Primary research is a significant investment for professional services firms. Research done right, is the basis for a differentiated POV. Yet, many struggle to fully capitalize on their findings. Here’s what to do about it.
The process of conducting original research – from topic selection to data interpretation – consumes substantial time and resources. Once results are available, teams are often eager to move on, leading to hasty publication of lengthy PDF reports that fail to engage busy clients or drive new business conversations.
Transforming complex research into accessible, engaging content proves equally challenging. The sheer volume of data points can overwhelm efforts to create diverse content formats beyond the initial report. As a result, firms often under-utilize their research investment, missing opportunities to enhance comprehension, memorability, and lead generation.
To dramatically increase the return on your research investment, embrace a multi-format content strategy, humanize findings through expert voices, and empower internal teams.
The Limitations of Traditional Research Publishing
The traditional PDF research report has been falling far short of marketers’ expectations for some time. A few reasons why:
- Clients, just like everyone, have less time and shorter attention spans
- Internal teams simply don’t know how to use them to drive business
- Marketers frequently misread intent – a download rarely signals buying interest
As a result, at a time where we’re all inundated with information, a 50-page PDF report often languishes unread in email inboxes or on hard drives. Even when downloaded, these reports rarely translate into meaningful client interactions or new business opportunities. The depth and value of your research insights remain locked away, inaccessible to those who could benefit most.
Moreover, relying solely on traditional formats can create internal challenges. Practice leaders and consultants not directly involved in the research process may struggle to grasp and communicate key findings effectively. This lack of internal advocacy further diminishes the potential impact of the investment.
Embracing a Multi-Format Content Strategy
To overcome these limitations and maximize the value of your research, it’s essential to adopt a diverse, multi-format content strategy. This approach combines various content types to enhance memorability, comprehension, and engagement:
Short-form Content
Break down complex research findings into bite-sized blog posts or articles. A series of 6-700 word articles can highlight specific insights, making them more digestible for time-pressed professionals. They also serve as excellent social media content, increasing the reach and visibility of your research.
Visual Content
Utilize charts, infographics, and frameworks to present data visually. Visual representations should simplify complex concepts, making them easier to understand and remember. They’re also highly shareable, increasing the likelihood that your insights will spread beyond your immediate audience.
Interactive Content
Incorporate interactive elements such as charts, tools and widgets. Add some basic motion to keep people engaged (check out the Tercera 30). Allow users to filter your data based on their interests (check out the MMI for an example). Or allow them to enter their own data and compare it with your findings (check out these tools from the National Center for the Middle Market as well). Interactive content can significantly increase time spent with your research and improve information retention.
Multimedia Content
Use video to bring your research to life. Short video summaries, expert interviews, in-depth webinars, and podcast series enable you to pique the interest of people who will readily consume a “lean-back” content experience. Use these content types to entice people to “lean-in” to your longer form insights published in your traditional research reports.
Combining these diverse formats with traditional long-form PDF reports creates a comprehensive content ecosystem.
This approach not only caters to different learning preferences but also increases the chances of your research being consumed and understood.
Humanizing Research Through Expert Voices
While data and analysis form the backbone of research, your people are what will bring it trust and credibility. Putting experts front-and-center in your research presentation can significantly enhance its impact:
Building Trust Through Personal Stories
Incorporate personal anecdotes and experiences from subject matter experts alongside data-driven insights. These stories provide context, making abstract concepts more relatable and memorable. They also help establish an emotional connection with your audience, increasing engagement and trust in your findings.
Balancing Data with Narrative
Strive for a blend of quantitative data and qualitative insights. Use expert commentary to interpret data, explain its implications, and provide real-world context. This narrative approach helps bridge the gap between raw data and actionable insights, making your research more valuable to clients.
Showcasing Internal Expertise
Feature your firm’s thought leaders prominently in your research content. This not only adds credibility to your findings but also positions your experts as go-to resources in their fields. Consider including expert profiles, Q&A sections, or video interviews to highlight the depth of knowledge behind the research.
Humanizing your research transforms it from a collection of data points into a compelling narrative that resonates with client.
This approach increases the likelihood that your insights will be remembered, shared, and acted upon.
Empowering Internal Teams with Sales Enablement Tools
To fully leverage your research investment, it’s crucial to equip your internal teams with the tools they need to confidently share and advocate for your findings. This involves creating sales playbooks and personalized content tailored to different internal audiences:
Developing Effective Sales Playbooks
Create comprehensive guides that distill key research insights into actionable talking points. These playbooks should provide:
- Concise summaries of main findings
- Potential client pain points addressed by the research
- Suggested conversation starters and follow-up questions
- Customizable presentation slides
The best way to make a business impact with research is to fully equip your client managers with the ability to go talk about it.
Personalizing Content for Internal Audiences
Recognize that different teams within your organization may need different perspectives on your research. Tailor your content to address the specific needs and interests of various groups:
- Practice leaders: High-level summaries, strategic implications and industry trends
- Business development teams: Client-specific insights and competitive differentiators
- Consultants: Detailed methodologies and case studies for implementation
This personalized approach ensures that everyone in your organization can effectively utilize the research in their client interactions.
Fostering Internal Education and Advocacy
But don’t stop with playbooks and personalized content. Implement a robust internal education program to increase confidence in sharing research findings. This could include:
- Webinars or lunch-and-learn sessions led by research authors
- Interactive workshops to practice applying research insights to client scenarios
- Regular updates on how the research is being used successfully in client engagements
Investing in internal education creates a cadre of informed advocates who can amplify the impact of your research across all client touchpoints.
Unleashing the Full Potential of Your Research Investment
The landscape of professional services marketing is shifting rapidly. Firms that adapt their research commercialization strategies will gain a significant competitive advantage. Moving beyond static PDF reports to embrace a multi-format content approach can dramatically increase the impact and reach of your insights.
