Marketing Mode with Todd & Jenna

Todd and Jenna discuss key elements that should go into the content and design of original research reports.

• How do you want to position your brand in this research and data collection? Creating a brand-forward design vs creating a third-party-forward design.
• Visually connect your brand with the research and data in the report.
• Make it easy for your readers to skim by using callouts and sidebars.
• Include CTAs and tips throughout the report to maximize the value for your readers.
• Improve credibility of the research by creating a balance of data and aesthetically pleasing content.

Todd and Jenna give you some best practices for getting impactful media coverage of your original research project.

Some highlights:

• Thinking about media coverage from the survey creation phase of the research process. How are we phrasing the questions? How will we be able to talk about the results?
• Make sure you have special segmentation questions that will help niche audiences (and the media outlets that connect with them) identify more with the story you are telling.
• Building credibility and the benefits of a third-party research firm reaching out to media versus the brand that funded the research.
• And last but not least, some tips on how to build a media contact list.

Get the most out of your research by using creative segmentations and looking at demographics in a new way. We discuss how to start the survey creation process with the final research in mind.

In this episode, we talk about some data that was recently featured on marketingcharts.com that highlights the most valuable content at the early, middle, and final stages of the B2B purchase journey. We discuss how original research can be used as the foundational content that fuels each and every one of the other content types including webinars, infographics, blog posts, ebooks, and more.

The research discussed was originally produced by DemandGen and Content4Demand and you can find the particular chart we are referencing here: https://www.marketingcharts.com/industries/business-to-business-229143

In this episode we discuss how challenging it is to create engaging content and how ChatGPT (and other AI) could potentially help marketers overcome this challenge. We give our take on questions like:

• Should marketers be worried about their jobs as new AI comes to market?
• Is there a line that shouldn't be crossed when it comes to using AI in content creation?
• How should marketers approach executives when it comes to the use of AI?
• ...And more!

In this episode, we discuss some insights from our Digital Marketing Trends 2023 report, specifically about the reality of working with limited budgets and resources as pressure mounts to improve marketing performance.

What you need to know about marketing personalization in 2023, according to research. We discuss how budgets and marketing technology impact personalization, how marketing personalization can improve the customer experience, and how B2B and B2C marketers are using personalization differently.