Last week we kept the drumbeat of exclusive content moving forward with Why Video Content Matters if You’re Marketing to Marketers on The Juice. We learned that an astounding 86% of the members of The Juice who have consumed video content over the past 12 months are from our marketing audience. Video content has evolved from a “nice to have” to a requirement to earn attention from your ideal buyer. If you’re marketing to marketers and aren’t creating video as a part of your content strategy it’s likely that you’re not even in the game. Also, brands who have the most engaged video content on The Juice have the biggest followings.

This week we’re going to turn our attention to the performance of reports on The Juice. We spend a ton of time, money, energy, and resources putting together reports for our audience. Likely, we’re driving quarterly campaigns around these reports and are doing whatever we can to get our research in front of our ideal buyer. Because reports are such a heavy lift we need to be able to better understand the elements that make for successful reports before we even get started in the work.

The Juice is getting ready to put out our first report, The State of the B2B Podcast Listener report very soon. We seek out to answer the question, “what do consumers want from a branded podcast?” and share it all with you in a report format. Today, we’re excited to share what we’ve found regarding report performance before that drops.

🧃Methodology: We analyzed all of the report data on The Juice. We pulled out themes and shared the highest performing types of reports.

🧃Goal: Share the data to highlight what types of reports perform the highest to help anyone who is currently or planning to work on a report in the future.

The 3 Types of Reports That Get the Best Results

Mid-level members on The Juice are often reading reports more than senior level members despite representing a smaller chunk of the audience. We’re learning that mid-level managers are a function that has a higher likelihood of wanting to level up in their role and has more time to do it.

One of the general takeaways that we’re seeing is that you can drive good engagement with a niche focus. Reports that are typically performing well on The Juice niche down and focus on specific topics that matter to certain members. Some of these topics include, but aren’t limited to B2B events, podcast agencies, revenue ops, and ABM.

The 3 types of reports that generate the best results from our research are the following:

State of reports

Members what to better understand stats, data, and commentary from their peers when discussing overviews on specific topics that matter to them

Benchmark reports

Members want to be able to see how their work stacks up with others in their industry

Forecasting reports

Members want the ability to use reports as a resource to look forward with their work.

The 5 highest performing reports on The Juice:

State of Content Report 23 from Bynder

Content Marketing Benchmark Report 2021 from Animalz

The State of Generative AI from MarketMuse

The Top 5 Pipeline Challenges of 2023 from Revenue Grid

2023 GTM Emerging Tech Report from GTM Partners

Conclusion: Reports can be an impactful medium to not only get the attention of your buyer, but also provide them with a piece of content that they will keep coming back to. If you’re taking the time to create a report make sure you’re being specific and focus on the types of reports that perform well with The Juice’s audience of marketing and sales professionals.