5 Reasons You Must Pair Data and Storytelling

5 Reasons You Must Pair Data and Storytelling

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

Most doubtless you’ve executed it within the final couple of days. I’ll guess 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 offers an anchor for info and it lends credence to the purpose you’re making. Plus, let’s be sincere, knowledge makes the knowledge really feel extra scientific, extra particular. 

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

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

Why Data-Driven Storytelling Makes for the Most Compelling Content

Data provides credibility

As I train my grad college students, all of us use heuristics—or psychological shortcuts—to investigate the knowledge in entrance of us. We decide 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 alerts of belief is extremely vital to getting our viewers to purchase into the knowledge we’re sharing. 

One story I inform in my keynote presentation on Data & Storytelling is about research conducted by two Cornell researchers, which discovered that the inclusion of trivial graphs elevated the assumption in a (made up) treatment’s efficacy. It discovered that 97% of those that noticed the textual content and the graph mentioned 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 consider info that features particular knowledge factors as a result of they make the knowledge 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 strategy. 

To this finish, my buddy Andy Crestodina and I introduced an entire webinar on the methods through which figuring out and researching the “missing stat” in your business could be a improbable solution to drive leads, garner backlinks, and enhance your website positioning. Click under to look at.

Find Your Missing Stat

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

Data can differentiate your story

If you’ve watched the nightly information, you recognize that information applications like to cite the most recent analysis. Research that presents info—from the well being advantages of wine to the affect of sleep—from a unique approach is attention-grabbing to folks. 

In each B2B and B2C industries, your viewers desires methods to grasp the world round them and the way it impacts their very own resolution making. I typically discuss relationship web site OKCupid’s original research as a fantastic instance of how a model has capitalized by itself knowledge to debate what “normal” and “typical” behaviors are, in addition to tendencies. 

Okcupid data storytelling

Another nice instance is Pinterest’s annual emerging trends report, based mostly on customers’ search and saving behaviors on the web site. 

Pinterest Data Storytelling

Our consumer AARP Research is charged with uncovering the attention-grabbing tales on how Americans over 50 interact with every thing 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, knowledge that helps the viewers benchmark towards their friends or business can be extraordinarily wanted. In truth, in the event you take 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 prime content material. 

For occasion, we see posts like “What is a good engagement rate on Instagram” and “2022 Social Media Industry Benchmark Report” among the many prime 10 pages on our buddies at RivalIQ’s weblog by natural search visitors.

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

Identifying the narrative round knowledge makes info concrete

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

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

For occasion, our buddies at Content Marketing Institute and MarketingProfs publish annual reports on the state of content material advertising 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 acquire and analyze the tendencies over time, this longitudinal info additionally helps entrepreneurs perceive the altering business yr over yr. 

Storytelling plus knowledge makes info memorable

Here’s the factor: knowledge is really precious for all the explanations we’ve mentioned above. But knowledge alone is dry—and it isn’t all the time 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 supply the solutions with helpful knowledge, and to make use of storytelling to make the knowledge resonate together with your viewers.

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

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