How to turn data thought leadership into a growth channel, according to Semrush’s marketing lead
Resources and ideas to put modern marketers ahead of the curve Insights and strategies for managing contacts, pipelines, and customer relationships at scale Guidance on automations that personalize campaigns, nurture leads, and drive growth Tactics to align marketing and sales, close deals faster, and support modern selling teams Ideas and best practices for delivering seamless support and memorable customer experiences Tips for building high-performing websites and content that attract, convert, and educate Resources for measuring performance, reporting results, and turning data into action Practical perspectives on using AI to streamline work and scale smarter marketing efforts Strategies for selling online, managing payments, and optimizing the digital buying experience Original research, data-backed insights and industry analyses All of HubSpot's marketing, sales, and customer service software on one agentic platform. Free HubSpot CRM Overview of all products"> Overview of all products Marketing Hub"> Marketing Hub Marketing automation software. Free and premium plans Service Hub Customer service software. Free and premium plans Content Hub Content marketing software. Free and premium plans Revenue Hub CPQ, billing, and payments software. Free and premium plans Agent Hub Your central home for building and managing AI agents across the platform Learn more Small Business Bundle The Starter edition of each product, built for startups and small businesses Learn more AEO (Beta) Answer engine optimization tools that track and improve your brand's visibility in AI results Learn more HubSpot Marketplace Connect your favorite apps to HubSpot See all integrations Home Marketing How to turn data thought leadership into a growth channel, according to Semrush’s marketing lead How to turn data thought leadership into a growth channel, according to Semrush’s marketing lead Written by: Margarita Loktionova CONTENT MARKETING PLANNING TEMPLATES Plan your content strategically with these handy content marketing templates. For years, we ran data studies at Semrush the way most similar companies did: whenever someone had a good idea and whenever there was time to spare. Mostly, though, our efforts were limited to one or two major reports a year. We needed a way to drive attention, attract traffic and citations, and stay top of mind. The fix wasn’t a better single study. It was turning data studies into an official, repeatable program. One with ownership, a topic pipeline, a production process, and a distribution engine behind it. Based on my experience as the Content & Product Marketing Lead at Semrush, I’ll share how we built that program, and how you can adapt that playbook for your own team. High-quality, original data studies strike gold in content marketing. They create something that didn’t exist before you published it. In our age of AI repurposing, everything eventually ends up being recycled. Sharing opinions and playbooks is a powerful way to differentiate. And further supporting those opinions and playbooks with data gives you even more of the following: At the end of the day, it also leads to real business results beyond brand awareness. Since we made data-driven thought leadership an official program, it has consistently attracted thousands of unique visitors without any paid promotion, driven hundreds of registrations, and brought in a substantial number of new customers. Long story short, we moved from sporadic data drops packaged as massive 80-page PDFs and turned data thought leadership into an always-on program. Why? Because we believed it was the key to establishing ourselves as thought leaders. Every program starts as an experiment, especially in organic growth. But projects like data thought leadership typically require significant resources and coordination across teams, so everyone needs to be on board. For us, two things had to happen for it to become something real: This often comes down to assigning a DRI on your content or marketing team and, more importantly, a person in the data science department who’ll have the bandwidth to help them when needed. Some companies go further and build an entire team specifically for this function. Think Taylor Schreiner and Adobe’s Digital Insights team: It’s also important that other teams (such as design, campaigns, and email) are aware of the expected impact so they can prioritize promotion, production, and other support. To make your data thought leadership strategic, you need to plan it around industry trends, business priorities, the product roadmap, and customer needs.
Source: HubSpot
This article has been carefully curated and reformatted for educational and informational purposes. Full credit goes to the original publisher.
📚 Visit more helpful articles on Joab Peters Blog
No comments