How much does research cost in the long run?
It is an overall process that ties up time, energy, and most importantly, funding.
We understand that gathering the correct information can help to drive company action on the next big product. It can also serve as primary marketing material for an upcoming campaign.
But what is done with that data after the fact and how much of it do you use for the next project?
The answer is probably an astounding ‘nothing’ and ‘not a lot.’ Imagine putting all that effort and resources to create:
Just for it to be used once and thrown in a folder or bin until the annual memory drive wipe.
There doesn’t have to be a complete loss though!
Like the leftovers from Thanksgiving dinner, each piece of information gathered has more than one use.
They can be rearranged, reexamined and all-round repurposed to work for you in other ways. Allowing you to squeeze every bit of broth out of your investment and achieve a greater return.
In this article, we will introduce to you the three most overlooked forms of research that can be repurposed for your company’s benefit. We will also give you a few content repurposing examples, and hopefully, help you enjoy that meal a little bit longer.
Let’s talk about repurposing research for content creation and how one of the easiest sources to find is yourself.
When starting this process, it is best, to begin with, a primary source: “A primary source provides direct or firsthand evidence about an event, object, person, or work of art.”
A few types of primary sources are interviews (video, in-person, audio), Q&As, surveys, focus groups, etc.—pretty much any interaction wherein you or your company provides evidence or information about what it is you do.
Now take a moment to imagine yourself in an interview, it can be as the interviewer or the interviewee.
As you, the primary source, asks or answers the questions during this time, a firsthand account of content and research is being created. All in one sitting.This is known as a research-creation process.
The best part is that the content and research can then be further broken down and expanded upon by creating the following types of content:
Quotes and more
Understanding these concepts will open avenues for you to create other forms of content as well.If you simply stop at the end of a Q&A and never revisit it later, there will be significant reserves of untapped material left behind.
Research creation processes practically make the gold themselves.
When a company undertakes a task or campaign, how much harvesting, strategy, and planning goes into that course of action? What happens to that research after?
So much untapped potential is waiting to be put to good use in that information, and not just for publicity, but to further create value in your brand.
Those old nuggets of gathered data can go towards repurposing content for social media posts. As an added bonus, publishing the statistics for public consumption is considered shareable data. This is a great way to establish trust in your brand—by showing your audience how the company intends to use the information from such research.
So, what then, is shareable data?
Consider a company who sees a request north of 80% from its clients, all asking to bring in some sort of app design and maintenance program.
If they decide to expand their web development service, the statistics become data that can be shared with the public eye. A graph or live announcement can be created and effectively establishes that they listen to their clients.
Many other benefits can come from research sharing.
Take primary social platforms like LinkedIn, Facebook, etc. for example:
Cross-platform analytics for engagements
Sharing information with eye-catching visuals
Promote more detailed research with blog posts
The list goes on.
When serving your clients, how often is research on the to-do list?
In marketing, many problems that require unique solutions are seldom exclusive to a single client. That information gathered is likely to become an asset to future businesses facing similar challenges.
A company performs research for a client. While doing so, they discover the client would benefit from a geospatially targeted strategy as opposed to e-blasts. This solution comes from a string of common factors within the client’s customer base.
The research that was gathered for this case, can then be applied to other businesses that suffer from the same concern, throughout the world.
Creating a repurposing content strategy from that data then opens up an opportunity to publish and share these findings. Which then provides greater value to the company.
Potential content can come in the form of:
Q&A style narrative
An at-a-glance Instagram/LinkedIn carousel
Client testimonial graphics
This can be done to the extent that client confidentiality is uncompromised. It also allows for the aforementioned testimonials to arise.
Other businesses experiencing similar challenges will take value from this content as well. They will take value from the personal accounts given, providing evidence of your company’s aptitude for discovering solutions.
Why is repurposing research important?
You will be able to draw a greater content yield from these three core areas:
Research for internal or company use
Research for client solutions
The overall ROI on your time and expenses increases when these valuable statistics are repurposed. Don’t let all that valuable content marketing potential go to waste!
A great way to prevent that from happening is to check out the Set & Forget service provided by Navigation. As a professional content repurposing service, we ensure that all generated data and solutions will be put to the most effective use. Visit Navigation now, your business, and hard drives, will thank you.