In my last post, I described where B2B marketers should look when attempting to find topics for thought leadership content. There’s no longer any doubt that high-quality thought leadership content has become a critical component of effective marketing at many B2B companies.
Numerous research studies have identified the characteristics that make thought leadership content persuasive. The terms used in those studies vary, but the research consistently shows that compelling thought leadership content will exhibit three core attributes – it will be relevant, authoritative, and novel.
The need to make thought leadership content both novel and authoritative raises the importance of original research. In reality, the only way to develop novel and authoritative thought leadership content is to base that content on original research.
Original research is required to capture the new information and develop the new insights that make thought leadership content novel, and it provides the evidence that makes the content authoritative.
Original Research Means More Than Surveys
When most marketers think about original research, surveys are usually the first thing that comes to mind. Surveys are popular because they can provide valuable data and because they have become easier and less expensive to use. Several firms now offer free or inexpensive tools for conducting surveys.
It’s important to recognize, however, that original research encompasses more than quantitative surveys, and that other types of original research can also be highly effective.
The following diagram shows the major categories of original research and the research methods that fall in each category.
As the diagram shows, there are two major categories of original research – primary research and secondary research. Secondary research involves reviewing and analyzing data or research that has been published by others. This includes data published by governmental entities, and data or research published within academia and by private organizations such as consulting firms and research firms.
Primary research, on the other hand, is research you conduct yourself or hire someone to conduct for you. It involves going directly to a source to gather or compile information. The diagram shows several of the most common methods of primary research, all of which can be effective when used in the right circumstances.
