{"id":6002,"date":"2025-06-19T15:50:45","date_gmt":"2025-06-19T19:50:45","guid":{"rendered":"https:\/\/beomniscient.com\/?p=6002"},"modified":"2026-03-18T15:33:12","modified_gmt":"2026-03-18T19:33:12","slug":"data-driven-content","status":"publish","type":"post","link":"https:\/\/beomniscient.com\/blog\/data-driven-content\/","title":{"rendered":"Data-Driven Content"},"content":{"rendered":"\n

For at least the past decade, B2B marketers grew accustomed to creating content that I\u2019ve politely called \u201cSEO book reports.\u201d<\/a><\/p>\n\n\n\n

Stitch together the commonalities among the top ten-twenty existing articles against a target keyword, slap on H2s, H3s, bullet points, maybe add a little paragraph or cute anecdote in the introduction, and build some links. Hope and pray that the additional paragraph is enough to usurp the incumbents. That arbitrage is mostly dead. It has been decaying in effectiveness for a while, even absent any changes with AI-driven answers in AI Overviews, AI Mode, or ChatGPT. <\/p>\n\n\n\n

Of course, AI-powered answers render this type of content even less effective, as the friction for consensus answers falls to nearly zero, meaning there\u2019s no real reason to click onto the 3rd or 4th rendition of \u201cwhat is marketing automation\u201d written by a non-subject-matter-expert. ChatGPT will just tell you\u2026right away. <\/p>\n\n\n\n

Effectively, it\u2019s easier than ever to create<\/em> this type of content, too, as a $20 ChatGPT subscription and cursory knowledge of prompting will get you a median-quality draft. And when median-quality content is nearly free to create, it becomes abundant, eroding the value and visibility of anything below median-quality. <\/p>\n\n\n\n

One antidote is information gain<\/strong>, and I mean that in a broad and colloquial sense (as in, unique value created and distributed), though Google\u2019s patented version of the term<\/a> is also useful (i.e. extra value a document adds beyond what a user has already consumed). LLMs appear, at least according to some early research<\/a>, to prioritize trustworthy and unique data, especially in relation to top-of-the-funnel queries. <\/p>\n\n\n\n

As an aside (for another newsletter), this type of data is also readily distributable via authoritative publications, which are<\/a> also cited with more frequency<\/a> than small company blogs. So lots of bang for your buck in creating new data points. <\/p>\n\n\n\n

Winning visibility, therefore, is less about how elegantly you remix consensus and more about how bravely you create something the web (and more particularly, your target audience) hasn\u2019t seen<\/em>. Enter proprietary data.<\/p>\n\n\n\n

(Side note: every time I link to a company\u2019s original research in this essay, I get a mini-dopamine kick as I get to reinforce the idea that this stuff is effective and people like to cite it). <\/em><\/p>\n\n\n\n

Why Proprietary Data Beats Platitudes<\/strong><\/h2>\n\n\n\n
    \n
  1. It\u2019s\u00a0<\/strong>Hard to Fake<\/strong><\/a>.<\/strong>\u00a0Anyone can echo mantras; only Ahrefs (and perhaps a handful of their competitors) can analyze one million SERPs overnight. As of yet, AI can\u2019t make up new data from thin air (though it\u00a0will try and try<\/a>, repeatedly, and to our collective detriment).\u00a0<\/li>\n\n\n\n
  2. It compounds authority.<\/strong>\u00a0Every citation, backlink, and quote snowballs brand equity, raising your click-through rates in classic search and your presence in zero-click answers.<\/li>\n\n\n\n
  3. It powers endless repurposing.<\/strong>\u00a0One dataset seeds blog posts, LinkedIn carousels, podcast talking points, webinars, social content, and sales decks.<\/li>\n\n\n\n
  4. It often aligns with product value or brand point of view.<\/strong>\u00a0The closer the dataset lives to your core platform or offering, the clearer the bridge from insight to signup.<\/li>\n<\/ol>\n\n\n\n

