🟦 Overview

We wanted to elevate our content beyond best practices. Our solution: original research reports that paired internal data with industry surveys to drive authority, demand gen, and PR. Twice a year.

🛠️ My Role

• Led survey development and data interpretation
• Collaborated with product, comms, and design
• Wrote and structured the final reports
• Created companion content: landing pages, emails, blog posts
• Aligned with SEO and campaign strategy
• Provided sales and CS with key messaging hooks.

🧩 The Challenge

We needed content that established us as industry leaders. But most “state of the industry” reports were fluffy. Ours had to be useful, specific, and rooted in real insights.

🧠 The Approach

We focused on:

• Original, survey-backed data with expert commentary
• Clear, digestible narratives and charts
• Multiple touchpoints: site, PR, email, social
• Input from external SMEs to shape key findings

Each report became a high-leverage campaign pillar—built once, reused everywhere, even in print as a tradeshow asset:

📈 The Outcome

• Anchor content for multi-channel campaigns
• Consistent organic traffic and lead conversion via gated download
• Sales and CS used key stats in conversations
• Boosted brand authority in competitive spaces