Differentiating Primary and Secondary Sources: Strategies for Authenticating, Referencing, and Employing Sources in Content Creation
In the ever-evolving landscape of content marketing, the use of primary sources has become a game-changer. These original materials, directly created or collected by a brand, provide firsthand evidence or direct insights that can significantly enhance a brand's content strategy.
The SEMrush webinar 'SEO Predictions 2020 (Australia)' highlighted the thoughts and ideas from a panel of search marketers, based on the information they've absorbed, gathered, and tested over the years. This panel of experts underscores the importance of primary sources in content marketing.
Primary sources can be user-generated content (UGC) such as photos, videos, and posts created by customers featuring the brand’s products, interviews, surveys, case studies, or original videos produced by the company itself. A classic example of effectively using UGC is Apple’s "Shot On iPhone" campaign, which encourages iPhone users to post photos taken with their devices on social media using a branded hashtag, generating authentic, community-driven content that doubles as product endorsement and inspires trust.
To leverage primary sources effectively, marketers should focus on authenticity, interactivity, research and data, visual and multimedia formats, and cross-channel integration.
- Leverage Authenticity: User-generated content, like photos or testimonials, provides credible social proof that resonates with audiences because it comes from real users rather than the brand itself.
- Create Interactive Campaigns: Invite customers to participate actively (e.g., contests using branded hashtags) to amplify reach and engagement, as Apple did with its long-running social media campaign.
- Incorporate Research & Data: Use interviews, surveys, or original case studies as the foundation for blog posts, white papers, or infographics. This positions your brand as a thought leader with unique industry knowledge.
- Use Visual and Multimedia Formats: Videos and photos drawn from primary sources help communicate brand values more vividly and increase audience retention.
- Integrate Across Channels: Share primary content across blogs, social media, podcasts, and newsletters to maximize visibility and reinforce messaging cohesively.
When using primary sources, it's crucial to disclose the reason for the conversation and that information gleaned may be used in a published piece of content, and observe federal and state laws regarding electronic recording equipment.
In the content marketing niche, Ann Handley and her team at MarketingProfs analyze data and insights from primary sources to create their resources. This approach helps them authentically bolster thought leadership and win over new consumers by providing information that has depth beyond basic details or opinionated musings.
When using secondary sources, be mindful of copyright and usage laws regulated by the Federal Communications Commission (FCC). When citing secondary sources, track down the primary sources referenced in the analysis piece and link back to them when referring to the information.
The MarketingProfs online resource library includes a wealth of articles, courses, reports, infographics, podcasts, video tutorials, webinars, and more, all aimed at breaking down the latest happenings in content marketing. The Society of Professional Journalists recommends verifying information before releasing it, using original sources whenever possible, and identifying sources clearly.
In conclusion, primary sources in content marketing are original content pieces generated or collected by a brand or its users. Effectively using them involves harnessing their authenticity and uniqueness to engage audiences, build trust, and provide valuable, original insights across multiple platforms.
- By utilizing user-generated content, marketers can authentically bolster their thought leadership and win over new consumers by providing information that goes beyond basic details or opinionated musings, much like Ann Handley and her team at MarketingProfs.
- Effective primary source usage in content marketing not only helps to engage audiences and build trust, but it also offers the unique opportunity to position a brand as a thought leader with valuable, original insights, as shown in the MarketingProfs resource library.
