Everyone loves data. You see it on billboards, hear it on the radio, and read it anywhere there is content to consume. There is a reason for the data-everywhere reality: data gives content its credibility.<\/p>\n
SurveyMonkey was so confident that people preferred consuming content with data that it conducted a survey (go figure) to prove it. Using its SurveyMonkey Audience, SurveyMonkey polled more than 1,000 adults<\/a> in the U.S. about how data changes their perceptions of what they read. The results show that 82% of respondents said they prefer content based on data rather than an article based on a writer\u2019s opinion.<\/p>\n This bit of data from SurveyMonkey means marketers must up their original research game to help audiences better understand the markets that impact their businesses and the customers they support. And there are several reasons why original content research<\/a> will improve your message, your marketing, and even your business bottom line. Clare McDermott of Mantis Research stressed that original research is the unsung hero<\/em> of content marketing:<\/p>\n