How to Conduct and Use Original Research in Content
3 March 2025
Consumer law is constantly evolving, and firms that provide fresh, insightful content are the ones that gain visibility and trust. If you want to differentiate your firm from competitors, original research in content is a powerful tool. It helps position your firm as an authority, improves search rankings, and engages potential clients with valuable, data-backed insights.
In this guide, we’ll walk you through how to conduct original research and use it to enhance your content marketing strategy.
Why Original Research in Content Matters
Many law firms publish case studies and legal updates, and while these certainly have their place in a well-rounded content strategy, they often repackage familiar information. Original research, however, provides exclusive insights that set you apart from competitors by offering fresh data and unique perspectives. Let’s delve into the myriad benefits of incorporating original research into your content:
- Establishes Authority: By sharing new data, you position your firm as a thought leader in your field. This elevated status can lead to increased trust from potential clients and respect from peers in the legal community.
- Improves SEO: Fresh, original content naturally attracts backlinks and improves search rankings. Search engines favour unique, high-quality content, and original research ticks both of these boxes.
- Engages Your Audience: People are more likely to read and share unique insights. Original research provides a compelling reason for your audience to engage with your content and share it within their networks.
- Boosts Media Coverage: Journalists and legal publications often reference original research in their articles. This can lead to increased visibility and credibility for your firm. With 46% of B2B marketers increasing their content marketing budgets in 2025, high-quality, research-driven content is more valuable than ever.
- Drives Leads: Exclusive reports can encourage email sign-ups and enquiries. By offering valuable, unique insights, you create a strong incentive for potential clients to connect with your firm.
Steps to Conduct Original Research
Let’s break down the process of gathering and analysing data effectively.
1. Define Your Objective
Before diving into research, it’s crucial to clarify what you aim to achieve. Ask yourself:
- What legal issue do we want to explore?
- Who is the target audience for this research?
- How will this data benefit our firm and clients?
Example Objectives:
- Family Law – Survey public understanding of cohabitation rights.
- Employment Law – Investigate unfair dismissal trends.
- Personal Injury – Analyse claims success rates for different types of cases.
2. Choose the Right Research Methodology
Select a method that best fits your goals:
- Surveys: Gather opinions from consumers using tools like Google Forms (free), SurveyMonkey (paid, better for large datasets), or Typeform (engaging UI).
- Interviews: Speak with legal experts, clients, or industry professionals to gain qualitative insights.
- Case Studies: Analyse real-life cases (with consent) to highlight trends and legal precedents.
- Data Analysis: Examine court decisions, claim outcomes, or public records to uncover key trends.
3. Ensure Ethical and Legal Compliance
When conducting research:
- Obtain informed consent from participants.
- Comply with GDPR by anonymising responses.
- Report findings transparently, without bias.
4. Collect and Analyse Data
Follow best practices for reliable data:
- Test your survey or interview questions before launch.
- Use analytical tools (Google Sheets, Excel, or legal research software) to identify trends.
- Cross-check findings with external sources to validate accuracy.
7. The Move Toward Performance-Based Deals
Well-presented research is key to engagement. Use multiple formats:
- Blog Posts – Summarise key insights in an article.
- Infographics – Visualise statistics for better readability.
- Whitepapers – Publish an in-depth report as downloadable content.
- Videos/Webinars – Discuss findings with industry experts.
PR & Media Opportunities
- Offer your research as an exclusive story to legal publications.
- Send press releases to news sites and trade journals.
- Use LinkedIn and X to generate discussions.
Using Original Research in Your Content Strategy
Once you’ve conducted and presented your research, it’s time to use it for maximum impact.
1. Plan Regular Research Projects
Consistency is key when it comes to original research. Aim for at least one major research project annually, supplemented by smaller surveys or case studies throughout the year. This approach reinforces your firm’s reputation as an authority in your field.
Consider launching an annual or bi-annual research campaign, such as a yearly Consumer Law Report covering complaint trends, client satisfaction, or case law updates. This regular cadence of research not only keeps your content fresh but also provides a benchmark for tracking changes in your field over time.
2. Repurpose Your Findings
Maximise the impact of your research by adapting content for multiple platforms:
- Create social media graphics highlighting key stats
- Develop a LinkedIn series featuring different research sections
- Submit findings to legal news platforms for wider exposure
3. Use Research to Improve SEO
Original research enhances SEO by:
- Attracting authoritative backlinks.
- Improving ranking for competitive legal keywords.
- Increasing visitor engagement and dwell time.
4. Measure the Impact
Assess the success of your research using key performance indicators:
- Traffic – How many visitors engaged with your research?
- Engagement – Are people sharing, commenting, or linking to it?
- Lead Generation – Did it generate enquiries or email sign-ups?
Use Google Analytics and social media insights to track performance and refine your approach for future search projects.
Overcoming Common Challenges
While original research is powerful, some firms hesitate due to potential challenges. Here’s how to overcome them:
Time Constraints
- Break the process into manageable steps.
- Assign research tasks across your team.
Limited Resources
- Use free tools or public datasets where possible.
- Partner with universities, research firms, or legal bodies for collaborations.
Data Accuracy Concerns
- Ensure survey questions are clear and unbiased.
- Cross-check findings with external reports or industry data.
Keeping Your Team Aligned
- Involve your wider team from the outset.
- Share research updates internally before public release.
Ready to Use Original Research in Your Content Strategy?
Using original research in content is one of the most effective ways for UK consumer law firms to build authority, improve SEO, and engage their audience. By following these steps, your firm can create valuable, data-driven content that stands out in the crowded legal market.
Remember, the key to success lies in consistency, quality, and relevance. Start small if needed, but commit to making original research a cornerstone of your content strategy. The insights you uncover won’t just inform your audience – they’ll likely prove invaluable for your firm’s strategic decision-making as well.
All content in this article was correct at the time of publication.
