How to use original research in digital content marketing
Summary
Surveys are a great way to generate that content as you will develop fresh insights on topical subjects that can become newsworthy, giving you more exposure and reaching a new audience. Use data in a variety of content styles Demonstrate your industry knowledge to existing visitors and drive extra traffic from engines. If your research is picked up by news outlets, trade publications, or essay papers, you’ll build up a reputation for having a topical authority. For example, if your hospitality survey reveals that 43% of businesses are at risk of bankruptcy, you can write content around this subject that may get picked up by national newspapers or trade publications. You can even invite people to come to your offices (post pandemic) and interact with your website in front of you – allowing you to see where they click, where their eye is drawn, and what piques their interest.
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