Leveraging Unique Data to Drive Awareness and Build Thought Leadership

More and more, we are finding that clients are interested in developing and publishing their own surveys or reports, highlighting original findings about their respective industry. And while the unique insights often offer insights in customers’ perspectives and interests, original data is also an excellent tool that can be leveraged to strengthen stories.

Reporters are hungry for data, especially when it highlights new trends, controversial findings or disruption. So, it can be a great way to engage the media and support thought leaders’ perspectives on the industry.

Given original surveys are a significant investment, organizations will want to maximize their impact by leveraging the findings to raise brand awareness and build thought leadership. Below are several ways to utilize your unique data.

Announce the Findings

First things first, announce the findings. Once you secure the results of the report, identify the most compelling insights, how they support current industry trends, or better yet, are set to disrupt the industry. Consider asking: how is this contrary to current predications? Does this further support a trend that is gaining a lot of traction?  

When drafting the press release, be mindful of the structure and organization. Press releases highlighting data can often be dry and complicated. Identify three or four key takeaways from the report and include several data points within each section to support the desired takeaways.

Breaking the release into clear takeaways increases the likelihood that your audiences will understand the report findings.

Leverage for Proactive Opportunities

Original data is the gift that keeps on giving. Once report findings have been announced, there will still be plenty of opportunities to leverage the findings for media opportunities.

Consider diving into specific themes from the report by developing proactive pitches and contributed content on that topic. It’s a great way to highlight the data, promote the report add commentary that may not have been featured in the report. This commentary is critical to building out the broader story and adding the “human element” of storytelling.

Create Compelling Graphics

While data is highly desired by media, it’s important to present it in ways that makes it easy to understand and review. Creating infographics, charts and imagery to summarize the findings can help target audiences visualize the data.

Not only do they make it easier to interpret the data, but they also support engagement, often leading to increased views for press releases and shares on social media channels.

Publish Findings at a Regular Cadence

If the report clearly demonstrates ROI, consider making it a regular occurrence. If an organization publishes an annual report, consistently sharing valuable data, reporters will come to look for those reports each year, leveraging the findings for their reporting. This is a great way to build rapport with journalists and establish an organization as a clear industry leader.

Industry reports and original data are excellent tools to engage media, build thought leadership and raise awareness.