Content, Briefly Redpoint Content: Becky Lawlor on original research done right
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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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Original Research's Rise
- Original research in content marketing is having a moment, potentially due to skepticism around SEO and AI's ability to handle simpler content.
- This shift highlights the increasing value of data-driven content and understanding target audiences.
Thought Leadership and Data
- Thought leadership involves bringing unique perspectives, achieved through subject matter expertise, interviews, or original data collection.
- Data analysis and surveys provide novel insights, positioning brands as thought leaders.
B2B Buyer Guide
- Understand your target audience's content preferences and what drives their actions, like purchasing or sharing.
- Include diverse content types, such as original research, case studies, and educational content, to cater to different preferences.