Peer-reviewed publications are the gold standard.

When the goal is to influ­ence oth­ers, peer-reviewed pub­li­ca­tions gen­er­al­ly pro­vide the great­est cred­i­bil­i­ty. Even for non-sci­en­tif­ic audi­ences that may not be inclined to read a sci­en­tif­ic pub­li­ca­tion, the fact that research has been peer-reviewed and pub­lished gen­er­ates con­fi­dence in the exper­tise of your orga­ni­za­tion or team.