Mastering a subscriber-first approach to content categorisation

Supermarkets are masters of categorisation because they think like their customers. Putting yourself into the shoes of your subscribers is the key to creating a robust and relevant taxonomy.

Supermarkets understand how to group items so customers can easily find what they need (and don’t need). Whilst perusing grocery shelves you might notice that most products have logical positions. Eggs in the baking aisle, fruit and veg grouped together, bin bags placed alongside cleaning products… the list goes on.

However, you don’t expect to find seasoning packets in the meat aisle, for instance. They’re not in the same category. But the clever people running the store know that a customer buying chicken may also buy Fajita seasoning on impulse.

Supermarkets have a deep understanding of their customers and there are complex psychological considerations behind the placement of every product. They study consumers continually so they can respond to even the slightest change in behaviour. Supermarkets even monitor the weather.

Who are your subscribers?

The weather may not affect how your subscribers search for content, but the time of year could. There may be other factors that influence how they search for content, such as their job roles and external market conditions. Just like supermarkets, publishers of market analysis should be acutely aware of these behavioural and contextual factors and categorise their content accordingly.

Andrew Woods, Content Analyst at Publish Interactive, explains that different subscribers have different levels of engagement.

“At one end of the spectrum are subscribers who are time precious. They just want to find what they need quickly and will become impatient with a complex category tree,” he explains.

“At the other end are those subscribers who spend a lot of time on your site looking for information. They may find a complex category tree more valuable.” Consider how engaged your customers are and how they prefer to discover information.

Which sector your organisation operates in can also influence how complex your category tree needs to be. “Subscribers of a well-established, broad pharmaceutical publisher would expect the category tree to be organised in a certain way. These organisations are almost forced to have a more complex category tree,” says Andrew.

“In contrast, niche publishers tend to have smaller category trees. When deciding on categories, consider whether you are baked into an industry and need to follow convention so as not to confuse subscribers. Or are you a niche publisher that can have a smaller and simpler category tree?”

Internal and external analysts are also a good source of information about your content and subscribers. They can provide insight into the current and future publishing strategy, and how subscribers search and use your content.

Taxonomy Definitions

Categories

  • Categories are used to collect similar reports into logical groups that resonate with subscribers’ interests and reading habits
  • They help users filter report lists and understand what topics are covered in the report library
  • Categories define a report either in terms of its content or the type of report
  • Categories determine the structure of the content portfolio.

Tags

  • Tags are labels used to describe the specific details contained within a report.
  • They help users find individual reports rather than groups of reports
  • Tags help users with keyword search and identify notable mentions.

Tag Sets

  • Tag sets allow you organise tags into distinct themes and contextualise individual tags.

“The full value of your content can only be realised when subscribers can easily find relevant information via categories or site search. Make it easy for subscribers, and they’ll be better engaged and more likely to become advocates and long-term loyal customers.”

Andrew Woods

Content Analyst, Publish Interactive

Test & Learn

We recommend that publishers don’t get too bogged down in the detail of their category tree during the design stage. Because ultimately, you won’t know if it’s effective until it’s been tested with subscribers. Like the supermarkets, you can continually tweak and change your categories once live, using subscriber feedback.

“You need subscribers to be using your taxonomy to gather feedback. When they’re using your site, you can see how they discover content and what’s affecting them getting to content,” adds Andrew.  “If searches are culminating in subscribers not finding content that’s useful to them, this is an indication that your category tree needs tweaking. It may also be necessary to carry out end-user education to ensure they know how to use search parameters correctly.”

“The full value of your content can only be realised when subscribers can easily find relevant information via categories or site search. Make it easy for subscribers, and they’ll be better engaged and more likely to become advocates and long-term loyal customers.”

5 steps to category mastery

A top-level category is the general master group into which all other categories fall. Sub-categories flow out of top-level groups, delivering an increasingly specific set of subjects to form a category tree.

