Podcast Summary: The Marketing Millennials – Episode 328: How to Make Content Stand Out in the AI Age with Jillian Hoefer

Host: Daniel Murray
Guest: Jillian Hoefer
Release Date: June 13, 2025

Introduction and Background

Daniel Murray welcomes Jillian Hoefer to the podcast, emphasizing the show's focus on unfiltered conversations with leading marketing minds. Jillian shares her journey into the content marketing space, highlighting her academic background in broadcast journalism at Ball State University and her initial aspirations to become a news reporter. However, practical considerations led her to a corporate communications marketing internship, where she discovered a passion for leveraging multimedia storytelling within a corporate environment.

Quote:
Jillian Hoefer [00:46]: "I just thought those were really fun and cool mediums for storytelling. And then I kind of had an aha moment when it all became real."

The Value of Original Research in Marketing

Jillian introduces the concept of original research, defining it as the process of gathering and analyzing new data to answer specific research questions. She explains its rising significance in the B2B and content marketing realms, particularly through state-of-the-art reports produced by brands.

Quote:
Jillian Hoefer [03:12]: "While a lot of lesser content marketers are going, I'm just going to crank out AI fluff pieces all day long."

Initiating an Original Research Project

Jillian outlines the foundational steps for launching an original research initiative. She emphasizes starting with survey design, ensuring the survey targets the right audience, and having a clear hypothesis or objective. Jillian recounts her experience with User Evidence, where her team released an original research report titled "The Evidence Gap," surveying over 600 B2B marketers to identify discrepancies in customer evidence during the buying process.

Quote:
Jillian Hoefer [05:36]: "You've got to start with your research capture essentially. And most of the kind of state of reports or the reports that people are putting out that are original research are based off of a survey."

Analyzing and Leveraging Survey Data

Post-survey, Jillian stresses the importance of collaborating with a data analyst to interpret the vast amounts of data collected. She shares insights on how her team used the findings to support their hypotheses and craft compelling narratives. This analytical collaboration ensures that the stories derived from the data are both impactful and aligned with the brand's objectives.

Quote:
Jillian Hoefer [07:35]: "I pride myself on being a storyteller. But there is something really different about having... thousands and thousands of data points that you're sorting through."

Integrating AI with Proprietary Data

Addressing the role of AI in content marketing, Jillian explains how proprietary data enhances AI's effectiveness. By feeding original survey data into AI models like ChatGPT or Claude, she leverages these tools to generate relevant content, such as emails, blog posts, and podcast scripts, grounded in unique, proprietary insights.

Quote:
Jillian Hoefer [19:28]: "I will go and I will put the raw survey data into a bot in ChatGPT or in Claude... It uses data which has built so much more trust with your audience."

Distribution Strategies for Research Reports

Jillian describes the multifaceted distribution strategy for their "Evidence Gap" report. By integrating the research findings into 80% of their content—ranging from podcast episodes to blog posts and video interviews—they ensure sustained visibility and engagement. The use of AI tools to surface relevant stats and quotes facilitates the seamless incorporation of data into various content forms.

Quote:
Jillian Hoefer [24:30]: "I wouldn't recommend repeating the same things over and over... it's about repeating the data points and the quotes that we got from the research."

Original Research in Event Speaking and Thought Leadership

Jillian highlights the power of using original research to enhance thought leadership and event speaking. By presenting data-backed insights at marketing events, her team engages peers with credible and surprising findings, fostering deeper conversations and establishing authority in the field.

Quote:
Jillian Hoefer [26:18]: "We have to say, like, show me the proof that it works. Like, it's cute that you made up a little, you know, thing that, like, it's really about pulling these stats in this report into a medium that was really repurposable."

Empowering Internal Voices Through Data

Emphasizing internal thought leadership, Jillian advocates for training team members to become brand ambassadors using data-driven insights. By providing employees with access to proprietary research data, companies can amplify their messaging and foster a culture of informed advocacy.

Quote:
Jillian Hoefer [32:35]: "Content marketing in charge of internal thought leadership programs... train your whole team on how to be their own thought leaders for your brand and for themselves."

Case Study: Gong Labs

Jillian references Gong Labs as a prime example of successful original research utilization. Gong Labs' proprietary data, harvested from their own platform, propelled them to build a robust content brand and establish themselves as industry leaders through data-rich content.

Quote:
Jillian Hoefer [35:01]: "Gong Labs... showed the power because everyone in B2B marketing knows Gong Labs. They built an incredible content brand for themselves."

Notable Quotes

• Jillian Hoefer [09:44]: "Having data to back up those things is really important."
• Daniel Murray [12:10]: "Knowing something, because then you can go tell that data analyst, hey, we're trying to prove X, Y and Z."
• Jillian Hoefer [30:49]: "67% of buyers prioritize compelling statistically backed business cases for ROI."

Conclusion and Contact Information

Daniel Murray wraps up the conversation by appreciating Jillian's insights and encouraging listeners to leverage original research in their marketing strategies. Jillian shares her contact information, inviting listeners to connect via LinkedIn.

Quote:
Jillian Hoefer [35:26]: "You can find me on LinkedIn at Jillian Hofer. And that's where I'm hanging out a lot of the time."

Connect with Jillian Hoefer:
LinkedIn: Jillian Hofer

Follow Daniel Murray:
Twitter: @Dmurr68
LinkedIn: Daniel Murray - Marketing

Join The Marketing Millennials Community:
LinkedIn: The Marketing Millennials
Instagram: @the_marketing_millennials
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Final Thoughts:
This episode underscores the critical role of original research in creating credible, impactful content in the age of AI. By meticulously designing surveys, leveraging data analysis, and integrating AI with proprietary insights, marketers can craft unique narratives that resonate and build trust with their audiences. Jillian Hoefer's experiences and strategies provide a roadmap for marketers aiming to elevate their content amidst an increasingly AI-driven landscape.