Maximizing content impact through strategic research practices

Research is one of the most important parts of the writing process. Readers are looking for authoritative, people-first content, and incorporating thorough research into your content can help you meet that need. We’ve written a lot about research over the years, so we thought it could be helpful if we consolidated these insights into a single place for ease of reference. This post will explore the following topics:

• Choosing topics
• Evaluating material
• Primary sources
• Content research

Choosing topics 

Finding Inspiration

Every post starts as an idea. It sounds simple, but that can be one of the hardest parts of the writing process, and the gaping expanse of a blank document on the screen can be terrifying. My colleague Jason is a specialist blogger who writes about the British constitution. In his post choosing topics, he discussed how he decides what to write about on his blog.

Assessing Topic Relevance

Case study: The Tony Blair blog post

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For example, a few years back I wrote a post about Tony Blair’s decision to reject the Church of England’s initial nominees for the Bishopric of Liverpool in 1997. Although bishops are no longer the political power players they used to be, Downing Street is still involved in their selection because the Church of England remains the established church in England. While it was public knowledge that Blair had asked the Crown Appointments Commission to think again, the details were largely hidden from view. However, I happened to have some documents that shed light on the internal discussions that preceded Blair’s decision as well as the reaction of the Archbishop of Canterbury. 

Needless to say, Blair’s role in filling the See of Liverpool wasn’t a topic that lots of other people were talking about in the present day. Even in 1997, it generated little comment outside of Anglican circles. Indeed, the majority of my audience may not have even been aware that it had happened in the first place. Still, I thought it was an important topic to write about. 

Although Blair’s actions fell within the bounds of constitutional propriety, they were a rude awakening to Anglicans who’d come to believe that the Prime Minister’s role in choosing bishops was little more than a formality. But what may have seemed like a hopelessly arcane subject at first glance turned out to be one of the most popular posts I’d written up to that point, attracting thousands of readers within the first few days.

Understanding audience engagement

Despite the post's popularity, I noticed that my audience engagement was heavily skewed toward shares rather than likes or comments. This wasn't a new phenomenon, though. On the contrary, it was pretty much par for the course. At first, this was frustrating since mainstream blogging advice frequently emphasizes the importance of comments. But then I realized that that advice is inspired by a concept of social proof that isn’t universally relevant. Courting advertisers or sponsors is less important in the academic blogosphere, and likes and comments are no guarantee of scholarly credibility. I’ve also noticed that, if my readers have something to say about my blog, they’re more likely to message me directly rather than leave a comment. I really appreciate this, as it can be a great way to hone my approach.

Evaluating sources

The research journey

Once you have your topic, you need to figure out the best way to present that information. Credibility is key when it comes to authoritative content, and supporting your arguments with compelling evidence is a great way to establish your authority as a creator. Jason explained how he goes about researching topics in his post on that subject.

Research has always been at the forefront of my blog. From the beginning, I’ve always striven to draw on a wide variety of sources to help my readers understand constitutional issues in all their byzantine glory. But deciding which sources to use is an art rather than a science. In graduate school, I learned to break the process down into discrete steps. I find this makes the whole task a lot less intimidating.  

Steps in the research process

The journey usually looks like this:

1. Decide which questions I want to ask.
2. Map out my journey by consulting secondary sources.
3. Dive deeper by exploring primary sources.
4. Review what I’ve learned.

Leveraging primary sources

Defining primary sources

When doing research, you will likely encounter both primary and secondary sources. Primary sources provide firsthand information about a topic. Secondary sources, on the other hand, are a step removed and feature analysis and interpretation rather than firsthand information. So, for example, a letter from noted Egyptologist Howard Carter would be an example of a primary source, while a scholarly book about his contributions to Egyptology would be a secondary source. Primary sources can be more challenging to use since they aren’t always as available as secondary sources, but creators ignore them at their peril. They are a great way to power up your arguments and can help your content stand out from the competition. Jason provided some tips that can help you use primary sources like a pro.

Why are primary sources important?

Primary sources are uniquely valuable because they were created by people who actually experienced what they’re writing about. They provide a unique perspective that can add both depth and life to your work. Let’s say you’re writing about life at the royal court in Tudor England. You could simply tell your readers that the kings and queens of that period were perpetually on display. But you could also mention that Giovanni Michieli, Venice’s ambassador to England, actually went so far as to discuss Queen Mary I’s menstrual problems in a 1557 report to the Doge and Senate. 