No two category trees are the same so there are no rules to follow. But to give your category tree strong roots, Andrew recommends taking a subscriber-first approach and following these five steps:

  1. First draft: create a first draft based on what you know about your subscribers, their expectations of your organisation, and how they interact with your content.
  2. Sense check: share with stakeholders, and invite some of your customers to review it.
  3. Gather feedback: revise your categories based on feedback from internal stakeholders, including analysts.
  4. Soft launch: put your category tree live for a test period to gather feedback. This should include analysing data embedded in your content delivery platform, and conducting user research.
  5. Launch: amend taxonomy and go live. Book a second review point between 6 and 12 months after launch.

Evergreen content: providing market analysis for the modern B2B information consumer

Publishers are regularly updating analysis reports to reflect unpredictable market changes and meet the expectations of B2B content and data consumers

While it may conjure up images of pine, cypress, or cedar trees displaying life in otherwise barren landscapes, the term ‘evergreen’, when applied to content, has been banded around digital marketing circles for years with little connection to its dendrological roots.

The evergreen descriptor conventionally refers to content that retains relevance over time, often by repurposing existing materials into new packages and formats. This model allows previously used topics and marketing messaging to drive continued product queries and maintain strong website SEO.

Recently, the term has emerged from the realm of marketing and immersed itself into the lexicon of business information and market analysis publishers to describe content that is continually updated to keep readers informed and engaged.

This trend has been driven by external and internal factors; externally, by ever-fluctuating market landscapes publishers must keep their subscribers updated on, and internally, by a change of mindset from publishers who are re-evaluating the role their content plays and the very nature of the service they provide.

A changing landscape

Unsurprisingly, the last 18 months have transformed the information industry, consumers of business information, and the markets that publishers document. Information and data that might have been relevant for days or even weeks in the past may only have a shelf life of a few hours as uncertainty, improvisation, and rapid innovation have been the predominant market characteristics in this unfamiliar period.

Some markets, such as the travel and airline industries, weren’t simply plagued by uncertainty but completely ground to a halt, making attempts to forecast airline passenger numbers, for instance, a near impossibility.

Continual Subscriber Engagement

Publishers now need to understand what information customers require, anticipate how this information might change, and foresee how their readers will use this data next. This mindset has been precipitated by the pandemic and feeds naturally into an evergreen content strategy.

Research and analysis products are still typically packaged and sold as individual, static reports, which are either bundled into a subscription package or by selling single copies on a transactional basis. PDFs, by their inherently undynamic nature lock data in the document, meaning new information is only released when the next edition of the report is published.

However, publishers are increasingly sensitive to rapidly changing market information and the entire user workflow from information consumption to what readers do with information next. The introduction of continually updated, evergreen content therefore becomes crucial for those publishers looking to provide consistently valuable, dynamic content to their subscribers and increase content engagement by embedding themselves into their subscriber workflows.

Steve Budd – Co-Founder of Substribe

Steve Budd, co-Founder of Substribe, a UK-based firm specialising in B2B subscription strategy discussed this process: ‘We speak to hundreds of b2b consumers of information services and it’s clear that their world is now more changeable and complex than ever…B2B customers need to decipher complexity fast and seek context more than content. It is critical to understand what information and data customers need, how it’s changing, and what they do with it next.’

Examples of evergreen content include real-time databases and dashboards as well as targeted analyst reporting. Already published reports can also be continually updated when new information and data is released. Content subsequently becomes an on-demand, reactive, ‘evergreen’ service, rather than a series of static, discreet reports, which become quickly outdated.

“B2B customers need to decipher complexity fast and seek context more than content. It is critical to understand what information and data customers need, how it’s changing, and what they do with it next”

Steve Budd

Co-Founder of Substribe

Substribe’s Steve Budd elaborated on this idea: “Information publishers can rethink their approach with an ‘as a service’ mindset to really impact their customer’s workflow and help them succeed. Research companies can play a vital role in helping their customers navigate a new path to success, and those that crack it will be rewarded with deeper and longer-term relationships”.

The concept of research being a service is a fundamental shift in thinking from the transactional mindset of the past and will allow the information industry to keep pace with the increasingly on-demand digital world we now live in and ensure continued subscriber engagement.

Evergreen Content Delivery

Developments in content delivery technology now enable B2B publishers to plan, produce and execute evergreen content strategies. Traditional content delivery methods, such as delivering PDFs to end-users over email, are not conducive to evergreen content creation.

