The Marketing Millennials How to Make Content Stand Out in the AI Age with Jillian Hoefer, Director of Content Marketing at UserEvidence | Ep. 385
Jan 21, 2026
Jillian Hoefer, Director of Content Marketing at UserEvidence, is passionate about original research in content marketing. She shares strategies for turning data into impactful content that builds trust. Jillian emphasizes the importance of collaborating with data analysts to uncover meaningful insights and designing effective surveys. She demonstrates how to leverage AI to enhance content creation and distribution, and discusses repurposing research findings into various formats to maximize outreach. Jillian's insights are a must for marketers aiming for data-backed success.
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Original Research Creates Proprietary Content
- Original research is gathering new data to answer specific questions and becomes proprietary content for your brand.
- Jillian says state-of reports turn that data into lasting content IP that builds credibility and trust.
Begin With A Strong Survey
- Start original research with a well-designed survey to capture broad, actionable data from your ICP.
- Supplement surveys with targeted interviews for depth and richer qualitative insights.
Bring In Data Analysis Early
- Hire or contract a data analyst early to mine survey responses and surface meaningful stories.
- Don't skip this step because raw survey responses require expert analysis to reveal strategic narratives.