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THE CO N T E NT M A R K E TER’S GUIDE TO DATA STORYTELLING
2 EVERYONE LOVES A GOOD STORY. GOOD CONTENT MARKETING TELLS A GOOD STORY, AND DATA IS ONE OF THE BEST TOOLS TO HELP YOU TELL THESE STORIES. But getting your hands on good data, understanding insights, and turning that data into a powerful piece of content isn’t easy. Why? Because teams don’t always see that they’re perfect for each other. Data analysts are dancing in data all day, but content marketers are sometimes too shy to approach. Either they’re too intimidated to make the ﬁrst move, or they have no idea how to get their analysts’ attention. And so, content marketers and analysts go about their day, worlds apart, while good data that could make great stories goes to waste. But no more, wallﬂowers! It’s time to step up and start building a life of data stories together. GOOD NEWS: WE’LL HELP YOU. 8 0 65 0- 3 9 6 X 6 3 7 4 29 5 5 8 1 5 + 7
3 CH 01 DATA + STORYTELLING = LOVE “You may have heard the world is made up of atoms and molecules, but it’s really made up of stories. When you sit with an individual that’s been here, you can give quantitative data a qualitative overlay.” — WILLIAM TURNER, ARTIST
4 WHY USE DATA AT ALL? Data is more than pretty numbers and visualizations; it is powerful source material. Everyone is trying to capture their audience with compelling content: stories that provide value, insight, and meaning. Using data effectively gives you a huge advantage over your competitors because it enables you to tell stories that are: EXCLUSIVE UNIQUE OBJECTIVE Using your original data gives your Your data can shed light on Solid data offers objective proof, audience access to content no one previously unexplored subjects, which bolsters your credibility and else has—a huge plus for telling a producing fascinating insights that builds trust with your audience. good story. you and others can build on. Sharing these stories in your data educates your industry, helping you demonstrate your expertise and lead conversations, not just join them.
5 Audiences crave data stories. Through data visualization, information is communicated with more impact, increasing: APPEAL COMPREHENSION RETENTION It’s difficult not to get sucked into People want data, but they don’t Data ﬁlls in the gaps of your story, a good story. It’s more difficult to always have the time or skills to anchoring it to fact, ultimately ignore good data. Throw in a interpret complicated data sets. making your story and its key visually compelling presentation, Providing context and shaping a points easier to recall. and it’s downright delectable. narrative makes information easier to understand. BUT YOU KNOW ALL THIS ALREADY, RIGHT? WHAT YOU DON’T KNOW IS HOW TO GET THAT DATA INTO YOUR STORIES.
6 FOR CONTENT MARKETERS, DATA IS THE SECRET WEAPON TO GREAT CONTENT, AND IT IS MORE ACCESSIBLE THAN EVER. ACCORDING TO THE TERADATA 2015 GLOBAL DATA-DRIVEN MARKETING SURVEY: 87% 43% Percentage of 32% 46% Percentage of marketers who marketers who consider data the say they control most underutilized their companies’ asset in marketing customer data: organizations: 2013 2014 2013 2014
7 CH 02 THE DATA-ING GAME So, how do you get that data and put it to work for you? It starts with your data analysts. They have the data; it’s up to you to approach them. DATA MIXER
8 But that’s not always easy when marketers and analysts seem worlds apart. Marketing teams are focused on their day-to-day duties. Analysts are digging into numbers. Both are in their own worlds.
9 They’re in different meetings; they have isolated processes—they don’t even speak the same language.
10 Content marketers are looking for stories to tell but have nothing in front of them. Analysts are too focused on the data that inﬂuences business strategy—not thinking about how that data might be editorialized to share with a larger audience. ?
11 And on the rare occasions that data does get passed on, content marketers often don’t know what to do with it.
12 “Despite compelling reasons for the importance of stories, most quantitative analysts are not very good at creating or telling them. The implications of this are profound—it means that analytical initiatives don’t have the impact on decisions and actions that they should. It means that time and money spent on acquiring and managing data and analyzing it are effectively wasted.” —TOM DAVENPORT, DELOITTE ANALYTICS SENIOR ADVISOR
13 It doesn’t have to be this way. Analysts can give content marketers’ stories substance and, in turn, content marketers can transform analysts’ data into powerful, persuasive communication. TOGETHER, THEY CAN MAKE SWEET STORIES FROM SOLID DATA.
