American Express and its Global Corporate Payments division wanted to position themselves as leaders in the corporate travel industry. In partnership with the Global Business Travel Association (GBTA), the companies developed a comprehensive research report focused on the experience and satisfaction of business travelers worldwide. The primary goal was to educate companies and suppliers about which aspects of business travel, including expense management and technology, they should focus on.
Within the Global Corporate Payments section of the American Express website, there is a content hub that features the original research report and a series of supplementary assets, such as blog articles, listicles, infographics and event presentations.
American Express leveraged a combination of press outreach, event activation, digital activation and social engagement to build awareness of around the research. Using a combination of paid, earned and owned media channels, American Express saw the following results:
Extend the life of survey data by using key trends and takeaways to support additional content assets and different formats.
Magnetic sought to uncover how retailers are currently engaging with customers across media channels, and how shoppers are responding to these efforts. Specifically, Magnetic wanted to gauge how retailers are trying to personalize their offers, marketing campaigns and overall outreach, and whether these efforts have been successful or not.
Since its launch in October 2015, the E-book has generated 67% of all content downloads from the Magnetic website — the highest number of downloads for all branded content created in 2015. Five different online publications also covered the findings, including:
Tap into target buyer wants, needs and pain points to develop ideation for your research. This will help you create research that truly strikes a chord with your target audience and generates interest.
As a provider of Voice of the Customer (VoC) solutions, Qualtrics wanted to create a comprehensive survey report that positioned the company as a thought leader and go-to source for VoC program best practices.
The white paper received record-breaking visits to the dedicated landing page. Other results included:
Tap into relevant industry research reports and surveys to get data that will support your content case.