    The Five Data Assets You Can Build Next Quarter<\/strong><\/h2>\n\n\n\n

    Below is the field guide we teach at Omniscient. Pick whichever suits your resources and risk tolerance.<\/p>\n\n\n\n

    Obviously this is not exhaustive, nor is it a scientifically ordained set of research categories. But I\u2019ve found it incredibly useful in teaching teams and getting them excited about what sorts of data they can bring to the world. <\/p>\n\n\n\n

    Asset Type<\/th>Source<\/th>Speed<\/strong><\/th>PR\u00a0Potential<\/strong><\/th>Product\u00a0Tie-in<\/strong><\/th><\/tr><\/thead>
    1. First-Party Data<\/strong><\/td>Product logs<\/td>Medium<\/td>\u2605\u2605\u2605\u2605\u2606<\/td>Inherent<\/td><\/tr>
    2. Market Survey<\/strong><\/td>Panel \/ users<\/td>Medium<\/td>\u2605\u2605\u2605\u2605\u2606<\/td>Narrative<\/td><\/tr>
    3. Micro \/ Case Study<\/strong><\/td>Your own experiment<\/td>Fast<\/td>\u2605\u2605\u2606\u2606\u2606<\/td>Anecdotal<\/td><\/tr>
    4. Data Aggregation<\/strong><\/td>Public datasets<\/td>Fast<\/td>\u2605\u2605\u2605\u2606\u2606<\/td>Thematic<\/td><\/tr>
    5. Product-Led Experience<\/strong><\/td>UGC \/ Freemium<\/td>Slow<\/td>\u2605\u2605\u2606\u2606\u2606<\/td>Direct<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n

    <\/p>\n\n\n\n

    1. First-Party Data<\/strong><\/h3>\n\n\n\n

    Ahrefs mined its backlink index to show<\/a> links still correlate with rankings. The post itself earned\u2014wait for it\u2014hundreds of backlinks. Meta.<\/p>\n\n\n\n

    Starter question:<\/strong> What behavior do users perform inside our platform every day, or what do we have unique first party access to, that would answer business questions of our prospects or be interesting to the market?<\/em><\/p>\n\n\n\n

    2. Market Survey<\/strong><\/h3>\n\n\n\n

    Jasper polled 500+ marketing leaders<\/a> on AI content adoption. They\u2019ve done this annually starting in 2023, owning the narrative, but also driving leads, traffic, and links. <\/p>\n\n\n\n

    Starter question:<\/strong> Which hot-button topic in our industry keeps our buyers awake, yet no credible numbers exist?<\/em><\/p>\n\n\n\n

    3. Micro Study<\/strong><\/h3>\n\n\n\n

    LawnStarter founders documented a month of biphasic sleep (the post has since been deleted). The Guardian picked it up<\/a>, among other publications and interviews. N=1 doesn\u2019t guarantee prestige, but quirk plus velocity can often pick up substantial interest. <\/p>\n\n\n\n

    Starter question:<\/strong> What unconventional test can we run this week that either delights or horrifies our industry?<\/em><\/p>\n\n\n\n

    I have to also recall here one of my favorite examples of this from The Hustle<\/a>, where they experimented with 30 days of LSD micro-dosing as purchased from the Dark Web. <\/p>\n\n\n\n

    4. Data Aggregation<\/strong><\/h3>\n\n\n\n

    Kevin Indig synthesized 19 studies on Google\u2019s AI Overviews<\/a> into a comprehensive review of their impact of performance and click-through-rates. Meta-analyses are incredibly useful, especially in high variance topics (think: nutrition and fitness). They\u2019re also somewhat easier to produce, as the data already exists, it’s just up to you to synthesize it and derive aggregate insights. <\/p>\n\n\n\n

    Starter question:<\/strong> Can we be the librarian who catalogs scattered data into a definitive reference?<\/em><\/p>\n\n\n\n

