No matter what industry you’re in, original research has become a cornerstone of successful PR and content marketing strategies. Done well, it can help you uncover meaningful insights about your brand and industry, strengthen your messaging, and provide value to both your audience and the media.

While research might seem like a heavy lift or a major investment — it doesn’t have to be. With the right approach, research can fit within the realities of lean teams or tight budgets — without sacrificing impact.

To make it easier, we’re here to walk you through the role original research can play in your strategy — from the benefits it offers to how you can incorporate it effectively into your PR and content efforts.

Why original research deserves a place in your PR and content strategy

In a crowded content landscape, standing out means offering something others can’t. Proprietary data helps your brand do just that. It adds weight to your messaging, builds trust with your audience and creates buzzworthy moments that reporters and readers care about.

Elevating brand credibility 

If you want to be seen as an industry leader, you can’t just share opinions — you need facts to back them up. Original research gives you the opportunity to present unique insights that only your brand can offer.

Picture this: A fintech company surveys consumers about their savings habits, then releases a report packed with fresh data. Not only does the audience learn something new, but the company establishes itself as an expert in the financial space. 

When you put out data that solves real problems or highlights key trends, it shows you’re invested in your industry — not just talking the talk.

Unlocking media coverage

Journalists love data — good data, especially. A well-crafted stat can turn a bland pitch into a compelling story. With original research, you have an almost endless supply of fresh angles for pitches, thought leadership articles and exclusive insights for reporters. 

Over time, consistently delivering reliable data strengthens your media relationships and keeps your brand top of mind. Plus, it gives you evergreen material to draw on year-round.

Amplifying engagement and SEO

Original research isn’t just a media magnet — it’s also a secret weapon for your digital strategy. 

Publishing research on your site can attract high-quality backlinks, thanks to its unique data and insights that others want to reference. These backlinks are crucial for improving your search rankings. 

Beyond SEO, though, the content you create around your findings — whether bite-sized social posts, infographics or in-depth blog articles — keeps your audience engaged across channels. For instance, imagine breaking your research into an eye-catching infographic or a compelling series of social posts. 

Not only do you spark conversations, but you also drive more eyes to your website, boosting visibility, engagement and authority in your space.

Laying the groundwork: How to build research that resonates

Every great research project begins with a clear purpose.

Are you looking to position your brand as a thought leader? Uncover trends in a new market? Establish authority in your industry? What headline do you want to see in the press? What stories do you want your data to tell?

By starting with the end in mind, you can reverse-engineer your research to align with your goals and overarching business objectives. 

This is also where you determine the kind of story you want your data to tell. Do you want to challenge industry assumptions, highlight shifting consumer behavior or support a larger campaign theme?

For example, if your goal is to attract media attention, focus on identifying a topic that resonates with journalists and audiences alike. If you’re looking to drive pipeline growth, zero in on pain points that align with your ideal customer profile. The clearer your purpose, the more usable your findings will be across content, public relations and sales enablement.

Collect data strategically

The method you choose — whether it’s a survey, poll or proprietary data — will depend on your objectives. Be sure to:

• Use a representative sample to ensure credibility.
• Ask questions that address your target audience’s pain points or areas of interest.
• Keep your methodology transparent, as this builds trust with readers and journalists.

Once your data is collected, analyze it for trends, anomalies and key takeaways that resonate with your audience. Look for contrasts across demographics or time periods, unexpected findings that challenge assumptions, or outliers that reveal opportunities. 

Great stories often emerge from what’s surprising, counterintuitive or emotionally resonant.

Tell a story with the data

Raw numbers don’t move people — stories do. Think about how you can shape your findings into a narrative that’s easy to understand and interesting to read.

Visual elements like charts and infographics can help break down complex data, while clear, straightforward explanations ensure your audience sees the value.

Wherever possible, tie your takeaways to real-world impact or broader industry trends to increase relevance.

Putting your research to work: 5 ways to maximize impact

Once you’ve collected, analyzed and shaped your findings into a cohesive story, the real value lies in how you use them. A single report can fuel multiple campaigns and initiatives across your PR and marketing efforts.

Here are five ways to make your research work harder for your brand:

1. Media outreach

Use your findings as the foundation of your media pitches. Highlight the most newsworthy data points to grab journalists’ attention, and consider offering exclusive previews of your report to top-tier outlets to secure high-profile coverage.

2. Optimized online presence

Ensure your research is optimized for search engines. Create a dedicated landing page that incorporates relevant keywords and metadata to boost discoverability. Use internal links to guide readers to related content, encouraging deeper engagement with your brand.

3. Content creation

Repurpose your findings into different types of content to maximize impact, including:

• Blog posts: Dive deeper into individual data points.
• Infographics: Make complex data more digestible and shareable.
• Webinars: Host discussions with industry experts to add more context and value.

Turning your research into different formats doesn’t just keep it fresh — it helps you reach a wider audience, creating more opportunities to build trust and drive action.

4. Thought leadership opportunities

Leverage your research to secure speaking engagements, write op-eds or host industry panels. By sharing data-driven insights in public forums, you reinforce your brand’s expertise and credibility.

5. Long-tail campaign integration

Think beyond the initial launch. Incorporate key findings into nurturing campaigns, investor communications, newsletters or end-of-year trend roundups. Research can serve as a bridge across your calendar — not just a one-off moment.

Turn your research into results

Original research is more than a marketing asset — it’s a strategic tool that can elevate your PR and content efforts across the board. 

From building credibility through earned media coverage to creating content that fuels your sales funnel, original research can help your brand stand out in a crowded market. 

By investing in thoughtful research and leveraging it across channels, you can set your brand apart and position yourself as a trusted voice in your industry. And that investment doesn’t have to break the bank — even internal data, customer trends or a targeted poll can uncover insights worth sharing.

Interested in using original research to elevate your brand? Contact us to hear more about how we can help you turn your insights into headlines, conversations and meaningful results.