Benchmark reports are a great way to educate your target audiences on new and important topics. Key findings can be used to earn media coverage, lure in qualified leads and more. But not every report is a winner. To increase your chances of success, you must know your audience, be original and ensure high quality data. Here are some key tips for hitting on those requirements and making sure that your report gets read, re-read, shared and quoted.

Know your target 

Companies can have a lot of products and target several different audiences. If it’s not clear at the start who the target is – find out. It’s important to have some level of focus as general findings might not impress. For example, you might want to dig into a specific vertical market, such as retail or SMB.

Have a unique angle 

The foundation of any good benchmark report is providing content no else has offered. Is there a question no one has answered yet? Start by collecting ideas from company subject matter experts (SMEs). Then do some online research to see what has been previously published. Take note of any gaps or weaknesses. Most of all, make sure your work doesn’t copy another author.

Ensure survey quality 

Blueocean Market Intelligence, Ponemon Institute and Vanson Bourne are just three of many research firms that can help you collect and analyze data. To find your best fit, choose a partner with experience in your technology area. Also, make sure the organization has access to the size and type of survey audience you want. Compromising on these requirements may diminish the quality of your data.

Benchmark reports are valuable to businesses of every size and at any stage. They can illuminate problems, show opportunities and reveal never-before-seen trends. The goal is to create something special that will cement your company’s value to journalists and customers alike.

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