One of the best ways for a firm to become known in the marketplace of ideas is through a recurring research program. That said, one of the challenges of this type of research is sustaining engagement with prospects between releases. This article explores five ways to overcome that challenge.
A great way to create awareness and recall in the market is through a regular, recurring research program. From Bain’s Annual Global Private Equity Report to Salesforce’s Annual State of Marketing, firms of all types have used recurring research to become top-of-mind for clients’ most pressing issues.
Conducting recurring research, however, is an intensive process that consumes significant time and resources. For marketing and editorial teams at professional services firms, maintaining marketplace momentum between research releases poses a major challenge. The energy expended on producing each report often leaves little “gas left in the tank” for extending its useful life through new angles and stories.
Creating anticipation for recurring content demands ongoing creativity – skills editorial teams possess but which can get sidelined by core research activities. Without intentional effort, firms risk their valuable insights becoming stale or overlooked by clients over time.
This article explores five strategies to overcome these challenges and keep recurring research top-of-mind.
1 – Create Modular and Updateable Digital Reports
One of the biggest issues with sustaining engagement is the weight of producing a hefty annual, bi-annual, or quarterly report. By the time a team cranks out a 50-page PDF, they feel like they’re starting over again. Naturally, they don’t want to look at the data again until they’re absolutely forced to.
The best way to overcome this is to adopt modular, digital and easily updateable report formats within a branded content experience. This approach compresses the time it takes to get from data collection to publish – in some cases we’ve been able to shorten this cycle to as little as 3 weeks.
This gets new data into the market more quickly, and it frees up editorial and marketing resources to focus on other value-adding activities.
Designing Flexible Templates
Create report templates with clearly defined modular sections that can be easily updated. This might include:
- An executive summary that can be quickly revised with each release
- Leaning on the data and charts to tell the story rather than the prose
- Designing “longitudinal” charts that focus on data changes over time so they can be repurposed yet give readers both consistency and valuable information with each release
- Delineating space for case studies that be refreshed with each release based on your latest topics and findings
- Expert commentary sections that can feature new voices and new perspectives every time.
Implement data visualization tools that allow for dynamic chart and graph updates. This enables you to quickly refresh visuals as new data becomes available, keeping your content current with minimal effort.
Balance Timely and Timeless Data
Structure your research and reports to combine timely and timeless data. For instance, the Middle Market Indicator from the National Center for the Middle Market reports on growth, confidence and performance of middle market companies at every cycle. But the research design creates space to explore timely topics at each release – whether it’s the impact of COVID, the role of AI, or challenges in supply chains. This balance makes each release both expected and new to the reader. And it makes production more efficient.
2 – Build Anticipation Through Teaser Campaigns
Implementing a well-crafted teaser campaign leading up to each report release can generate excitement and maintain engagement between publications. Think of each release like the next installment in a movie series. The teaser campaign is simply the buzz you hope to create in anticipation of the next installment.
Develop a Teaser Timeline
Start by mapping out a teaser timeline that aligns with your research release schedule. If it’s an annual study, begin dripping content 4-6 weeks before the launch date, gradually increasing frequency as you approach release. Create a content calendar that outlines what teasers you’ll share each week across different channels.
Select Compelling Content to Share
Carefully curate the most intriguing data points, impactful quotes, and thought-provoking questions from your upcoming research. Look for statistics or insights that challenge common assumptions or highlight emerging trends. The goal is to pique curiosity without revealing all your core findings.
Craft Engaging Teasers
Develop a mix of content formats to keep your audience engaged:
- Social media posts featuring data visualizations
- Email newsletter snippets with provocative questions raised by the research
- Short video clips of experts discussing key themes
- Behind-the-scenes glimpses of your research process
Encourage audience interaction by posing questions or running polls related to your findings. This not only boosts engagement but can provide valuable insights into your audience’s perspectives.
