To build brand authority, you must know what truly matters to your customers. Join Mantis Research co-founder and Chief Strategy Officer Michele Linn in her new Master Class, Using Research for Content and Thought Leadership—learn her 4-step survey method strategy and position yourself as a thought leader!
In this Master Class, you’ll learn…
Your content needs to do a lot these days. From cementing brand authority and customer engagement to SEO and marketing automation (never mind impressing your higher-ups), it seems the content beast always needs feeding.
But with all these content pots cooking, it can be hard to come up with new ideas that help you stand out. You need more than just a hodgepodge of tiny wins—you need a unique concept that only you can deliver (and can make a big impact on your customers and industry alike).
Enter survey-based research. It’s your ticket to truly valuable content your audience will crave—the cornerstone content you need to create cohesive, long-term campaigns that build brand authority and serve up awesome assets throughout the buying process.
Join MarketingProfs for Using Research for Content and Thought Leadership, a Master Class of 15 bite-sized lessons, as instructor Michele Linn walks you through her four-step process for conducting and publishing survey-based research for content marketing and thought leadership. It’s a proven process perfected during her years leading research projects at Mantis Research and Content Marketing Institute. You’ll walk away knowing not just the why, but the how—and what to do next.
Complete each of the following lessons to earn your certificate of completion.
Research can mean different things to people. This lesson provides examples of original survey-based research to help you achieve your goals and shares why this type of content is effective.
This is not your typical lesson about mindset; instead, it focuses on when you should (and should not) conduct research. It also offers an overview of the IDEA model so marketers can understand the flow of the following lessons and explore a sample timeline.
Learn the Pros and Cons of three basic ways you can get people to answer your survey: asking your audience, forming a partnership, and using a panel. When you understand the difference between B2B and B2C responses, you can decide the best path forward for your survey.
Once you decide to conduct research, you need to determine what you want to study in alignment with your brand. This lesson walks through the three core things every great research topic has in common so you present something new and bring meaning to your audience.
One easy-to-make mistake is to ask survey questions that result in boring insights. This lesson provides a general overview of making your research more meaningful and offers specific exercises like key dimensions, potential headlines, and inventory vs. story statistics.
The best research tells a story, and properly designed survey questions ensure that you tell a story that makes your data sing and increases your reputation.
This lesson focuses on drafting your initial survey questions using the typical survey outline to uncover the story you want to tell. You’ll see a lot of examples of questions you can ask.
Once you draft your survey, it’s time to refine it so the data is as clear and credible as possible. We’ll explain why you need to remove jargon, look for words that can be interpreted in different ways, use write-in questions, plan for PSA, and test your survey.
This lesson shares some high-level ideas on how to program and launch your survey, including the importance of a soft launch. You’ll also learn the basics of cleaning your data.
It’s time to dig into the data! This lesson will walk you through the basic process of analyzing the initial data, how to revisit the big picture questions, consider the result segments and how to best present your data to your team.
It’s time to get your research into the hands of your ideal audience. Understand the critical elements of a basic launch plan, including deciding if/what you want to gate from your findings, choosing a key page, and determining the next steps.
A well-structured research report enables you to tell a powerful and effective story. Learn all of the aspects you need to include in your report to tell a powerful story.
The true power of doing research is not just in the data that you collect but in all of the different ways you can repurpose that data to help your audience and grow your brand recognition and authority.
A deep dive into how one report was repurposed in multiple ways by MarketingProfs to educate as well as grow brand recognition.
You now understand how important doing your own research is, so now what? What you should do next to get started.
Level-up your subscription and GO PRO for access to this and all future Master Classes. Plus, PRO-exclusive webinars, our full course catalog, a personal concierge, and more.
These materials aren’t required to officially complete this Master Class, but they can help you more deeply understand and better implement what you learn.
Michele Linn is the founder of Mantis Research, where she helps content and community managers conduct surveys to learn about their audience and publish compelling, original research findings. Before Mantis, Michele was head of editorial at Content Marketing Institute, where she led the company’s editorial strategy, helped build the 200,000+ audience, and published hundreds of articles. She has been cited as a content marketing influencer and was named one of Folio’s Top Women in Media (Corporate Visionary).
Jeni Maijala is an experienced instructional designer with over 10 years of experience. It’s her goal to work effectively with subject matter experts to bring their visions and learning objectives to life in training and learning. Jeni also enjoys teaching undergraduate students and training leaders in the business world.
MarketingProfs Instructional Designer Sean Adams is a certified life coach, Amazon bestselling author, international speaker, former college professor, and elite communicator committed to creating world-class experiences. He’s trained over 10,000 people from the stage, in-person, and online, and is committed to developing and delivering simple-to-understand and instantly usable content.
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