In this episode of WeMarketers podcast, Andrew welcomes Becky Lawlor, founder of Redpoint, who discusses the importance of original research in B2B content marketing. Becky reveals key findings from Redpoint’s report, ‘Content that Converts,’ which is based on insights from over 250 B2B buyers.
Discover how original research can exponentially increase engagement, lead generation, and brand trust. Learn practical tips on repurposing content, balancing AI-generated and human-created content, and navigating budget and resource constraints.
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Download Redpoint’s research “Content That Converts”: https://redpointcontent.com/free-report-download/
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Connect with Becky Lawlor: https://www.linkedin.com/in/beckylawlor/
Connect with Andrew Demianenko: https://www.linkedin.com/in/andrew-demian
[00:00:48] Andrew: Hello and welcome to WeMarketers Podcast. I’m happy to introduce my today’s guest, Becky Lawlor, who is the founder of Redpoint. She helps B2B companies stand out and grow their brand by creating research-driven content that people love to share and engage with. Becky, happy to have you today.
[00:01:07] Becky: Really happy to be here.
[00:01:08] Becky: Thanks for having me.
[00:01:09] Andrew: Recently, Redpoint released a report titled Content that Converts. The report is based on insights from over 250 B2B buyers and digs into what kind of content really works for them.
[00:01:22] Andrew: Becky, to kick things off, let’s dive into your research. What inspired you to create this report, and was there a specific gap or trend you wanted to explore?
[00:01:32] Becky: Yeah, I think what inspired me to create this report is, as you mentioned at the beginning, part of what I do includes thought leadership and content marketing. A piece of that involves doing original research for my clients in that thought leadership realm.
[00:01:47] Becky: Whenever you do any kind of research, you have your own hypothesis that you want to test and see how it proves out. One thing I felt I was seeing in the marketplace—and there has also been a lot of chatter in the last year or two with AI coming into the mix—is about more generic AI content and its impact. I wanted to know what kind of content B2B buyers really want.
[00:02:11] Becky: That’s when I went out and created a survey. I asked about the different types of content they engage with. I included survey-based content, interviews with industry experts, peer content with insights, case studies using real-world examples, and how-to educational content without original research.
[00:02:31] Becky: I asked a number of questions, such as what content they are most likely to share, provide personal data for, or even make a purchase decision from. I also wanted to understand what type of content builds greater trust and positions a brand as an authority.
[00:03:20] Andrew: We have the title Content that Converts. What are the key takeaways? What are the best content types that really convert and drive leads?
[00:03:29] Becky: It overwhelmingly came out—though not a surprise to me—that original research drives the most engagement. It’s always great to have data backing that up. I see my clients getting two to three times the engagement and leads from content with original research.
[00:03:48] Becky: To define original research, it includes survey-based research, proprietary data analysis, and qualitative research like interviews. Essentially, it’s any unique data or insights your brand generates.
[00:04:07] Becky: From our findings, B2B buyers are 2.5 times more likely to share content with original research and twice as likely to provide personal data for it. Additionally, 91% of buyers said original research increases brand awareness, and 93% said it increases trust in the brand.
[00:05:02] Andrew: That’s impressive. Original research requires significant resources. What advice would you give internal teams on managing resources efficiently?
[00:05:44] Becky: Resource management depends on the type of research. Qualitative research, like interviews, is more resource-intensive but less of a budget issue, while survey-based research often requires a budget.
[00:06:15] Becky: If you lack budget, focus on interview-based pieces of content. While the initial process may not shorten, you can repurpose content extensively. Create a cornerstone report and break it into blog posts, webinars, and other content forms.
[00:07:13] Becky: Repurposing maximizes your investment. Even with a small budget, you can do a lot. For example, one of my clients conducted survey-based research and used the findings at their annual summit. It helped their internal thought leaders speak confidently using unique data points, elevating their authority in the market.
[00:09:19] Andrew: How do we connect lead generation with such content?
[00:09:23] Becky: Original research doesn’t have to be expensive. Start small. For instance, three interviews are better than none. Similarly, surveys can be scaled based on budget. Experiment, refine, and iterate.
[00:10:57] Becky: My clients see 2-3 times more leads using original research as a lead magnet. One client even tracked $680,000 in revenue from a single research report. Original research is also great for PR; one report earned a client 80+ media mentions, equivalent to $255,000 in paid advertising.
