25 Feb 2025 | By - Sudha Mariappan

“I read it on the internet once.” If that's how you're writing your content, taking information from the idea of what you’ve seen once, then don’t be surprised when your readers fact-check you and bounce.

Nowadays, readers want nothing but credible sources.

What makes content not just readable, but credible? Aside from excellent writing abilities, the key to effective content development is in one single aspect: research.

Although compelling storytelling and convincing language are vital, they are not sufficient to make a lasting impression in the competitive landscape of online copywriting.

Unless there is extensive knowledge of the industry, an effective content plan, and fact-based information, even the most articulate writing might not strike a chord with the target audience.

The capacity to produce authoritative content on a vast array of topics is a product of a very thorough research process.

Through studying audience interests and incorporating the most current and reputable information, content not only gains validity but also improves its capability to attract and retain readers.

This strategic initiative ultimately assists companies in enhancing their online presence and realizing their marketing goals.

Understanding the Topic and Target Audience

No matter the level of experience, every content writer has some idea of what their readers value.

The type of business will mostly define the kind of content that will resonate with its clients.

But a blog needs to be more than an advertisement; it needs to be a repository of knowledge that delivers real value, addresses your typical questions, and provides useful advice.

Today's consumers are growing more immune to old-school sales pitches and are completely relying on their own research on several alternatives before making a buying decision.

So, companies focusing on informative and entertaining content stand a better chance of building credibility with prospective customers.

A blog that provides well-researched, consistent content forms a significant bond with its audience, making conversion more likely.

What are the interests of your audience?

Accurate research starts with a knowledge of precisely what the target audience desires. This involves information on subjects that are open-ended questions and new trends in the business. Keyword search tools, social media conversations, and competition research show us what individuals desire.

In addition, content is updated to the most recent and current from reading authoritative resources such as white papers, case studies, and industry reports. Finding these materials allows writers to write articles in consideration of what has recently become a trend and remain topical.

Strengthen Your Content Using Data

Using confirmed data in content makes it more trustworthy and effective. Facts, study results, and professional opinions make a blog post stronger and more informative.

Not all sources are the same. However, good information should be based on credible sources like government bureaus, universities, and industry pioneers. Before quoting a statistic or research result, follow it back to its source. Misinterpreted or outdated data can confuse readers and harm credibility. By being accurate, writers establish themselves as credible experts in their area.

How long should the research be done?

The amount of time a writer spends conducting research and writing a blog entry depends on various factors, such as the subject, the length of the blog entry, and the writer's knowledge of the subject.

Although exact figures for the time spent solely on research are limited, statistics on the overall time spent writing a blog do offer some indications of the investment of time for blog writing, including research, writing, and editing.

Average Blog Post Writing Time:
Semrush indicates that the optimum blog length is 1,500 to 2,500 words, but the optimum length will vary based on the subject and audience. But in all honesty, though other studies find longer posts work better, more words don't necessarily equal better content.

The trick is to deliver value. Breaking down top-ranked blogs and adding in lacking information can be a good plan for that. Efficiency also comes into play, though. Clients and readers aren't sitting around waiting for a writer to get inspiration from a mountaintop; they're looking for well-researched, interesting content in a timely manner.

Speeding up to sacrifice quality at the expense of the writer and the reader serves no one, though, because if you write hastily your blog becomes poorly written, and poorly written blogs are quickly forgotten.

Factors Affecting Research Time

Complexity of the Topic: Topics that are complex or need technical knowledge necessarily take longer to research.

Writer's Experience: Seasoned writers who are well-versed in a subject can take less time researching, using their pre-existing knowledge base.

Availability of Information: Information that is readily available can cut down on research time, while specialized topics with fewer sources can take longer to find credible information.

Quality Standards: Authors who target in-depth, well-supported content will tend to spend more time on research to achieve accuracy and depth.

Read Also: What is Guest Blogging and How It Helps You Expand Your Reach and Build Authority?

