on a large-scale survey takes 80 to 150 hours. Or, if you prefer to look at the overall schedule, plan at least 4 months.
Below is a general calendar that you can follow. Of course, if you are new to research – or part of it will run for holidays or common vacation periods – include additional time.
How can we prove that it is worth it?
Andy Crestodina – who cites his annual research leads him to  150 hours – believes the research is absolutely worth it. As said :
"[Original research] can take 10 times more effort to create, but you will probably see 100 times the results of a typical article."
Why does research work so well? Consider these four reasons.
1. YOU become the source of authority – and people bind you
As Margie Agin :
"Original research reinforces your leadership position because it reveals problems to be solved.This is the content that no one else will have, but everyone will want to share. "
The last part is so important: you are the data source and people will want to link you This is especially true if you publish your research on an annual basis and can report trends.
The data prove it. by SEO PowerSuite Link Building in 2017 from SEO Professionals Revealed that Research and Data Are the Most Effective Content Type for Linking
To see if this theory is true, I used BuzzSumo to understand which articles on Content Marketing Institute were receiving the most backlinks (for a frame of reference they were publishing daily, and now they publish 5 days a week – so they have a lot of content! ). Four of the top ten articles are research-oriented:
- The first article is a link to their annual survey.
- The second article deals with statistics of the industry (another excellent approach if you do not have the time or the appetite to create your own research)
- The last two articles have reported results from two new studies.
To test a site that interests you, try the Most Shared section of BuzzSumo. Look for words like "Search", "Analytics" and "Study" in the best performing content. You can also use Google Analytics to check the content search traffic on your sites.
2. Research Can Help You Get New Clients
Perhaps there is no larger case study of research than this experience shared by Andrea Fryrear. As a bit of substance, Andrea published his first research report, The State of Agile Marketing earlier this year and was able to establish a direct correlation between research and new customer engagements:
"Our state of agile marketing has been a virtual gold mine for subscribers, backlinks, and customers with real money." In our CRM, I see that somebody can not afford it. one has downloaded the report and in a few days (sometimes a few hours!), I will see the same person asking for a call to talk about becoming a customer.There is an obvious correlation between reading the report and being ready to make a purchase.
3. This is a source of more (and better) editorial ideas
Your search may also be a cornerstone of your editorial Our research revealed that marketers who Researchers report more and better editorial ideas as a result of their research.
4. 92% of those who used the research plan to conduct additional research
Given all of the above, it is no wonder that although research takes a lot of time, 92% of perform additional research.
What should my research be about?
Once you have embarked on a research project, one of the first questions your research should cover. Although the answer depends on you, here are three "boxes" that your research subject should check:
- It is interesting for your audience
- It matches the history of your brand
- C & # 39; is a subject that has not been covered yet
If you are in a new space – or if you are trying to create a category, consider creating a report on the state of the art. industry. However, if you are in a congested space, focus your research on a niche.
Not sure? Check out Steve Rayson's advice because it describes whether you should focus on the category or your niche .
How to write the right questions to get relevant data and create a story?
One of the most difficult aspects of the research process is the design of the survey. If you are new to designing a survey, these are the questions you ask and how you ask them.
At first glance, survey design seems simple, but many marketers I'm talking to are having trouble retrieving data from their surveys. How will you use the data? What story does it really tell? How can you use it to help people?
Surveys are more powerful when you have specific hypotheses to test – and you report the actual results rather than what you want these results to be.
I recently shared and explained the framework that I use to think about the story that will tell the research and get content for a year. You can learn more about the process in CMI, but here is a graph showing the three three elements you need to document for your survey:
- Dimensions are the key categories that you want your survey to cover. (You can consider this as your category or key content table).
- Assumptions are your assumptions for what the data will show. This is your story – both if the data proves or disproves that.
- The Possible Questions are the questions you ask yourself to test your hypotheses.
In general, with the exception of demographics, if a question does not support your assumptions, you probably do not need to ask it.
How Many People Should We Examine?
This is certainly one of the three main questions I hear: How many people do I have to investigate? Each survey request is different, but here are some things to keep in mind.
Before sample size, examine the "representation".
