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Saturday, January 28, 2023

5 Reasons You Must Pair Data and Storytelling

When was the final time you quoted a stat to another person? 

Most doubtless you’ve performed it within the final couple of days. I’ll wager it was straightforward to hold your hat on that quantity—it rolled off the tongue and made your argument extra plausible. That’s the facility of knowledge—it gives an anchor for info and it lends credence to the purpose you’re making. Plus, let’s be trustworthy, information makes the data really feel extra scientific, extra particular. 

In addition, information will help you to reveal authority, relevance, and differentiation to your viewers. But by itself, information is simply info—so the trick is in pairing it with narrative and a superb dose of “what it means for you.” 

Here are 5 causes that content material creators ought to pair information and storytelling to create content material that actually engages. 

Why Data-Driven Storytelling Makes for the Most Compelling Content

Data provides credibility

As I educate my grad college students, all of us use heuristics—or psychological shortcuts—to investigate the data in entrance of us. We choose its credibility, authority, relevance, and timeliness in a split-second. It’s as a result of we’re busy, not as a result of we’re lazy. That’s how the human mind is hard-wired. So showcasing clear indicators of belief is extremely vital to getting our viewers to purchase into the data we’re sharing. 

One story I inform in my keynote presentation on Data & Storytelling is about analysis performed by two Cornell researchers, which discovered that the inclusion of trivial graphs elevated the assumption in a (made up) remedy’s efficacy. It discovered that 97% of those that noticed the textual content and the graph stated they believed the drug labored, in contrast with 68% of the individuals who noticed solely the textual content. That’s about 150% as many individuals—simply due to the inclusion of a graph. (In truth: the graph didn’t even have any related info in it!)

We imagine info that features particular information factors as a result of they make the data really feel extra researched and reliable. That’s why utilizing reviews pushed by surveys, analyses, and/and even the synthesis of third-party analysis could be a highly effective spine to your content material advertising and marketing method. 

To this finish, my buddy Andy Crestodina and I introduced a complete webinar on the methods during which figuring out and researching the “lacking stat” in your business could be a unbelievable technique to drive leads, garner backlinks, and enhance your website positioning. Click beneath to observe.

Find Your Missing Stat

What your viewers is in search of is validation by way of the info—how are they doing in comparison with others? 

Data can differentiate your story

If you’ve watched the nightly information, you already know that information applications love to quote the newest analysis. Research that presents info—from the well being advantages of wine to the affect of sleep—from a special approach is fascinating to individuals. 

In each B2B and B2C industries, your viewers needs methods to know the world round them and the way it impacts their very own determination making. I typically discuss courting web site OKCupid’s unique analysis as an excellent instance of how a model has capitalized by itself information to debate what “regular” and “typical” behaviors are, in addition to tendencies. 


Another nice instance is Pinterest’s annual rising tendencies report, primarily based on customers’ search and saving behaviors on the web site. 

Pinterest Data Storytelling

Our shopper AARP Research is charged with uncovering the fascinating tales on how Americans over 50 interact with all the pieces from expertise to caregiving to scams—and in doing so, their analysis retains their model top-of-mind as a result of it generates press protection and social dialog. 

AARP Research

Data makes info relatable by offering anchors

Beyond figuring out typical behaviors or rising tendencies, information that helps the viewers benchmark towards their friends or business can be extraordinarily wanted. In truth, for those who have a look at the top-performing pages for a lot of data-driven web sites, you’ll typically discover benchmarks-related weblog posts and analysis amongst their high content material. 

For occasion, we see posts like “What is an efficient engagement fee on Instagram” and “2022 Social Media Industry Benchmark Report” among the many high 10 pages on our associates at RivalIQ’s weblog by natural search visitors.

What your viewers is in search of is validation by way of the info—how are they doing in comparison with others? 

Identifying the narrative round information makes info concrete

Understanding what questions have been answered and how conclusions have been drawn from analysis is efficacious on your viewers to know what issues to others. In different phrases, the construction and narrative of the analysis is one other alternative to reveal authority and specificity. 

Helping your viewers perceive nebulous subjects by asking concrete questions will help make sense of a squishy subject. 

For occasion, our associates at Content Marketing Institute and MarketingProfs publish annual reviews on the state of content material advertising and marketing which break down the efficiency of organizations by their very own perceptions of success. This helps the viewers perceive what (self-reported) excessive performing organizations do/don’t do as in comparison with low-performing organizations. And as a result of they accumulate and analyze the tendencies over time, this longitudinal info additionally helps entrepreneurs perceive the altering business 12 months over 12 months. 

Storytelling plus information makes info memorable

Here’s the factor: information is really useful for all the explanations we’ve mentioned above. But information alone is dry—and it isn’t at all times quoted again precisely. More than simply discovering numbers to incorporate in your content material, it’s vital to seek out compelling inquiries to ask, to offer the solutions with helpful information, and to make use of storytelling to make the data resonate together with your viewers.

Finding the “coronary heart” in your information will be one technique to make information extra memorable—assist your viewers perceive why it issues. Digging deep into the sticky questions will be one other technique to make information related. Ultimately, good information helps us make sense of the world for our audiences with a view to construct belief—by demonstrating emotional resonance, credibility, and relevance. 

Want to know extra about how we will help you inform compelling tales by way of data-backed content material? Be positive to take a look at our webinar, Find Your Missing Stat, and attain out to our crew.

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