Video content: 5 actionable use cases for modern market analysis providers

With more people than ever consuming video online, B2B market research publishers can no longer afford to ignore this valuable content and subscriber engagement tool.

Online video consumption has doubled

It’s estimated that consumption of online video has almost doubled since 2018. The pandemic fuelled rapid growth in all digital trends, with 96 per cent of consumers saying it increased the amount of video they consumed online.

People watch an average of 19 hours of online video per week and are twice as likely to share video content. 96 per cent of people have watched an explainer video to learn more about a product or service.

There’s no doubt that video is a medium that publishers of market research and analysis can no longer ignore. Video is an interactive and immersive way of sharing information, and researchers believe it also improves our ability to retain and recall information.

Vimeo Report
An embedded video exhibit in the Publish Interactive platform

Here are five ways market research publishers can use video to deliver content and engage subscribers:

1. Report Summaries

A report summary is your chance to sell the unique benefits of a new report or series of reports. It’s also an opportunity to reinforce the relationship between subscribers and analysts.

Video increases subscribers’ engagement with content and showcases your team’s personality and expertise. Research shows that a massive 88 per cent of people have been convinced to buy a product or service by watching a brand’s video, highlighting the opportunity market analysis publishers have to follow suit and see significant commercial rewards.

2. Live and Pre-Recorded Webinars

Support the launch of your new report or explore a hot topic via live or pre-recorded webinars. Make time after your webinar for a Q&A session, as this is the most attractive part of a live webinar, according to 92 per cent of webinar attendees.

Use Q&As to address questions and inform participants of related products and services. Then, follow up with a recording of your session to attendees and offer the chance to book time with an analyst.

The ideal length for a webinar is between 30 and 45 minutes. Embed live and pre-recorded webinars directly into reports or on a separate webinar marketing page.

3. Break up Text-Heavy Reports

Breaking up your reports with short videos could increase engagement with your content. Use video to support essential points, explain data exhibits, or provide supporting analysis.

In 2022, 82 per cent of marketers said video helped them to increase dwell time – a metric that indicates how long someone spends on a webpage before heading back to search results. Combined with time on page, it can demonstrate how engaged a visitor is with your content.

4. Bitesize Emailable Updates

Short-form content up to two minutes long can help to engage subscribers between report releases. Provide topic updates, analysis, opinion, or new data points that direct subscribers to your website or encourages them to book time with an analyst.

Short-form video is well-suited for distribution via social media or email. Sales teams that use videos in their emails get a 16% higher open rate and a 26% increase in replies.

5. Personalised Videos

Personalised videos are 35% more likely to retain viewers than non-personalised videos. By tailoring videos to the interests of subscribers based on usage data, you could increase readership and subscriber retention.

Publishing technology such as Publish Interactive provides usage stats based on individual subscribers and accounts. Analyse the most popular topics, keywords, and reports for personalised video inspiration.

Unlock the full value of content with video

Video provides a more interactive and immersive learning experience and can therefore increase subscriber engagement. Video also showcases the expertise of your analysts and can deepen their relationship with subscribers, which smooths the path to renewals.

Publish Interactive customers can directly embed summary videos, webinars, and analyst commentary into research reports using the recently released Vimeo integration.

Use video to unlock the full value of your market analysis content today.

Promote content like an E-commerce expert: how to boost revenues as a B2B publisher

Online retailers promote products in prime locations on their websites to encourage customers to make other purchases. Publishers using a content management platform can also use this tactic to increase revenue from single copy report and subscription sales.

The role of content promotion in revenue growth

Online retailers like Amazon use strategically placed product promotions on their websites to nudge customers into making additional purchases. Using tools such as promotional banners and sidebar widgets, they promote items on sale, popular products, and goods related to a customer’s initial search.

Market research publishers can implement this tactic using a content management platform such as Publish Interactive. Whether your licensing model is broad all-access subscriptions, personalised content packages, or single copy purchases, promoting your content encourages subscribers to explore more of your portfolio.

Promoting your content has the following benefits:

  • Grows readership and engagement, which is particularly important for renewals
  • Prompts subscribers to buy more one-off reports
  • Encourages upgrades to existing subscription plans

Promoting content also exposes the depth and quality of your portfolio and helps deepen trust with your organisation and its analysts. As a trusted source of quality information, subscribers will be more likely to make additional requests for analyst support, generating additional consulting revenue.

Ways B2B publishers can promote content in Publish Interactive like a leading online retailer

Customisable widgets and tabs

Customisable homepage banners, sidebar widgets and HTML tabs are prime website real estate for content promotions. Advertise your latest reports, trial offers, or programme your banners to display locked content to certain subscriber groups or target accounts.

Publish Interactive homepage layout showing customisable promotional areas with header banner (solid line) and custom HTML tabs (dashed line) outlined

Other users also viewed

The platform will automatically generate links based on other users’ behaviour to other relevant reports or keywords, providing social proof to users that a report may be worth reading based on their activity.

Related Research

When a user searches your portfolio and clicks on a report, the system will recommend other reports that relate to that item based on your category tree as well as any tags or keywords associated with the report.

