This Brick Marketing article will discuss the following:
Original research provides unique information that AI search favors.
Publishing proprietary data demonstrates valuable industry expertise to platforms.
Valuable insights encourage other websites to reference your content.
There is so much information out there, for businesses who create a lot of content, it can be a challenge getting the content to stand out, especially in AI search. It’s true that AI has changed the way people gather information online, with AI platforms using multiple sources to deliver its answers. The goal in this case is for businesses to make their content both stand out and deliver helpful information.
For your business, this means that you want to be a source of information that people can’t get anywhere else. This is what original research can do for you. While this doesn’t guarantee that your business will appear in AI search results, it can create more opportunities for visibility. Here’s a closer look at why this is the case.
Provides Information That Isn’t Available Elsewhere
What does original research do for you? It provides your content with original information and research, which will make it unique and stand out in the marketplace. After all, there is already so much content online that covers similar topics, and much of it repeats information that is already available. You will be able to offer your industry with something different, such as information from data you’ve collected, findings from customer surveys, or insights you’ve gained through your own experience in the industry.
This is an important detail for the AI platforms because if your information is unique and stands out, this will increase the likelihood that you will be returned in its answers. The key is to make sure your research and your content provides real value and addresses topics your audience actually cares about.
Gives AI Platforms More Context About Your Expertise
One of the most important goals for your content marketing is that it should be highlighting your expertise. You want the AI platforms to see you as an expert and then deliver your information accordingly. This is what original research can do for you – it can help demonstrate your expertise in your industry.
When you publish findings based on your own data, customer experiences, or industry observations, you’re showing that your business has knowledge that goes beyond what is already available online. You’ll be seen as a valuable source of information on the topics that matter to your audience. This will enhance your content, and also enhance your place in the industry.
Creates Opportunities for Other Websites to Reference Your Content
A nice benefit of being positioned as an expert is that it can give other websites a reason to reference your content, such as industry publications, other businesses, and even larger organizations. If your research provides something valuable, they may reference your findings and link back to your website. This gives your content an opportunity to reach an even larger audience.
This has a positive impact on AI search. When your research is referenced across multiple websites, it expands your presence beyond your own content. This creates additional opportunities for AI platforms to encounter your information and associate it with your business.
Original research can be a valuable addition to your content marketing strategy because it gives your business a way to stand out and demonstrate its expertise. By providing information that isn’t available elsewhere, you can create more opportunities for your content to be discovered, referenced, and included in AI search results.
