All marketers need actionable insight to make important decisions. As the internet reaches a crescendo of voices all vying for their customers’ short attention span, the need for quality citations and third party industry research becomes even more important to stand out.
Therein lies an opportunity: Companies that create credible surveys, reports and playbooks on a regular basis can become known authorities and trusted resources – ahead of the competition. Such authority leads to trust and in the content marketing world those are essential characteristics to attract a target audience whether they are buyers, journalists or investors.
Ironically, it’s this exact labor-intensive exercise that provides some of the most sharable, citable content. The ability to attract substantial citations, social shares and attention is a very powerful capability for agencies and corporate marketing marketing departments to have right now.