A report landing page displaying a widget suggesting related research reports

Other content promotion methods

Email Notifications

Alert subscribers when new products are released with email notifications. Integrations with mailing tools like MailChimp are an effective way of keeping readers aware of new releases.

Instant Access Technology

Send direct access links to subscribers via email using Publish Interactive’s Instant Access technology. With this link, they can view content without logging into the platform. Leading pharmaceutical advisory firm TGaS Insights use this feature to transform engagement across their library of life science reports. 

Customer Success Calls

Notify account management teams of key content they should promote/upsell in sales and customer care calls. Position these suggestions as ways of increasing the value subscribers receive from your service rather than a hard sell.

What content should I promote?

The content you promote should support your business goals, such as improving customer service, selling more reports, or upgrading customer subscriptions. There are different types of content you could promote to help reach these goals:

  • New research or series of reports
  • Updated evergreen research
  • Locked items outside of a subscriber’s license
  • Content related to a user’s search history
  • Special offers including timed access to reports and trials

P is for promotion

Promotion is a crucial step in the publishing process and needs to be more than an afterthought. Publishers who think like online retailers and adopt a strategic approach to promoting content can increase revenue from reports, license upgrades, and queries to analysts.

5 ways Life Science market analysis providers can strengthen subscriber trust and content authority

Rapid advances in the treatment of Covid-19, medical supply chain constrictions, revolutionary MedTech developments… there’s a mountain of life science market information to stay updated on. Your subscribers need information on these developments and industry-defining events – and they need it from a technologically reliable and trustworthy source.

While many industries have undergone rapid change in recent years, there are arguably none that have seen such a defining and multifaceted shift as the life science industry. As we pass the two-year anniversary of the Covid pandemic, the world has witnessed the power the pharmaceutical, healthcare, and biotechnology sectors have had on every facet of human society. The pandemic placed immense pressure and reliance on all life science markets as the industry naturally took the lead in developing Covid treatments, research, and advising government bodies on public health policy.

During times of crisis and transition, markets, particularly those on the front line of a crisis, undergo rapid innovation and change. And, with change, comes increased demand for information.

To sate this demand, your life science research business needs publishing, distribution, and content creation technology that delivers highly engaging, timely insights when your subscribers need them which require minimal effort for your production and analyst teams to create.

Your life science research business can enlist the help of an experienced, market-leading research delivery platform to transform your relationship with subscribers.

Here are five ways that Publish Interactive can secure your position as the trusted authority in the healthcare, pharmaceutical, or biotechnology sectors and help your research firm develop long-standing relationships with readers by cementing your position as the leading source of industry information.

1. Extensive industry experience

Publish Interactive has extensive experience partnering with leading life science intelligence firms, including TGaS Advisors, The Science & Medicine Group (SMG), and FirstWord.

When we spoke with SMG’s Director of Business Development, Devin Holland, he described how the platform allows his team to ‘fine-tune our offering, build trust and reliability, and further reinforce our position as one of the leading research resources in the life science industry.”

Devin Holland, Director of Business Development, The Science & Medicine Group

For SMG, the Publish Interactive system drives customer growth and creates cross-selling opportunities. The platform enables the sales team to glean invaluable client insight through user analytics, allowing them to quickly transform their customer engagements into further revenue.

Devin, commenting on the impact Publish Interactive has had on SMG’s sales efforts said: “Having the usage stats to show clients the value they receive from Science and Medicine Group’s content – which is usually between four and five-fold their spend – as a resource for their work is incredibly valuable and often makes a potentially tricky sales conversation pretty easy. We are able to make data-driven arguments that buying our content is a necessary part of our clients’ budgets”.

You can watch Devin explain how his sales team at SMG used content usage data drawn from the Publish Interactive platform to grow subscription renewals, in this webinar.

2. Build trust and account-wide buy-in

If there’s one quality readers look for in life science market analysis content above all else, it’s trust. In a space as complex and specialised as the Life Science arena, positioning yourself as a trusted source of information is essential.

When you first sign a new client or account and trust is still being fostered across the organisation, content usage may initially be focused among a small set of ‘power users’, who may be members of the same department, or all have specific content requirements. Once these users become reliant on your content they will act as advocates and evangelists to help you win greater trust and promote wider usage within their business.

This is where the quality of publishing and subscription software really tells and ensures your content achieves company-wide trust and buy-in. If new users can easily access, find information, and buy new products quickly and seamlessly, usage – and dependence – will naturally increase.

3. Deliver personalised content

Specialist technology gives publishers the flexibility to serve various customer groups, each with different requirements – for instance, some of your subscribers may require analysis on the increasing digitisation of the healthcare sector, while others may need live data on pharmaceutical product supply chains. They do not want access to whole swathes of information and products that are not relevant to them or their business. In a sector as broad but also specialised as the life sciences, the need for user-specific experiences is particularly pressing.

Your subscribers need personalised, tailored content packages.

Personalisation is underpinned by flexible licensing technology, enabling publishers to manage subscriptions on a granular level and grant access to individual sections of reports or datasets. The specificity now available is transforming how publishers sell their content, revolutionising subscriber interactions with market analysis, and facilitating automated, personalised user journeys.

