Written by Beth D’Arcy

AFFILIATE DISCLAIMER: Some links in this post are affiliate links. If you purchase through these thinks, we may earn an affiliate commission.

A.I. DISCLAIMER: In writing this blog post, we used Google’s Gemini to brainstorm ideas, explore alternative viewpoints, and assist with research. Final authorship, voice, format, insights, and opinions belong solely to the author.

In the crowded B2G market, original research floats atop the sea of generic content flooding the internet. 

According to SemRush, content containing original data ranks higher and experiences more organic traffic in 2024. 

Why? AI can’t replicate content based on original research.

Plus, consumers are more likely to trust original research if they know the source. 

In the public sector market, addressing real challenges in your content by conducting original research signals to potential customers that you’re not just a vendor – you’re a partner they can rely on to solve their problems. 

And the best part? You don't need a massive budget or a team of data scientists to conduct original research. 

Let's explore proven, accessible methods to gather insights and transform your B2G content.

Method 1: Surveys & Questionnaires

A carefully designed survey allows you to collect valuable insights directly from sources that are most relevant to your audience. 

Focus on asking questions that haven’t been asked before, and the answers aren't readily apparent. Your survey responses will be the makings of a great story, so take your time when deciding what questions to ask. 

Tips for Conducting Surveys

1. You don’t need fancy survey software to get the job done. Some free options include SurveyMonkey (free plan), Google Forms, and Typeform. These are great for smaller-scale surveys.

   But if your audience is larger and you need more detailed insights about your survey takers, you may want to consider a dedicated survey platform like Survicate. And if you want a survey that’s a little more interactive, check out Outgrow.
   

2. Don’t have an audience to survey? No problem! Here are some ideas:

• Start with LinkedIn by targeting individuals with relevant titles or groups in your industry. But be careful to not sound spammy in your cold outreach to individuals or groups! 

• Other forums, like Facebook, Reddit, Quora, or industry specific forums, could be good options depending on your audience. Make sure you have permission to share your survey before posting it. 

• Survey platforms like SurveyMonkey and Google offer access to audiences for a fee. However, these audiences tend to be generic and broad, and might be suitable for trend-based questions. 

• Collaborate with a non-competing business that serves a similar audience and promote a survey together. 
  

  3. Having a hard time getting people to take your survey? Try offering them incentives. 

  We’ve seen success with offering small gift cards for coffee, but you can also offer survey takers exclusive access to content or a mini-consultation. Just make sure you match the incentive to the effort you’ve put into the survey.   

Method 2: Interviews

Conducting one-on-one interviews with industry experts gives your audience access to insights they can’t find anywhere else.

We’ve used recorded conversations with subject matter experts (SMEs) and past clients to develop unique content for our clients. If you’re short on time or want to gain feedback from multiple experts, consider emailing your survey questions. 

Tips for Conducting SME Interviews

1. If you don’t have a team of experts at your disposal, tap into your existing network of past clients, LinkedIn connections, or colleagues. It also never hurts to ask your network for referrals. 

2. Avoid asking questions that can be answered with a yes or no. Aim for open-ended questions that involve the interviewee, such as “Tell me about the time you…” or, “What’s your biggest challenge with…”. 

3. Ideally, you should record the conversation – but always ask their permission first. This allows for a more accurate transcription of your conversation for you to pull quotes from later. 

Method 3: Data Analysis

Another way to conduct original research is by analyzing and drawing insights from existing data. 

Authentic, raw data sets are readily available and can reveal trends, spending patterns, and other insights that are very relevant to your audience.

If you’re not an Excel wiz, there are a number of data analysis tools to help you make sense of the numbers.

Tips for Conducting Data Analysis for Original Research

1. A simple way to get started is by comparing two sets of data to see if trends emerge. How have things changed over time or by location?   

2. As you analyze data, look for outliers. For example, are certain categories growing faster than others? Are there gaps in data that can’t be explained? Anomalies in data may reveal a niche problem that you can address. 

3. Consider how to present your data in ways that are visually appealing and easy to understand, like simple charts or infographics. Use data storytelling best practices to turn dry facts into memorable stories your audience will remember. 

Method 4: Observations 

Although sharing your observations may not be considered technical research, doing so can still offer unique value to your audience. 

Consider drawing from what you’ve learned by working with clients in your industry. You can even share some of the more noteworthy trends you’ve observed as an expert in your field. 

Tips for Turning Observations into Original Research 

1. Document your projects by jotting down your client interactions, outcomes, and challenges. Soon, you’ll have enough data to identify trends over time. 

2. Look for any common roadblocks your clients continue to experience. This could reveal insights that are worth sharing with a larger audience. 

3. Use your observational insights to craft other forms of content, such as case studies and social media threads. 

Method 5: Social Media Listening 

Gathering original insights for your content doesn’t always need to be complicated or overly official. The process can be as simple as engaging in social listening on social media or industry-specific forums. 

While social listening leverages pre-existing conversations and data, it’s how you strategically filter those insights that creates content with an original edge. 

Think of it as curating real-time, unfiltered opinions from real people in your industry. Chances are, no one else is doing it, which means you have a real chance at developing original and interesting content. 

Tips for Generating Original Insights from Social Listening 

1. Search for niche hashtags, scour comment sections, and follow the rabbit holes to find valuable, juicy insights. 

2. Look for patterns in people’s comments, complaints, and concerns. Keep track of common questions in a document or spreadsheet. 

3. Look for common misconceptions that continue to appear as you are social listening. This could be a great opportunity to create content to debunk the misconceptions with real data and your expertise.

How to Get Started Conducting Original Research

The word “research” might trigger flashbacks to tedious term papers and footnotes, but fear not! Conducting your own research to include in your content marketing is easier than you think. 

Start with ONE method from the list above that aligns with your business, and just give it a try! You’ll be surprised by what you learn. 

Add remember, even informal insights you glean from client chats and social media scrolling can trigger an original insight – or even a full research project!  

Are you ready to elevate your B2G content with original insights?  I invite you to pick ONE method from this list and give it a try – I'd love to hear how it transforms your content!  

If you need help designing your research project or analyzing the results, let's chat!

About the Author

Beth D’Arcy is a B2G content strategist. She leverages a Masters in Public Administration and over a decade of public sector experience to guide clients through the complex world of government marketing.

Schedule a call to learn how to elevate your B2G content with original insights.

BHD Agency LLC is a public sector consultancy helping businesses and organizations find success in B2G communications. Book a free consultation to get started.