Once reports are delivered this way, there is no going back. Updates cannot be made due to the PDF’s fixed nature, and instead, consumers must wait until the next edition of the report before receiving the information and data they need.

Publishers must adopt new technology, such as specialist content delivery platforms capable of supporting dynamic, multi-formatted content if they want to ensure engagement and produce the content B2B information consumers increasingly demand.

The future of market analysis lies in its ability to accurately represent the complex and changeable business world we now find ourselves in and an evergreen content strategy is a powerful approach to achieve this.

Benefits of adopting an ‘evergreen’ content strategy

1. Ensure engagement by arming your subscribers with the latest information and data
2. Accurately reflect rapidly changing environments by incorporating the latest market data
3. Keep pace with the increasingly on-demand digital and subscription industries
4. Position your research as a service not simply a content library
5. Use technology to deliver content in dynamic, editable formats

Market research reports: How short-form is increasingly overtaking long-form content

Why frequency of publication and short, more targeted content is changing publishers’ workflow

With the introduction of digital platforms there has been increased interest in content subscription services as more consumers find them to be convenient, as well as time- and money-saving, allowing the subscriber to buy access to the content they need, with ongoing access to future additions or revisions.

We predict this is a trend that is set to continue with the market continuing to move towards consumption on an ongoing basis rather than through outright purchases. This trend will require publishers of research to embrace another stage of the digital transformation: short-formism. But what is it and what does it mean for research, editorial and production workflow?

The move to short-form content

Short-form content is a type of content that is characterised by shorter reports that are published more frequently.

Wider access to digital information has now led consumers to make quicker decisions, increasing the requirement for ‘on-demand’ information. Publishers have capitalised on the speed at which they can deliver content in this digital format, with shorter and more regular reports being produced to feed this demand. This now means publishers can react quickly in response to events through more real-time content.

In contrast to longer content which involved curation of comprehensive reports by a large team of analysts, short-form content focuses more on singular answers to specific questions. This focused content may be produced by just one analyst, with the creation of multiple different short-form reports on the same topic drastically cutting time between content creation and delivery.

Multiple documents can be stored in a digital content repository to be used on demand to compare and contrast different analyses for different markets, or at different times when new information arises. This allows the subscriber to collect the information they need exactly when they need it, with content being continuously created and constantly evolving.

The goldfish effect

The digital era has radically shortened attention spans (sometimes termed the goldfish effect) and information providers need to adapt to this trend.

Improved search capability is a major factor for consumers and therefore short-form content is ideal and negates the need to trawl through a 500-page report to find the answer. It is specific content that is relevant to their niche or question, saving time collating multiple pieces of content from many articles.

Short-form content has also paved the way for the subscription of information feeds, offering consumers the ability to adjust forecasts and pivot their decisions when new information on market trends is released.

The digital era’s influence on analytics

Nowadays, digital documents provide deep analytical insights, enabling a publisher to understand who is consuming the content and how much is being consumed. This knowledge feeds more interesting content in future and proves the value of the content at the point of subscription renewal.

Read the whitepaper The evolution of B2B content and the era of short-formism

See how Publish Interactive’s feature Instant Insights can help publishers deliver time-sensitive content quickly to subscribers.

The evolution of B2B content and the era of short-formism

Embracing the shift to shorter publishing cycles while improving customer functionality

Understand the context behind short-form content’s increasing popularity and gain insight into the workflow processes publishers are implementing to ensure a smooth short-form content creation process

Email me the handbook

The adoption of digital publishing platforms over the last ten to 20 years has enabled publishers to expand their services due to increased capabilities, such as report bundling and through offering subscription packages. Publishers of B2B research are now at yet another stage of the digital transformation: we call it short-formism – the publication of shorter reports more frequently.

This whitepaper explores how publishers of high-value market analysis are increasingly embracing this change and what this means for research, editorial and production workflow. We also introduce a simple framework for managing a continuous feedback loop within workflow to ensure the reader is served with compelling and useful content.

Contents

The move to short-form content
The impact on workflow
The goldfish effect
Purchasing content: the subscription model
Analytics benefits from digital transformation
Four reasons to incorporate usage data into publishing workflow
Optimised data visualisation

Figures

Figure 1: From print to digital – 20 years of B2B content delivery
Figure 2: Increase in the search term “infographic”
Figure 3: A continuous feedback loop for publishers’ workflow

Analysts: The new Bowies of business?

