B2B content writing 101 emphasizes the importance of incorporating “evidence” — that is, trustworthy quantitative or qualitative data to substantiate our claims. By doing so, we enhance the credibility of our content, increasing the likelihood that the article will be referenced by others.
And that makes perfect sense. Even in a world where disinformation and propaganda often come cloaked in smart-looking pie charts, almost half of B2B buying committees trust research reports as their most preferred source of product research.
In fact, this 2021 report found that buying committees look for “research-backed content experiences that tell a valuable story.” That’s almost a textbook definition of original research reports.
