Research on Research on Research on Re... - Carney
The Daily Carnage

Research on Research on Research on Re…

Going hard with the research in today’s Daily Carnage.

5 Examples of Original Research in Content Marketing

Remember how we were talking about creating original research content the other day?

Well, unsurprisingly, that type of content is still just as important today as it was 8 days ago (duh). So you’re probably all fired up about creating some data-driven original research…but…how?

Well, good news/bad news situation today. The good? We’ve got some best practices on how you can create original research.

The bad? Creating original research isn’t easy. And it’s reallllly time-consuming. But *literally* everyone who does it thinks it’s worth the time and effort. Some stats:

  • According to research from Buzzsumo, 9 out of 10 companies who do original research found that it’s successful.
  • Only 47% of businesses use original research in their marketing.
  • LinkedIn found that when you include original data in your status updates, you’ll get 162% more impressions and a 37% higher CTR.

To recap, original research is effective and not many companies do it. Sounds like a prime opportunity if you ask us.

Orbit Media wants to help you take advantage of that opportunity with 4 ways to conduct original research:

  1. Research type 1: Observe and analyze. Forget doing outreach and creating data, use the resources you’ve already got. For example, Orbit Media wanted to find out if the search box is standard on websites. Rather than guess, they used Alexa (no, not Amazon’s creepy home assistant) to find the top websites by category. From there, they manually reviewed websites to see if they had one or not. That post about this topic got 178 backlinks.
  2. Research type 2: Results from experiments. Agorapulse’s Social Media Lab is the gold standard in social media experiments. They come up with a hypothesis, test it, and record their results.
  3. Research type 3: Aggregate existing data. The data for your original research might already be out there. Why not grab a ton of studies and analyze their data?
  4. Research type 4: Online surveys. Ah, ol’ faithful. The Carnage crew loves online surveys for our clients for two reasons: 1) You can get large data-sets. 2) The people who took part in your survey are likely to share it once it’s published.

More to go here. You know what to do…

How to Use Research to Write High-Converting CTAs and Tailor Your Content

Content here. Content there. Content, content everywhere.

We could preach endlessly on the importance of tailored content. In fact, we do. Almost all the time. And this is sorta kinda one of those times. We’re talkin’ CTA’s today and MarketingProfs is here to help.

Call to Action buttons attempt to encourage an immediate response. The secret to higher ROI with CTAs? Tailor them like a bright orange, dance-ready tailored suit. On some occasions, you might be strapped down to the “buy now” or “learn more” language. **cough** FB ads **cough** But don’t underestimate the power of tailored CTAs. Capitalize on the unique language that your customers are using themselves.

Check it out for yourself.

1) Google. When trying to find relevant CTAs, Google can be a very useful tool because you will be able to find actual words customers use relating to your product. So here we go. Enter keywords related to your topic, and look at the content that ranks and at the autocomplete searches. This strategy immediately puts you in the consumer’s shoes.

2) Blog comments. Interaction on a blog post is wonderful from a marketing standpoint because someone was intrigued enough to engage with your brand. But, are you tracking those comments? You want to note key phrases and questions that arise from comments. The key here is pinpointing any pains, language, and intention.

3) One-on-one consumer interviews. Many times our focus is on getting hot new leads. Just don’t forget to prioritize retaining loyal customers either. Consumer interviews stem from the idea of directly understanding their language and perception of your brand. In turn, create content that resonates with their feedback. Here are 5 questions MarketingProfs suggest you always ask:

  • What prompted you to start looking for a solution like {your product}?
  • Why did you choose {your product}?
  • What is the most significant difference {your product} is making in your – business today?
  • How would you {briefly} describe {your product} to someone else?
  • What is the single greatest benefit {your product} provides?

Bow down to the CTA.

Riding is the Answer

HEY! Put your phone down. Look around! Seriously. How the heck are you supposed to enjoy anything around you if your eyes are glued to your phone screen?

(Unless you’re still enjoying the Carnage. In that case, keep ‘em glued.)

Well, if you’re still reading this and haven’t put your phone down, you’ll want to put it down after you’ve watched the newest ad from Rapha. The ad follows a morning bike ride through the craziness of the city into a refreshing scenic escape overlooking the hills with friends.

Rapha’s encouraging people to take time to get away from the wildness of everyday life and enjoy all that the world has to offer…while wearing some Rapha threads, of course.

“A brand for a company is like a reputation for a person. You earn reputation by trying to do hard things well.”

Jeff Bezos

Ads from the Past


Get the best dang marketing newsletter in your inbox on the daily. Subscribe »

Related Posts