3 – Leverage Multimedia Formats for Ongoing Engagement
Creating multimedia experiences and derivative content can significantly expand the impact of your research findings. Repurposing your insights across various formats helps reach a wider audience and extend the “shelf-life” of a release.
Launch a Research Roundtable Series
Develop a monthly or quarterly webinar series where internal experts unpack the stories behind your data. Use these sessions to:
- Discuss how recent marketplace developments connect to your research findings
- Bring more human perspective and context to the data
- Address questions and insights that have emerged since the last release
- Preview upcoming research focus areas
Consider using platforms like LinkedIn Live to host these discussions, allowing for real-time audience interaction and expanded reach.
Produce a Limited-Edition Podcast Series
Create a podcast series that dives deep into key themes from your research. Each episode could feature:
- In-depth interviews with subject matter experts on each of the key findings in your research
- Discussions of real-world applications of your findings
- Exploration of contrarian viewpoints or alternative interpretations
- “Behind the data” stories that humanize your research process
A limited series format creates a sense of exclusivity and urgency, encouraging listeners to tune in regularly.
Develop Interactive Data Experiences
One of the hallmarks of a great branded content experience is that it transforms static research data into interactive content that allow users to explore findings on their own terms. This might include data visualization dashboards where users can filter and manipulate variables, industry benchmarking tools based on your research metrics, or predictive models that apply your insights to user-input scenarios.
These tools not only provide ongoing value to your audience but can also generate valuable data on user interests and priorities.
4 – Facilitate Ongoing Discussion and Expert Analysis
To keep research findings relevant and valuable over time, foster regular discussion and expert analysis. This approach brings more human perspective to the data and helps relate findings to current market developments.
Organize Expert Panels and Virtual Roundtables
Host a series of expert panel discussions or virtual roundtables that bring together industry leaders around the key findings of your research. These events can:
- Provide fresh perspectives on your data
- Connect your findings to emerging industry trends
- Generate new insights and follow-up research questions
- Create networking opportunities for your clients and prospects
Record these sessions and repurpose the content into blog posts, short video clips, or podcast episodes to maximize their reach and impact.
Encourage Team Member Content Creation
Empower your team members to create content that applies your research insights to their areas of expertise. This might include blog posts exploring niche applications of your findings, LinkedIn articles sharing personal interpretations of the data, or case studies demonstrating how clients have utilized your insights.
This approach not only extends the life of your research but also helps position your team members as thought leaders in their own right.
Create a Community for Ongoing Discussion
Develop a forum or online community where clients and industry peers can discuss your research findings, share their own experiences, and pose questions to your team. This ongoing dialogue can:
- Keep your research top-of-mind long after its initial release
- Generate valuable feedback and ideas for future research
- Foster a sense of community around your brand
- Provide ongoing touchpoints with clients and prospects
Regularly seed this community with discussion prompts, polls, and expert AMAs (Ask Me Anything sessions) to maintain engagement.
5 – Uncover Hidden Stories in Research Data
Maximizing the value of your research involves identifying and exploring hidden stories within the data that may have been overlooked initially. Every research study I’ve ever been part of publishes at most 20% of the data collected. There are always stories left untold because editorial teams are bogged down with producing a robust report. Mining existing research for new insights and angles can breathe new life into your content.
Conduct Deeper Data Analysis
Revisit your data sets with fresh eyes, looking for:
- Unexpected correlations between variables
- Insights specific to niche segments or industries
- Outliers that may tell interesting stories
- Longitudinal trends across multiple report editions
Cross-Reference with External Sources
Enhance the value of your proprietary data by connecting it to other industry reports or publicly available data sources. This can provide broader context for your findings and potentially uncover new insights or contradictions worth exploring.
Extend the Impact of Your Research Insights
Implementing these strategies transforms your recurring reports from isolated events into a continuous cycle of engagement and thought leadership. As you apply these tactics, you’ll likely find that your research not only maintains relevance between releases but actually gains value over time like a snowball rolling downhill.
