Having spent a long time sourcing, collating and analysing data, you will naturally be keen to get the most value out of it as possible. Fortunately, digital marketing poses plenty of opportunities to do just that, with countless ways you can use your data more often and for longer periods. This blog post will detail a few of our top tips to ensure that you squeeze the most value out of your data for the best results and coverage possible.
When you have pulled together a strong dataset, you will need to share it with the right people. This means having an effective outreach strategy to get your research and data into the best hands. This can either be done manually or through certain tools, such as Gorkana and Vuelio, for example.
When creating a list of people to outreach to, you will want to target people who:
In summary, you need to think carefully about who will benefit from receiving specific kinds of content and who is most likely to publish your data in exchange for greater brand visibility and (if you are lucky) backlinks.
By transforming rich data that is typically stored and in a dull excel format into an eye-catching, on-brand visual, you are creating another valuable piece of content that can be outreached quickly to publications for coverage.
In fact, the value of data visualisation is very clear:
Not to mention that visual elements are far more shareable than text alone, and they will naturally improve the chances of your data and findings reaching a wider audience:
Essentially, by building a visual asset from strong data, you have created a piece of content that appeals to a wider audience, can be consumed with greater ease and is more share-worthy - all of which will generate greater engagement in turn.
If the dataset is one that you are particularly proud of and that fits seamlessly with your field of expertise, then you may also want to use your data to craft an on-site asset (a piece of content that sits on your website and can be linked to for further information or can attract readers as a standalone piece).
The benefits of doing this include that:
Why not give your business yet another opportunity and outlet to share your findings with others? One thing that many businesses and agencies fail to capitalise on is the power of social media, and how effective it is as a means of reaching a relevant audience with your data.
Therefore, you may also want to pursue social media as well when outreaching your work.This can be achieved by sharing small snippets or specific and intriguing findings from your dataset on different platforms and advertising the link to a press release or full dataset following on from this. In doing so, you increase your chances of individuals taking an interest in the campaign and potentially covering it, which can aid you in reaching your KPIs but also will showcase the nature and quality of your work in a more transparent way.
If your dataset is very comprehensive and looks at large quantities of data from different sources, it is very likely that you can squeeze multiple angles from it.
For example, if you are ranking destinations around the world, or football players according to some criteria, you will likely already have a shortlist of both the top and lowest ranking results, giving you two angles immediately. Similarly, if you are conducting a global study, you can tailor your outreach based on different geographic groups. For example, a global study could later be fine-tuned into one in Europe alone to achieve fresh coverage and easier outreach.
After sending your campaign and following up on it, you should refrain from disregarding the data and campaign entirely. This is because there are often numerous other opportunities where the work regains relevance, or better, where evergreen content remains topical. A few of these instances can include:
Ultimately, by optimising your content and resharing it in the future, you are maximising the value you can extract from a dataset, but you are also ensuring that your campaign and studies receive the attention they deserve.
However, with that said, ongoing outreach can still cost you time and resources, so we would only recommend seeking further outreach opportunities for pieces that you have the most confidence in, or that truly are going to bring something valuable to a relevant debate. You should also bear in mind that if your data has become outdated and therefore false over time, it is not worth continuing your outreach without first updating it.
At uStats.org, our team of highly qualified data analysts are on hand to assist brands with the creation of well-researched, authoritative and original datasets. So, if you want primary data for your next campaign without the hassle, email us today at firstname.lastname@example.org.