How to use statistics journalism on your content advertising

Content advertising is saturated: 60% of marketers submit at least one new publication in step with day. Between 2011 and 2016, the average variety of posts posted according to month, according to the company, expanded by 800%. However, the intermediate array of social stocks per post dropped by 89%, and the general engagement seems to have declined.

The purpose?

With the expanded availability of records, readers no longer have enough time (or willingness) to undergo every different put-up heading their direction. And here’s every other fact: they lack the motive to do so, as many brands create and distribute content overlaying an identical set of topics.

What Is Content Marketing?

The baseline principle of content advertising is to create much less content that drives greater behavior exchange in target audiences. You want to make compelling, precious, distinct content material to acquire that. Data journalism is an excellent manner of giving your content that unique tilt.

What is information journalism?

Every commercial enterprise hoards information – from client spending/surfing styles recorded within the CRM to a handwritten listing of a laugh customer support queries exchanged through your client offerings group.

These titbits may be used to create unique tales. Brands already rely upon information storytelling to generate higher advertising pitches. Data journalism, but shifts the emphasis on reportage, not income. You intend to find new facts and bundle those insights as ‘breaking information’ – something readers can not study elsewhere. Another gain? Conventional media can pick up your one-of-a-kind findings, generating a natural PR buzz around your logo. Want to start growing memories like a facts journalist? Follow the stairs underneath.

1. Determine your attitude

Initially, you can sense that no idea of your niche comes without an intensive insurance path. But your storyline shouldn’t be excellent, according to se. Your aim is to locate the right perspective for presenting the concern everyone discusses. There are some ways to discover a true story angle on your logo:

Seasonal/pop-tradition/enterprise traits. Spotify tested while Christmas temper critically begins to kick in around the world. The corporation summarised its findings in a brief infographic, showing that within the UK, customers’ feeds consist of at least 2% of Christmas tunes after the fifteenth of November, and Estonians begin getting festive as early as the twenty-sixth of October.

Tackle information asymmetry. Information asymmetry refers to an incapability to take in and process all of the incoming statistics at the rate and volume that it involves us. You can do all the cognitive heavy lifting in your audience and present them with a large bulk of statistics in a clear, succinct, yet deep manner. Data visualizations can help you achieve this even more. Take a study on how Lucidworks provides the complicated notion of ‘dark information in an interactive and clean-to-recognize way:

Individual context. Explain how your findings relate to or impact a man or woman (e.g.,  Your patron). The BBC regularly runs those kinds of tales, for example, assisting customers in discerning how proposed budget adjustments will affect them on a private stage.

Let the available public or proprietary information encourage you. Airbnb has an up-to-date map, visualizing various curiosities about their users’ journeying behavior. Whirlpool reports on their progress with the Care Counts initiative – a social program to increase students’ attendance costs by providing them with smooth garments. Every corporation has unique records to resurface and present to the arena. You just want to begin seeking out it inside the right places.

2. Find or put together your data

Scout the web for trending insights. The ONS, Amazon Public Data Sets, and Google Trends are good locations to begin. If you need to apply proprietary records, schedule information cleansing and launch the records consolidation technique to prepare your data for evaluation.

3. Shape your tale

Every exact story has a coherent structure. It can be chronological, i.e.,  Reporting the tale because it folds through time, or narrative or manner-based, i.e.,  Revolving around precise troubles and arguments. Data journalism isn’t simply lining up a group of stats. It’s about telling a story with the help of numbers and hard facts engagingly and persuasively.

Consider growing a set of assets primarily based on your records. You can create a series of weblog posts, sharing one perception at a time, or even create a dedicated multimedia portal to your undertaking, out of doors the corporate weblog. Consider using different mediums to communicate your findings – movies, data visualizations, quick social media snippets – to take advantage of the maximum cross-platform traction.

4. Publish and sell

Viral memories are orchestrated. Before hitting submit, reach out to reporters masking your area of interest and give them an exclusive sneak peek at your findings. Continue your outreach, put up booklets, and share your tale a further oomph with social media marketing. If you propose to make information journalism an imperative part of your content marketing method, consider using the Google News Publisher Centre. Once your internet site is widespread, it will appear in Google’s AMP carousel and make your memories more visible in search results.

Journalists had been gambling with information for years now. It’s an excessive time for manufacturers to publish original research and report memories that no one else can tell. Use your statistics to distinguish yourself from your competition, and boom, engagement around your emblem.


I have been working in the field of SEO and content marketing since 2014. I have worked with over 500 clients and more than 100 websites. I started blogging in 2012 and have now made my first steps into the world of freelancing. In my spare time, I like to read, cook or listen to music.