WSO Erin Balsa - The Research Report Playbook

What You Get:​

Hi! I’m Erin Balsa, and I’m a former content marketing leader with more than 8 years of experience building and leading high-performing content teams — at two Inc. 5,000 B2B SaaS startups and at an agency.

I’ve written for lots of B2B SaaS brands you’ve probably heard of: HubSpot, Drift, G2, monday.com, etc.

I’ve advised and built content strategies for a bunch of MarTech, sales tech, and edtech companies like Showpad, People.ai, Uniphore, Accord, and Intellum.

Over the past 4.5 years, I’ve helped various B2B SaaS companies generate MILLIONS of dollars in revenue by creating research reports people actually want to read and share—like my infamous Remote Work Report, which drove $680k in revenue last time I checked.

I’ve packed EVERYTHING you need to know about research report creation and distribution into this course, which includes my plug-and-play TEMPLATE.

In this course, I answer all your burning questions:

How do I come up with a compelling storyline?

How do I get valid data?

What if the data doesn’t support the story I want to tell?

Am I supposed to gate the report for lead gen?

How do I project manage all the moving parts?

Why is my butt itchy? (Well on second thought, not ALL your burning questions.)

If you know me from my LinkedIn posts, you know my content has an edge to it. So expect some sarcasm, and maybe a swear or two. And expect to walk away with the knowledge and confidence you need to start creating your own research reports.

Lesson 1: Course Intro

Welcome + objectives

Lesson 2: Planning + Project Management

Organizing all the moving pieces + setting clear expectations

Lesson 3: Data Collection + Analysis

Securing an audience, writing questions + analyzing raw data

Lesson 4: Report Writing + Design

Turning an outline into a polished report

Lesson 5: WebDev + Tracking

Setting up campaign tracking + QA

Lesson 6: Organic Promotion + PR

Generating attention + leads

Lesson 7: Paid Promotion

Planning ads + writing ad copy

Lesson 8: Sales Enablement

Helping sales have more productive conversations

Lesson 9: Post-launch

Analyzing results + making process improvements

Lesson 10: Monetization

How to sell research reports to clients

Lesson 11: My Writing Process Deep Dive (Bonus)

How I do data storytelling, step-by-step