Original Research Study and Report
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About this service
Summary
Original research remains one of the key drivers of strong content engagement for organizations of all sizes and types. With the proliferation of AI-generated content, original research and findings that help you tell a revenue-driving story are even more essential to your success. I can help you launch a successful research and report process from start-to-finish, without breaking the bank.
Process
Step 1: Identify High-Level Research Topic and Survey Audience
• The topic should generate data that ties directly to the organization’s products and services and preferably that support a key component or components of the value proposition
• Topic should be sufficiently broad to apply to a significant sample size
• Audience should be individuals within the organization’s ideal customer profile and who are qualified to answer survey questions
Step 2: Outline Deliverables, Response Gathering Strategy and Distribution Plan
• Map out all deliverables for the project, starting with survey questions and ending with repurposed results and narrative-focused content well beyond the report launch date
• Response gathering strategy will be focused on needs for strong sample size and statistical significance
• The survey and report are primary deliverables; outline all secondary deliverables, including content assets promoting the report and using survey results and report data (zero-click). Include PR and communications efforts in distribution plans
Step 3: Align on Goals and Set Targets
• Set targets and metrics based on deliverables and distribution plans; include both organizational outcome targets (e.g., leads) and efficiency/operational targets (e.g., use survey results and report to generate social and blog content for ~6 months)
• Identify if the organization plans to run the survey and develop the report on an annual basis
Step 4: Develop and Refine Survey Questions
• Draft survey questions that get to the desired outcome (think with the report and potential end narratives in mind) and share with client for review and edits
• Review updated questions with external survey/research expert
Step 5: Gather Responses
• Load questions into desired surveying tool and test until ready to send
• Begin response gathering distribution plan
• Track response rates and adjust distribution plan based on higher-than-expected or lower-than-expected engagement
Step 6: Analyze Survey Results and Prepare Findings
• Findings are separated into key findings (executive summary) and detailed findings, and categorized by section in preparation for report buildout
• Findings are captured in both presentation format and Google Doc format for client review
• Schedule and hold review meeting to walk through findings with clients
Step 7: Prepare Research Report
• Report will focus on key findings and be written and designed in an engaging, consumable way
• Report will be developed with repurposing in mind (content sections that both serve narrative flow and can stand alone)
• If possible, the report will be hosted on the client’s website instead of distributed in PDF form
• Adjust based on client comments and feedback
Step 8: Create Promotional and Follow-On Content Assets
• Based on agreed-upon plan, create additional assets to highlight the survey findings, provide zero-click value and drive sales conversations.
• Assets may include (and are not limited to):
o Video clips focused on key findings
o Social posts for all platforms for 3-6 months post-launch
o Blog posts for 3-6 months post-launch
o Template content for sales emails and DMs
o Podcast episode(s) based on findings
o Influencer outreach and marketing based on findings
• Share plan checklist and assets with client
Step 9: Launch Report and Begin Promotion and Content Plan
• Depending on scope of results and value of findings, consider embargoed media outreach
• Share and execute against timelines on launch day (especially for PR and media-related efforts)
• Prioritize internal communications and leverage internal team for launch announcements and ongoing content
Step 10: Revisit Launch and Distribution Plan
• Gather and review metrics at 1- and 3-months post-launch
• Revisit survey and report in 6-9 months (if annual)
What's included
Survey Results and Analysis
The complete results of the research survey/study, as well as a PPT or doc outlining my analysis of the findings.
Research Report/eBook
The keystone asset taking the findings from the survey and distilling them into engaging content and creative for your target audiences.
Distribution Plan and Content/Creative Assets
A strategy on how to distribute the report/eBook and the findings throughout a 9-12 month period, as well as the content and creative assets required to execute the plan.
Example projects
Skills and tools
Content Writer
Article Writer
Social Media Marketer
Copy Writing
Gmail
Google Docs