“Having the usage stats to show clients the value they receive from our content is incredibly valuable and makes a potentially tricky sales conversation pretty easy”

Devin Holland

Director of Business Development, The Science & Medicine Group

4. Deliver timely insights

In a market that covers the most advanced human developments, information is complex and new data is constantly on offer. Pharmaceutical markets in particular shift and evolve continually – with Publish Interactive’s Instant Insights technology, you can deliver the content your subscribers need, when they need it. Instant Insights are short-form content pieces that, when combined with Instant Access Links, allow your subscribers to frictionlessly access research content on the go.

With Instant Access Links, content can be accessed by your subscribers without the need to log in – meaning you can unlock your research library to subscribers, without compromising security.

Read how one of our life science analyst partners used this feature to transform engagement: Instant Access, Instant Results – how TGaS transformed engagement across their industry reports

5. Understand your subscribers

The most valuable aspect of adopting a powerful subscription platform is its ability to provide analysis providers with a powerful new understanding of subscriber behaviour. Understanding and clearly determining individual users’ subjects of interest is vital for future commissioning and upselling. For example, if you can see one user is only accessing data on government spending on healthcare, your account management teams can use this data to offer similar reports and perhaps suggest reports covering related, but distinct fields.

Usage analytics underpin every aspect of an intelligent publishing platform. It enables a subscription model to exist, but more importantly, it adds value to that subscription or alerts the sales team to declining renewals.

In a market as competitive and specialised as the life sciences, these insights keep you ahead of the competition.

If you would like to learn more about how the Publish Interactive platform can transform your life science research business, please get in touch today.

How market analysis firms can prevent insider content leaks in the hybrid working era

We take a look at the growing issue of insider content leaks, the workplace trends causing their growth, and what features you should include in your content delivery system to reduce the severity and regularity of leaks once they occur.

The two phrases most synonymous with the post-pandemic workplace zeitgeist – hybrid working and ‘The Great Resignation’ – which have come to symbolise increasing worker autonomy to decide how, when, and where we work, are simultaneously raising concerns among many businesses for a different reason: the loss of intellectual property.

This concern is felt acutely amongst providers of high-value market analysis. With content selling for thousands of dollars, any sharing of information with competitors from former employees or those working outside of the controlled office environment is costly.

As employees working from home need access to more information with conventional information-sharing networks eroded outside an office setting, the democratisation of corporate information has become a necessity. This newly granted openness, combined with high staff turnover is understandably causing concern.

If left unchecked, the combination of high employee churn and hybrid working can create a perfect storm of accidental leaks of high-value data and content as well as more nefarious dissemination caused by ‘insider attacks’, where employees purposely share reports and data with new employers, friends at other analyst firms, or rivals.

What is the information industry saying?

Various research reports should read as warning signs for business information firms. A report from the Ponemon Institute documenting data breaches found that 75% of employees say they have access to data they shouldn’t and 25% of employees are willing to sell data to a competitor for less than $8,000. Ponemon also found that insider incidents have grown 47% in just two years.

In its 2021 Data Breach Investigations Report, Verizon found that a massive 44% of all breaches in organisations of less than 1,000 employees were insider jobs. They also discovered that 93% of breaches were driven by profit, while ‘pure fun’ was another top motivation.

In our recent article, Securing high-value content: How to ensure the right content doesn’t fall into the wrong hands, we looked at the three types of external intellectual property thieves analyst firms are vulnerable to, but the same behaviour can be committed in a similar fashion by internal employees.

Three personas of ‘insider’ information sharers:

The internal sharer –  occurs (often accidentally) when an employee distributes high-value information into an unauthorised area of the internal knowledge centre or sends it to colleagues who don’t have permission to view the content. This results in a higher likelihood of valuable information leaks.

The external distributor – this offence arises (often maliciously) when a user shares content with friends outside of their organisation or with members of their new organisation. Commonly caused by corporate accounts not being fully closed once employees have left the company.

The home driver saver – involves fewer people and is a less immediate threat but still takes the content out of the publisher’s possession and could evolve into the other two distributors in the future.

75% of employees say they have access to data they shouldn’t and 25% of employees are willing to sell data to a competitor for less than $8,000. Insider incidents have grown 47% in just two years.

Research from the Ponemon Institute

Reducing the likelihood of insider content leaks

The question for analysis providers operating in the hybrid working age therefore is: how can ‘insider attacks’ and accidental leaks be stopped in practice without disrupting analysts’ ability to produce reports or find critical information?

Here are four features you should ensure are present in your content repository to reduce the regularity and impact of these leaks on your valuable intellectual property:

1. Prevent full download

This is a helpful preventative measure that limits the amount of data internal users can take offline and disseminate among friends and colleagues at other organisations. This measure, combined with workflow tools that allow for the creation of custom deliverables, means that users – both internal and customer accounts – will not need to download whole reports and will only export the sections they need. Accidental shares of full-length reports will become less common and purposeful dissemination more difficult and time-consuming to commit.

2. View online only

In a similar vein to preventing full downloads (although this method prevents even partial downloads!), setting your content in ‘View Only’ mode means your information and data are safely secured in your content repository and can’t be moved into an unmonitored offline space. A workable middle ground is to set certain content as ‘View Only’ and others as downloadable, depending on the user and what level of access they need to certain information.

