If your B2B content is falling flat—low shares, weak engagement, or no real business impact—it might be time to add original research to your content. By collecting and sharing unique data that speaks directly to your audience — through surveys, interviews, or custom analyses — you can create research-backed content that commands attention, elevates your brand, and cuts through the noise like nothing else.
According to Redpoint’s 2024-2025 Blueprint for High-Impact Content report, which surveyed over 250 B2B buyers, 91% say they are more likely to engage with brands that publish original research.
But capturing attention is just the first step. The real power of research-backed content lies in its ability to move buyers to act — whether it’s sharing your content, providing personal information to access your content, or even making a purchase.
If your content isn’t moving the needle on key marketing metrics like brand awareness, lead generation, or audience engagement, original research could be the missing ingredient that drives measurable results and sets your content apart from the competition.
1: Increase brand awareness and authority
Brand awareness has “never been more important,” according to a study by Dentsu, as reported by Marketing Week. In fact, raising brand awareness has jumped from the sixth most important factor in 2021 to the most crucial for B2B strategies in 2024. Increasing brand awareness was also listed as a top content-related priority for marketers, according to CMI’s B2B Content Marketing Benchmarks, Budgets, and Trends: Outlook for 2024.
This shift reflects a growing understanding that brand visibility is foundational to success in today’s competitive market. But it’s not just about being seen — it’s about being trusted as an authority as well. That’s where original research and survey-based content make a difference, strengthening both your brand’s credibility and its presence.
What the data says:
- 95% of B2B buyers say thought leadership backed by original research significantly shapes their perception of a brand’s authority
- 91% say original research increases their awareness of the brand
- 65% report becoming more aware of a brand due to its original research
- Among C-suite buyers, that number rises to 77%
Telarus fortifies its thought leadership with original research
Telarus, a global technology solutions distributor, launched a data-driven tech trends report by surveying their selling partners and CIOs from enterprise organizations. The goal: deliver high-value insights that would resonate with partners and establish credibility in the marketplace.
The results:
- 1,000+ downloads
- Engagement from one-third of Telarus’ active selling partners
- Increased media interest, including multiple articles featuring their data
- Internal adoption—executives referenced the report during keynote speeches at the company’s annual summit
Industrial Physics garners greater brand recognition with original research
Industrial Physics, a leader in testing and inspection solutions, invested in a survey-based research report focused on sustainable packaging trends—its first of this kind.
The payoff:
- 80+ media mentions, including 10+ long-form editorial features
- 2.5M+ readers reached
- Estimated $255K in earned media value
- Cited in a Gartner blog
- Led to new speaking invitations at high-profile industry events
2: Generate high-quality leads
Lead generation remains a top priority for B2B marketers, according to the CMI’s 2024 B2B Content Marketing Benchmarks report. And among all content formats, original research consistently ranks as one of the most effective at driving qualified leads.
That’s because buyers recognize its value. In Redpoint’s buyer study:
- B2B buyers are 2x more likely to share personal information in exchange for research-backed content that is relevant and insightful
- Survey-based content signals credibility—and when done well, it creates a compelling reason for buyers to engage more deeply and convert
Automox drives a 3X increase in leads with original research
Automox, a leading provider of endpoint management solutions, publishes an annual State of IT Operations report to engage their technical audience with data-rich insights tailored to their needs.
Here’s what happened when they elevated the quality of their research:
- In just one month, the report tripled lead volume compared to the prior year’s report
- The next iteration drove an additional 5.7x increase in leads, year-over-year
- One-third of those leads came from non-paid channels
3: Drive more revenue
Revenue and ROI remain the ultimate litmus tests for content marketing. While content is often celebrated for generating awareness or leads, original research can directly influence purchasing decisions.
According to Redpoint’s research:
- 58% of B2B buyers say that original research directly influences their decision to make a purchase
Why? Because research-backed content reduces uncertainty, builds trust, and equips decision-makers with justification they can bring back to their teams.
Predictive Index’s Remote Work Report drives $680K in revenue
Predictive Index’s Remote Work Report offers a standout example of how survey-based research can go beyond leads—and drive real revenue.
By tapping into a highly relevant issue—how organizations were adapting to remote work—and backing their insights with timely data, Predictive Index created a resource that buyers could use to benchmark themselves and build business cases internally.
The result?
- $680,000 in revenue from won opportunities tied to the research report
- Stronger positioning and content that sparked sales conversations across their funnel
4: Increase engagement with your audience
Engagement is one of the clearest signals that your content is working. It reflects how well your audience is connecting, interacting, and acting on what you share. And when it comes to creating high-engagement assets, survey-based content consistently outperforms.
According to Redpoint’s research:
- B2B buyers are 2.5x more likely to share content that includes original data
This makes research-backed content one of the most effective formats for sparking interaction—whether through clicks, shares, comments, or conversions.
Glia’s research report becomes its most viewed content
Glia, a provider of Unified Interaction Management solutions for the insurance and financial sectors, launched a survey-based research report to explore pain points between insurance agents and carriers.
The results were immediate:
- The report became the most-viewed content among Glia’s insurance contacts
- The research findings were repurposed into a high-performing webinar, multiple blog posts, and compelling sales enablement content
- The insights continue to power ongoing campaigns, extending the shelf life and engagement value well beyond the initial launch
Create content that commands attention
In a crowded content landscape, saying the same things as everyone else won’t cut it. Exclusivity is what sells – especially when your insights are unique and deeply relevant to your audience. Original research does exactly that.
What unique data or findings could turn your content into something your audience can’t find anywhere else?
