Where to Find Data for Your Storytelling Content


Where to Find Data for Your Storytelling Content

Would you want to take your content material advertising to the subsequent stage?

Using knowledge in your content material advertising is what is going to assist.

As the identify suggests, data-driven storytelling is creating tales based mostly on knowledge.

Why Use Data for Storytelling?

There are two closely interconnected causes right here:

  • Data makes tales extra reliable
  • Storytelling makes knowledge simpler to perceive and relate to.

In quick, that’s the right match proper there: Data helps affect how individuals understand a subject. Stories are how we assist numbers make sense.

A narrative helps entrepreneurs talk complicated concepts and speed up the decision-making course of for determination makers.

Data makes tales share-worthy and link-worthy.

With all of that in thoughts, data-driven storytelling may also help increase the efficiency of lots of your present advertising techniques:

  • Link constructing (nearly any type of knowledge is understood to appeal to hyperlinks, particularly if it’s packages as a narrative)
  • Viral advertising (knowledge instructed as a narrative drives individuals to uncover theories and ideas they’ve by no means considered beforehand, so they’re seemingly to share it round)
  • Sales (thanks to its capability to simplify and therefore speed up the choice making course of)

How to Create a Good Data-Driven Story

There are three key elements that make a great story:

  • It wants to be related
  • It wants to use good visuals
  • It wants to be clear and relatable

Now, add knowledge to that equation. 

As it sounds fairly imprecise, let’s take a look at one good instance of all of that performed completely ingeniously. Meet the “Examining Inequality” report from Bill & Melinda Gates Foundation. The report examines how individuals are truly born unequal, visualizing how for somebody born in a poor nation getting to a wholesome, high quality life requires overcoming “hurdle after hurdle after hurdle.”

Examining Inequality

The report makes use of publicly accessible knowledge to inform a narrative of a lady born within the Sahel, one of many poorest areas on the planet, and the way it takes it longer for her to obtain what individuals within the United States might take for granted.

The trick is, all of us knew that already however the best way this story is constructed makes it eye-opening. By the time we’re performed studying and searching on the visuals, we’re saying to ourselves, “This shouldn’t be like this!”

The report closes with one other convincing half: How the inspiration is making a distinction (and how one can assist as properly).

drive action with data

This is one other set of knowledge that makes an ideal conclusion and drives motion.

That’s precisely the aim of data-driven storytelling: Data brings up factors to base your story on, after which knowledge gives options to drive motion from the readers. This specific story accomplishes all the pieces, from driving conversions (donations) to attracting hyperlinks and shares.

Data-driven tales could be text-based and visual (or each because the above instance). They could be based mostly on private and non-private knowledge (or each as, once more, the above instance).

Let’s see if we will be taught create tales utilizing knowledge:

Use Public Data to Tell Stories

There is a ton of knowledge accessible publicly. Some instruments are free, a few of them are paid, however there’s a spread. Let’s take a look at the three most important instruments:


Google gives an enormous quantity of knowledge you need to use to re-package into stunning tales. Here are just a few concepts for you to get began:

  • Here are just a few nice ideas on utilizing Google Trends for writers: Some very actionable suggestions you’ll be able to implement whereas studying.
  • Here’s one other example of utilizing Google Trends to inform a narrative of a model throughout international lockdowns.
  • Here’s my very own guide on utilizing Google’s Autocomplete as the info supply.

There are a number of platforms that use Google to accumulate much more knowledge. SE Ranking presents a complicated key phrase suggestion tool that stories on rating fluctuations, visitors prices and associated traits. It is a superb supply of knowledge (albeit not free).

SE Ranking suggestion tool

Zoho Surveys

While the above instruments are free, Zoho presents a paid software permitting anybody to accumulate knowledge by surveying individuals.

Zoho Market Research Surveys presents just a few concentrating on choices permitting you to accumulate responses based mostly on an trade, age, gender, location and extra. 1000 responses value about $2000.

Zoho Market Research Surveys target audience

It just isn’t low cost, so that you want to have a transparent concept of the type of a narrative you’re shaping right here earlier than investing. There are many more market research tools you need to use to create tales that suit your area of interest and product.

GOV Resources

Government gives an abundance of freely accessible knowledge for you to repackage into convincing tales. You can discover numerous that knowledge utilizing Google and web site:GOV filter to drive Google to solely search official authorities sources:

Google GOV filter

You can even filter outcomes by publication date to see newer knowledge:

gov filter publication dates

Wikipedia is one other nice supply of each knowledge and inspiration. So I might extremely suggest monitoring an important Wikipedia pages in your class. Visualping may also help you try this simply, so that you by no means miss the latest updates or knowledge added to anyWikipedia web page (or pages).

Visualping wiki

Use Your Customers’ Data to Tell Stories

This is the info you personal (supplied your clients have granted you their permission to use that knowledge). It consists of:

This kind of knowledge could make perfect social proof, particularly case research illustrating your clients’ success tales along with your merchandise.

Nextiva is a superb instance of selling its contact center solutions through the use of its clients’ tales.

Nextiva customer stories

Apart from publicly accessible social proof, non-public data-driven tales make good materials for gross sales supplies that your crew can make the most of to shut gross sales. Visual case research make nice Tumblr content, Instagram posts and even Pinterest boards.


In quick, data-driven storytelling is greater than utilizing knowledge to create good visuals. It is about making knowledge clarify actual life.

Data could make any story extra convincing and shareable, in the event you use it properly. The tales are there not to beautify your knowledge, however to make it extra relatable and simpler to perceive. It might take various time brainstorming and researching earlier than you give you the correct knowledge and the correct story (in addition to the correct package deal). Good luck!