Have you ever known someone that sounded so smart, that you were convinced they’d been around the block a few more times than you, only to find out that their words were sheer speculation and opinion? Industry reports, Case Studies and data research, make your work much easier, and give something solid for brands to rely on.

I don’t know about you, but I’d rather trust the numbers, than the opinions of a self-proclaimed guru. Show me a case study that’s not a Marketing pitch, or an industry report that’s surveyed my target audience, and returned fact-based statistics. Your word and your opinion mean little to a brand, if you can’t show them real business value.

As a marketer, your job is to wrap your head around the data in an industry report, in a way others may not comprehend. The value is THERE, not in an inflated ego that is too lazy to do the work. Besides, it gives you a chance to acknowledge that resource, and give credit where it’s due.

So, where do you find these hidden jewels?

Sourcing case studies and industry reports for rock solid content:

1.  Industry Research From Authority Sites

Watch for end of year summaries and next year predictions from marketing authority sites like Social Media Examiner, Content Marketing Institute and Marketing Profs. Sometimes, you can even get lucky enough to participate in their surveys, which might get you early access to reports before they go viral.

2.  Big Data Insight From Analytics Tools

Analytics tools like Social Bakers, Simply Measured or Sprinklr will often release data driven research and social media reports. If there’s something you want to know about social media data, you can probably find it on a site that manages big data from a wide range of niche markets, you just have to do a little searching.

3.  Case Studies Of Marketing Campaigns

A great way to check out what’s working for other brands is to take a look at case Studies that have been prepared and feature consumer behavior trends. You can find case studies on most marketing agency sites, since they are always proud to showcase their best work, and client base. Take a look at some marketing case studies on Peppercomm to spark a little creativity.

4.  Marketing Research From Business Schools

Be sure to check out some of the latest research being done by educational institutions. You can often find interesting case studies or business research papers from some of the bigger sites. Georgia Tech recently released a study on why Instagram pictures with faces are more popular, and Harvard Business tells us why mobile marketing trends are moving toward apps and away from ads.

5.  Paid Industry Reports

If you have the budget, you can find excellent industry reports on sites like Forrester, Marketing Sherpa or Econsultancy. They all offer in depth case studies and reports, but subscriptions can be a little pricey.  Econsultancy’s pricing starts at $955/yr, or they offer free sample reports, that just wet your appetite..

Case Studies and Industry Reports You Can Use Now

Need a few case studies and industry reports to get you started? Check out some of these, but keep your eyes peeled for 2016 reports, now that we’re in the 4th quarter:

• 2015 Measurement and Analytics report – Econsultancy surveyed 900 digital professionals to discover how they’re using data and analytics to their competitive advantage.
• B2B Content Marketing—2016 Benchmarks, Budgets, and Trends – Content Marketing Institute and Marketing Profs just released their report that is full of valuable insight to share.
• 2015 Social Media Marketing Industry Report – The annual report from Social Media Examiner that tells you how your peers are using social media. Always great content here.
• 2015 State of Marketing Report – Salesforce surveyed 5,000 marketers globally to understand top priorities for the year across all digital channels.

Tying Business Research To Your Industry

Now that you have a few ideas to start with, what do you do with them, and why do they matter? The best advice I can offer, is to have a question in mind when you go searching. Like any other content you prepare, you should first look at what is important to your audience, and how you can help solve their problems, make things easier, or explain the “why” behind a trend.

Do a little keyword research to find what people are searching for. What is most popular, what will make the most impact, and what search terms are being used to look for their answers? The data you dig up is only as good as the solution it provides, and it’s your job to figure out how it all ties in. Do that enough, and you’ll be the hero they return to again and again.

How Do You Use Business Research and Case Studies?

Get creative when you share your insight by creating infographics, guides, SlideShare presentations or webinars. Don’t drown your audience in data. Make it interesting!

I’m sure you have other resources for your fact-finding search. What are some of your go-to sources? How have you used case studies and industry reports to create content? We’d love to hear your ideas!

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