Written by: Vickie Sullivan | August 08, 2024
Be a Thought Leader Without Original Research: Here’s How
Content marketing surveys show that B2B buyers pay attention to industry research. Does that mean thought leaders should do their own research? Not so fast.
A recent article on Springboard is a great example of how showcasing other people’s research doesn’t dim your limelight. The key is determining how to position content that is not your own. Here are two strategies that the author used that you can use, too:
• Take a comprehensive approach. Articles that list many sources imply a wide-ranging investigation of a relevant subject. This saves the audience from having to search for these sources, amplifying the valuable “one-stop shop” factor. It is an effective way to create a “finger on the pulse” impression.
• Use the data to springboard your color commentary. My favorite section of the article is “studioID Says.” This is a great way to use the stats as a segue for your insights. Interpretation and next steps are the differences between a boring report and a useful guide.
A lot of people shy away from using other people’s content, thinking they need to be the originators. The reality is there’s enough research out there. You can stand out by turning these findings into handy heads-ups and practical next steps.
Listen: How B2B Buyers Use Research
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