Living in the internet age offers instant access to copious amounts of information. While this reality is largely good news for readers, it can also be frustrating. If a person can’t find what they’re looking for on your site, they’ll leave quickly and move on to the next search result.
That’s why marketers need to make sure their brand’s content is providing relevant, useful information for their readers. The following are some considerations to help you generate highly consumable content based on original research for your brand.
1. Assess Your Resources
Without the appropriate personnel, timelines, and budget, your entire effort will fall flat. If you don’t have the right person to manage the project, the money to invest in qualitative and quantitative research methodologies, or enough time to collect the data and draw conclusions—you should consider engaging a research partner.
Outsourcing to a market research firm will alleviate stress on an already strained team. Through this collaboration, you’ll have less control of the data but likely more well-rounded reporting that will benefit you and your customers. Just make sure you’ve identified your audience, business goals, and what success looks like before you engage a research company.
2. Consider Your Target Audience
Consider who you want your research and writing to reach. Your desired audience can influence the way you gather information. Certain sources may be more interesting to your audience than others.
Think of the relevance of people you’re engaging or data you’re collecting as it relates to your target audience. It can be helpful to imagine your end goal of successfully reaching your desired demographic and work backward from there.
3. Keep Your Information Organized
It can be easy to fall into the habit of opening a million tabs, jotting down notes, and losing track of information. To avoid losing track of your data collection, consider:
- Keeping a master list of all qualitative and quantitative efforts. This makes it easy to return to this later if you lose track of where you obtained information. It’s also a good idea to have information handy in case the legitimacy of your information is ever challenged.
- Saving separate draft versions. This is another way to make sure you don’t accidentally lose the information you’ve gathered in your research process. It also helps you keep track of the progress you’ve made so far.
- Creating a reference guide. Especially with dense informational projects, it can be helpful both for you and your readers to have a reference guide. A reference guide can help clarify specific terms, sources, years research was conducted, and more!
4. Communicate Effectively
In the researching and writing process, it’s always important to communicate the results and conclusions effectively. Be aware of your clarity, communication methods, and communicative shortcomings.
There’s no point in conducting original research if you don’t have a plan to promote it. Having a quality email list to distribute your report and a strong promotional strategy is essential.
5. Check Your Own Bias
When researching, it’s important to leave your own bias out of the process. Gather facts as objectively as possible—hiring outside moderators or research assistants are encouraged. Adding your brand’s voice and values can be added later after data has been collected.
6. Create Buzz Around Results
Create buzz and curiosity in your findings as you get closer to the publish date. Releasing some findings on social media or in a blog post can make for a bigger payoff at the end of your process. This will help make your research easier to promote later on.
Also, consider offering a sneak peek of your research to relevant businesses, influencers, and partners before it is released to the general public. This can build rapport, additional awareness, and added excitement about your work.
Still not convinced that original research is important for your brand? Learn the essentials of powerful content from the best brains in the industry with our latest eBook: The Intelligent Content Playbook!