Faithful readers may remember the second issue page Includes an article by Vince Nero describing how to use link intent.
Although most of you are well versed in different types of search intent, link intent may be unfamiliar, but it is indeed a very simple concept: link intent describes when the person performing the search is looking for content they can link to Searches made at the time. Often, these searchers are creating their own content and want to include data that reinforces opinions or authoritative quotes.
The benefits of using research for content marketing and search engine optimization
1. Research to obtain links
For SEO personnel, this benefit may be the most important. When it comes to link building, research is one of the most compelling types of content you can create that can easily attract links. Okay, raw data on topics of interest to your target audience will draw links relatively easily.
2. Research to establish authority
From a broader marketing and branding perspective, research has countless benefits. Research on topics that are important to your audience can help you build your brand as an authority and thought leader in your field. Your research can even be used well for compelling product claims.
3. Research brings many content opportunities
Once your research is published, you will most likely find many opportunities to expand on the topics covered in the report. Your data can be used as the basis for new articles or to give life to old content. You can use your data in social channels, videos, and more types of content.
Consider the weight
Research can be expensive
Although there are many benefits to research-based content, a key consideration to weigh is the cost of creating such content. Research-based content development can require a lot of resources and is best performed when the social, search engine optimization, content, and design teams work closely together.
The first composition is related to actual research. In some areas, you can create research-based content at a relatively affordable price by investigating on your own or using publicly available information and creating reports with a better user experience or optimization than source data. However, some marketers may wish to defer research into the hands of experts and work with a mature research company that has its own set of benefits for establishing authority. The option that suits you depends on the topic and budget you are researching.
The next set of costs is related to the time and money required to create the research report you will publish and promote your data. It is very important to invest in the creation of attractive and visually rich research reports. Even if you work with a respected research company and unearth convincing data, a poorly designed report will reduce the authority of your content and your chances of getting attention and links.
Of course, links will not make money on their own. Creating a fully optimized report can help you passively obtain links, because searchers with link intent discover your data report through natural search. But after investing in creating the report, you also need to plan an outreach event to match it.
Before incorporating it into your content strategy, make sure you have fully considered all costs associated with creating research-based content.
Research-based content is not evergreen
Data is only relevant for many years before it becomes too old to reliably represent the subject under study or other media releases fresher, more authoritative data on the same subject. If you are committed to a long-term research strategy and establish authority on a specific topic, consider the cost of repeating the research at a regular pace.
Research is becoming more and more popular (and declining) as a strategy
Like many other content marketing and SEO strategies that have come and gone before, research-based content marketing as a content marketing strategy has experienced peaks and troughs in its popularity.
In 2010, the Content Marketing Association’s annual B2B content marketing survey revealed that 23% of content marketers stated that their company uses original research as a strategy. The popularity of this strategy has been on the rise until it peaked in 2016, when 49% of content marketers said they were creating research reports, and the popularity has been declining in recent years.
Over time, certain niches may become crowded with data, which may cause strategies to become less effective. As research becomes more popular, barriers to entry will increase, and large companies have more opportunities to invest in high-quality research that may attract attention and links.
How to use research to build authority and get links
1. Determine your subject
When it comes to research-based content, your research topic is one of the most important strategic decisions. The best research topics are related to your product or service and are interesting and attractive to the public. Choosing a topic with broad appeal will increase your outreach opportunities, but it is also important to strike the right balance between relevance to your business.
Should the theme you choose position your brand as an authority? Consider why and how to integrate your research into a broader brand strategy. Be sure to check what already exists in the topic you are considering. If you are going to get into an old-fashioned topic, you need to have a perspective that really makes your research better and more compelling than other studies-otherwise, you risk investing in expensive content that is hardly appealing to your audience .
2. Think about the story you want to tell
When you develop surveys or otherwise compile data, consider what makes your data unique and why someone wants to link to it. Think about the unique insights you can gain by asking specific questions to help you ensure that the data you collect is useful and interesting enough. It may also be helpful to start developing an outreach plan at this stage; considering your outreach information before you start collecting data will help ensure that you cover your base.
3. Conduct research
At this stage, you will collect data. If you are developing a survey, you need to use appropriate methods to ensure that you have good data. It is important to ensure that your survey is properly structured so that you do not publish and share inaccurate data.
Survey requirements will vary, but if you work with a research company, they may help you with survey design. Research companies can also help interpret the data, but if you conduct your own research, you need to use the data to understand the results.
4. Create your report
Next, it’s time to write and publish your research report. The more you invest in presenting your findings, the more likely it is that your content will gain appeal and interest from your audience. Just as it applies to any report, the visual representation of data will make your research report more attractive and friendly to readers. It may also be helpful to publish your findings in various formats; for example, you may wish to provide a downloadable version of the report or create a slideshow of the findings of the investigation. Don’t neglect to invest in optimizing reports for relevant keywords and link intent, so as your target audience discovers your reports through search, over time, you will gain links.
5. Share your findings
Last but not least, it’s time to share your findings! Perform a reliable outreach plan to match your investment in research reports and get a link back to your website. Consider how you can use your findings to create content outside the main research report or refresh old content. Share your findings on other key channels such as social and email. Your research will be a rich resource that can be reused in many ways.