Podcast 74: how to use research in your B2B content

It’s been described as the “one kind of content that crushes almost anything else”, but how should you use research in B2B? We ask expert Simon Hayhurst, of Coleman Parkes.

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This month, we’re talking about the B2B content superpower that is original research. How to use it, when to use it, and the impact of using it.

We’re joined by B2B research whiz Simon Hayhurst, business consultant at Coleman Parkes, to discuss the nuances of good research, and why you should make room for it in your content marketing.

How important is research?

At Radix, we think research is crucial to good marketing content. In fact, it’s included in our Quality Assurance Checklist for B2B copy. (Check out last month’s podcast for more on that.)

And it seems that other marketeers would agree with us. Andy Crestodina of Orbit Media says it’s the “one kind of content that crushes almost anything else you can publish.”

Simon agrees too and, having worked with clients like Accenture and PwC, he thinks impactful research gives your content more credibility. In fact, in a study of C-Suite attitudes to thought leadership content (wait, is that thought leadership about thought leadership? that’s meta…) Grist and Coleman Parkes found that one of the biggest bugbears is ‘unsubstantiated opinions’.

In short, if you want to be referenced or taken seriously, research wins.

What does good B2B research look like?

But all research is not the same. And Simon told us when conducting research for thought leadership, there are three important things to consider:

  1. Is your research relevant to its audience?
  2. Is it distinctive – does it explore an angle that’s unique, and hasn’t been done before?
  3. Is it demonstrably true?

Those three points are integral to whether your content will be enjoyed, endured, or eliminated from the pile.

Listen to find out more

If we’ve whetted your appetite for research wisdom, there’s still more to find out (you lucky thing). Listen to the podcast to hear:

  • How you do research well
  • How you support your argument when there’s no primary research
  • Advice on sourcing your stats
  • What not to reference
  • What to do if there’s no research available at all

Simon also discusses exactly how to structure research if you’d like to start out by doing it yourself!

Want to be on the next “Good Copy, Bad Copy”?

Contact us through @radixcom on Twitter or podcast@radix-communications.com (the best thing you can do is send us a voice memo).

How to listen

Credits

Thanks to Simon, for being so generous with his time and expertise. If you’re interested in the thought leadership research on thought leadership research, you can find Simon at simon@coleman-parkes.co.uk, or head over to the Coleman Parkes website to see all the great work he’s involved in.

Podcast editing and music by Bang and Smash

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