Research-Based Content

Brands that created and leveraged surveys to develop multi-channel content campaigns.

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The Goals

In 2016, ransomware became an epidemic for businesses around the globe. Datto, a data protection platform provider, wanted to educate its audience about the ways ransomware impacts managed service providers (MSPs) and the SMBs they serve.

The Assets

In Q2 2016, Datto surveyed 1,100 MSPs about the impact of ransomware. Key findings were published in Datto's State of the Channel Ransomware Report, which was designed to provide a unique perspective on the growing ransomware problem. The end goal was to offer insights and perspectives from the IT executives who are dealing with the problem firsthand. Datto used the research as a baseline for predictions regarding the ways ransomware will impact the small business economy over time.

The Results

The research report has become Datto’s most successful piece of content, garnering the following results:

→ 500+ new names
→ 720+ downloads
→ 40+ articles in publications such as The Atlantic, Forbes and Bloomberg

Additionally, the report is responsible for being the first touch point in new closed business deals that brought in $40,000+ in revenue with an additional $80,000 in pipeline. From a multi-touch campaign perspective, the campaign has driven $95,000+ in new revenue with an additional $170,000+ in the pipeline. The report has also provided Datto with enough insight to produce a variety of different assets, including an infographic and multiple blog posts. Datto’s content team has also been dividing up the report to create "snackable content chunks" to use when targeting specific audiences.

Lessons Learned

Designing research reports so they appeal to broader audiences and target markets can help you garner coverage from third-party publications and help expand your company’s reach.

The Goals

B2B commerce company Four51 found that in the manufacturing industry, there was a significant opportunity to educate and inspire buyers around the benefits of e-commerce. Historically “behind the times” from an operations standpoint, Four51 wanted to provide manufacturers with tips and best practices that would help them improve customer and distributor partner experiences, and ultimately, drive sales in the new digital economy. With a team of three, an aggressive, three-week timeline and a small budget, Four51 set out to develop a research piece that inspired manufacturers to realize the opportunities of digital transformation.

The Assets

Four51 conducted a survey of 200 manufacturing leaders, primarily manager level and above, and asked questions around how they’re taking orders today and what plans they have for the future. The survey results confirmed the company’s hypothesis that manufacturers are not fully aware that they are missing out on business opportunities if they’re not using digital channels for order management and to drive sales.

Once the results were compiled, analyzed and synthesized into the final E-book, Four51 formulated a distribution strategy utilizing shorter-form blog content that would entice manufacturers to download the E-book. Email campaigns and social networks (primarily Twitter and LinkedIn) were used to heighten awareness, while media partnerships helped Four51 expand reach. Finally, a webinar held in partnership with experts such as Forrester and Internet Retailer, helped the company reaffirm its unique expertise and positioning in the B2B commerce world.

The Results

The “Manufacturing 2020” campaign generated 752 leads, growing the company’s pipeline substantially. The opportunities yielded an immediate ROI of 66%. ROI is expected to grow even more as opportunities continue to close.

Lessons Learned

Partner with industry experts and notable brands to add credibility to your content, while also expanding your reach to new audiences.

The Goals

The goal of Cushman & Wakefield’s The Occupier Edge is to reinforce the company’s position as a thought leader and expert in real estate across the globe. The publication offers diverse subject matter united by one goal: to create conversations that will lead to a healthier and more productive workplace.

The Assets

The Occupier Edge is a global, bi-yearly publication featuring research-based content that is thought-provoking, educational and poses a future-forward point of view. All the thought-leadership content is crafted and researched by Cushman & Wakefield’s global experts. Each issue consists of a multi-channel drip campaign that lasts for eight weeks. The campaigns are tied to earned and paid social posts, blog articles, videos, infographics and a detailed landing page, which is gated to generate qualified marketing leads.

The Results

The 2016 spring edition of The Occupier Edge received 4,445 landing page views, 930 downloads of qualified contacts/top potential leads, and an average email open rate of 31%. Additionally, The Occupier Edge made an impact on social media:

→ Twitter: 1,385,585 impressions;
→ LinkedIn: 506,401 impressions; and
→ Facebook: 145,421 impressions.

The 2016 fall edition had 15 articles with an impressive 1,218 downloads and 680,150 impressions on LinkedIn.

Lessons Learned

Formulating a detailed drip campaign increases the shelf life of your content, therefore maximizing its potential ROI.

The Goals

Veracode wanted to survey a broad audience of IT professionals tasked with application security. The ultimate goal was to better understand their day-to-day lives, the challenges they face in the frequently changing application security landscape and the tactics they have embraced to conquer these challenges.

The Assets

Veracode partnered with Content4Demand to survey more than 300 IT professionals in the summer of 2016. Results were aggregated and analyzed, then integrated into a comprehensive report, which not only highlighted these results, but also spotlighted core trends and recommended best practices for addressing these trends.

The Results

The success of the survey report spurred a series of supporting assets, including a webinar, best-practices E-book that featured one of Veracode’s top subject-matter experts and an interactive listicle. The listicle, titled “5 Ways to Find Your AppSec Zen,” was designed to illustrate how IT professionals can reduce stress through education and developer enablement tools and technology. Touting parallax scrolling, minimal copy and animated graphics, the listicle conveys Veracode’s thought leadership and expertise in a fun and engaging way.

Lessons Learned

Use foundational research to uncover overarching trends and challenges, and use this information as fodder to fuel supplementary content creation. This approach will ensure that all content assets are relevant and linked together, but not overly redundant.