Just last year, we began a monthly newsletter, The Analytics Advantage, to stay in touch with potential buyers who were not quite ready to purchase. Its goal: to strengthen JMP’s brand identity by maintaining direct and ongoing communication with our prospective buyers. We currently have more than 20,000 subscribers in the U.S. and EMEA.
On July 24, we launched another new vehicle to increase engagement with prospective buyers, The Analytics Advantage blog. It is an exciting and important next step for our brand for several reasons:
- Establishing JMP as a helpful authority in the statistical analysis software space by providing educational content on complex business pains that our potential users are trying to solve.
- Increasing site engagement on jmp.com to improve search engine optimization and overall site authority. Yes, AI summaries have adversely affected search traffic; however, that only fuels our efforts to build brand recognition and provide authentic storytelling from our subject matter experts and thought leaders in our space. AI summaries cannot create genuine, relatable experiences and are inherently less memorable because there is no emotional connection.
- Boosting website conversion rates. Every blog post is an opportunity to convert readers into leads by including relevant calls to action.
FAQs
Why will we have a blog on JMP Community and on jmp.com?
The goals of each blog are quite different. However, both blogs are vitally important to our success. The goal of a blog for JMP existing users is to support and retain them by offering tutorials, guides, and troubleshooting tips. Success is measured by user retention, feature adoption, and customer satisfaction.
The primary goal of a blog for prospects is to attract, inform, and convert potential buyers. We’ll do this by offering insightful industry commentary, data-driven articles, and benefit-driven solutions that encourage prospects to learn more about our products. Success is measured by conversions and brand uplift.
Katie Stone is the editor of The Analytics Advantage blog, while Landra Cunningham will continue as chief of the blog for JMP users. They will work hand in hand to create what we are calling “sister” topics that will run simultaneously. You will see an example of this with two posts from Chandra Ramnarayanan, where he discusses how predictive formulation design helps to reduce wasted batches and streamline regulatory path failures, supplemented with a post in the Community that discusses the capabilities of the Fit Curve platform.
How often will posts be made to The Analytics Advantage?
Posts will occur bi-weekly.
How will we promote The Analytics Advantage blog?
We will promote the blog in the monthly Analytics Advantage nurture newsletter and on JMP social media channels. We will also tag the blog posts and cross-link from other pages on jmp.com where appropriate.
How are topics chosen for The Analytics Advantage?
As a result of our full marketing content audit, we identified areas of the buyer’s journey that are not being addressed in our current content portfolio. We are mapping out a strategy to fill in some of those holes, primarily with awareness content. We are also using keyword research to identify high-value topics for our target audience and putting together an editorial calendar based on suggestions that Sales has captured in their responses to our survey earlier this summer.
How do I find The Analytics Advantage blog on the jmp.com home page?
It will appear on the footer of the jmp.com English site as The Analytics Advantage Blog.
Will this be available in multiple languages or just English?
For now, we are only launching in English. We are investigating a process and the resources needed for translating and publishing materials for other languages in a timely manner. Stay tuned.
A special thank you to many individuals who have helped to get this massive project off the ground, including all of the cross-collaboration efforts with Digital Marketing, Corporate Communications, Global Technical Enablement, and web teams. Teamwork makes the dream work!
Wonderful news, thank you Amy and team! Reaching prospective customers with quality content is the way to go. Very exciting. 
Love the 3 P's of DoE by Phil Kay that is featured on the Analytics Advantage Blog
@malcolm_moore1 - a lot of that came from talking to you. And that trip we had with the wonderful Stan Higgins. Sorry, Stan Higgins MBE!
So happy to see this finally come to fruition! Thank you, Digital Marketing!
This is wonderful news. If there’s anything I can do to support the Japanese localization, please let me know—I’d be happy to help!
