2x revenue in 12 months with content

Survey, blog, webinar – repeat

Newscred’s previous content hadn’t been resonating with their target audience.

However, instead of switching their tactics (blogs, webinars, and ebooks), they switched to content fueled by original, third-party research.

After a survey, they created a short blog post.

Here’s the winning formula they used: data plus analysis of the problem (20%), insight as to why this matters to the audience (70%), and how their solution solved this problem (10%).

They would then work the blog content into a webinar, but with a much bigger focus on NewsCred’s solution. After we completed multiple surveys, they combined the insights into a more robust report. 

It was this content approach that played the biggest role in doubling their revenue in one year.

First-to-market insights

One month after posting their Top Initiatives and Top Challenges blog posts, COVID hit.

What was mission-critical for marketing leaders just a week prior was now irrelevant. But we saw an opportunity and pivoted – fast.

We executed a survey on how COVID was impacting marketers, performed the analysis, and published the report, all within two weeks. 

Because NewsCred was first to market with insights on this topic, top tier press outlets were eager to pick up the story.

The corresponding webinar smashed internal records and drove over $750K in new pipeline.

Trojan Horse Method

The Trojan Horse Method is what we call using a client's internal prospect database as the respondents of the survey. 

This results in crowdsourced insights from clients’ target audience that gets turned into data-rich content that their target audience is eager to consume.

It also allows the client to market the content back to their prospects to drive demand from the contacts they already wanted to target.

Good Cop / Bad Cop Method

Using a third party for research adds distance between a company and the data. This is crucial for credibility.

If a company conducts the research themselves, the stats that they share on the challenges in the market seem self-serving and less believable.

Each section of both the blog and webinar would start by making Sirkin Research the Bad Cop by stating a data point from the survey (e.g., the #1 challenge the survey respondents were facing). 

NewsCred would spend time talking about the challenges more specifically, how and why it matters, and connecting any other complementary data points.

After empathizing with the audience’s challenges, NewsCred then comes in as the Good Cop with their solution that solves the exact problem highlighted in the research we conducted.