3. Licensing

The ability to set different access management rights depending on individual user requirements is underpinned by a flexible licensing system and is critical to the wider issue of protecting internal assets. Licensing systems are now highly flexible and allow administrators to set tailored licenses based on the user’s exact needs and requirements. Administrators can regularly audit and review usage and set personalised access rights depending on seniority, department, or individual need.

4. Content Usage analytics

This can be a difficult concept to convey to employees as you don’t want to create an atmosphere of surveillance and suspicion. However, the ability to track user behaviour and analyse what content has been downloaded from your content library is invaluable when identifying a breach’s origin if you do suspect a data leak.

Finding the balance in the hybrid working era

Publishers of market analysis must be particularly aware of the risks associated with our increasingly hybrid, fluid working world due to the high value and sensitivity of their digital content.

Analyst firms can, of course, completely lockdown their internal content repositories and only allow a select number of system administrators or lead analysts to access resources. But what purpose would this serve? It would plague your employees with inefficiencies, leading to frustration with the lack of information at their disposal.

Instead, investment in a full-stack content repository and delivery system that possesses the threat-mitigating features listed above, when combined with regular reviews and audits of access permissions will reduce the severity and frequency of accidental content leaks and purposeful insider attacks.

5 ways tech market analysis providers can strengthen subscriber trust and content authority

Ever more sophisticated cybersecurity threats, seismic pandemic-driven swings in tech consumption, revolutionary AI developments, the metaverse…there’s a mountain of tech market information to stay updated on. Your subscribers need information on these developments and industry-defining events – and they need it from a technologically reliable and trustworthy source.

Data CentreWhile many industries have undergone rapid change in recent years, there are arguably none that have seen such a defining and multifaceted shift as the tech industry. As we pass the two-year anniversary of the covid pandemic, the world has witnessed the integral and ubiquitous role tech plays in our private and professional lives. While the pandemic forced everyone to live increasingly digital lives, technological developments kept pace with our increased reliance on personal devices, cloud services, and virtual experiences.

During times of crisis and transition, markets, particularly those on the front line of a crisis undergo rapid innovation and change. And, with change, comes increased demand for information.

To sate this demand, your technology research business needs publishing, distribution, and content creation technology that delivers highly engaging, timely insights when your subscribers need them which require minimal effort for your production and analyst teams to create.

Your tech research business can enlist the help of an experienced, market-leading research delivery platform to transform your relationship with subscribers.

Here are five ways that Publish Interactive can secure your position as the trusted authority in the tech sector and help your research firm develop long-standing relationships with readers by cementing your position as the leading source of industry information.

1. Extensive industry experience

Publish Interactive has extensive experience partnering with leading tech intelligence firms, including 451 Research (part of S&P Global), Everest Group, and CCS Insight.

When we spoke with 451’s CIO Kiran Shah and Chief Research Officer Brett Azuma, they described how the platform is ‘mission-critical to the development of the business.’

Kiran Shah, former Chief Information Officer, 451 Research (2010-2021)

Possessing powerful content creation and distribution capabilities, workflow tools, as well as comprehensive access management, commercial and administrative functionality, 451 Research’s Publish Interactive-powered delivery platform allowed them to go to market quickly and transform how subscribers interacted with and navigated through their content portfolio.

Kiran, commenting on their motivation for partnering with PI rather than building in-house said: “Publish Interactive was built by people who come from the research world. We were migrating from a homegrown platform that served us well for nearly two decades. We looked at so many different systems over the years, and really none of them addressed the needs of the research industry as comprehensively as this platform does. Publish Interactive fundamentally knows our world, and all that knowledge is built into the platform’s capabilities.”

Read customer stories with our other tech analyst partners here:

2. Build trust and account-wide buy-in

If there’s one quality readers look for in tech market analysis content above all else, it’s trust. In a space as diverse and crowded as tech, positioning yourself as a trusted source of information is essential.

When you first sign a new client or account and trust is still being fostered across the organisation, content usage may initially be focused among a small set of ‘power users’, who may be members of the same department, or all have specific content requirements. Once these users become reliant on your content they will act as advocates and evangelists to help you win greater trust and promote wider usage within their business.

This is where the quality of publishing and subscription software really tells and ensures your content achieves company-wide trust and buy-in. If new users can easily access, find information, and buy new products quickly and seamlessly, usage – and dependence – will naturally increase.

3. Deliver personalised content

Specialist technology gives publishers the flexibility to serve various customer groups, each with different requirements – for instance, some of your subscribers may require analysis on the rise of cloud-native platforms, while others may need data on the latest cybersecurity threats. They do not want access to whole swathes of information and products that are not relevant to them or their business. In a sector as broad but also specialised as tech, the need for user-specific experiences is particularly pressing.

VR Headset

Your subscribers need personalised, tailored content packages.

Personalisation is underpinned by flexible licensing technology, enabling publishers to manage subscriptions on a granular level and grant access to individual sections of reports or datasets. The specificity now available is transforming how publishers sell their content, revolutionising subscriber interactions with market analysis, and facilitating automated, personalised user journeys.

“Publish Interactive fundamentally knows our world, and all that knowledge is built into the platform’s capabilities.”

