PR for data marketing is an extremely effective strategy to get your company covered in major publications like the New York Times, Mashable and the Wall Street Journal. Journalists and readers love data and statistics that uncover new trends and insights. And so do we, because it works.
Benefits of PR for Data Marketing
When executed successfully, PR for data marketing drives results and greatly enhances your current marketing program in a number of ways:
- Drives website traffic via backlinks in placements that direct readers to your website.
- Improves content marketing by providing fodder for an array of materials. Everything from a whitepaper to a webinar, to media pitches and sales collateral.
- Generates leads and shortens sales cycles by instantly establishing credibility among journalists, analysts, stakeholders and potential customers.
- Data has a long shelf life and you can expect see residual coverage from a data study weeks and months down the road, especially if you are utilizing PR for data marketing effectively in subsequent thought leadership pitches after you’ve released your study.
Types of PR for Data Marketing
It’s clear that PR for data marketing works, and there are several ways you can go about developing a unique campaign based around newsworthy statistics or trends to generate real business results.
- Mine your internal data: Chances are your company already has an untapped treasure chest of data that you can analyze, glean interesting insights from and use for PR for data marketing. Identify any data, surveys, estimates, or research your company already has on hand, then analyze it and package it up in an interesting, meaningful way to share with journalists.
- Curate and leverage existing market research: You can collect and analyze public-domain government data to use as a newsworthy PR for data marketing campaign.
- Piggyback on industry studies: You can also take advantage of existing data from trusted sources such as Forrester or Gartner for your PR for data marketing campaign, as long as they are not your direct competitors. When you come across a new study that’s relevant to your target audience and that you or your executives could speak on, you can easily turn this into a thought leadership pitch. You may not get credited as the source, but if you’re insight aligns with the reporter’s goals, you may be quoted as an expert commentator in a story.
- Commission an affordable consumer survey: Conducting market research may sound intimidating and expensive at first, but it’s surprising how cost-effective a simple consumer study can be. And the results you’ll generate can be shocking. Use your findings to garner placements that mention your data and advance your organization’s marketing goals.
Regardless of your approach, we’ve found that PR for data marketing consistently garners results from a media coverage, content marketing and lead generation standpoint.
Tips for PR for Data Marketing
Now that you’re familiar with the benefits and different types of data-driven marketing, it’s important to ensure your data meets several criteria before going to the press with your PR for data marketing campaign.
- Accuracy: There’s nothing worse than finding out your data was inaccurate after starting PR for data marketing. Take the time to ensure you’ve covered all your bases and you’re not risking distributing inaccurate or incomplete data.
- Relevance: Make sure your data is timely and useful to your audience. If you’re a software provider, chances are your audience doesn’t care about a study on the nutrition value of oranges.
- Comprehensive: Incorporate the perspectives of your executives and thought leaders to make your data more meaningful for your audience. You may uncover an interesting trend through your PR for data marketing campaign, but it’s important to add context and meaning to insights to position your organization as a true thought leader.
We love PR for data marketing because it’s incredibly effective. If you have data you think might be newsworthy but don’t know how to take it to the masses, we’re here to help. Call us at 312-235-6173 and we can help you get started with PR for data marketing.