Research is worth the time, even for a simple blog or short article. Backlinks and references give pieces authority and build trust with readers. And as lines blur between AI-generated and human-created pieces, well-sourced ideas and facts will set your work apart.
But research can be tough when there is just so much information available. Experts estimate 40x more bytes of data exist in the digital universe than stars in the observable sky. While this estimate includes a lot of data that writers can’t source for information (like private WhatsApp messages and Google searches), it gives a sense of the scale of data available today—more than the stars in the sky.
How can you find reliable sources amongst all the available information? I propose two methods: working backward from front-page search results or starting with scholarly databases. Try one or both to find trustworthy sources for your articles.
3 questions to ask before using a source
Digging deeper means nothing if we don’t know what we’re looking for. Before we get into finding reliable sources, we need to identify what makes a source good or not worth the eye strain of reading. Here are a few questions to consider to test if your source is a valid fount of information:
#1 How current is the information?
We typically look for sources published within the last five years. Timelines move even faster in the world of healthcare and clinical research, though, where results from one study published in 2021 may be irrelevant by 2023. Sources can be influenced by major events, too. For example, expert preparedness tips on infectious diseases will look different pre- to post-pandemic.
#2 Who wrote and published the information?
Consider the author’s credentials, relationship to the publishing institution, and motivation. If there isn’t an author, look at the publisher. Are they a recognized institution? What is their intent with the information—to sell, entertain, or inform?
Articles under “sponsored content” or “opinion editorial” are not necessarily a pass, but setting up the source within the article helps readers quickly identify potential bias (e.g., “According to pharmaceutical company X…”).
#3 Do they include references?
References are a reason to trust the authority of a piece. But what do they reference? Primary sources? Or other popular articles?
Method #1: Start with a simple search
Scrolling through the first page of search results (try Duck-Duck-Go for online privacy) can help build familiarity with a subject and find key terms for more detailed searches later. Front-page search results also can help inform the strategy of your piece by revealing how competitors are presenting similar topics. How can you write it differently? Better?
Clicking links within articles from your simple search can take you to more authoritative sources. Any key facts or figures the article cites will likely help your research, although sometimes you find that what the author cited doesn’t support their statement. This is a good opportunity to add value by not making the same (inaccurate) assumption and finding a different source.
Taking whole sentences or ideas from sources without citing them is plagiarism, so use front-page articles as a launch pad for your research and writing, not to supplant them.
Links to always click
Some companies and publications have more authority than others. I’d recommend reviewing material by the following types of companies, news sources, and authorities when you see them linked with your search:
- Consulting agencies like McKinsey and Deloitte
- Government websites, such as the U.S. Food & Drug Administration (FDA), U.S. Census Bureau, and the European Medicines Agency (EMA)
- Historically trusted news sources, such as The Economist, the BBC, and NPR
- Industry publications and trade journals, such as Lab Manager, Fierce Biotech, and the American Marketing Association
Method #2: Start with databases
Another way to find reliable sources is to search databases containing original research and peer-reviewed expert opinions. Although this will get you to authoritative sources faster, it will not produce the variety you might find through the first method. It’s best if you already know a subject in depth.
Here are some places to start if you choose to look for the high-hanging fruit:
- Google Scholar for access to scholarly research
- PubMed for life science and medical technology articles
- JSTOR for primary sources, like journals, maps, photographs, and even underground newspapers
- MNLINK for journals, articles, books, and more (for Minnesota residents)
Check with your local library for online search capacities like Academic Search Premier, Business Source Premier, and EBSCO MegaFILE.
Why cite a source
One of our Livingston Communication mottos is to write for “smart people who may not be experts.” The idea behind the saying is that we don’t have to overexplain technical topics for people to understand them. We start with the assumption that the readers are quick on the uptake (they are!) and then write with clarity and simplicity.
The motto also applies to citing a source through links or a reference section at the end of the piece. By citing research, we give smart readers (all readers) a chance to investigate a statement further and decide for themselves if it is worth trusting.
Citing sources builds additional value into your piece by helping readers interested in knowing more kickstart their own searches. Instead of opening a new tab to research a term they came across in your piece, they can simply click the link within the article or reference list and be whisked off to an authoritative source.
Articles brimming with well-sourced research increase the authority of your clients and add value to your readers. Informative and original content makes them more likely to return for more. It is well worth the extra effort.