14 CH 03 HOW TO FIND YOUR DATA MATCH So, how do you take the best qualities of each department to create the perfect relationship? It’s not as difficult as you think. “Let’s do this.”
15 STEP 1 DE ST R OY TH E “US VS . TH EM” MENTA LITY. A sense of competition can exist between people in specialized quantitative and qualitative roles. But it shouldn’t. Schedule a sit-down with your teams to have a happy meet and greet. (You can even bring treats!)
16 STEP 2 G ET ON TH E SAME PAGE. Most frustration and inefficiency comes from not knowing what another team is aiming to do; however, an analyst’s output is fuel for the marketing engine. Realize your common goal by answering these questions: What’s your organization’s main goal? What are data analysts doing to help reach that goal? What are content marketers doing to help reach that goal?
17 STEP 3 E DUCATE YOUR AN ALYST. Analysts can only give you the right data if they know what to look for. Have a conversation with your analyst about what subjects would be interesting to explore: Your industry? Customer behavior? Products/services? Analysts often try to ﬁnd more complicated stories within the data, which is absolutely valid, but oftentimes straightforward and simple stories are best for a target audience.
18 STEP 4 E D U CAT E YOUR S ELF ON H OW TO USE AN ALYST STOR I ES. Data doesn’t have to be intimidating. Learning to identify things like outliers, trends, and correlations can help you become literate. Work with your analyst to get up to speed. You may want to set up a regular meeting to stay educated.
19 STEP 5 DE T E R M IN E A PR OCES S TH AT WORKS FOR B OTH TEAMS. Outline the clear ways you can regularly get your hands on data. You need the right type and amount of data to tell your story the right way. Keep in mind: AMOUNT OF DATA DATA FORMAT A single stat is too little, and a Discuss and agree on how the million cells are too much. A solid set data should ultimately be provides enough context to tell organized and delivered. your story without overwhelming the reader.
20 CH 04 TELLING YOUR DATA STORY Data alone doesn’t make the story. It needs a compelling presentation. FIND THE STORY IN THE DATA FIRST, THEN WORRY ABOUT PRESENTATION. USE DATA TO ANCHOR YOUR NARRATIVE. To be a good steward of storytelling, you It should both give the reader key points to need a strong understanding of what’s at retain and further your story along. By your story’s core and what the main points structuring your narrative for impact, you will be. Only then should you move onto the should be able to follow a hierarchy and bells and whistles. move away from any tendency to sound salesy or biased.
21 TELL IT LIKE IT IS. FOLLOW DATA VISUALIZATION BEST PRACTICES. To effectively communicate with your The fact that data is merely present is not target audience, don’t try to retroﬁt your enough for a good story. It needs to be data analysis to support a preconceived presented for maximum appeal and story. The data story should be comprehension. straightforward; insight pulled from data carries with it an implied responsibility to be upfront and honest.
22 REMEMBER: ALWAYS DOUBLE-CHECK YOUR DATA. If the data includes relationships between variables, be sure any analysis was performed accurately. Erroneous conclusions, if brought to light, can erode trust—which is difficult to remedy. Someone out there will always be looking to call you on sloppy analysis; don’t give them the opportunity. ALWAYS KEEP THE PRIMARY RULE OF DATA ANALYSIS IN MIND: GARBAGE IN = GARBAGE OUT
23 Download these free e-books for more on how to tell good data stories. DATA VISUALIZATION 101: HOW TO DESIGN CHARTS AND GRAPHS + DESIGN ED BY VISAGE IS A CR AZY- EASY TOOL FOR DESIGNING BEAUTIFUL DATA VISUALIZ ATIONS. EMPOWER YOUR TEAM TO CREATE BR ANDED VISUAL CONTENT EFFICIENTLY AND AT SCALE . V I S AG E .C O C O LU M N F I V E M E D I A .C O M 5 1 5 1 CA LIFORN I A AVE #23 0 I RVIN E, CA 9261 7 C o p y r i g h t ©2 0 1 5 V i s a g e . A l l r i g h t s r e s e r v e d .