Tip: Turn research into a benchmarking tool

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Now I've never really been concerned with findability, because for me it's all people's business. But I'm ambitious, a bit vain and therefore curious whether I'm doing better than my competitors. So I visit your site and use the tool. It works simply: I enter my web address, that of my three most important competitors, my industry, and the search terms I want to be found on. I enter my email address and click on 'Show result!'.

And what do you think?
I am nowhere to be seen, while those despised competitors run away with the first, second and fourth places on Google respectively. Ouch!

In addition to the results, you provide a number of suggestions for articles: 'Why is a high Google ranking important?' 'What a high ranking brings to other companies in your industry.' '10 tips from successful companies for a better Google ranking .' Because I am still not convinced of the importance of a high ranking, I decide to read the first article.

And so you got me one step further. That in itself is impressive, but another advantage is that you didn't have to draw attention to each article separately. A simple invitation to use your tool was enough.

Research is often used to get prospects to take that first step. Research that shows how many companies are already using content marketing, how much money they are investing in it and lebanon phone data what it brings them, such as the report B-to-B Content Marketing: 2013 Benchmarks, Budgets and Trends from the Content Marketing Institute. The goal of such a report is of course to say: look, others are doing it too and successfully, now it's your turn!

The value of such research increases if you first ask your prospect if he wants to know how he stands compared to his competitors, have him answer a number of questions via a tool, then compare this input with the research results and show the benchmarks. In short, if you make it a benchmark tool.

Completely in line with the content marketing philosophy
It also fits better with the content marketing philosophy: you only offer content if someone has indicated that they are open to it. Moreover, it is content that the prospect can use more because it is enriched with their input. And, if you have their email address, you have important information about this prospect: you know where they are in the customer journey, so that you can offer tailor-made content and do not fall into the one-size-fits-all trap.