Kiran Shah

Former Chief Information Officer, 451 Research (2010-2021)

4. Deliver timely insights

In a market that covers the most advanced human developments, information is complex and new data is constantly on offer. Technology markets shift and evolve continually – with Publish Interactive’s Instant Insights technology, you can deliver the content your subscribers need, when they need it. Instant Insights are short-form content pieces that, when combined with Instant Access Links, allow your subscribers to frictionlessly access research content on the go.

Cloud + IoTWith Instant Access Links, content can be accessed by your subscribers without the need to log in – meaning you can unlock your research library to subscribers, without compromising security.

Read how one of our analyst partners used this feature to transform engagement: Instant Access, Instant Results – how TGaS transformed engagement across their industry reports

5. Understand your subscribers

The most valuable aspect of adopting a powerful subscription platform is its ability to provide analysis providers with a powerful new understanding of subscriber behaviour. Understanding and clearly determining individual users’ subjects of interest is vital for future commissioning and upselling. For example, if you can see one user is only accessing data on the sale of IoT devices, your account management teams can use this data to offer similar reports and perhaps suggest reports covering related, but distinct fields, such as connectivity or AI.

Usage analytics underpin every aspect of an intelligent publishing platform. It enables a subscription model to exist, but more importantly, it adds value to that subscription or alerts the sales team to declining renewals.

In a market as competitive and specialised as technology, these insights keep you ahead of the competition.

If you would like to learn more about how the Publish Interactive platform can transform your energy research business, please get in touch today.

How an integration with Power BI makes data accessible & digestible for risk managers

Risk Leadership Network

By integrating the data visualisation capabilities of Power BI into the Publish Interactive platform, Risk Leadership Network has created a suite of benchmarking dashboards and a more compelling membership proposition.

Risk Leadership Network

Risk Leadership Network is a global corporate membership network for risk leaders and their teams. They enable practical knowledge sharing and collaboration between peers, which empowers risk leaders to drive progressive risk management in their organisations.

Business intelligence and data visualisation in one place

A Risk Manager deals with the analysis, assessment, and control of risk. To do their job effectively, they need up-to-date information for benchmarking and developing new approaches to risk management.

However, gathering this information is a time-consuming manual job. A Risk Manager can spend hours poring over reports, disclosures, and other documents.

Risk Leadership Network wanted to use technology to help members save time gathering the required intelligence. They needed help developing and integrating data-led benchmarking tools using Power BI within their instance of the Publish Interactive system.

Members can currently access three dashboards depending on their subscription package. These collate information that would otherwise take members a long time to put together and present it in an accessible, easy-to-understand format. Members can then use Power BI tools to scan relevant data or drill down further into the detail.

A Power BI exhibit in Risk Leadership Network’s Publish Interactive-powered Intelligence Platform

Tangible Member Benefits

Tom Byford is Head of Product at Risk Leadership Network. He says having data tools on the same system as intelligence and analysis creates a better user experience for the organisation and its members.

“At the front-end, it’s very usable for our members. In the back-end, it’s very easy for us to administer and create iterations of tools.” It’s also a fairly easy concept to market, as most risk managers can see how the tools will fit into their day-to-day work and where it will save them time.

The new dashboards have also created a more compelling membership proposition. One of the challenges for the organisation is that its core concept is networking, which can be a difficult sell. “As a concept, it’s not very tangible, which can make it challenging for people to justify funding,” Tom explains.

“If you can present to your superiors that as part of this package you get access to tools that will save time and money, it’s a far more tangible benefit. Although it’s a relatively small part of what we do, in terms of the pitch, it adds an element that makes it easier for people to justify membership.”

Feedback from members has so far been positive. They’ve generally felt that the tools are an accessible way of seeing the information and that the platform is intuitive to use. “Although we could have presented it in a different way, I don’t think we could have made it as easy to use and navigate in Power BI,” adds Tom.

“I’m not sure we could deliver it in such a seamless way as Publish Interactive does. What they have done well in our experience is made it painless for the end-user to set up.”

Tom Byford
Tom Byford
Head of Product
Risk Leadership Network

Making the business case

Tom recommends first building a prototype in Power BI to gather customer feedback and make a business case. “It’s really easy – a couple of hours work or so – to build a prototype in Power BI using dummy data (or some real, some dummy), and you should be able to see very quickly if the product has value once you’ve done a couple of demos.”

The ease of use from both the user’s perspective and the data provider’s makes this “very compelling”, adds Tom. “Having that relatively pain-free experience of delivering quite a complex tech-based product is rare, and I’ve been really impressed by how easy Publish Interactive has made it.”

He says building the tools within the Publish Interactive system was simpler and more cost-effective than developing their own Power BI solution.

“I’m not sure we could deliver it in such a seamless way as Publish Interactive does. What they’ve done is impressive. Putting together your own Power BI solution is possible but complex. What Publish Interactive has done well in our experience is made it painless for the end-user to set up.”

Watch Tom run through a short demo of Risk Leadership Network’s Power BI-powered TCFD Comparison Tool here.

