How to Harness Original Research for Growth and Thought Leadership

Original research is a critical differentiator for companies seeking to drive growth and establish themselves as thought leaders. Yet, many businesses underestimate its power, often viewing it as too time-consuming or complex.

In an episode of Revenue Boost: A Marketing Podcast, Meghan Lavin, VP of Marketing at Acceleration, discussed how combining quantitative data with qualitative insights uncovers valuable trends, drives thought leadership, and empowers a business and their clients.

In this article, we'll unpack strategies for using original research to differentiate your brand, enhance content, and drive growth.

The Strategic Value of Original Research

Original research is more than just data collection; it’s a powerful tool that can redefine a company’s position in the market. Unlike secondary research, which often rehashes existing information, original research offers unique, industry-specific insights that can truly distinguish a brand from its competitors. As Meghan Lavin points out in the podcast, "When you put out original research, you're doing something that's new. You are truly bringing new insights and data to the industry that helps you elevate your own business."

Meghan underscores that original research is essential for establishing thought leadership, especially when targeting senior marketers within Fortune 500 companies. This research doesn't just elevate a company’s authority—it actively empowers clients by equipping them with actionable tools to drive their strategies and investments. This dual impact of solidifying thought leadership while directly benefiting clients cements original research as a cornerstone of any forward-thinking marketing strategy.

Repurposing Research for Maximum Impact

One of the significant advantages of original research is its potential to be repurposed across multiple channels, maximizing its impact and ROI. Meghan Lavin discusses how her team repurposed their research to fuel a year-long content strategy, leveraging it for webinars, industry presentations, and lead generation campaigns. "You can do so much with it", Meghan says, pointing out that the research findings were used in everything from keynote presentations to blog posts and infographics.

This approach not only extended the lifespan of their research but also allowed Acceleration to tailor their messaging for different audience segments, ensuring they reached a broader and more targeted audience. By leveraging research insights across various platforms, they reinforced their key messages consistently, driving sustained engagement. Businesses can similarly maximize the impact of their research by creating white papers, developing e-books, producing explainer videos, and even content for social media and email campaigns to further amplify their reach and influence. This method also supports sales and PR efforts, providing a robust foundation for ongoing marketing activities.

Leveraging Original Research for Thought Leadership

Original research is a transformative tool for establishing thought leadership and positioning a brand as an industry authority. Meghan Lavin reveals that their research papers not only served as invaluable resources for clients but also played a crucial role in securing prominent press coverage and coveted keynote opportunities. "We were able to turn the data into an educational piece", Meghan explains, illustrating how they leveraged the research to showcase their expertise and land speaking engagements at major industry conferences.

Moreover, original research acts as a powerful magnet for client acquisition. By presenting unique insights and demonstrating deep industry expertise, businesses can effectively differentiate themselves from competitors, attracting new clients who are seeking a knowledgeable and forward-thinking partner. This strategic use of original research not only enhances a company’s credibility but also drives growth by forging strong connections with potential clients.

Original Research as a Strategic Need

Harnessing the power of original research is more than just a strategic advantage—it’s a pathway to sustained growth and industry leadership. By generating unique insights and repurposing them across various channels, businesses can create a continuous stream of valuable content that not only elevates their brand but also resonates deeply with their target audience. As Meghan Lavin demonstrates, original research can open doors to new opportunities, from securing keynote speeches to attracting high-value clients. When executed thoughtfully, original research doesn’t just inform; it transforms your business into a trusted authority, setting the stage for long-term success. Now is the time to embrace original research as a core component of your marketing strategy, unlocking its full potential to drive growth and establish your brand as a leader in the industry.

Connect with Meghan 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. 

Ready to elevate your business and boost your revenue? Let’s chat! Connect with our expert marketing advisors today and discover tailored strategies to propel your growth. Visit our website for more.