Interview with Michele Linn - Level Up Your Content Marketing Using Original Research - Episode #68

“You want to make sure your survey questions result in stories.”

Michele Linn is the founder of Mantis Research where she helps content and community managers conduct surveys so they can learn about their audience and publish compelling, original research findings. Prior to Mantis, Michele was head of editorial at Content Marketing Institute, where she led the company's editorial strategy and helped grow its audience to more than 200,000 subscribers.

Questions:

• What are some of the benefits marketers can get from doing original research?
• When is the best time to do original research?
• What’s a simple step-by-step process marketers can use to conduct original research?
• What are some suggestions for marketers who want to conduct original research projects, but who don’t know how to propose these projects to their managers and business leadership?
• What are some common misconceptions about original research that annoy her?
• What are some incentives a marketer can use to get people to respond to surveys?
• What it is like working for Joe Pulizzi?
• What skills did she learn from working at the Content Marketing Institute?
• And more!

You can connect with Michele via:

Her LinkedIn - https://www.linkedin.com/in/michelelinn

Her website - https://mantisresearch.com

And here’s the article I mentioned regarding community-building as a marketing strategy (definitely something worth reading more than once) - https://review.firstround.com/a-founders-step-by-step-guide-to-getting-your-first-1000-community-members

If you’re looking for another wonderful interview with an expert content marketer who also talks about original research, check out the episode I did with Andy Crestodina here (it’s episode #43) - https://anchor.fm/kennysoto/episodes/Interview-with-Andy-Crestodina---Understanding-Digital-Empathy-with-The-MASTER-of-Content-Marketing---Episode-43-e145vsu