Strong reporting is an incredibly valuable communication tool—no matter your industry. It helps you distill information and present it effectively, and it provides the transparency that supports a happier company culture.

But reporting can serve an important purpose beyond communicating with your clients or your department. It can become interesting content that expands your reach, showcases your brand personality, and provides genuine value to people. If you’re looking for new content marketing inspiration, your company’s most recent report might be your next piece of PR gold.

7 Ways to Use Reporting in Your Content Marketing

From culture marketing to brand awareness, reports can help brands in many ways. But what exactly does that look like? Here’s how these clever brands have turned their surveys, reports, data, and insights into fantastic content that helps them connect and engage with the public.

1) LinkedIn’s Workforce Report

How they use reporting: To support their vision.

LinkedIn Workforce Reporting

LinkedIn’s vision is “to create economic opportunity for every worker in the global workforce.” They do this through their social platform, but they also create content that helps people find and navigate their careers more effectively.

Their Workforce Report plays a huge role in this. Each month, the report consolidates insights from LinkedIn’s platform, including 133 million U.S. worker profiles, 20,000+ company profiles, 3 million+ job listings, and 50,000 skills listed on profiles.

The public report covers trends and insights by industry, including more than 100 data graphics. This up-to-date data is a tremendous resource for job seekers, hiring managers, members of the media, and anyone interested in the state of the U.S. workforce—helping LinkedIn fulfill its vision one report at a time.

2) Gartner’s Magic Quadrant

How they use reporting: As an investment tool

Gartner magic quadrant reporting

Gartner’s Magic Quadrant reports analyze specific tech industries to identify the major competitors in the market, including leaders, visionaries, niche players, and challengers. The quadrant visualizes each competitor’s position in the market, making it a helpful tool for investors to assess the landscape and identify potential investments.

Going a step further, Gartner also provides interactive Magic Quadrants, which let investors customize reports for their specific business goals and needs. In this way, Garner provides an incredibly powerful tool that turns valuable data into truly actionable insights.

3) MailChimp’s 2016 Annual Report

How they use reporting: For culture marketing

Mailchimp reporting

Annual reports are traditionally used to inform investors of the more boring sides of business: financial data, initiative recaps, etc. But the best annual reports showcase a brand’s accomplishments, as well as a brand’s personality. For MailChimp’s 2016 Annual Report, the company gave viewers an inside look at their team, their passions, their major milestones, and day-to-day office life via an interactive report.

Presented with bright and bubbly on-brand design (think bananas and monkeys), the report features a seemingly endless scroll of interesting tidbits, from the type of night school classes employees took (calligraphy, Ruby, desk plants, database management, improv, Git, and Snapchat) to the number of employees who marched in the Atlanta Pride parade. These snapshots, both big and small, give you a strong sense of the people behind the brand, including how they work and what they care about.

4) Incapsula’s “Are You Slacking Off?” Infographic

How they use reporting: As thought leadership

Incapsula reporting

As MailChimp proves, not all reports have to copy the boring aesthetic of traditional corporate reports. And you don’t always have to present an entire report to provide value. To promote their 2017 SaaS Uptime Survey, Incapsula turned survey insights into an animated infographic that’s both informative and eye-catching.

Presenting survey highlights in a distilled form is its own service (for busy readers who can’t read the whole survey), and presenting it in a shareable and engaging visual format makes it more digestible. (This type of content is especially great to pitch to publishers who cover similar topics.)

5) Siemens’ Sustainability Reports

How they use reporting: As behind-the-scenes content

Sustainability reporting has become more pervasive, which is a great thing for consumers. But the information tends to be dry and dense. Siemens is taking a creative approach to sharing that information. Through The Magazine, the brand’s publication, they bring sustainability report stories to life, going behind the curtain to visit the people and places that are making an impact. Their mini-documentaries series is especially interesting, shining a literal spotlight on their sustainability practices.

6) Pantone’s Color Institute Colour Trend Report

How they use reporting: As editorial content

Pantone reporting

Color trends influence all creative fields, but possibly none so much as fashion. As such, Pantone steers conversations around color by releasing the color trend reports every fashion season. The palettes feature the top 12 colors found most frequently on the runway, along with the Adobe Swatch files for download. This serves as a valuable reference for creators and influencers while putting Pantone front and center.

7) ALSO’s 2016 Annual Report

How they use reporting: To show their expertise

ALSO reporting

You may have never heard of ALSO, a B2B marketplace for Information and Communication Technology, but you may be inspired by their insanely creative annual report presentation.

To celebrate one of the most exciting innovations in their field, the company turned their annual report into a Virtual Reality and Augmented Reality experience. The report included a VR app exploring ALSO’s various business models, as well as an Augmented Reality poster to be scanned via smartphone. This impressive presentation showcases their creativity, their passion for their industry, and their innovative thinking.