10 innovative ideas for marketing your reports

There are several approaches you can use to get your report into the hands of your stakeholders. Remember that an annual report and its marketing do not have to end a week or two after they’re published. Sections, significant figures and insights can be used to market your company throughout the year.

Published in

Make it Clear

5 min readMay 10, 2022

However, with so much online activity and social media content, it can be hard to reach the people you need. Thinking outside the box is now more important than ever. Here are a ten innovative techniques you can employ to utilise so your promotions cut through the noise:

1. Create interactive videos, GIFs, social cards

Online customers today want to interact with brands. Before making a purchase, they want to actively engage with products and services. Consumers want to see product photographs, watch videos, and experiment with various sorts of interactive material to get a sense of what it’s like to buy a product or service. As a result, static, text-heavy content is no longer sufficient on its own. 80% of online visitors watch a video with only 20% reading content. Of course, it’s still critical — selecting the correct topic and optimising your (text) content for search play a key role in ensuring that you’re seen. However, in today’s digital marketing scene, interactive content reigns supreme.

Creating interactive content leads to increased customer engagement, leads, and loyalty. Customers are more ready to share their information with organisations that go above and beyond to create material that is both useful and engaging.

2. Create an interactive deck

Readers can interact with interactive PDF features. An interactive PDF is essentially a PDF document that includes all types of rich media information, such as links, audio and video files, pictures, GIFs, clickable buttons, and fillable forms. They’re perfect for presenting different types of information and data in an engaging way. Users are drawn into the interactive elements, all while consuming the valuable information and data in which they lay.

3. Reach out to expert bloggers and influencers in your industry

Contact expert bloggers/marketers/influencers in your field and ask them to publish a blog or social media post about your upcoming report with links back to your website landing page. Most industry experts will be intrigued and may be willing to provide this service for a fee. If you want to reach a more specific sector or subcategory, I recommend using custom data lists because you will know who is likely to buy your content, which may be a more effective approach.

4. Turn the content into an interactive slide deck to attract another audience

5. Create headshot videos of report creators talking about a key segment

Make a short video in which a senior member of the team discusses the research, the top three/four findings and why they are important. This is an excellent opportunity to make the company’s leaders appear knowledgeable.

6. Talk through the findings on a live webinar event

When performed correctly, a webinar provides an engaging and informative platform for new and existing consumers, delivering extremely useful content to your target audience. It’s an excellent method to foster relationships and raise knowledge of your report. It can be particularly useful as a means of showcasing or demonstrating a particular piece of knowledge or service.

7. Infographic

Typically, infographics are captivating and engaging. They can be repurposed for social media promotions, posters, or other marketing collateral depending on the content they include. Research findings are excellent infographic material, allowing readers to acquire your essential takeaways without having to invest the time in reading the entire document.

8. Gorilla outdoor ad campaign

Think outside the box and create an outdoor, gorilla type campaign to drive publicity and brand awareness by using unconventional methods devised to evoke surprise and wonder. Try creating a spoof ad (physical, digital or on a busy street) which addresses an issue, then link an interactive element which directs the individual to the relevant piece of content which answers that issue.

9. Trade show/conference

It might still seem outdated or not relevant post-pandemic, however, trade shows are returning back to their former glory with events being held around the world yet again. If your target audience is attending, so should you. Exhibiting at a trade show can increase your company’s visibility and credibility. It enables you to develop and grow a presence in your desired market. It also allows you to generate new leads, acquire new consumers and finally build a more established and recognisable brand.

A few options to consider when attending a trade show (if your budget permits) is paying to feature at a sponsored speaker slot, setting up a booth or conducting promotional opportunities with leaflet-ing and giveaway/competitions.

10. Curate an event

People are drawn to exclusivity so why not put on your own event which is centred around the report’s key findings. The event will be hosted by your company, allowing you to reach out and engage with the people who really matter. The event will also give you the opportunity to giveaway product or merchandise to the select few who may actually need your company’s offering.

In addition, promoting the event on social media will provide another way to talk about the report, without actually talking about the report. Pre and post-marketing opportunities will allow more vital awareness and publicity.

To conclude

This article should provide you with the tools and information you need to own the promotion of your next report, generating whatever content you need to reach your target audiences.

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