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Actionable Marketing Podcast

You're listening to the Actionable Marketing Podcast, powered by CoSchedule. You want to run a highly organized and productive content marketing program, but sometimes the details are so tough to navigate. Here we bring you insights from leaders in content marketing to help you run more effective content marketing campaigns.
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Jul 24, 2018

Can a well-researched piece of content from a single URL help bring in millions of views in just one year? The answer is, “Yes.” CoSchedule knows exactly how that feels. Researched content helps you drive 10X results that convert into profitable customer action. 

Today, we’re talking to Michele Linn, who knows everything about research-driven content marketing. She is the co-founder and chief strategy officer at Mantis Research. Michele has amazing advice to offer on how to succeed at content marketing. 

Some of the highlights of the show include: 

  • Research is crucial for content marketing; people want to find data that supports their thoughts and beliefs; become the authoritative source for some type of topic
  • Examples of research include CoSchedule’s State of Marketing Strategy Report, and research reports from Salesforce and Robert Half
  • Find new ideas for your audience/niche by conducting a survey, or looking for a stat that people believe but is not backed up by data   
  • Audiences that care most about research-based content are those in a new industry to gain justification, and on social media that like to share stats
  • Importance of research-driven content to prove or disprove something
  • Targeting Topics: Is it something that’s interesting to your audience? Does it align with your brand’s story? Is there other research available on this topic?
  • Research can be time consuming, about 4-6 months; but it is worth the effort
  • Research can be a guiding force and the glue that holds your story and editorial strategy together
  • Pitching researched content to justify time spent; what does client care about?
  • Content to produce results; start out small, don’t do too much at once
  • Tools and processes work well to gather research; try surveys and secondary research; determine sample size to be considered representative and valid
  • Metrics to measure for success include media mentions, impressions of research, leads, downloads, email subscribers, and backlinks
  • Research Process: 1) Strategy and planning, 2) Data science, 3) Compile data and turn into story, 4) Incorporate research into blogs, infographs, videos, etc.   

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