Original Research Is the New SEO Superpower with Becky Lawlor

Content saturation is the new norm and AI-generated copy floods the Internet. Standing out isn't just about having something to say; it's about saying something no one else can. That's exactly why original research has emerged as the new SEO superpower.

In a recent episode of The B2B Revenue Executive Experience, host Cory Cotten-Potter speaks with Becky Lawlor, Founder and Chief Research & Content Officer of Redpoint, to discuss 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.

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1. 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.

From that moment on, she was hooked. 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.

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‍2. Why Traditional B2B Content Often Falls Flat

Let's be honest. Most B2B content is a remix of the same stats from the same reports. 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.

Becky cites a Stratabeat report showing 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.

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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.

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4. Good Research Starts with Good Questions

One of the most surprising parts of Becky's process? She encourages bold, even provocative questions, especially when surveys are anonymized.

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.

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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.

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6. What About AI?

Becky isn't anti-AI. She sees it as a useful tool, but only for generic tasks. She surveyed B2B buyers and found that 60% didn't mind if the content was AI-generated, but what they really valued was content that offered original insights. In a world flooded with generic, pattern-driven AI content, original research is the one thing AI can't replicate. It's your unfair advantage.

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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.

Now that you know how to drive engagement and build brand authority in B2B tech marketing, discover the full list of episodes at The B2B Revenue Executive Experience. If you enjoy the show, instructions to rate and review it are found here.

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