    5. Product-Led Experiences<\/strong><\/h3>\n\n\n\n

    This is a bit different from the other categories, but I lump it under the objective of \u201ccreating unique value,\u201d and that value is often data-driven in nature. For example, Zillow\u2019s whole programmatic SEO play<\/a>. Or Zapier\u2019s integrations pages ranking<\/a> for \u201c<App A> to <App B>.\u201d Each landing page is both utility (undermet user need) and SEO moat (with native product tie-in). <\/p>\n\n\n\n

    We\u2019ve worked with clients on many such plays, involving integrations, user-generated content, templates, and freemium versions of their products with lots of search demand. <\/p>\n\n\n\n

    Starter question:<\/strong> Can we externalize a sliver of our platform\u2014calculator, template, benchmark explorer\u2014as a free mini-tool?<\/em><\/p>\n\n\n\n

    From Dataset to Dominance: The Distribution Playbook<\/strong><\/h2>\n\n\n\n

    Creating data assets is half the battle. Winning (and really leveraging all the work and costs that go into the work) requires determined amplification and repurposing. <\/p>\n\n\n\n

      \n
    1. SEO sprinkling<\/strong>\u00a0\u2013 Embed fresh stats in existing articles and new content to be published. Like himalayan sea salt, it really brings out the flavor in otherwise mundane or consensus topics.\u00a0<\/li>\n\n\n\n
    2. Digital PR<\/strong>\u00a0\u2013 Pitch journalists with exclusive angles (\u201cOnly 12 % of CMOs trust AI copy unedited\u201d). Tools like\u00a0Stacker<\/a>\u00a0help break into legacy media.<\/li>\n\n\n\n
    3. Organic social<\/strong>\u00a0\u2013 Carve 10 graphics from the report; post a thread teasing one chart per day. Derive POVs and thought leadership from core takeaways. Post, post, post.\u00a0<\/li>\n\n\n\n
    4. IRL Assets<\/strong>\u00a0\u2013 Print pocket-sized executive summaries; hand them out at trade-show booths. Print out books even (I saw LinkedIn do it at a recent meetup in NYC). Physical \/ print media FTW.\u00a0<\/li>\n\n\n\n
    5. Sales Enablement<\/strong>\u00a0\u2013 Arm BDRs with one-pager infographics or documents. \u201cAccording to our 3,000-site audit\u2026..\u201d<\/li>\n\n\n\n
    6. LLM Seeding<\/strong>\u00a0\u2013 Host key findings in crawlable HTML, not just a PDF. AKA, open up those gated reports.<\/li>\n<\/ol>\n\n\n\n

      Many more ways to repurpose if you really get creative (not to mention the easy ones like paid marketing  \/ remarketing campaigns on LinkedIn). <\/p>\n\n\n\n

      How to Launch Your First (or Next) Data Play in 90 Days<\/strong><\/h2>\n\n\n\n
        \n
      1. Inventory<\/strong>\u00a0\u2013 Meet product, data, and CS teams. Take inventory of data available, business questions, customer pain points, and general curiosities.<\/li>\n\n\n\n
      2. Choose the Juiciest Question<\/strong>\u00a0\u2013 One whose answer changes behavior (and ideally backs into your product utility or brand point of view).<\/li>\n\n\n\n
      3. Scope Small to Start<\/strong>\u00a0\u2013 I\u2019ve let unwieldy projects through due to unbridled ambition, but I\u2019ve found it\u2019s best to build the muscle with smaller scale projects and then scale up.<\/li>\n\n\n\n
      4. Ship Minimum-Viable Study<\/strong>\u00a0\u2013 Clean basics: methodology, sample size, anonymization, a handful of key charts and insights. Narrative woven through the central asset (typically whitepaper or blog post) to extract and showcase top level findings.\u00a0<\/li>\n\n\n\n
      5. Plan a Distribution Week<\/strong>\u00a0\u2013 Outreach list, five social assets, email blast, two partner webinars.<\/li>\n\n\n\n
      6. Measure & Iterate<\/strong>\u00a0\u2013 Track backlinks, mentions, signups, but also qualitative buzz. Double down on what resonates.<\/li>\n<\/ol>\n\n\n\n

