Written by: Vickie Sullivan | July 05, 2018
How to Create Value Using Other People’s Research
Just when you thought it was safe, here’s another infographic from MarketingProfs – this one about content marketing.
Yeah, the content is relevant, so it’s worth a read. Let’s move past that, though. Note how they obtained these findings. Not with an online survey, and not with “insider” conversations with key decision makers.
An advertising company examined “multiple” reports, found the underlying themes, and came up with their own conclusions. From the reader’s perspective, this looks like research.
And that’s OK. This methodology works for one reason: expectations. Many content marketing pieces don’t require academia-grade “robust” methodology. Your readers want to know “how is this relevant to me?” And when the methodology is disclosed, everyone knows the source.
Listen: 2 ways to use other people’s research
This is a great example of how we don’t have to do everything. When we make information easy to digest and understand, we create value.
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