In our last article, we discussed the impact that performing original research can have for your legal marketing campaign. This particular medium is something that’s incredibly popular right now and is almost guaranteed to get results—assuming you do it correctly.
So let’s say that you’re interested, but you’re not exactly sure how to get started. Maybe you’re wondering how you should go about generating data to work into your content and which tools to use.
For this post, I’m going to talk about three particular original research formats you can use that are fairly straightforward even if you have zero experience. Let’s get right into it.
This is perhaps the most conventional strategy and is something that many top brands use to generate a large volume of unbiased data. It’s pretty simple—you create surveys on a legal topic and search for participants to provide their feedback.
You could tap into your email subscribers to serve as participants, or you could use a third-party platform like SurveyMonkey to help you find participants from all over the world. This tends to be one of the less time consuming methods and often helps you identify trends on the macro level.
2) Interview Influencers
Going this route is mutually beneficial because you gain valuable insights and key data, which you can incorporate into your content. At the same time, the influencer you interview will earn some nice PR, which can improve their reputation and credibility.
So this is certainly another avenue to explore. Some ways to connect with these types of people include:
- Browsing through LinkedIn – It’s perfect for making an initial introduction
- Use HARO – This is an acronym for Help a Report Out, a site that connects journalists with thought leaders
- Contact prolific legal bloggers with established followings
An added plus is that influencers will often share your content with their audience after it’s publsihed, which can result in an influx of referral traffic and additional backlinks.
3) Aggregate Data
If you’ve ever searched for data for your blog posts, you’ve probably encountered pages that have compiled a laundry list of statistics around certain topics. The Ultimate List of Marketing Statistics for 2018 from HubSpot is a great example.
This is essentially an aggregation of data from numerous resources—and it’s something that tends to work well. If performing your own survey or interviewing an influencer simply isn’t feasible, you could always go this route instead. Just be sure to give credit to the original resources.
Also, you may want to take the time to create your own original graphs based on the data because this provides some added visual appeal. Check out the Chart Tool to create your own graphs from scratch and completely for free.
You could argue that original research is the hottest thing going right now in the content marketing world. A study by Clutch even found marketers find it to be “the most effective.” Following these guidelines should help you get your feet wet and generate quality data without a lot of fuss.
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