[00:12:02] Andrew: If a company isn’t big and struggles to find data for significant research, what solutions can they use?
[00:12:20] Becky: Smaller companies can be creative and resourceful. For example, if your company collects any data, you can anonymize it and turn it into benchmarking reports. I had a client in call analytics who analyzed call data to create insights about industry trends during COVID. This allowed other companies to benchmark themselves against the industry.
[00:13:30] Becky: Another approach is analyzing third-party data in new ways. For instance, if you’re a graphic design firm, you could review 250 websites and assess how design elements impact performance. Publicly available data can be reanalyzed to uncover unique insights without significant costs.
[00:14:34] Becky: Lastly, you can survey your customer base. While response rates might be low—around 5% even with an engaged audience—it’s still a viable option. Alternatively, you can work with vendors who specialize in B2B survey audiences if you have a budget.
[00:14:56] Andrew: Interesting example about analyzing websites. I actually did a similar study years ago when I was a digital marketer. Let’s zoom in on content types. Your research showed that 61% of buyers want more case studies. What makes a case study great, and how can marketers make them more relevant?
[00:15:13] Becky: Case studies succeed because they offer relatable human insights. Buyers see themselves in the challenges described and want to know how others solved similar problems.
[00:15:29] Becky: A great case study tells a compelling story. Focus on the customer’s challenges, not just your solution. Make it relatable so your audience feels connected. Highlight the implementation process and specific results.
[00:16:07] Becky: Keep it concise but detailed enough to add value. If you go in-depth, ensure key metrics are scannable for readers with shorter attention spans. Balance storytelling with usability.
[00:16:47] Andrew: Your research also explored AI-generated content. While 58% of buyers like it, 38% lose trust if they can tell it’s AI-made. What role should AI play in content creation, and how do we balance the human touch?
[00:17:10] Becky: That finding was fascinating and unexpected. I anticipated buyers to distrust AI content entirely, but the data showed otherwise. Buyers don’t care how content is created as long as it delivers quality insights.
[00:17:57] Becky: The issue arises when content feels generic. That’s where the 38% lose trust—they sense a lack of effort or originality. AI is a tool that can streamline writing, but the insights must be human-driven, unique, and thoughtful. AI can help with structure or drafting, but humans need to ensure the content has depth.
[00:18:32] Andrew: Once we’ve created a report, how important is the visual presentation? What should we prioritize in design?
[00:18:45] Becky: Visuals are important but shouldn’t overshadow in-depth analysis. Both are critical. Strong titles and headers are essential for skimmers who want quick data points, while detailed text serves those looking for deeper insights.
[00:19:35] Becky: Design with balance. Use visuals like charts or infographics to highlight key takeaways but ensure the accompanying analysis provides meaningful context. Visual appeal is vital, but the substance must back it up.
[00:19:38] Andrew: To wrap up, what advice would you give a marketer just starting with original research?
[00:19:48] Becky: Don’t let resource or budget constraints stop you. Start small—conduct a few interviews or experiment with surveys. Even if initial efforts don’t yield significant results, learn from them and iterate.
[00:20:34] Becky: Be creative. Look for external data or insights you can analyze in unique ways. Small steps are better than doing nothing, and experimentation leads to improvement.
[00:20:43] Andrew: How can we measure the effectiveness of original research?
[00:20:49] Becky: Measuring content impact is challenging, but original research often offers clearer metrics. Track PR outcomes like media mentions or backlinks. Measure lead generation effectiveness by comparing performance to other types of content.
[00:21:42] Becky: SEO performance and traffic from backlinks are other measurable benefits. Additionally, evaluate softer metrics like securing speaking engagements or enhanced sales enablement tools. For example, original research often equips sales teams with data that strengthens their pitches.
[00:22:31] Andrew: Thank you for this insightful conversation! What’s the best way for our listeners to connect with you?
[00:22:38] Becky: I’m very active on LinkedIn, where I share tips on improving thought leadership and original research. You can also visit my website, redpointcontent.com, where a copy of the Content that Converts report is available. Feel free to include it in the show notes.
[00:22:50] Andrew: Of course, everything will be in the show notes for easy access. Thank you for the conversation, and goodbye!
[00:23:00] Becky: Bye, and thank you for having me!