Tags

  • Content Management
  • Delivering Data
  • Integrations

5 ways energy market analysis providers can strengthen subscriber trust and content authority

Use market-leading, industry-specific technology to position your research firm as one of the energy sector’s most trusted information sources

Solar PanelThe energy industry is in flux. Renewables, rising prices, new regulation, decarbonisation…there’s a mountain of change your subscribers need the latest updates on. Your subscribers need information on these developments and industry-defining events – and they need it from a technologically reliable and trustworthy source.

While many industries have undergone rapid change in recent years, there are arguably none that have undergone such a seismic, multifaceted transformation as the energy industry. From shifting energy sources to new methods of distribution to novel energy consumption trends, energy is undoubtedly in a state of transition.

During times of crisis and transition, markets, particularly those on the front line of a crisis undergo rapid innovation and change. And, with change, comes increased demand for information.

To sate this demand, your energy research business needs publishing, distribution, and content creation technology that delivers highly engaging, timely insights when your subscribers need them which require minimal effort for your production and analyst teams to create.

Your energy research business can enlist the help of an experienced, market-leading research delivery platform to transform your relationship with subscribers.

Here are 5 ways that Publish Interactive can secure your position as the trusted authority in the energy sector and help your research firm develop long-standing relationships with readers by cementing your position as a trusted source of industry information.

1. Extensive industry experience

Since 2018, Publish Interactive has partnered with leading energy intelligence firm, Wood Mackenzie. With powerful content creation and distribution capabilities, workflow tools, as well as comprehensive access management, commercial and administrative functionality, WoodMac’s new Publish Interactive-powered delivery platform allowed them to go-to-market quickly and transform how subscribers interacted with and navigated through their content portfolio.

Matt DaPrato

Matt DaPrato, Product Suite Director, Wood Mackenzie

Matt daPrato, WoodMac’s Product Suite Director, commented on the adoption: “The Publish Interactive system is intuitive and it’s simple to use. The platform has elegant features; particularly its search, which has really helped our engagement, both internally and externally. We have also been able to align our structures and add consistency across our Power & Renewables content”.

2. Build trust and account-wide buy-in

If there’s one quality readers look for in market analysis content above all else, it’s trust. In a space as diverse and crowded as energy, positioning yourself as a trusted source of information is essential.

When you first sign a new client or account, content usage may initially be focused among a small set of ‘power users’, who may be members of the same department, or all have specific content requirements. Once these users become reliant on your content they will act as advocates and evangelists to help you win greater trust and promote wider usage within their organisation.

This is where the quality of publishing and subscription software really tells and ensures your content achieves company-wide trust and buy-in. If new users can easily access, find information, and buy new products quickly and seamlessly, usage – and dependence – will naturally increase.

3. Deliver personalised content

Technology gives publishers the flexibility to serve various customer groups, each with different requirements – for instance, some subscribers may be interested in the electric vehicle market while others may need live data on gas prices. They do not want access to whole swathes of information that are not relevant to them or their business.

They need personalised, tailored content packages.Wind Turbines

Personalisation is underpinned by flexible licensing technology, enabling publishers to manage subscriptions on a granular level and grant access to individual sections of reports or datasets. The specificity now available is transforming how publishers sell their content, revolutionising subscriber interactions with market analysis, and facilitating automated, personalised user journeys.

“The Publish Interactive system is intuitive and it’s simple to use. The platform has elegant features; particularly its search, which has really helped our engagement, both internally and externally”

Matt DaPrato

Product Suite Director, Wood Mackenzie

4. Deliver timely insights

In such a volatile market, information is complex and new data is constantly on offer. Energy markets shift and evolve constantly – with Publish Interactive’s Instant Insights technology, you can deliver the content your subscribers need, when they need it. Instant Insights are short-form content pieces that, when combined with Instant Access Links, allow your subscribers to frictionlessly access research content.

Cooling Tower

With Instant Access Links, content can be accessed by your subscribers without the need to log in – meaning you can unlock your research library to subscribers, without compromising security.

Read how one of our analyst partners used this feature to transform engagement: Instant Access, Instant Results – how TGaS transformed engagement across their industry reports

5. Understand your subscribers

The most valuable aspect of adopting a powerful subscription platform is its ability to provide analysis providers with a powerful new understanding of subscriber behaviour. Being able to clearly determine individual users’ subjects of interest is vital for future commissioning and upselling. For example, if you can see one user is only accessing data on renewable energy sources, your sales teams can use this data to offer similar reports and not suggest products relating to the gas or non-renewable markets.

Analytics underpin every aspect of an intelligent publishing platform. It enables a subscription model to exist, but more importantly, it adds value to that subscription or alerts the sales team to declining renewals.

In a market as competitive as energy, these insights keep you ahead of the competition.

If you would like to learn more about how the Publish Interactive platform can transform your energy research business, please get in touch today.

3 reasons why data visualisation tools are the future of market analysis content

The days of delivering market forecast data in static bar charts embedded in reports are waning as providers invest in data visualisation techniques to bring their proprietary data to life. We identify three ways that publishers can embrace this change.

Data is about to ‘explode’.

You may think that we already inhabit a meticulously detailed, comprehensively tracked world where every human, economic, mechanical, and natural interaction or event is tracked and collated into an endless world of clouds, servers, and databases – but we’ve seen nothing yet.

