how to create engaging data-driven stories
TRANSCRIPT
“Data-driven storytelling is poised to be the next big trend in content marketing.” October 2015.
“Data-enhanced storytelling is rapidly reshaping both content and advertising.” January, 2016.
Data Driven Stories• Engaging• Impactful visuals
• Evergreen resource• Attract higher links
SME Most Shared Content Last 6 Months
Content Marketing Institute
5 Core Data Driven Narratives
1. Trends.
2. Rank order or league tables.
3. Comparisons.
4. Relationships. Correlations and causation.
5. Surprising or counterintuitive data.
1. Trends
1. Trends
Twitter Fails To Grow Active Users
2. Comparisons
2. Comparisons
US Presidential Election
2. Comparisons
3. Rank Order Tables
3. Rank Order Tables
Content Marketing Example
3. Rank Order TablesTop Trigrams on Twitter & Facebook
4. Relationships
OPS -the percentage of time a player gets on base and the average number of bases a player reaches when they come to the plate
4. Relationships
4. Relationships
We found No Correlation between Total Shares and Referring Domain Links. Correlation was just:
0.021
5. Surprising Data
“America Imprisons More People Than Any Other Country”
5. Surprising Data
5 Core Data Driven Narratives
1. Trends.
2. Rank order or league tables.
3. Comparisons.
4. Relationships. Correlations and causation.
5. Surprising or counterintuitive data.
How to create engaging data-driven stories
Steve RaysonBuzzSumo
Alexandra Tachalova Digital Olympus
Even top digital marketing blogs rarely write data-driven stories.
#datastories
HubSpot Top content
List
List
Guide
Guide
List
How-to
How-to
List
Guide
Problogger.com Top content
How-to
Tips
How-to
Tips
How-to
How-to
How-to
How-to
List
Convienceandconvert.com Top content
List
Predictions
How-toResults of research
How-to
Trends
Trends
Lists
Lists
Because it takes more efforts
Why don’t they do that?
#datastories
Why should you do that?
You stand out, especially when you don’t have the name and recognition
Publicity: build your name for yourself, improve your image
#datastories
Search Ranking Factors 2015 by Moz.com
149 referring domains 85 – an AVR number of ref. domains per a post on Moz blog
Moz.com blog Top Authors
What works?
#datastories
A powerful hypothesis is based on:
Hot news
Well-known trends
about industry trends?
Where can I learn
#datastories
Quora
Industry Communities
BuzzSumo
#datastories
The magic of where to search, or how to uncover
hot news in a few min.
#datastories
Google Trends
#datastories
Industry news portal - SimilarWeb
#datastories
Without backlinks you can’t rank in Google.
You have a thesis:
#datastories
Collecting stats:
Primary data
Secondary data
Primary Data
Surveys
Interviews
#datastories
Tools to useto speed up the process
TypeForm
#datastories
PollFish
#datastories
Information that already exists in the web.
Secondary data:
#datastories
Statista.com
#datastories
The last developer has
broken my heart site…
#datastories
Go to Upwork.com and find a developer for low-cost rate.
#datastories
Analyzing datasets
#datastories
Analyzing datasets
Analyzing datasets
Hacks that will Increase Publicity
#datastories
Increasing publicity through involving:
Experts
Partners
#datastories
Partnerships: streamlined data collection
Connect with a company that has the dataShow value of publicity
Exchange publicity for data
Sounds too good to be true…
Downsides:
You don’t control the process
You will likely invest more than your parner They have other priorities
#datastories
99% of websites on the first pages of Google have more than 1k backlinks.
Data-supported thesis:
#datastories
You know where to publish it – now save time.
Structuring your content
#datastories
Short QuizSelect one of
statements (A or B) on each slide and share your answer
in the chat box
#datastories
50% of companies that use social media don’t know how to measure the effectiveness.
50% of companies increased their budgets on
Social Media in 2016.
A
B
70% of marketers lack a consistent or integrated approach to their work.
70% of marketers have a content strategy.
A
B
45% of marketers will increase their content
marketing budgets in 2016.
45% of marketers don’t have a documented
content marketing strategy.
A
B
Why do negative stories work better than others?
#datastories
Eye-tracking research
#datastories
Marc Trussler Eric Soroka
http://www.bbc.com/future/story/20140728-why-is-all-the-news-bad
The results of this study prove that people tend to select negative news.
#datastories
Check your style:
Academic or informal?
Entertaining or dry?
Short or long?
#datastories
Structure:
Title and sub-titlesIntro?Lists?Pictures (design)
bit.ly/alex-linkedin
@AlexTachalova
Facebook.com/alexandra.tachalova
Alextachalova.com / DigitalOlympus.net
Thank you!
#datastories