Research techniques for thorough research

1. Begin with Keywords and Topic Exploration:

Good research starts with the identification of the correct keywords and organizing the topic properly. A solid foundation guarantees that the research process stays on track and leads to high-quality content.

All research begins with the identification of a core keyword. This is the central term or phrase that the content is built around. You can use SEO tools such as Google Keyword Planner, Ahrefs, or SEMrush to assist in establishing high-ranking keywords surrounding the topic.

After the focus keyword has been established, it is necessary to identify subtopics that elaborate on the topic. Related keywords add more depth to the research and assist in ensuring thorough coverage of the topic.

Knowing the questions the audience is posing can inform the content direction. Sites such as AnswerThePublic and Google's "People Also Ask" feature help discover question-based keywords.

2. Analyze Search Engine Insights:

Once keywords have been collected, the second step is to analyze how search engines rank content on those keywords. Knowledge of search engine insights brings about clarity of what works and aids in writing authoritative content.

Analyze the Top Google Results: Seeing the first page of Google results for the main keyword informs about the competition. Observing the structure, length, and nature of highly ranked content can inform content creation.

See Google Features: The "People Also Ask," "Related Searches," and featured snippets provide insight into frequent questions and frequent search patterns. Adding those questions to your blog may accelerate the chances of your blog coming to the top.

Use tools such as Google Trends: Popular content is another way to make your research more relevant and up to the eyes of your audience. Along with Google Trends, you can also use BuzzSumo and industry blogs to track emerging topics.

3. Make use of Online Communities:


Online communities and industry websites offer first-hand information. Visiting these sites can introduce additional viewpoints and data.

On one hand, we have the entire social media, but on the other hand, we have Reddit and Quora, which are the epitome of valuable information. You can research well regarding your niche topics and user opinions on those popular online forums.

Additionally, some insights you are searching for may not be available in the top search bars. Deep diving is the way to go, so you need to explore specialized online forums in fields such as tech, healthcare, and finance specifically if you need that information. Industry newsletters and pay-per-report subscriptions are also necessary to remain in contact with the current trends and updates, keeping research current and authentic.

Read Also: How Reddit Can Be The Hidden Gem for Your Digital Marketing Strategy

4. Collect Data-Driven Sources:

Real data sources are the key to creating authoritative content. Making sure that fact and data-driven information is used adds credibility to research.

Use Research Studies and Credible Sources: Government reports, academic journals, and credible research organizations yield credible data.

Use Google Books for Deep References: Google Books provides access to books by experts, old texts, and publications by authorities who may not be easily found anywhere else.

Obtain Verified Facts and Data Points: Websites like the Pew Research Centre, Statista, and the World Bank give researched statistics and trends which give credibility to copy.

5. Conduct Expert Interviews and PR Networking:

The professional opinion adds weight and enhances studies. Interaction with professionals in the industry can lead to the uncovering of inside information beyond the utilization of standard search protocols.

Seeking the advice of field experts lends validity to research by giving insider opinions and expert views. Having actual quotes from experts helps to create more solid arguments and make content more substantial. Having connections with freelance PR professionals and companies can also be useful, as they would be able to get proprietary research studies, reports, and industry data. Podcast interviews and highlights of major points addressed by experts from the industry can also provide significant information and real-life case studies, which can further help with your research.
Read Also: What is a Press Release? Generating Media Coverage for Your Business

6. Collect and Organize Good Examples:

Real-life instances can actually convey key points effectively and provide a concrete idea regarding the subject.

Obtain Real-Life Examples to Support Key Points: Using industry case studies, user experiences, and historical events makes content strong.

Maintain a Swipe File of Helpful Case Studies, Quotes, and References: A swipe file is a cache of impressive articles, statistics, and examples one can refer to as and when required.

Search for Twitter and Other Social Sites' Snippets and Insights: Social media sites tend to give real-time information, opinions, and trends that enrich content.