Market and consumer data firm Statista predicts that data creation will increase exponentially over the next 15 years, eventually reaching 2,142 zettabytes per year in 2035 – for context, that is the storage capacity of 2.1 billion human brains put together.

A new information epoch

All of us absorb information in different ways. We’re often categorised into one of four types of learners: visual, auditory, kinaesthetic (physical learner), or readers/writers – a handy way of compartmentalising basic learning processes but a method that becomes redundant in the face of the tsunami of data now collected around the world every second of every day.

This ‘tsunami’ of data is beyond the realms of human comprehension and existing forms of displaying information. New ways of presenting this mass of information are vital for market analysis providers looking to keep their audiences informed on current trends.

Data visualisation tools, such as Power BI, Tableau, and Google Charts – although not exactly new – have improved greatly in terms of accessibility and functionality recently, making them a vital asset for rationalising and displaying these huge datasets simply and clearly.

How is data visualisation incorporated into market analysis content?

Data visualisation is the graphical or visual representation of data and information. Conventional formats include charts and graphs, often created in Excel using data pulled from static tables. In the world of B2B publishing, these data exhibits are often placed within reports alongside textual analysis.

In recent years, data visualisation tools have improved significantly. Subscribers to market analysis services can now interrogate complex datasets and discover their own insights and stories from highly interactive exhibits, rather than relying on the analyst to serve the narrative up to them.

This will benefit consumers of market analysis and forward-thinking analyst firms looking to diversify, personalise, and future-proof their content offering in 3 key ways:

1. Speed up critical decision making in business

Your market analysis should empower your readers with the information they need to execute business-critical decisions and it should be served as clearly as possible to reduce time spent searching for information.

Barriers restricting the ability to make these decisions include the sheer volume of data available and inappropriate forms of displaying this data. For example, publishing endless data entry points as an Excel file makes it difficult for readers to extract the information of most relevance to them. Similarly, tasking one of your analysts to trawl through an extensive dataset and summarise their findings in a report is an inefficient use of their time.

Converting this complex data into a visual format – using a tool such as Power BI, for example – reduces friction in the production stage as large datasets can be inputted and translated into visuals with the press of a button. For the reader, they can easily locate, visualise, and reuse the information they need with greater efficiency.

“While conventional data exhibits may expire within a week, a day or maybe even an hour, live visualisation tools refresh and update as information becomes available, making them a vital component of market analysis content strategy”

Edwin Bailey

Director of Marketing, Publish Interactive

2. Create a personalised subscriber experience

The power of data visualisation tools goes beyond simply converting datasets into a visual format. Formatting the data into flat charts or graphs still leaves room for improvement as data points of little interest to the reader may remain.

For example, if a subscriber is interested in US motor car production but only in the last 6 months while your dataset goes back 10 years, an interactive data visualisation tool allows the subscriber to isolate the period of interest and remove any redundant data from their view. Following this, users can interrogate, create, and export custom cuts of data exhibits to be used in their own work.

End-users are essentially allowed to explore the data rather than having exhibits served in a pre-formatted, impersonal way. Individual insights are subsequently gleaned from your content – creating a concierge, highly targeted reading experience.

Personalisation is now a must-have for B2B information consumers; provide this experience with data visualisation tools.

An example of a PowerBI exhibit in the Publish Interactive platform
An example of a PowerBI exhibit in the Publish Interactive platform.

3. Keep readers up-to-date with ‘evergreen’ content and live dashboards

Referring to continually updated content designed to keep readers informed and engaged, ‘evergreen’ content is becoming an ever more popular content strategy for market analysis providers.

Evergreen content’s growing popularity is fuelled by ever-fluctuating pandemic (and post pandemic) market landscapes that analyst firms keep their subscribers updated on. Markets, in general, have been characterised by uncertainty and improvisation since March 2020 and there were very few information providers who escaped having to start their 2020 forecasts and predictions from scratch – a trend that continued as variants and inconsistent government directives caused markets to lurch unpredictably.

For instance, how were tech analyst firms meant to predict the huge, almost overnight shift to home working and the impact this would have on technology sales, distribution, and use? The same could be said for those operating in retail as shops closed and digital sales exploded. How could analysts in the travel industry possibly account for the international-wide collapse of travel when making forecasts in February 2020 or indeed in December 2021 when Omicron ground Christmas plans to a juddering halt?

Market analysis content had to adapt to these unprecedented changes.

An example of a DataViewer exhibit in the Publish Interactive platform.
An example of a DataViewer exhibit in the Publish Interactive platform.

Data visualisation tools became key to this shift as they are often ‘live’ rather than snapshots of a certain period – exhibits can pull information from live databases and update the information accordingly.

Commenting on the growing presence of evergreen market analysis content, Edwin Bailey, Publish Interactive’s Director of Marketing, said; “While conventional data exhibits may expire within a week, a day or maybe even an hour with the volume of new data readily available and the volatility of markets, live visualisation tools refresh and update as information becomes available, making them a vital component of evergreen content strategy.”

This concept of ‘research as a service’ is a fundamental shift in thinking from the transactional mindset of the past and will allow market analysis providers to keep pace with the increasingly data-saturated, unpredictable world we now live in.

