By Jack Miles, Northstar Research
Our sector – research and insights – is more competitive than ever. Great marketing of your insights agency has therefore never been more important. Written content – blog posts, articles and white papers – are often the focal point for much insights marketing activity.
Therefore, you need to be able to write effectively to market your insights agency and succeed in an increasingly competitive environment.
Blending my own experience as a researcher, insight marketer and editor, here is a list of key do’s and don’ts that will allow you to improve the written content you produce when marketing your insights agency.
Do…Read Before You Write
Reading relevant media in the insights and marketing industries should be a hygiene factor for all insights marketers. This is important as it will identify what your audience want to read about, where content gaps lie and allow you to make sure that your content is providing a unique perspective. Additionally, the best way to improve the quality of your written content is to read high quality content yourself. There are lots of excellent producers of marketing content – learn their tricks and apply them.
Do… Learn About Your Audience
Before you write anything, think about who your audience will be. This helps shape written content in two main ways. Firstly, it will help you decide if a publication is worth writing for – knowing a publication’s audience will help you understand if that audience will help meet your content marketing objectives. Secondly, knowing the audience will help you decide what content is most valuable to them. Are they advertisers who may want to read about your creative testing approach or clientside researchers who may want to read about methodological innovation?