Market analysis firms can boost profiles by championing their best hidden asset

Arguably, in terms of success, analysts are to research businesses what David Bowie is to music. This may raise a few eyebrows, but there are more parallels to be drawn than you might first think. Ziggy Stardust’s creator was heralded as a skilled visionary who influenced many through presenting a defining image that was enhanced by the intricate lines of his lyrics that were as random as they were complex. In a similar fashion (bear with me), analysts have the skill and expert insight to cut through billions of lines of data and deliver a clear vision of various business sectors. But unlike Bowie, they are the unsung heroes of their world.

And in the same way Bowie used instruments and collaborated with others to further leverage his genius to become a trailblazer, so the gurus of data knowledge must empower themselves further through boosting their business intelligence. We know that one way for a research business to reinforce the expertise of its analysts is through the use of smart publishing technology.

In the public eye

Through default rather than design, analysts tended to remain in the background. Historically, there has been reticence with market analysis firms to promote them as a key selling point. However, in this digital era openness and visibility is crucial – even for analysts. It’s not just about skillset or experience anymore; a company’s credentials now also depend on voice and personality through social media. Analysts no longer need hide their talents under a bushel – it’s time to celebrate these Trojans of number crunching and champion their public value.

In analysts we trust

Intuitive technology allows customers to discover more about individual analysts and enables quick access to the content they produce. As the old adage goes, people buy people. If a user gleans value in the work of an analyst, technology can be harnessed to empower the reader to find even more of their output.

“David Bowie, R.I.P.” by Ronald Douglas Frazier

Rock star reporting

In a recent report, the Financial Times* interviewed over 500 subscribed companies which were either responsible for, involved in, or knowledgeable about their organisation’s use of market
intelligence to support strategic decision-making. The results showed that 51% thought industry analysts were the most effective sources, the highest percentage in fact – second were media outlets at just 33%.

Liam Rogers, Associate Research Analyst at 451 Research, a global research and advisory firm explains the possible reasons behind this: “Truthfully, sometimes analysts are like rock stars – they’re this figure that knows a certain sector really well and people know that they do. They’re a trusted source of informed information. A big part of the job as an analyst is building trust and maintaining relationships and so I think the way we have to do that is changing.”

 

Most effective sources of market intelligence for strategic decision making

Source:  Financial Times, The edge of intelligence report (2020)

Unleash your assets

A smart publishing system should give analysts the means to brand themselves as the saviours of their subject matter, and, through a series of relatively small measures, we’ve given our customers the capabilities to make their analysts the pillar of their digital marketing pursuits.

For us it’s really a no-brainer – both in arriving at this truth and also for firms to implement. When a research provider marries up with the right kind of publishing technology, it can unleash not just analysts’ potential but also that of the firm’s, with the opportunity to create a lasting impact with audiences for years to come.

*Source: Financial Times: The edge of intelligence report

Find out how the Publish Interactive system can raise the profile of your analysts and built trust with your subscribers by speaking with an expert

Tags

  • Analyst Workflow
  • Editorial
  • Management

Driving efficiency to deliver timely market forecasting in the automotive aftermarket sector

Astutus Research reaps the benefits of Publish Interactive’s system which allows data interrogation and the collation of tailored content in one place to create its market reports

Astutus

Leading tyre market data analyst Astutus Research has over 25 years of experience in researching and analysing the tyre industry and automotive aftermarket globally. Covering the entire supply chain, it provides companies with sector insight and areas of growth potential encompassing detailed competitive intelligence, market sizing, pricing and channel analysis.

Streamlining content collation

For the past three years, Astutus Research has harnessed Publish Interactive’s smart content management and publishing system for its own internal purposes, and to combine it with its own in-depth understanding of the market to synthesise information into accurate data. This helps inform clients on the latest industry and competitor developments in the tyre sector, which is used for comparison and benchmarking.

