June 23, 2016
Use Data to Tell Better Stories in Your Content Marketing
Content
marketers need to be good storytellers with data. A few best practices
can help you: First, develop the story you want to tell by imagining the
outcome you want. Center your research on that goal. Let your marketing
bias shape your research, but make sure you are accurately reflecting
your data set. Look for interesting patterns and find an angle that will
be surprising to readers. Once you know your story, select the right
format to tell it (white papers, infographics, blog posts, and simple
graphics are effective). Before presenting your analysis, articulate
your key message and highlight one or two surprising, memorable numbers.
Strike a balance between text and visuals and use human examples to
translate numbers into a relatable story. Finally, conclude your
analysis with recommendations or insights to clarify the relevance of
your research to your readers.
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