5 Examples of Original Research in Content Marketing: How to Be the Primary Source
Andy Crestodina
Co-Founder and CMO at Orbit Media | SEO, Analytics, AI, Content Strategy and Website Optimization
Content comes in all shapes and sizes. Helpful how-tos, webinars, whitepapers, roundups and rants. But there is one type of content that crushes almost anything else you can publish.
Original research.
But most companies never do it. Yes, it’s work to create a research report, but it’s not as hard as you might think. Let’s look at why research is so successful and some examples of how it fits into a content marketing mix.
9 out of 10 companies who do original research found that it’s successful
This is according to a new study by Buzzsumo and Mantis Research. I’m not surprised. 56% of respondents report that their results met or exceeded their expectations. Only 3% were disappointed.
I don’t know of any other format for content with these kinds of results. So why does it work so well?
“9 out of 10 companies who do original research found that it’s successful.” @MantisResearch
Why original research wins
It’s an effective format for content for a lot of reasons. Here are five of them:
1. It’s new and unique
Advice, tips, news, trends, how-tos – they’ve all been done before. But original research is new. So it solves a problem for marketers who struggle to stand out: originality and differentiation.
2. It improves click through rates
The LinkedIn Marketing Solutions team found that status updates that include statistics along with a link to content get 162% more impressions and a 37% higher click through rate.
3. The data can support your sales message
Qualitative data is one of the two types of evidence you can add to your sales pages. The data can make your case and can improve conversion rates.
4. Outreach involved in research grows your network
Anytime you launch an outreach campaign, you increase awareness for your brand and yourself. You are giving yourself a reason to talk to important connections or email a ton of contacts.
5. It makes your site the primary source
This is why research gets more links and more shares than any other format for content. And links and shares are the key to search and social, the two big sources of website traffic. Here’s the data…
Podcast marketing for experts and professional services firms | Fractional Consultant | Podcast Host
5 年Andy Crestodina?Another fantastic article. Original research is PHENOMENAL "seed" content — it fuels blog posts, webinars, podcasts, videos, white papers... the list goes on. What topics do you plan on researching in the future??
President and Market Research Expert Helping C-Suite and Marketing Execs Make Decisions with Confidence
5 年We have designed research for clients that has helped them position themselves as industry experts, generate higher quality leads, provide a wealth of content material, and more.? One piece of advice - try to get at insights that are fresh and not just retreads of traditional types of research data.? Ask unusual questions or come at a topic sideways.??
Social Media Manager | Creative Copywriter | Oxford Comma Defender
5 年100% agree! Finding a company that was willing to take the time and energy to produce original research was on my "must-have list" when I looking for a new role.
Author, Writer, and Publisher of the Catholic Prodigal Daughter Newsletter | Owner of "Workflow Wisdom"
5 年Great article. It dovetails perfectly with a copywriting truth. One of the most powerful ways to write effective copy is to include proof elements. Often, companies gloss over this. But with research and solid stats, it creates a more compelling case for your claims. I was inspired by this article and will be implementing it within my own marketing. Thank you, Andy.