Original research can be a powerful tool for content marketers looking to boost credibility and thought leadership. But it comes with risks and demands careful planning. Follow these best practices to maximize the ROI of your next original research project.
Start With the Right Purpose
Before embarking on original research, clearly define your goals. Who is the target audience, and what do you want them to think, feel, or do after consuming the content?
Original research works best when your purpose is to:
- Establish expertise and credibility in a niche topic
- Uncover customer pain points or insights
- Generate leads by positioning your brand as the go-to problem-solver
Assemble the Right Team
Well-executed original research requires specialized skills. Consider involving:
- A content strategist to shape the narrative
- A data expert to ensure statistical rigor
- An amplification expert to maximize reach
For smaller teams, look to third parties like research agencies, consulting firms, or industry publications. Their credibility can give your brand a halo effect.
Craft a Compelling Narrative
Let your research uncover data-backed insights, but shape those insights into a cohesive story your audience will care about. Look for unexplored angles aligned with your brand positioning.
Stories with concrete takeaways are more likely to spur buyers to action.
Choose the Right Research Methodology
Match your methodology to the story:
- Surveys reveal attitudes and beliefs. Best for uncovering pain points.
- User data shows actual behavior. Best for developing customer profiles.
- Interviews add context and color. Best for bringing insights to life.
Combine methodologies to get a multi-dimensional perspective. And partner with experts to ensure statistical validity.
Plan for Amplification
Amplify your research through:
- Media outreach: Pitch key data points as newsworthy stats for press coverage.
- Repurposing: Mine the data for multiple assets like infographics, blogs, and videos.
- Social sharing: Promote bite-sized insights on social.
- Paid promotion: Boost visibility through ads or sponsorships.
Promoting your research extends its shelf life. But resist over-hyping mediocre data. Credibility is paramount.
The Risks and Rewards
Done right, original research content builds unmatched credibility and acts as a lead-gen magnet. But it also invites scrutiny. Follow best practices to maximize the rewards and minimize the risks. With careful planning, you can make original research a cornerstone of high-impact content marketing.