“The beauty of the system is the ability for us to easily access and pull out pertinent data into one report – the effortless streamlining of high-value content collation in one place”

Simon Hodson
Simon Hodson
Director
Astutus Research

“The bespoke aspect means that we can easily extract graphics and analysis to quickly create our own presentation or tailored report, including language translation tools. It also enables the team to easily search for information as the system draws together hundreds of thousands of data points from disparate databases in record time, while offering the capability to really interrogate the data.”

This is mostly down to DataViewer, part of Publish Interactive’s offering that makes production more efficient and gives secure in-platform access to users to collate and update data at any point, allowing them to save their own views in order to easily regularly check key data points. The viewer includes simple exploratory data analysis features that can help understand numbers as they are manipulated. When raw data is initially transferred and analysed, it can then be interrogated which involves combining data residing in different sources to create customised data models and other exhibits, which can then be embedded in reports, with the inclusion of expert narrative if required.

Delivering game-changing benefits

Serving as a repository for data and analysis, the shared system allows live documents and reports to be created and regularly updated by the firm’s analysts before being published to the site for external consumption. The key benefits of having such easy access to a broad range of custom content has afforded Astutus more flexibility and improved efficiency to completely transform its work processes, something the company acknowledges as being a game changer.

Simon added: “It wasn’t too long ago that we were writing and printing out reports, before photocopying and despatching to clients, and this was in the days prior to the PDF format we since used, which by today’s standards is now considered cumbersome. Publish Interactive’s system gives us the means to the simple creation and distribution of our reports to clients in a timely manner, completely stripping the complexity out of the process.”

Success benefits

  1. The ability to combine in-depth understanding with accurate data
  2. Easily extract graphics and analysis to quickly create a presentation or tailored report
  3. A shared system allows live documents and reports to be created and regularly updated by analysts before being published

Tags

  • Analyst Workflow
  • Delivering Data
  • Search

Delivering market intelligence content in an interactive format which is more user-friendly

CCS Insight uses Publish Interactive to deliver a wealth of research content in an interactive format and track subscribers’ interactions.

CCS Insight is a market information, analysis and intelligence firm serving the technology sector. It provides syndicated and custom research to large businesses across the globe. After relying on a custom-made system to distribute its content for several years, CCS Insight’s requirements outgrew the ability of this increasingly dated platform.

Beyond downloadable PDFs

For more than a decade, CCS Insight had been distributing its report content as downloadable PDFs from its subscription website, without being able to fully understand how content was used or its popularity.

CCS Insight has a wealth of research content, and was looking for improvements in its delivery platform to fully realise the value of this material. It needed state-of-the-art search and access tools to enliven the experience and improve workflow quality.

With an increasing number of customers accessing content on mobile devices, CCS Insight also needed device optimization to ensure scrolling around a PDF to read a document became a thing of the past.

“Our method of distributing content was neither interactive nor user-friendly. It was no longer fit for purpose. The look and feel needed updating, the functionality and search were basic, and the back-end was neither easy nor quick to use,” says Robert Caunt, Director of Publishing, CCS Insight.

“The site didn’t say ‘this is a technology company’. As a business in this space, we’re judged in those terms. We needed an upgrade.”

“What appealed to us about Publish Interactive was how the technology met many of our needs. As a specialist content distribution platform for research companies, it was designed for companies like us”

Simon Hodson
Robert Caunt,
Director of Publishing,
CCS Insight

Platform that can grow

With Publish Interactive now powering its new content management and delivery platform, CCS Insight has improved its user experience, enhanced interaction with the hundreds of pieces of content it produces annually and made it easier to distribute material.

“The platform is quicker and better. Search is clear, intuitive and accurate. It can translate content, allow users to copy to a clipboard and create their own reports. It’s also a great tool for providing users with control and enabling them to make better use of our research.

“It helps us create new content easily by converting Word documents into interactive content in a quick and intelligent way, while still supporting our PDF back catalogue. What’s more, the platform has the potential to grow with us.”

A re-energised approach

Upgrading to Publish Interactive enables CCS Insight to offer its users a range of workflow tools. In addition, customers can also make use of an intuitive interface that makes it quicker and easier to perform tasks and access content.

“We had a long internal debate about whether to drive people to the website to access content or whether to simply e-mail a PDF. Having the Publish Interactive site has settled that debate,” adds Robert.

