Forty-nine percent of journalists seek out original research to use as sources. Producing new original research and backing it with a mighty media relations effort can set you apart from your competition.
An independent honors organization and benefits society approached Come Recommended looking for new ways to establish themselves as an industry thought leader. With the Come Recommended team’s guidance, an original research strategy was developed.
To stay competitive and stand out in the world of professional societies, the client needed to establish itself as a recognizable, prestigious brand. Come Recommended developed an original research strategy to generate a newsworthy story tied to the organization’s messaging.
How We Went About It
Research and planning
Come Recommended first started looking for what was missing in the industry and what the client’s target audience needed. The content creator conducted research to determine the gaps in the current industry research. What did college students, recent graduates, and young professionals need to know?
First, we identified a few options by researching what subject needed to be addressed. After reviewing the current research, our content creator developed a few research ideas — how entry-level candidates preferred to interact with potential employers, general pain points that young professionals are currently facing and anticipate facing, and the most important aspects entry-level employees are seeking.
The client lead presented the research ideas to the client and collaborated on which one would be best. Once Come Recommended and the client made the mutual decision, our content creator drafted survey questions. Then our media relations manager developed a strategy for our client to distribute the original survey to their membership and email lists.
Analysis and creativity
After receiving the survey results, our content creator analyzed them and identified the most newsworthy and interesting data points. When it came time to promote the insights, the content creator and editors decided a contributed bylined article thought leadership campaign would have the most reach and impact. They also saw a creative opportunity to utilize the design and theme of an infographic in order to make the research come to life in a unique way.
The Come Recommended media team secured placements in top-tier outlets through a targeted media pitch. The pitch included contributed bylined articles and an infographic that detailed the research results.
We were able to use that research in our contributed bylined article campaign to earn our client more credibility and establish them as an industry thought leader, adding more value to the already successful content marketing campaign.
The content from the original research served many purposes, appearing in a total of 8 media outlets that reached 312 million online readers. Through a dedicated media relations strategy, Come Recommended earned these placements on sites with high domain authorities, ranging from 80 to 98, each linking back to the client’s website. The articles themselves received an estimated 147,000 views.