Data visualisation options in Publish Interactive

The Publish Interactive platform fully supports data visualisation tools. Exhibits can be embedded directly into reports allowing you to position your detailed textual analysis alongside interactive, visual charts.

Two options are available: DataViewer, our in-house developed data visualisation tool as well as a new integration with Microsoft Power BI. This integration allows users to embed interactive data products seamlessly alongside textual research content and configure these as fully searchable datasets.

Keep your audience on the right side of the data ‘explosion’ soon to be with us with the help of data visualisation tools.

If you would like to learn more, please get in touch today. 

Instant Access, Instant Results – how TGaS transformed engagement across their life science industry reports

Using Publish Interactive’s Instant Access links, TGaS Advisors offers their member network frictionless access to the latest research, increasing user engagement and sales opportunities.

TGAS

TGaS Advisors, a division of Trinity Life Sciences, is the leading benchmarking and advisory services firm for commercial organizations in the life sciences industry. With a roster of top 50, emerging and precommercial life sciences companies, TGaS provides robust comparative intelligence and collaborative network membership services. The team includes more than 60 experienced professionals, most with senior-level experience in the life sciences and related industries.
TGaS provides research and surveying advice through market analysis reports called ‘Landscape Studies’ and ‘VHows’– short-form content pieces that deliver critical insight through survey data.

TGaS Advisors compiles business-critical content covering key life sciences issues by aggregating data taken from surveys of their international member network of industry professionals. Members suggest ideas for studies to TGaS who then “build and create a short survey with clients,” explains Jill Campanella, Associate Product Manager of Executive Commercial Operations at TGaS.

The member network then anonymously partakes in the surveys for access to the results, known as VHows. It is a decidedly communal method of content creation and the firm’s former method of content delivery reflected this collective mindset.

Until recently, VHows were emailed to members by TGaS analysts as PDFs. This process was key for survey participants as they expected ungated access to the content they contributed to.

Despite the minimal barrier to end-users accessing VHows, TGaS discovered the limitations of PDF delivery meant that it was impossible to track content usage, and due to a login barrier, members were less likely to enter the Insights Portal which contains all of TGaS’ published member content.

The TGaS team wanted to monitor reader analytics but was reluctant to force members to log in to access the VHows, so continued to rely on email delivery. This resulted in a clunky reading experience for end-users and reduced engagement with the wider library of content.

Screenshot of TGaS Advisors insights portal

The TGaS Insights Reports Platform Homepage

Unlocking the gate to expose the full breadth of content

This posed the challenge: how could TGaS implement a system capable of replicating the ungated access email delivery affords while also driving users to their Insights Portal? The solution lay in Publish Interactive’s Instant Access technology which, as Ms. Campanella and her team discovered, meant “there was no barrier to the portal anymore.” With a small amount of custom coding TGaS streamlined the distribution of instant access links which allows recipients “to hop over” the password.

Bypassing this initial log-in has created the frictionless VHow distribution experience that TGaS has been striving for; one where content usage is clear without sacrificing any accessibility and where TGaS’ industry expertise is demonstrated by giving users exposure to the portal.

As the central repository of TGaS’ research content, exposure to the Insights Portal is vital for maximising the client’s value. Sending standalone, siloed content out to members was not exhibiting their full breadth of research. “Now, clients are getting more value because not only are they getting a link to that VHow, but then they are in the portal and can easily log in to browse around, so it’s elevating the visibility of the TGaS Insights Portal and enhancing the value our clients get from that technology,” says Ms. Campanella.

“Now, clients are getting more value because they are in the portal and can easily login to browse around, so it’s elevating the visibility of the TGaS Insights Portal and enhancing the value our clients get from that technology”

Jill Campanella
Jill Campanella
Associate Product Manager of Executive Commercial Operations
TGaS Advisors

Proactive membership building

Improved accessibility also led to increasing numbers of users in the portal itself. TGaS is proactively adding new users who are in the professional network but not active portal members. Ms. Campanella explains: “Previously our workflow didn’t identify people that weren’t portal users. We were just sending the VHows out and then we had the self-registration process, so there was a gap. Now we’re getting and building more of a user base in the portal which is helping more people get value from the membership.”

In addition to exposure to TGaS’ full content portfolio, added value comes in the form of the enhanced reading experience. Users now take advantage of powerful in-platform workflow tools and search, allowing them to find and re-purpose pertinent information quickly and easily – tools that are unavailable with standard PDF delivery.

Summarising TGaS’ experience with Instant Access technology, Ms. Campanella concludes: “it’s really a win-win for us – it’s good for our clients and it’s good for us.”

Key benefits of TGaS’ use of Instant Access technology

  1. Improved content engagement due to the superior reading experience on the TGaS Insights Portal compared to standard PDF delivery.
  2. More members accessing the Insights Portal due to the improved accessibility of the VHows.
  3. Easier for members to discover the full breadth of TGaS content, which boosts client engagement.

Tags

  • Content Management
  • Subscription Renewals
  • User Journey

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.

Becoming a subscriber-first market analysis provider

Understand how niche research firms can use technology to successfully shift from a transactional model to recurring revenues

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