An anecdote like that adds a human element to the story. Even if someone has embraced the social-media fueled panopticon that is 21st-century life, they’re likely going to be taken aback by Michieli’s casual discussion of Mary’s gynecological problems. Chances are, it’s going to stick in your readers’ mind far more than a bland excursion through the secondary literature. 

What are some of the problems with primary sources?

Like all sources, primary sources have their pitfalls. There can be a temptation to assume that, because someone has firsthand experience of something, their account must be perfectly credible. But humans are a complex constellation of biases that shape our perceptions of the world around us. Even the most honest among us lie about something, even if it’s only to ourselves. 

Critical evaluation of primary sources

Always approach a primary source with a critical eye. Ask yourself questions like:

• Who created this?
• Why did they create it?
• What’s the wider context?

For more advice on vetting sources, check out “How to fact-check online information” and “5 steps to verify social media source accuracy for publishers”. 

Ignore primary sources at your peril

Because primary sources can be harder to find than secondary sources, it can be tempting to ignore them in favor of easier pickings. But if all you’re doing is repackaging other people’s insights, your content is probably going to feel derivative. You might even end up propagating misinformation. 

When the cRPG Baldur’s Gate III first came out, many online guides said that players should hang onto the various metal ingots they found since they could be used later on in the game to upgrade equipment. There’s just one problem: there is no late-game workbench in BG3. The ingots’ only purpose is to be sold to vendors for a bit of quick gold. 

Primary sources show your expertise

Since primary sources are often harder to find and interpret than secondary sources, using them reinforces the idea that you’re serious about making a meaningful contribution to your field. They also help Google understand that you possess expertise. This is particularly important given that expertise is one of the criteria that their search raters use to assess a site. By bolstering your claim to expertise, you’re more likely to improve your ranking in Google’s search results. 

Content research

Research isn’t just about choosing topics and sources. It can also influence the way you present your content. As a creator, you want to make your material as accessible as possible. In other words, you want to give your audience the information they need in the format(s) they want. This is where content research can come in handy, as I explained in my recent post on the subject.

Why is content research important?

As a creator, it’s vital that you provide value to your audience. In essence, you have to provide them with their preferred information in their preferred format(s). It doesn’t matter if you’re at the very top of Google’s search results. If people don’t find your content useful, they’re not going to stick around.

How can I do content research?

Strategies for effective content research

Himanshu Gupta of Ahrefs has come up with nine tips for successful content research. They include:

• Choose the right topic. This will ultimately be influenced by what you’re trying to do with your content. For example, if you’re looking to create content that nets organic traffic, you’ll want to pay close attention to keywords (or trending hashtags if you’re dealing with social media).
• Consider search intent. Not only will this help you choose strong topics, but it can also guide the kind of content you make for those topics. If you notice that a search query leads to a lot of listicles, for example, you might consider adopting that format for your own piece. It can also help you scope out the competition as well. 
• Think about how you can add value. If you can’t add something valuable, there’s a good chance you shouldn’t be writing about that topic. But this doesn’t have to mean reinventing the wheel. Sometimes, it’s enough to translate material into a different format. For example, if you notice that lots of people are doing in-depth, written posts on a topic, you might have more success turning that information into a podcast or a video to make it accessible to different audiences.
• Don’t ignore social media. Platforms like X and Reddit can be great places to do content research since they provide ready access to some of the most current material on the Internet. 
• Ask your readers. Don’t be afraid to ask your audience about the kinds of content they want to see you produce. Granted, they won’t always have the same perspective as you do, but they can still provide valuable feedback. For example, if you discover that most of your audience prefers video-based content, you might want to hold off on writing a 10,000-word blog post.  

Research helps you level up your content

Your audience is not starved for content. They can find tons of material on any given topic with just a few clicks of the keyboard. If you want to get (and retain) their attention, your content needs to stand out from the crowd. Research can help with that. Choosing the right topics, carefully evaluating sources, making smart use of primary sources, and assessing your audience’s content preferences are all great strategies to help you establish yourself as a credible source of authoritative content.  

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