“With content on the site, we can find out how, why and what content people are using — and what they’re not using. We can track failed searches and find out what people want, that we don’t yet provide.”

Publish Interactive has helped CCS Insight to speed up its publishing and editing process and made it possible for the technology research business to plan for expanded functionality to embrace video and audio storytelling and new interactive ways to display data.

“Publish Interactive has re-energised our approach to research,” adds Robert. “We’ve been able to take another look at what we do — and make it even better for our subscribers.”

Tags

  • Analyst Workflow
  • Market Reports
  • PDF

How a technology market analyst firm revolutionised its publishing workflow by ditching the PDF

Delivering high-value content via their online publishing platform improved their editorial workflow efficiencies and pleased customers.

An independent analyst firm for workplace communications technology market was struggling with an outdated editorial workflow system. The research business which covers markets for technologies such as enterprise video, meeting room collaboration and audio-conferencing had a labour-intensive and dated process for its analysts to create and produce reports and briefs.

The firm, which produces around 100 market reports and up to 20 industry briefings each year, made content available to its subscribers through a custom-built publishing system heavily reliant on PDF.

The management realised that for the system to continue to meet the needs of its users, it would have required a significant investment and an increasing level of technical expertise and support.

The firm decided to seek out an alternative solution that could enhance its production process and the way subscribers accessed and interacted with its research content.

Partnering with Content Catalyst and adopting its leading publishing platform Publish Interactive enabled the research firm to bring efficiencies to its editorial workflow and also deliver content to subscribers in a more interactive manner.

Bringing efficiency to report production

Prior to implementing Publish Interactive the analyst firm published all its material in PDF format. Not only did publishing in PDF make research production unnecessarily longwinded, but it also limited the ability of subscribers to re-use the information they had paid for.

“The process was very analyst intensive,” said the firm’s senior analyst. “We do the research, put it into Word, which was semi-templated, but required extensive formatting. We’d then convert this to PDF and upload that document for publication. We knew our publishing process was arcane, as individual analysts were involved in lots of surplus activity. “Adopting Publish Interactive to power our new publishing portal has completely transformed the way we produce content,” he added.

The firm’s analysts now save considerable amounts of time by either authoring reports directly in-platform or uploading fully templated Word documents. Uploading is simple, requiring just a couple of clicks to automatically create interactive content that is ready for editorial review and publication.

“Every single attribute of the Publish Interactive experience is an improvement on what we were previously doing.”

Senior Analyst at a leading research and advisory firm

Delivering a better user experience

Finding a solution that delivers content in a user-friendly ways online and to mobile devices had also become a significant requirement. The old solution only supplied reports as downloadable PDFs and was not responsive to the device on which it was accessed.

“Initially, we viewed the value of our research being just the insights in our documents, but we now realise the value is both the content and how it’s distributed,” said their senior analyst.

Now, all research is made available as interactive content, making it quick and easy for subscribers to locate research that answers their questions.

With Publish Interactive powering the publishing system, users can also make use of smart workflow tools to save and share everything from a vital snippet of information to a whole chapter or report. They can then easily download and re-use information or compile their own bespoke reports in just a handful of clicks.

The response from subscribers ranges from them telling us it’s a welcome update to glowing praise,” remarked the senior analyst.

Edwin Bailey, Director of Marketing at Content Catalyst said; “Because Publish Interactive is a SaaS solution, this leading analyst firm now benefits from a great content management and publishing platform that is in continual development, regularly updated and fully supported by our experienced team.”

The firm’s Senior Analyst added; “Every single attribute of the Publish Interactive experience is an improvement on what we were previously doing.”

The company profiled in this story has been anonymised. 

Business intelligence publishers risk undermining their value if they don’t empower corporate users

Providers of market intelligence must offer in-house,  corporate competitive intelligence  and research teams an easy way to access, repurpose and share knowledge.

Rapidly evolving markets and the burgeoning digital economy mean the business intelligence world is undergoing fundamental transformation – one effect of this change is an existential pressure being applied on the in-house research teams producing competitive and market intelligence.

