This insights post is a summary of the blog post published by Airfoil Group. View the full post at: The Value of Research: Six Ways Data Helps Achieve PR and Marketing Success.
If you think of a client engagement is a journey, then different types of research serves as the GPS to determine the best way forward. By using research, it helps uncover the information needed to make our objectives clear. In addition, it helps to establish intent for creative execution, and ensures that decisions are informed by real-world data and existing market forces.
By starting with research: it helps to define success for a client. It also all of the members of a team with a roadmap that outlines how to achieve the agreed-upon goals. At the outset of every client engagement, you should develop strategies grounded in intelligence and analytics that provide measurable goals to work toward.
Here are six ways that media relations professionals, content creators, social media teams, and brand strategists use different forms of research to help our clients achieve growth including:
- Persona development: helps to identify the right publications to target, the right social channels to prioritize, and the right tone and topic areas for our content development
- Competitive analysis: analyze the key messaging, media coverage, social media channels, and websites
- Media analytics: review share of voice (SOV) helps refine and optimize media strategies
- Social media auditing: determine what has been successful in social and where there are opportunities
- News and trends research: using media analytics help create a proactive media strategy and key storylines
- Thought-leadership analysis: combining event research, content auditing on LinkedIn, competitive analysis, and media analytics
Each of these types of research should be used for different outcomes. To get more details about these different forms of research, see the entire post at: The Value of Research: Six Ways Data Helps Achieve PR and Marketing Success.