If you study "public relations professionals", for example, you are absolutely certain that you recruit exclusively from this group and that you have a diverse sample in terms of "… years of experience and size of business (among other qualities you want to take into account). If you decide to study public relations professionals, but you are recruiting an association's answers for recent college graduates, your sample will be skewed in favor of young public relations professionals. Be diverse or, at the very least, disclose how your sample may be skewed. The representation is just as important as the size of the sample, but often overlooked.
What is the size of my target sample?
You can use an online calculator such as SurveyMonkey to find out how many people are a valid sample size for your survey. To complete the calculator, you must know the total population of your group (for example: how many public relations professionals work in the United States). You will also need to know your level of trust (we usually use 95%) and our margin of error (3% to 5%).
The Bureau of Labor Statistics is one of the sources of this information in the United States.
Here is the summary of the office for "public relations professionals".
[Keep in mind that the greater confidence interval is higher for the most important samples-inversely, the worst error in the sample-you need to be important for a detailed discussion on the subject] Survey Monkey's excellent review of these terms.]
Would you like to compare segments?
If you want to see how one segment compares to another (for example, do those living on the East Coast or the West Coast have different attitudes), you must have enough people in both segments. The more segments you plan to compare, the larger the size of your sample.
Are you trying to get mentions in the media?
If you want your research to be picked up by the press or influencers, a larger sample size usually gives more seriousness to the results.
How can I get people to answer my request?
The main challenge faced by marketers in investigations is: If you are having trouble, check out these ten ideas. Many of them have been tested or suggested by Gill Andrews in his recent survey :
- Creating an Easy Answers Questionnaire
- Send a dedicated email to your subscribers  or more) distribution partners
- Propose to respondents a toolbox or resource in exchange for carrying out the survey
- Record a short video asking for their participation
- Contact people from your network
- your search – and ask them to share your research
- Add a CTA to your thank you page
- Ask the public in your electronic signature
- Use Wall Stickers
How to submit your results of my research?  As mentioned before, backlinks are an important potential advantage for research projects, but you must structure your searches to get those backlinks. Choose ONE place where you will send all your links regarding your search. I call this your base.
There are many ways to present your results, but an approach that works often well is to publish a detailed blog post + SlideShare + a secure resource.
Detailed Blog Article:
Although your PDF report can be detailed – and you want to download it – consider also creating a detailed blog post (or even instead of). Hailley Griffis' Buffer's State of Remote Work and Andy Crestodina's annual survey are two excellent examples to study. Consider including items such as:
- A datagraphic for each search
- Quotations for an influencer
- A prescriptive tip for each discovery
- An overview of the comparison of different segments  SlideShare:
blog, consider publishing simple results on SlideShare to make your search a reality. Other bloggers can also easily incorporate the results into a blog post.
However, be aware that at the time of writing these lines, you can not replace your SlideShare with the same link if you notice an error or need to perform an update. As such, check your document before posting!
If you want to see an example, check out the SlideShare Hailley included in his detailed blog post. In fact, she told me that the SlideShare publication was one of the things she had tried and that had (thankfully) surprised her. At the time of writing this article, there are more than 33,000 views (compared to 25,000 last time a few months ago!)
free access, but you want to use it for lead generation, create secure content that specifically addresses gaps or challenges uncovered by your searches.
Co-Schedule, which published State of Marketing Strategy perfectly illustrates this approach. Their landing page includes a set of state-of-the-art CTA reports that include a strategy template, a character template, a marketing plan template, and a PDF report.
<img class = "size-full wp-image-10562 aligncenter" src = "https://d380wq8lfryn3c.cloudfront.net/wp-content/uploads/2018/07/27223155/coschedule-state-of-marketing What kind of content can I create from my research?
Successful in their research, one of the greatest opportunities is to do more with their research.The table below shows the different types of content that marketers create from their research.
LEARN MORE: If you're looking for ideas and inspiration, check out these 13 Ideas .
out of our original research presentation here:Original search for marketing: answers to the most common and difficult questions Islands Since Mantis Research
an effective way to attract attention and provide valuable information to your area – but it requires a lot of work. My goal is to help you understand the process in order to be as efficient as possible and to obtain the best results.
What are your other questions? Let me know in the comments!
The Publication How to Create and Publish Original Research: Answers to Marketers' Questions appeared first on BuzzSumo.