Content, Briefly
Redpoint Content: Becky Lawlor on original research done right
Sep 2, 2024
Becky Lawlor is the Founder and Chief Research & Content Officer at Redpoint, specializing in B2B content and original research. She dives into the vital role of original research in shaping thought leadership and influencing buyer decisions. The conversation highlights the rise of data-driven content and the challenges of balancing gated versus open access to research. Becky also discusses the impact of AI on content creation, emphasizing the importance of human oversight while leveraging technology to enhance research efficiency.
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Quick takeaways
- B2B buyers trust original research from brands more than third-party studies, enhancing brand credibility and relevance in their content strategy.
- Conducting original research requires brands to focus on unique topics and high-quality survey design to generate valuable insights.
Deep dives
The Demand for Original Research
B2B buyers prioritize original research in their content consumption preferences, valuing it as the most trustworthy form of content that influences their purchasing decisions. A survey of 250 influential buyers revealed that 91% believe original research reports enhance brand awareness, while 93% have increased trust in brands that invest in such content. This highlights a significant gap in how content marketers approach content creation, often leaning towards more accessible formats like 'how-to' articles, which buyers ranked much lower in terms of effectiveness. The findings suggest a clear opportunity for brands to develop original research as a cornerstone of their content strategy to meet buyer preferences.
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