We build our thought leadership research studies to give you a year of insights to talk about as part of your thought leadership efforts. But your thought leadership content won’t do you any good unless your ideal prospects see it.
It can be hard for even the most committed agencies to consistently produce and share helpful, relevant content for a full year. That’s why we developed programs specifically to help.
“Slice & Dice” Content Atomization Program
We’ve partnered with our friends at Predictive ROI to offer our agency thought leadership clients a done-mostly-for-you program to slice your research findings into a full year of monthly blog posts, weekly social media posts, and emails built into your CRM program for lead nurturing.
Stand Out in Your Niche, Grow Your List, and Build Authority with Your Ideal Prospects — Painlessly.
As agencies, many of us are like the cobbler’s kids — we don’t have any shoes.
We tell our clients to atomize their content, to be consistent — but often have trouble doing this ourselves. It’s no surprise given the workload we carry and the difficulty of finding qualified team members. And regularly offering new and helpful content to our ideal prospects in our chosen niche is the key to building agency ROI.
Our good friends Stephen Woessner at Predictive ROI and Drew McLellan at Agency Management Institute wrote the book on this approach for agencies – Sell With Authority.
So to help our client agencies make this approach work for them, we partnered with Predictive ROI to develop a post-research program specifically designed for agencies who have completed thought leadership research with Audience Audit.
We call it the “Slice & Dice”. It atomizes your research content in multiple ways for a full year, building your list and your thought leadership reputation the entire time.
The Slice & Dice approach has proven very effective for driving awareness and engagement on behalf of our agency clients. One received a phone call from an industry group asking her to conduct research for AN ENTIRE COUNTRY based on what they found on the agency’s pillar page after a Google Search. And other agencies are seeing as many as 5x more opt-ins than their other website content.
Ongoing analytics will help you see its impact on your own agency as you build your list of engaged thought leadership followers.
Slice & Dice Content Elements
Website “Pillar Page”
The good folks at Predictive ROI will develop (or help you develop if you prefer) a page on your site to contain all the content and resources from your thought leadership initiative. It’s a one-stop-shop for prospects and clients to find your smarts.
Your Pillar Page will showcase:
- The Executive Summary of the research results and your perspective on it
- The embedded interactive public visualization of your research results and insights
- The recorded webinar of you and Susan walking through the visualization to share results and your perspective
- Any additional resources (quizzes, tip sheets, whitepapers, ebooks, etc.) you develop from your research
Here’s a great example of an agency’s Pillar Page.
Quarterly Story Arcs
Your research tells a story about the audience you surveyed. You’ll have unique insights into their attitudes, goals, challenges, activities, plans, resources, and more.
We’ll structure those topics into four quarterly Story Arcs, each of which is designed to showcase an aspect of the research findings and your expertise and thought leadership over the course of three months, and also ties the year of content together.
Monthly Blog Posts
We’ll draft a blog post for each month for a full year. Each post will highlight the relevant findings in the research from the appropriate Story Arc, and each will be written by an experienced research writer at Audience Audit.
You’ll add your thought leadership perspective to each post — a few sentences, a short paragraph or two — and then Predictive ROI will edit it to match your agency’s voice and to make the most of SEO opportunities. Once you’ve approved the final posts, Predictive ROI will post them on your behalf on a predetermined schedule (or you can have your own team post them, if you prefer).
Weekly LinkedIn Posts
Each blog post will be used as a basis for four weekly LinkedIn posts written by Predictive ROI. As always, you’ll approve every post before it’s shared on your profile.
Monthly Emails for Lead Nurturing
Predictive ROI will build a strategically designed and tested New Lead Sequence in your CRM (or provide detailed instructions for your team) and develop four emails each month based on the current Story Arc to gain the attention of ideal prospects and bring them into your sales funnel with helpful, consistent, engaging content.
Predictive ROI will help you create a quarterly Q&A event in which you spent some time teaching an element of your expertise and the rest of the hour answering attendee questions.
All Roads Point to Cornerstone Content
All of these elements will refer prospects to your Pillar Page to download your Executive Summary and explore the visualization, recorded webinar, and other resources available there.
Slice & Dice Pricing
The standard Slice & Dice program is an investment of $5,000 per month for a year, although additional content atomization services are available with additional investment.
Audience Engagement Programs
So you’ve finished your research and identified attitudinal segments within the audience you surveyed. If their input served your thought leadership efforts and helped your ideal prospects and clients once, they can do it year-round.
While we offer our survey respondents anonymity, we also ask at the end of our surveys if they’d be interested in participating in further research with your agency. We typically see 40%-70% of survey respondents opt-in. (Respondents secured through panel partners are excluded from this activity.)
Their survey responses remain anonymous, but your agency will receive a list of these volunteers, along with their segment. In effect, you’ve started your own panel! You can continue to grow it as you continue with more research or invite website visitors to participate. The advice, perspective, and feedback from this group can provide additional insights for your clients and your agency — something no other agency will have.
We can help you grow and nurture your database of prospects as well as develop a robust, engaged panel of research respondents:
- Online assessments or quizzes that allow you to segment prospects and gather other helpful information while providing them with relevant and helpful resources
- Monthly or quarterly “pulse polls” to engage and grow your community of research volunteers. The results can be used in your thought leadership content and engagement efforts.
Now that we know statistically which segments are out there, we can provide you with a straightforward approach to identifying the segment of clients and prospects who may not have participated in your survey, and new prospects that come along.
A Self-Segmentation Quiz on your website, with automatic scoring and feedback mechanisms, can become another engaging resource for site visitors, allowing them to learn something about themselves or their organizations, and also receive helpful insights and advice from your agency during the process.
We can administer a short survey every month or every quarter, digging into a particular question you’d like to ask your panel of volunteers. Their feedback can support blog posts and other content, allowing you further learn about this audience and help your prospects and clients as well.