These teams face challenges on two fronts: to manage reports and data in way that maximises the value of this material in a fast-paced digital environment and to prove their own worth to those who might question their usefulness. For a function that grew out of the corporate library, that is usually regarded as a cost centre, and has often seen a reduction in funding and headcount, that’s a tough ask.

So, how do they face down these challenges and become an essential element of a forward-looking organisation? The answer lies in improving their technology – and this is where publishers of market analysis can help (and at the same time help themselves).

Bountiful research, not easily found

Corporates and large consulting firms spend millions of dollars buying-in research, but many of these organisations fail to make the most of their investment because of the way that information is stored and accessed.

Often, reports are stored as PDFs and data is kept in spreadsheets in a shared drive. Although everyone can access this information, the reality is they don’t. The time and difficulty involved in sifting through documents to locate vital material will simply prove prohibitive. The pain associated with extracting and reusing valuable insights and datasets is equally limiting on usage.

To unlock the potential of this information, it needs to be accessible, fully searchable, easy to understand, and then simple to repurpose.

Avoid the bottleneck

Previously, business intelligence was underused because – as described above – even simple searches could take hours.

Thankfully, those days can be a thing of the past. Good quality research tech, more specifically, good quality content delivery software, now means users can find and reuse information in minutes.

Using a high-spec content platform could help in-house research teams prepare and share reports more easily and, consequently, become strong advocates for those publishers who can provide their research through a system of this kind.

With a high-spec content platform, end users are empowered with rich information. Ease of accessibility and use also means end users will use the technology repeatedly and more widely – all of which helps alleviate another live issue that in-house research teams deal with… the bottleneck.

When information is stored on a shared drive that, as we have previously described, is hard-to-navigate, it creates a knock-on problem. To get at this information, the default approach is to go through the in-house research team and ask them to search out that information and send it over directly.

Now, these teams are often small, and overworked, so when a request for information comes in from another part of the business, provision of this service takes time. This is frustrating for the person who made the request and does little to encourage them to seek further information.

Using a high-spec content platform could help in-house research teams prepare and share reports more easily and, consequently, become strong advocates for those publishers who can provide their research through a system of this kind.

Self-service

If reports and data are buried in unsearchable shared drives, and those seeking information in a business are forced to harass an overworked in-house research team – and then wait for their information, this is a dangerous situation for the authors of the research.

If your clients can’t see the true value of what you produce, they will start to question why they are paying for it, particularly given the amount of free, albeit lesser quality, information available via a Google search. If, however, you empower your clients with self-service technology, where the search experience is crafted to suit their particular needs, then the value the pay for access to your portfolio can easily be maximised.

In-house research teams should be available to produce reports, collate an intimate understanding of the information they have at hand, and act as gatekeepers to all business intelligence, guiding colleagues with their expert knowledge when departments within their organisation need specialist help.

They can only do this if they are freed of the burden of supplying information. For that to happen, their colleagues must be able to search, access, and use research information for themselves.

They need a high-quality content platform that allows them to perform all these tasks in minutes, not days – and they need this platform to be an enabling tool, not something that adds another layer of difficultly or ‘process’ to the busy workday.

Tags

  • Analyst Workflow
  • Management
  • Technology

How market analysts and intelligence professionals buy, use and apply research in their work

Key drivers for building trust in market analysis

In order to succeed in the intangible world of market analysis you need to understand your strengths and weaknesses.

Email me the handbook

This whitepaper will improve your understanding of how readers and users of syndicated B2B content and market data perform their tasks. The findings draw on first-hand interviews and surveys of senior people working in US and European companies in market and competitive intelligence analysis roles.

Data charts included:

  • Average size of a corporate market analyst and competitive intelligence team
  • Main internal customers for departmental work
  • Main activities market analysts and CI professionals are involved in
  • Average number of syndicated reports respondents purchase a year
  • Major competitive intelligence challenge in a company

The whitepaper will help you understand:

  • What buyers of syndicated market reports think about publishers
  • Key tasks that competitive intelligence professionals carry out
  • Why trust is the most important asset for publishers and in-house market analysts
  • How market analysts can demonstrate value and influence decision-making

If you are involved in either selling or buying high-value B2B content or data, then this whitepaper is essential reading.