Written by: Vickie Sullivan  |  September 10, 2026

Separate Fact from Fiction

With so much “research” out there, it’s tempting to take findings as gospel. This SmartBrief article is a great example of how to separate fact from fiction.

Using studies in content marketing is in response to Corporate America’s penchant for evidence-based solutions.  It’s an attempt to build proof of concept with other people’s analysis. The problem is that opinions linked to legit research can masquerade as facts. It’s rampant out there.

Thought leaders who separate opinions from real findings appear as someone with depth. It’s a great way to show off nuanced perspectives.

What makes the author’s technique work is that delicate dance to give a framework without getting into the weeds and losing attention. Check out the three questions they hold as a standard: easy to understand, more difficult to implement. This right here is the way to set up needs that buyers didn’t know they had.

In content marketing, using research to boost our perspective is reaching the point of oversaturation; many buyers don’t know what to believe. Thought leaders who drill down and separate status quo assumptions from real insights will stand out.

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Now read this:

Be a Thought Leader Without Original Research: Here’s How

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