How to Build Brand Credibility with Original Research

With over 70% of the B2B buying journey happening before a buyer even contacts sales, credibility is everything. Original research is your brand’s best tool to cut through the noise, showcase unique insights, and become a trusted authority.

In an episode of Revenue Boost podcast, Linus Gregoriadis, Managing Director of London Research, discussed how original research is essential for driving brand differentiation, and credibility. 

In this article, let’s explore why original research is a critical tool for B2B brands, how to structure research content that resonates with your audience, and how to maximize its value as a long-term, evergreen asset.

Why Original Research is the Foundation of Brand Credibility

In crowded B2B spaces, brands increasingly turn to original research to distinguish themselves and build authority. Linus Gregoriadis, Managing Director at London Research, highlights that proprietary data has become a core strategy for brands aiming to offer something distinctive. While repurposed or generic content often blends into the noise, original research provides unique insights that demonstrate a deep understanding of industry dynamics.

A key benefit of original research is its power to support thought leadership. When a brand produces proprietary data, it sends a signal that the company is not just knowledgeable but invested in bringing new perspectives to the field. Research content also serves as a reliable reference for clients and prospects, lending credibility that translates into a trusted brand reputation.

Furthermore, research-driven insights allow brands to address real challenges that their audience faces. This isn’t about pushing a product; rather, it’s about meeting potential customers where they are in their journey. As Gregoriadis mentions, clients often seek a “soft-sell” approach—where data-driven, high-value information becomes a way to engage audiences organically. Through thoughtful research, brands can foster meaningful connections without overtly promoting their products or services, allowing customers to see them as a credible, helpful resource.

Designing Research Content That Drives B2B Engagement and Demand

Building brand credibility with research starts with designing content that aligns with your audience’s needs. For B2B marketers, this often means knowing your buyer personas and tailoring research findings to address their specific concerns. Gregoriadis explains that B2B audiences typically include multiple decision-makers, each with unique perspectives and priorities. For instance, a CFO may seek hard data to justify an investment, while a CMO might be more focused on market positioning or customer engagement.

To maximize engagement, research content should be segmented by these personas and address their varied needs directly. For example:

• Financial Decision-Makers: Present a business case highlighting cost savings, ROI, or efficiency gains. Use concrete numbers and projections to make the data actionable.
• Marketing and Sales Leaders: Emphasize insights around audience behavior, engagement, or emerging trends. Show how adopting certain strategies can enhance customer experience and brand visibility.
• IT and Technical Buyers: If applicable, discuss technical specifications, compatibility, or integration benefits. Use case studies to illustrate how your solutions align with their needs.
  
  

This approach positions your research as not only relevant but indispensable. Gregoriadis shares that one of the primary goals of research content is to create demand by offering insights that help the audience make informed decisions. When brands publish meaningful, audience-focused research, they foster trust and establish a strong foundation for future engagement.

Additionally, research content that highlights gaps in current industry practices can drive demand by identifying areas for improvement. By pinpointing discrepancies—such as differences between consumer preferences and marketers’ focus areas—brands can help companies understand what needs to change to remain competitive. Gregoriadis notes that data-driven insights around market gaps are often highly impactful for clients, as they guide resource allocation and strategic shifts.

Maximizing the Long-Term Value of Research as a Core Content Asset

Once your brand has invested in original research, the next step is to ensure it brings sustained value. Rather than viewing a research report as a one-time publication, consider it an evergreen asset that can be repurposed across various content formats and channels. Gregoriadis emphasizes that brands should maximize the return on their research by spinning it out into different content types to reach a broader audience and increase engagement.

There are multiple ways to repurpose research findings to create an ongoing impact:

1. Multi-Format Content: Break down the full report into smaller, accessible formats such as infographics, blog posts, and videos. Each format can target specific audience segments, making the content more digestible and shareable across platforms.
2. Persona-Based Insights: Craft personalized mini-reports or executive summaries tailored to different buyer personas. These can be used to engage specific decision-makers and deepen relationships within the buying group.
3. Social Media and Thought Leadership Pieces: Share key findings in bite-sized pieces on LinkedIn or Twitter to sustain interest and drive traffic back to the full report. Short posts with compelling statistics or insights are an effective way to spark discussions and increase visibility.
    

Beyond content formats, distributing your research across multiple channels allows you to keep the insights relevant. Evergreen content can be updated periodically with new data or perspectives, making it an adaptable resource that supports your brand’s ongoing engagement strategy.

By taking a long-term approach, B2B brands can extend the impact of their research investment and use it as a continuous touchpoint with their audience. As Gregoriadis notes, original research, when well-executed, becomes a foundation for a brand’s content strategy, enriching the brand’s reputation over time and offering a sustained competitive edge.

Building Lasting Credibility Through Research-Driven Content

In a world where B2B buyers are increasingly conducting independent research, brand credibility has become essential. Original research is more than a trend; it’s a strategic tool for establishing trust, differentiating your brand, and creating demand. By investing in proprietary data and taking a multi-format, audience-driven approach, brands can turn research into an evergreen asset that consistently drives engagement.

As B2B marketers look to stand out and earn customer trust, producing authentic, well-researched content will be the key to long-term success. Not only does original research elevate a brand’s standing as an industry leader, but it also offers lasting value across the buyer journey. In an era where credibility is often the deciding factor, original research is your brand’s opportunity to be heard—and trusted—in the crowded digital marketplace.

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Connect with Linus on LinkedIn to stay updated and engage with his expert insights!

Tune into the Revenue Boost Podcast to explore strategies that can drive your business growth. 

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