7. Check Information and Client Requirements:

Verifying accuracy and matching research with client requirements is the last step in the process, as content must always be supported by validated information to uphold credibility. While developing content for a client, note that the core input and guidance of your research fits their objectives and expectations.

Furthermore, facts cross-checked from different credible sources avoid misinformation and make it more reliable. Checking your statistics (even a couple of times) and references before inclusion through fact-checking websites and verifying original studies avoids the circulation of wrong data and maintains the purity of the resulting content.

Verify your Data Sources:


Misinformation is rampant, and questionable data tends to spread without being checked.

It's not unusual to come across well-written blog entries with interesting statistics and compelling data points, only to learn that the sources quoted are questionable at best.

The web is filled with listicles promising to offer useful information, like "100 Must-Know Marketing Statistics for This Year." These lists often include old or misrepresented statistics. For example, a commonly shared stat will read:

"85% of consumers trust online reviews as much as personal recommendations (source)."

Just for example, after clicking the link given, readers will likely encounter a broken page or a general reference to an unverified report.

Even with great efforts to track down the original study, its validity usually remains in question. It could be valid but might be outdated now or out of context, rendering it useless to today's industry trends.

This reflects a major problem: numerous people take data at face value without checking whether it is credible before adding it to their own writing. That is why fact-checking information is more important than ever. Depending on unsubstantiated figures can lower the credibility of an author and raise questions about the integrity of their work in general.

A blog serves as a platform to showcase expertise and establish authority in a given field. Therefore, when external sources are at play, be very attentive. Using unreliable data can undermine a blog’s credibility and your reputation as a writer. Some of the established organizations such as Statista, government reports, and academic studies, provide reliable data that can be referenced with confidence.

At least, each quoted statistic must be followed back to its source before being put into a blog post. Making data verifiable not only enhances the content, but it also enhances the writer's credibility as a reliable authority in their niche.

So be careful while researching, for the world has turned into a whirlwind of misinformation.

Struggling to find the time for high-quality blog content? We at Ontogen Digital carefully research and create engaging blogs that boost rankings and drive results. Let us handle the research and writing, so you can focus on growing your business.

Contact us today at info@ontogendigital.com. For more blog content, subscribe to our blogs.

FAQs:

1. How to do keyword research for blog posts?
   Start by identifying a core keyword related to your topic using tools like Google Keyword Planner, Ahrefs, or SEMrush. Explore related keywords, analyze competitor rankings, and use Google’s "People Also Ask" feature to discover trending questions.
2. How do you research an article topic?
   Begin by understanding your target audience and their interests. Use keyword research, competitor analysis, online communities like Reddit and Quora, and credible sources like industry reports and white papers to gather valuable insights.
3. How to research a blog niche?
   Study industry trends through newsletters, expert interviews, and forums. Analyze top-performing content using SEO tools and explore emerging topics using platforms like Google Trends and BuzzSumo to stay ahead in your niche.
4. How to do research for a blog post?
   Follow a structured approach: define your topic, conduct keyword research, analyze top-ranking content, consult authoritative sources, engage with online communities, verify facts, and gather expert opinions to strengthen your article.
5. How many SEO keywords should I use in a blog post?
   There is no fixed number, but aim to use your primary keyword naturally throughout the post, including in the title, headings, and meta description. Also, incorporate relevant secondary keywords without overstuffing.
6. What are the 7 steps in the research process?
   
   1. Identify keywords and topics.
   2. Analyze search engine insights.
   3. Explore online communities and forums.
   4. Gather data-driven sources.
   5. Conduct expert interviews or PR networking.
   6. Collect and organize examples.
   7. Verify facts and align with client requirements.
7. How do I format a blog post?
   Use a clear structure with a compelling introduction, subheadings, bullet points, and concise paragraphs. Include images, data, and links to credible sources, and ensure readability with a conversational tone.