Tag: research
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Most B2B research wouldn’t survive a peer review — and it’s costing us our credibility
Genuine research requires you to move beyond the brief, into your audience’s world. Nothing in the system rewards that move, at least for 90% of companies out there. But the 10% that prioritize this publish content that survives algorithmic changes and shapes perceptions for years to come.
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3 lessons on effective use of data from The Economist (+ fostering credibility without stats)
As B2B writers, we’ve accepted as gospel that a claim isn’t credible unless there’s a third-party claim to back it up. But I believe strongly that poorly used data is more detrimental to credibility than no data.