Content marketing is a buzzword circulating the industry for years now. This is likely because “content” is a broad term that identifies a number of different types of deliverables within the marketing sector. Blogs, whitepapers, e-books, infographics, and many other resource type material all makeup what it means to create content with the purpose of improving marketing strategy.
Above all else there is one type of powerhouse, knowledge based resource for content that is extremely undervalued. Original research.
Most businesses do not utilize original research, likely because it takes time and resources to create a research report. However, according to this study 9 out of 10 companies who do original research found it to be extremely successful. When asked how these companies would rate the success of original research, only 3% reported it did not meet their expectations.
Original research is the king of content marketing. In this blog post, our content marketing research company will answer the following questions:
- What is original research?
- What is the process of using original research?
- Why is it important to use a third-party for conducting original research?
Original research is the powerhouse of all content marketing. Learn why 9 out 10 businesses who perform or use original research find it to be successful in driving their marketing strategies forward.
What is original research?
Original research is the process of using the feedback and data collected from surveys, interviews, or other methodologies for content purposes. By conducting original research with a third-party market research company, your organization is considered the primary source.
Original research comes in all shapes and sizes. Mostly, marketers use a research report crafted by a content marketing research company after they’ve completed a study.
What is the process for using original research?
Businesses of all sizes choose to conduct market research for a variety reasons. Whether it be to explore customer feedback, gain insight into competitors, or survey their own employees, market research proves to be a powerful driver for organizational change. If nothing else, the findings and data from market research will enhance an organization’s content marketing strategy by fueling new ideas for blogs, whitepapers, webinars, etc.
How exactly does this work? Here is an example. An advertising firm is hoping to grow their client base in the legal sector. They are constantly loosing RFPs to other agencies who predominantly work with law firms. In order to stand out, the advertising firm partners with a content marketing research company.
The content marketing research company conducts an online survey to collect feedback from those who are currently customers of a law firm, as well as the general public. After fieldwork is administered, the content marketing research firm delivers a top-tier report with an executive summary and an appendix broken down question-by-question, including respondent’s answers broken down by key demographics (age, gender, tenure).
The advertising agency is able to repurpose the research report into a whitepaper highlighting key findings from the online survey. The whitepaper covers top sources of awareness, perception levels, reasons for choosing a law firm, likelihood to switch to a new law firm, and other major original research. These questions were answered by current legal clients, past clients of a law firm, and people who have never used a law firm before.
The advertising agency promotes this whitepaper on their website, in email campaigns, and paid social media advertisements. With original research, the advertising agency is now viewed as a thought leader in the legal sector, regardless of what little experience they have working with law firms.
By conducting original research, the agency knows exactly how best to advertise for a law firm because they relied on the most powerful resource: customer feedback.
Why is it important to use a third-party for original research?
As already stated, most businesses do not use original research because they lack the proper resources and time to do so. The answer to this is partnering with a third-party content marketing research company. A content marketing research company, like Drive Research will execute any type of study to it’s entirety.
Most importantly, we will deliver a top notch original research report including:
- An executive summary of major themes
- Recommendations and action items for next steps
- An infographic for use in marketing strategies
- An appendix outlining each question with responses broken down by key demographics
Original research allows you to dissect and create content in every way imaginable. Each survey question can be turned into a blog post. Businesses can host a webinar summarizing shocking data from the research. Or much like the example above, organizations can create a thorough whitepaper with the information broken down in the provided appendix. The possibilities are endless.
Aside from carrying the brunt of the work, it is also important to use a third-party for original research for the findings to be deemed honorable. If conducting a study in-house, readers are weary to trust the results. It is less believable to claim, “Research shows 8 out 10 households choose our cleaning supplies,” if the research was conducted by the cleaning supply company.
By partnering with a third-party market research company, your original research has 100% validity and 0% bias. Now that’s a statistic every business should get behind.
Contact Our Content Marketing Research Company
Drive Research is a market research company located in Syracuse, NY. Our team has the knowledge and tools to design a robust content marketing research study, should it be the right fit for your business.
Reach out through any of the four ways below.