Data-Driven Content: How Original Research Elevates B2B Marketing

What is data-driven content?

Data-driven content uses insights from research, surveys, or analytics to shape topics, angles, and messaging. By relying on real data instead of guesswork, you create content that’s more relevant, trustworthy, and engaging for your audience.

With the increasing volume of content and AI-generated copy online, B2B organizations need to highlight their unique perspective and real value. High-quality, research-based messaging helps you stand out, connect with prospects, and demonstrate your differentiation in a crowded market. That's exactly why original research has emerged as the new SEO superpower. Original research now drives 74% of B2B purchasing decisions, making it a critical factor in the modern buying process.

To understand this vital shift more fully, we sat down with Becky Lawlor , Founder and Chief Research & Content Officer of Redpoint, to discuss the impact of data-driven content on your go-to-market engine and how original research is revolutionizing content marketing for B2B tech brands.

With over 15 years of experience and clients like Adobe and Zapier under her belt, Becky has developed a proven playbook for turning data into compelling thought leadership. We break down the key insights from their conversation and explore how your organization can harness original research to boost visibility, authority, and long-term growth.

What is an example of data-driven content in B2B marketing?

A good example is using survey data or company research to guide blog posts, reports, or infographics. For instance, in the article, Becky received a dataset from Adobe and transformed it into a research report. This unique information helped differentiate the brand’s content and strengthen its authority.

‍2. Why Becky chose data-driven content

Becky's journey into original research began out of necessity. As a freelance writer juggling clients in similar industries, she constantly faced the challenge of creating differentiated content with limited third-party data. That changed when Adobe handed her a dataset and asked her to write a report.

This experience demonstrated the clear value and impact of original research in content marketing. Original research became her differentiator, not just in theory but in measurable impact: better engagement, stronger backlinks, increased media pickups, and higher trust with target audiences.

‍2. Why traditional B2B content often falls flat

The reality is that most B2B content relies on recycled statistics from the same industry reports, creating an echo chamber effect. Becky calls this the "echo chamber" problem: five articles quoting the same HBR statistic from 15 years ago.

This reliance on shared stats not only undermines your brand's originality but also misses an opportunity to build SEO authority. When you publish new data, you own the backlinks. You become the source everyone else links to.

For instance, Stratabeat found that websites using original research see a 25% lift in top-ranking keywords. In other words, Google rewards you for being the source, not the echo.

3. Building a research-driven content strategy

For Becky, the power of original research isn't just the final report; it's in how that research fuels an entire year of content. A single well-designed study can feed blog posts, infographics, webinars, social media snippets, speaking engagements, and sales enablement tools.

But success doesn't start with data; it starts with strategy. That means asking:

• What is the narrative you want to tell?
• What's your end goal? PR? Lead gen? SEO?
• Who do you want to reach and what questions will uncover insights that matter to them?

Becky warns that too many teams jump into surveys without a clear story or structure, often resulting in a data dump that lacks meaning. She's worked with brands like Zapier to fix exactly this, helping them take raw data and translate it into insights and headlines that resonate.

4. Good research starts with good questions

A key element of Becky's research methodology involves asking direct, challenging questions that uncover genuine insights, particularly in anonymized surveys.

From asking CMOs if stress affected their sex lives, to uncovering that a third of companies had been fined for compliance failures, the results were not only honest; they were headline-worthy.

Becky is quick to add, however, that crafting good questions is both an art and a science. You need to avoid bias, follow survey best practices, and still structure the questions in a way that leads to compelling narratives.

5. Measuring ROI beyond downloads and traffic

Original research may be more expensive and time-consuming than generic content. However, it offers a wealth of ROI across multiple fronts:

• Lead Generation: Becky's own survey of 250 B2B buyers found they were twice as likely to exchange personal info for content featuring original research.
• PR and Media Coverage: Journalists love fresh data. Reports get picked up in ways traditional blog content doesn't.
• Speaking Engagements: Executives armed with real insights land more keynotes and panel invites.
• Sales Enablement: Research-based content gives sales teams a reason to reach out and keep your brand top-of-mind.
• Content Fuel: Done right, a single research project can power dozens of content assets for months.

6. What about AI?

Becky views AI as a valuable tool for routine tasks, while recognizing that original research provides the credibility and insight that B2B buyers crave.

Looking ahead to 2030, Becky imagines a future where content is no longer one-sided. Think real-time data exploration, embedded intelligence, and interactive storytelling. Some early tools already exist that allow users to query datasets directly from your site. It's still early days, but the potential for deeper engagement and segmentation is enormous.

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Frequently Asked Questions

‍What is original research in B2B content marketing?
Original research involves gathering and analyzing new data to create unique insights, rather than relying solely on third-party sources. This makes your content stand out and positions your brand as an authority.

How does original research improve SEO?
Publishing new data can earn backlinks from other sites referencing your findings, helping you rank higher in search results and own valuable keywords.

Can AI-generated content replace original research?
While AI can help with basic content tasks, it can't replicate the unique insights and credibility that come from original research. That's why original data remains a competitive advantage.

‍This article is based on an interview with Beck on The B2B Revenue Executive Experience Podcast—listen to the full episode here.