Content is available in many forms, such as quick tips, roundups, how-to guides, infographics, whitepapers, and ebooks. However, research is consistently regarded as the most powerful content type. You engage with people and gather insights to tell a compelling story to your audience. In doing so, you position your company as a thought leader in your field.
Research is hailed as the most effective form of content marketing. Conducting primary research is far more extensive than creating videos or blogs. Primary research is broadly split into quantitative and qualitative data analysis. Let us explore each in detail:
- Quantitative research – It is used to measure behaviours, attitudes, opinions, and other variables, providing numerical statistics. Surveys are among the most common ways of collecting quantitative data.
- Qualitative research – It is used to uncover trends in thoughts, behaviours, and opinions and why they exist. This research form does not involve numerical data and is collected through individual or group interviews.
When creating content, both methodologies have value. An interview with an industry expert, someone in your business, or a customer can make for a great blog post, as can a roundup of trends you've discovered from speaking with various individuals. However, quantitative data analysis will enable you to address larger groups of people. It makes your research more credible and equips you with attention-grabbing statistics to make a lasting impact.
Focus your research on addressing significant and pertinent issues. Emphasise the unique aspects and potential impact of your research. Place your research within a broader context to demonstrate its significance. Clearly articulate the potential benefits of your research to stakeholders. Outline how your research will lead to positive outcomes and impact. Determine how you will translate your research findings into practical applications.
Integrating thought leadership
Creating a thought leadership strategy involves genuine insight that cuts through the clutter and creates a lasting impact on its audience. This strengthens brands and, even more importantly, leads to positive commercial outcomes for their businesses, including stronger pricing power, better customer retention, and faster client acquisition.
These days, it is no longer enough to publish a few white papers in the hope of establishing your business’s intellectual brand. Organisations need a sustained strategy to leverage the benefits of thought leadership content, focusing on topics where they have something compelling and fresh to say. They build campaigns that truly engage and inspire their audience.
Conclusion
Every business has its unique identity, capabilities, and strategic goals. It is vital to be able to track performance against these metrics. Conducting research enables you to establish a presence in your industry and position yourself as a thought leader. You can transform it into multiple pieces of content to attract, engage, and retain customers while growing your business.
