Original Research Is the New SEO Superpower with Becky Lawlor

GUEST: Becky Lawlor, Founder and Chief Research & Content Officer of Redpoint

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In this episode of The B2B Revenue Executive Experience, host Cory Cotten-Potter speaks with Becky Lawlor, Founder and Chief Research & Content Officer of Redpoint, to share proven strategies for creating compelling thought leadership content that drives engagement and builds brand authority in B2B tech marketing.

What You’ll Learn:

• How original research instantly differentiates content by providing unique insights no other brand can claim
• Why traditional B2B content often falls short by recycling the same third-party statistics and generic insights
• The critical elements needed to build an effective research-driven content strategy that fuels a year of marketing
• How to structure survey questions to generate compelling headlines while maintaining data integrity
• How AI is increasing the importance of original research as generic content becomes more prevalent

With over 15 years of experience in B2B tech content marketing, Becky has established herself as an expert in creating differentiated content through innovative research methodologies. Having worked with notable brands like Adobe and Zapier, she has pioneered approaches to original research that drive engagement and enhance brand storytelling. Becky's expertise in transforming data into compelling narratives has helped numerous B2B tech companies elevate their authority and generate meaningful content marketing results.

Data That Differentiates

If you want your content to actually stand out, stop recycling the same stats everyone else is using. Create your own insights. Whether it's through surveys, customer interviews, or analyzing internal data, original research is your ticket to differentiation. When you present something unique that no one else is saying, people notice, and that's how you become the go-to voice in your space.

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“Data always is a validating factor and could boost the credibility of whatever your content is.”

Becky Lawlor, Founder and Chief Research & Content Officer of Redpoint

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Building Brand Authority

Brand awareness gets your name out there. However, brand authority makes people trust you. One of the most effective ways to build that authority is to invest in original research. It shows you understand your industry, adds real value to the conversation, and positions your leaders as credible voices.

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“If you really want to stand out with your content, you have to be offering something that is a unique insight. It can't be something that can be found somewhere else.”

Becky Lawlor, Founder and Chief Research & Content Officer of Redpoint

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Strategic Storytelling with Data

If you want your thought leadership content to truly drive impact, don't just jump into data. Start with a strong narrative and research strategy. Think about the story you want to tell, what would make headlines, and what your dream stats might be. Whether you're a small team or a big brand like Zapier, your data won't land unless it's tied to a compelling story. Work with partners who understand both research and content marketing and make sure your surveys are designed to produce not just valid data, but insights worth sharing.

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“Having content that has unique insights in it is going to be a higher value, it's going to perform better, and it's going to be about the only thing that'll stand out.”

Becky Lawlor, Founder and Chief Research & Content Officer of Redpoint

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Now that you know how to drive engagement and build brand authority in B2B tech marketing, discover the full list of episodes at The B2B Revenue Executive Experience. If you enjoy the show, instructions to rate and review it are found here.

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