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  • Research Mindset

    Master Class Lesson

    CONTENT TYPE: Master Class Lesson | TOPIC: Marketing Content

    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.

  • Getting Survey Responses

    Master Class Lesson

    CONTENT TYPE: Master Class Lesson | TOPIC: Marketing Content

    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.

  • Finding the Best Angle for Your Research

    Master Class Lesson

    CONTENT TYPE: Master Class Lesson | TOPIC: Marketing Content

    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.

  • Brainstorming Your Initial Story

    Master Class Lesson

    CONTENT TYPE: Master Class Lesson | TOPIC: Marketing Content

    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.

  • Writing the First Draft of Your Survey

    Master Class Lesson

    CONTENT TYPE: Master Class Lesson | TOPIC: Marketing Content

    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.

  • Refining Your Survey Questions

    Master Class Lesson

    CONTENT TYPE: Master Class Lesson | TOPIC: Marketing Content

    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.

  • Fielding Your Survey

    Master Class Lesson

    CONTENT TYPE: Master Class Lesson | TOPIC: Marketing Content

    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.

  • Finding the Story in Your Data

    Master Class Lesson

    CONTENT TYPE: Master Class Lesson | TOPIC: Marketing Content

    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.

  • Creating Your Launch Plan

    Master Class Lesson

    CONTENT TYPE: Master Class Lesson | TOPIC: Marketing Content

    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.

  • Telling a Story in Your Research Report

    Master Class Lesson

    CONTENT TYPE: Master Class Lesson | TOPIC: Marketing Content

    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 5 Rs of Repurposing Your Research

    Master Class Lesson

    CONTENT TYPE: Master Class Lesson | TOPIC: Marketing Content

    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.

  • Where to Go From Here

    Master Class Lesson

    CONTENT TYPE: Master Class Lesson | TOPIC: Marketing Content

    You now understand how important doing your own research is, so now what? What you should do next to get started.

  • How to Use Survey Questions to Tell a Story

    Master Class Lesson

    CONTENT TYPE: Master Class Lesson | TOPIC: Marketing Content

    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.

  • How to Make B2B Content Less Boring: Julie Revelant on Marketing Smarts [Podcast]

    Podcast

    CONTENT TYPE: Podcast | TOPIC: Marketing Content

    Join the battle against boring B2B content! Julie shares tips, tricks, and mindsets for creating value-based, story-driven content for any B2B organization.

  • How to Write Persuasive Blog Posts: A Template

    Article

    CONTENT TYPE: Article | TOPIC: Marketing Content

    So you've just crafted a beautiful blog post bursting with metaphors and emotion and elaborate language. Done! The sales should roll in. But that's not quite how persuasion works. Check out this article to find out what does.

  • Gen Z Trends on YouTube: Three New Types of Creativity [Infographic]

    Infographic

    CONTENT TYPE: Infographic | TOPIC: Social Media Marketing

    According to YouTube's annual trends report, video viewers are increasingly gravitating towards three new types of creativity: community, multiformat, and responsive.

  • Web Accessibility: Is Your Marketing Campaign Reaching Its Maximum Audience?

    Article

    CONTENT TYPE: Article | TOPIC: Marketing Strategy

    It's easy to assume everyone has equal access to Internet content. But a lot of design and development practices make that access difficult or impossible for people with disabilities. Here's how you can make your content more accessible—and more useful for everyone.

  • Do This, Not That: NEW Email Marketing Techniques Working for B2B Now

    Webinar

    CONTENT TYPE: Webinar | TOPIC: Email Marketing

    Is your email marketing underperforming? You're not alone. The good news? This webinar offers key insights into what's driving audience engagement in 2022. Join us to learn how to increase opens, get more clicks and conversions, and improve campaign ROI with these simple (but effective) tips. Sponsored by Vidyard.

  • How to Generate High-Quality Traffic That Turns Into Leads and Sales: Brian Dean on Marketing Smarts [Podcast]

    Podcast

    CONTENT TYPE: Podcast | TOPIC: Demand Generation

    High-quality website traffic helps improve your revenue and marketing ROI. So how do you get there? Brian Dean shares tips, tricks, and tools for a strategy that results in more sales and leads.

  • Four Things TikTok Can Teach Us About Presentations

    Article

    CONTENT TYPE: Article | TOPIC: Social Media Marketing

    TikTok may be the world's favorite time-waster at the moment, but lessons about speech and presentation can be learned from the annals of its scroll-happy user base.