There’s a lot of content on the Internet. One expert guesses that roughly 2.73 million blog posts are written every day. Another places it upwards of 17.7 million!
This means that it’s becoming increasingly difficult for your content to stand out—no matter how well researched and written it may be. To rise above the noise, it requires you to examine different techniques besides just standard blog posts.
One strategy in particular that’s proving to be highly potent is original research. Let’s now discuss why this is a weapon that you want in your legal marketing arsenal and some key benefits it can have.
The Role of Original Research in Marketing
In the past, original research was something you would typically associate with academia and industry experts. It involved serious studies performed by universities, research firms, etc. But now it’s quite common for marketers across numerous industries to use it.
In the State of Original Research for Marketing in 2018 report, Mantis Research and BuzzSumo found, “About half of marketers are using research—and it’s working well. Only three percent say their research did not meet expectations, and more than 9 out of 10 marketers using research plan to conduct additional research in the next 12 months.”
This shows just how common it has become and proves that it’s a medium that can be used by practically anyone provided they devote enough time and energy to it.
The report also outlines some key benefits that marketers see from employing this tactic. Here are some of the major ones:
- Website traffic – 74 percent of marketers saw an increase
- Social shares – 63 percent
- Mentions from media, influencers, bloggers, etc. – 56 percent
- Leads – 50 percent
- Backlinks – 49 percent
- Subscribers – 36 percent
- Improved search rankings – 36 percent
As you can see, the benefits are immense and can help your law firm in several different ways. Whether it’s increasing your traffic and generating more leads or improving your positioning in search rankings and boosting your credibility, original research covers all of the bases.
Going Beyond Blog Posts
Another great thing about this strategy is the myriad of ways you can use the data you generate. While incorporating it into blog posts may be your first instinct, there are several other ways to go about it. Some of which include:
- PDF files
- Interactive graphics
- Social media posts
- Guest posts
This is encouraging because it means that you’re not pigeonholed into only using the data for blog posts, and you have the freedom and flexibility to build multiple forms of content around it. Keep in mind that you can even repurpose your content by taking the key points from one piece and moving them to another. So there’s plenty of wiggle room here.
Content marketing is still incredibly potent and isn’t going anywhere any time soon. But in order to be successful, you need to stay ahead of the pack and keep your content fresh. One of the best ways to do this in 2018 is by performing original research. As you just learned, this medium offers some impressive benefits and is integral for establishing yourself as a thought leader.
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