The Marketing Millennials How to Make Content Stand Out in the AI Age with Jillian Hoefer, Director of Content Marketing at UserEvidence | Ep. 385
Jan 21, 2026
Jillian Hoefer, Director of Content Marketing at UserEvidence, is passionate about original research in content marketing. She shares strategies for turning data into impactful content that builds trust. Jillian emphasizes the importance of collaborating with data analysts to uncover meaningful insights and designing effective surveys. She demonstrates how to leverage AI to enhance content creation and distribution, and discusses repurposing research findings into various formats to maximize outreach. Jillian's insights are a must for marketers aiming for data-backed success.
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Bring In Data Analysis Early
- Hire or contract a data analyst early to mine survey responses and surface meaningful stories.
- Don't skip this step because raw survey responses require expert analysis to reveal strategic narratives.
Hypothesis Or Exploration — Both Work
- You can run research either to prove a pre-defined hypothesis or to explore agnostically and be surprised.
- Both approaches yield strong content but lead to different strategic outcomes.
Use Data To Back Your Brand POV
- Map analyzed data to the POV your brand wants to own and craft a narrative that supports business goals.
- Be selective; some data points will be left out to sharpen the story and messaging.