3 Types of Original Research Content for B2B Brands

Hey there,

If you’re doing B2B content marketing, you should be publishing at least one piece of original research content every quarter. Here’s why:

✅ Build brand awareness

Publishing original research can help attract attention to your brand, especially if the report becomes popular in your industry.

✅ Attract links

Original research content tends to attract more backlinks than other types of content.

The reason is simple: content writers looking for data to include in their content will often cite various reports and studies.

✅ Drive traffic

By attracting attention and backlinks, original research can help drive a lot more traffic to your website compared to a regular old blog post.

Here are 3 ideas for original research content to get you started:

1. Data roundup

The easiest way to get started with original research content is to create a data roundup based on studies and reports done by others.

Keep in mind that you should still look for ways to provide added value with your roundup (e.g., by analyzing the combined data yourself and coming up with unique conclusions or insights).

2. Survey

Perform a survey to gather interesting insights that would be valuable to your target audience.

You can survey your own customers or find participants in relevant online communities. Alternatively, you can use platforms like Pollfish and SurveyMonkey, which have their own network of participants.

3. Experiment

Do an experiment to find out what kind of results you can generate using a particular approach, strategy, or tactic.

Note that experiments can be a hit-or-miss: you won’t get newsworthy results with every experiment.

Over to you

Stop publishing cookie-cutter content and help your brand stand out by working on one of the above ideas next quarter.

If you’re looking for a writer or strategist for your next content project, reply to this email—I’d be happy to help.

Thanks,

Boris