Fuel Your Brand's Authority Through The Magic of Data-Driven Storytelling
Oct 3, 2023
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Becky Lawlor, Founder and Chief Research & Content Officer at Redpoint, discusses original research survey best practices, the ROI of original research, common pitfalls in building out original research, and her unique career journey. They also touch on the importance of community, embracing fear, engaging in a rapid-fire Q&A, personal growth, and running businesses.
Original research can drive brand awareness, lead generation, and offer valuable insights that fuel content creation, speaking engagements, and product development.
Crafting a research topic or hypothesis that aligns with a brand's marketing objectives is crucial for successful original research.
Engaging in professional communities and being responsive helps establish credibility as a thought leader and drive brand recognition.
Deep dives
Redpoint: Building Thought Leadership with Original Research
Redpoint, founded by Becky Lawler, focuses on creating thought leadership and original research content in the B2B tech space. Lawler's passion for data-backed research led her to specialize in providing clients with end-to-end services, from strategy to storytelling. The agency's focus on creating powerful narratives and thought-provoking research reports has gained them recognition and success in the industry. Redpoint's work has delivered strong ROI for clients, driving brand awareness, lead generation, and authority in their respective industries. Lawler's commitment to building strong relationships and delivering value to clients has been a driving force behind her agency's growth and success.
The Power of Original Research in Marketing
Original research has become an invaluable tool for marketers to establish thought leadership, credibility, and unique brand positioning. Companies like Adobe and Patagonia are lauded for effectively leveraging original research to engage their audience and stand out in their respective markets. Conducting surveys is the most common approach to gather quantitative original research data, and survey design plays a critical role in eliciting strong data and creating compelling narratives. When done right, original research can drive brand awareness, lead generation, and offer valuable insights that fuel content creation, speaking engagements, and product development.
Strategies for Successful Original Research
Successful original research begins with a clear understanding of desired outcomes and goals. Crafting a research topic or hypothesis that aligns with a brand's marketing objectives is crucial. Designing survey questions that capture engaging data, using the appropriate question formats and avoiding biases, is essential for meaningful results. To ensure data quality, it is important to leverage quality control measures and analyze data beyond the surface level. Digging deeper through data mining and cross-tabulations can uncover valuable insights and multiple storylines, offering a wealth of content creation possibilities.
Building Trust and Credibility through Original Research
Original research not only delivers tangible ROI but also helps build trust and credibility with target audiences. Engaging in professional communities, such as LinkedIn groups, can lead to valuable connections, industry recognition, and explore partnership opportunities. Taking an active role in sharing expertise, fostering relationships, and being responsive contributes to establishing credibility as a thought leader. By living up to their values, brands like Adobe and Patagonia have succeeded in leveraging original research for brand recognition and customer loyalty. Embracing the fear of the unknown and being open to ongoing personal and professional growth are key to success in original research.
Advice for Building a Successful Research Agency
Becky Lawler's journey from a freelancer to building Redpoint offers valuable insights. Trusting in oneself and embracing confidence is essential to succeed in the marketing industry. Leveraging relationships, participating in professional communities, and consistently delivering value to clients help establish a strong reputation. Overcoming challenges, such as communication barriers and fear, requires continuous growth and learning. Building a solid network of peers and mentors, along with investing in personal and professional development, contributes to long-term success and personal satisfaction.
In our newest Growth Marketing Camp Founder Stories episode, we are venturing into the realm of original research and data-driven storytelling. Our guest is Becky Lawlor, Founder and Chief Research & Content Officer at Redpoint, a boutique agency renowned for its stellar work with major brands like Adobe, IBM, Samsung, and Zapier.
In this episode, we discuss:
🚀 Original research survey best practices: How to determine the right survey sample size & obtain respondents
🚀 The ROI of original research (& how it yields a year's worth of content ideas through audience insights and data analysis)
🚀 Common pitfalls in building out original research (& how to avoid it)
🚀 What lesson has taken Becky the longest to unlearn
We also cover Becky’s unique career journey, the turning point that sparked the idea of founding Redpoint, and the path she took to where she is now. So tune in and get ready to be impressed!
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