Research-Based Content

The Goal

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.

The Asset

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.

The Results

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:

  • Reach of more than 100 million publications
  • Over 1,500 page visits
  • 100% higher engagement rate on LinkedIn than Financial Services benchmark

Lesson Learned

Extend the life of survey data by using key trends and takeaways to support additional content assets and different formats.

The Goal

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.

The Asset

Based on the findings from a survey of 100 retailers and 200 North American consumers, Magnetic developed a comprehensive E-book, titled: Closing The Gap Between People’s Expectations And Retail Realities.

The Results

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:

  • MarketingLand
  • Performance Marketing Insider
  • Programmatic Advertising
  • Mobile Advertising Watch

Lesson Learned

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.

The Goal

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 Asset

The company worked with The Write One to develop the white paper and generate new leads. In addition to defining VoC, the white paper homed in on primary and secondary research to validate the value of VoC, as well as offer how-tos and tips to lower the total cost of ownership for VoC.

The Results

The white paper received record-breaking visits to the dedicated landing page. Other results included:

  • 2,500+ leads generated
  • $1,000,000+ in net new pipeline generated in the first 30 days
  • Largest attribution source for leads in 1H2015
  • Cost per conversion of less than $1.30/each

Lesson Learned

Tap into relevant industry research reports and surveys to get data that will support your content case.