96% of B2B buyers want content with more input from industry thought leaders. (Demand Gen Report, 2016) (Source: https://www.hubspot.com/marketing-statistics)
72% of marketers say relevant content creation was the most effective SEO tactic. (Ascend2, 2015) (Source: https://www.hubspot.com/marketing-statistics).
These two statistics prove it makes sense to use Special Reports in your marketing strategy.
Why Use Special Reports?
Special reports are a great way to get people to start the journey of getting know more about you. The first statistic says 96% of B2B buyers are looking for you, the industry thought leader!
The report itself is meant to educate the reader. It highlights a particular problem your product or service can address although it’s not primarily a sales piece.
What is a Special Report?
A special report is written as an informative piece to provide insights on how to solve a particular problem. It’s written very specifically, although generic enough that it isn’t selling them on your solution.
It generally outlines the problem and steps on how to solve a particular problem. And only at the close of the report, do you even mention a product or service of yours that supports the story you just shared.
Who Uses Special Reports?
From the research I’ve done, all of the Business Intelligence companies in Gartner’s Magic Quadrant utilize Special Reports. That’s because it’s another tool to grow your connection with a prospective client.
Typically, your audience has to provide their email address in exchange for the Special Report. Once you have their email address, you can contact them again over time.
So let’s look an example from the company called Tibco.
Below you see Tibco’s special report on Selecting an Integration Technology. It’s a free report in exchange for a name, email, and phone number. This not only provides value in educating the customer, it also increases Tibco’s email list so further marketing can be done later.
FIGURE 1 TIBCO SPECIAL REPORT OPT-IN
Lack of resources, such as staff, funding, and time, remains the biggest obstacle to successful lead generation for 61% of B2B marketers. (BrightTALK, 2015 Source: https://www.hubspot.com/marketing-statistics)
So what about you and your business?
What problems does your audience have?
What problems do your products or service solve?
What Special Reports should you write to address those problems?
Need help writing a Special Report?
I’d be happy to help. Contact me to get started on your next Special Report.
For other ways to grow your thought leadership, check out industry conferences.