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Original Research as a Content Marketing Asset

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Becky Lawlor

B2B Marketing

Becky Lawlor is the founder, of Redpoint Content, which advises and assists technology companies by providing original research services and content marketing services/

  • Evolution of Content Marketing

  • Role of Research in a Content Marketing Strategy

  • Original Research Content Challenges

Over the past 3-5 years, content marketing has evolved from a "nice to have" versus a "must have". The primary goals include increasing brand awareness, enhancing demand creation, and ultimately generating pipeline. Over the past 12 - 18 months in an environment of increased efficiency and reduced expenses, the quality of content is trumping content quantity. The benefit of AI is as much about quality as it is about producing more content with fewer resources.

Becky started by sharing that a good content marketing strategy and even organizational structure begins with understanding what the target audience is looking for and reflects a high level of engagement. Becky's findings are that "original research" is consistently one of the highest-performing content marketing assets, in fact, many of Becky's clients report that original research-based content performs 2x - 3x higher, as measured by downloads" as other types of content, such as how to guides.

Becky highlighted that while industry analysts provide a valuable service, most technology buyers understand there is a certain "pay to play" aspect to analyst-published research which increases the value of a brand's own "primary research". One key caveat is that when a whitepaper is a "funded project" for a brand - that an analyst report is not that much more valuable than a brand conducting its own "original research".

If you are responsible or depend on pipeline creation, or have direct responsibility for identifying, creating, and publishing content that increases brand awareness and drives demand creation, this is a great listen!!

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