        And then do more of it. Learn, iterate, improve. It\u2019s always a bit of guesswork to calibrate market demand with publisher demand with audience demand with your product with what data you can actually collect and surface, so while it helps to identify some of these audience questions up front, sometimes you strike gold and your report picks up surprising amounts of interest and natural tailwinds. <\/p>\n\n\n\n

        In an AI-flattened landscape, proprietary data is a way to stand out, create unique value, and leverage that value throughout most if not all of your other GTM efforts. It\u2019s the raw ore that algorithms can\u2019t conjure (with integrity), the narrative oxygen that journalists crave, and the conversion jet fuel your funnel secretly desires.<\/p>\n\n\n\n

        Go make something worth citing and sharing.<\/p>\n\n\n\n

        Want more insights like this?\u00a0Subscribe to Field Notes<\/a><\/a><\/p>\n\n\n\n

        <\/p>\n","protected":false},"excerpt":{"rendered":"

        For at least the past decade, B2B marketers grew accustomed…<\/p>\n","protected":false},"author":3,"featured_media":6701,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"content-type":"","footnotes":""},"categories":[184,25],"tags":[],"wf_post_folders":[],"class_list":{"0":"post-6002","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-field-notes","8":"category-seo"},"yoast_head":"\nData-Driven Content - Omniscient Digital<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/beomniscient.com\/blog\/data-driven-content\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Data-Driven Content\" \/>\n<meta property=\"og:description\" content=\"For at least the past decade, B2B marketers grew accustomed to creating content that I\u2019ve politely called \u201cSEO book reports.\u201d Stitch together\" \/>\n<meta property=\"og:url\" content=\"https:\/\/beomniscient.com\/blog\/data-driven-content\/\" \/>\n<meta property=\"og:site_name\" content=\"Omniscient Digital\" \/>\n<meta property=\"article:published_time\" content=\"2025-06-19T19:50:45+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2026-03-18T19:33:12+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/beomniscient.com\/wp-content\/uploads\/Field-Notes-130.png\" \/>\n\t<meta property=\"og:image:width\" content=\"1536\" \/>\n\t<meta property=\"og:image:height\" content=\"864\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"Alex Birkett\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@beomniscient_\" \/>\n<meta name=\"twitter:site\" content=\"@beomniscient_\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Alex Birkett\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"7 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/beomniscient.com\\\/blog\\\/data-driven-content\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/beomniscient.com\\\/blog\\\/data-driven-content\\\/\"},\"author\":{\"name\":\"Alex Birkett\",\"@id\":\"https:\\\/\\\/beomniscient.com\\\/#\\\/schema\\\/person\\\/163f626994fa8a754f56bc9bdf747249\"},\"headline\":\"Data-Driven Content\",\"datePublished\":\"2025-06-19T19:50:45+00:00\",\"dateModified\":\"2026-03-18T19:33:12+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/beomniscient.com\\\/blog\\\/data-driven-content\\\/\"},\"wordCount\":1526,\"publisher\":{\"@id\":\"https:\\\/\\\/beomniscient.com\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/beomniscient.com\\\/blog\\\/data-driven-content\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/beomniscient.com\\\/wp-content\\\/uploads\\\/Field-Notes-130.png\",\"articleSection\":[\"Field Notes\",\"SEO\"],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/beomniscient.com\\\/blog\\\/data-driven-content\\\/\",\"url\":\"https:\\\/\\\/beomniscient.com\\\/blog\\\/data-driven-content\\\/\",\"name\":\"Data-Driven Content - 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