In this Greatest Hits episode of Getting to Aha!, Darshan Mehta revisits his discussion with Becky Lawlor, Founder and Chief Research and Content Officer at Redpoint. Together, they explore the power of niche research in content marketing, the critical role of research in crafting high-quality content, the transformative impact of AI, and the value of delivering affordable excellence.

Becky Lawlor is a seasoned B2B tech content marketer with over 20 years of experience, helping clients from startups to Fortune 500s achieve their goals through original research-based content. At Redpoint, she specializes in creating tailored, thought-leading materials that drive performance and results. Armed with a Master of Fine Arts in Creative Writing, Becky’s expertise has delivered remarkable outcomes, including over 2.5 million readers and $255,000 in free media and advertising.

KEY TAKEAWAYS

👉 Original research creates impactful content; it involves creating new, unique data through various methods. It’s high effort but yields a high reward. 

👉 Contrary to popular belief, it’s not all about numbers; it’s about insights. Deliver results but add that extra punch with an expert perspective. It will give you credibility! 

👉 Tip the scales towards value, not sales. Align with trends, publications, and audience interests - striking that perfect balance in your content. 

👉 Mix your methods. Variety is the spice of life, so blend the power of surveys with interviews. Use quantitative for the number and add qualitative for the depth - find the sweet spot for your audience. 

👉 Bigger isn’t always better. The rule of five says trends hold; even a small sample size can pack a punch. Keep it accurate to keep it impactful! 

👉 Open up your mind to broaden the definition of metrics. They include qualified leads, media mentions, and specific publications targeted for coverage. 

👉 The human touch is not going to be replaced. AI is flooding the scene, but businesses crave authenticity. So, make sure you’re standing tall in the sea of generic content by breaking away from the algorithm with unique human-generated ideas and insights. 

👉 Affordable excellence is key for any freelancer, as is a pricing model that is accessible. Offer tailored solutions without the corporate price tag. 

👉 Data-driven will lead to a world that is obsessed with numbers. Credibility is key; numbers are nothing without the insights they give us, so make sure you are using your data to tell a story and adapt the narrative based on the results.