Have you ever read an article online and thought, "Wow, this doesn't tell me anything new"? Or worse, have you ever written content and felt like you're just saying the same things as everyone else? If so, you're not alone. In the world of content creation, it's easy to fall into the trap of going wide instead of deep. But here's a secret: the best content comes from deep, thorough research - and today, using certain AI tools, that is easier than ever.
What Does "Depth not Width" Mean?
Imagine you're digging for buried treasure. You could dig lots of shallow holes all over the place (that's width), or you could pick one spot and dig really deep (that's depth). When it comes to content, going deep means diving into a topic and really understanding it, instead of just skimming the surface of many related ideas.
The Disney movie 'Holes' is a good analogy. Sigourney Weaver and Shia LaBeouf star in this 2003 production - well worth watching!
Why is Deep Research Important?
1. It makes your content unique: When you dig deep, you find nuggets of information that others miss. This makes your content stand out.
2. It builds trust: Readers can tell when you really know your stuff. Deep research shows you're an expert, which makes people trust what you say.
3. It provides real value: Instead of repeating what's already out there, you're giving readers new insights and information they can actually use.
4. It sparks new ideas: The more you learn about a topic, the more connections you can make. This leads to fresh, interesting content that people want to read.
How to Do Deep Research
Now that we know why deep research is important, let's talk about how to do it. Here are some practical techniques:
1. Start with the Basics, Then Go Further
Begin with a general search on your topic. Read the top articles that come up. But don't stop there! Use what you learn to ask more specific questions and dig deeper.
For example, if you're writing about healthy eating, don't just stop at "Eat more vegetables." Ask: Which vegetables are best? Why? How do different cooking methods affect their nutritional value?
2. Use Different Types of Sources
Don't just rely on other blog posts or news articles. Look for:
- Academic papers
- Books
- Podcasts
- Interviews with experts
- Government reports
- Original studies
These sources often have more in-depth information that hasn't been simplified for a general audience.
3. Follow the Trail
As you research, you'll come across names of experts, organizations, or studies. Don't just note them down - look them up! Often, these leads will take you to more detailed, specialized information.
4. Talk to Real People
Nothing beats talking to someone who really knows the topic. Try to interview an expert, or even just ask questions in online forums where experts hang out. You'll often get insights that you won't find in published content.
5. Look for Opposing Views
Don't just research one side of a topic. Look for different opinions or approaches. This gives you a more complete understanding and helps you create more balanced, thoughtful content.
6. Use the "Five Whys" Technique
For any piece of information you find, ask "Why?" Then ask "Why?" about the answer. Keep going until you've asked "Why?" five times. This helps you understand the root of the issue and uncover deeper insights.
7. Create a Mind Map
As you research, create a visual map of the information you're finding. Write down the main topic in the centre and draw lines out to sub-ideas that support the main topic. This can illustrate connections between different ideas, and identify areas where you need to dig deeper.
8. Set a Time Limit
It's easy to fall down a research rabbit hole. Set a time limit for your initial research phase. This will force you to focus on locating the most important information. If your time is precious, then no. 9 below will be a huge time-saver.
9. Use a GPT AI
If you are already familiar with ChatGPT, Perplexity or Claude, then you know to craft a careful prompt to get the best answers. However, make sure you are using all 3 with the same prompt as their answers will vary. One may find a fact that is not shown in the others, then using Claude 3.5 Sonnet with Artefacts turned on, you can prompt it to combine multiple sources of knowledge into one whole document.
Turning Deep Research into Great Content
Once you've done your deep research, you'll have a wealth of information. But how do you turn that into content that people want to read? Here are a few tips:
1. Focus on what's new or surprising: What did you learn that you didn't know before? What might surprise your readers?
2. Use specific examples: Instead of general statements, use the specific examples or case studies you found in your research.
3. Explain the "why" behind the "what": Don't just state facts. Explain why things work the way they do, based on what you've learned.
4. Make it relevant: Always tie your deep insights back to how they can help your reader.
5. Use visuals: If you've created a mind map or found interesting data, turn it into a graph or infographic to help explain complex ideas.
Remember, the goal of deep research isn't to cram every fact you've learned into your content. It's to understand the topic so well that you can explain it clearly and provide unique insights. Your readers will thank you for it!
By focusing on depth rather than width in your research, you'll create content that stands out, provides real value and keeps readers coming back for more.
If digging deep is not your thing, let us at Digital Advantage do the spade-work for you - digitaladvantage.me.
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