How to use statistics journalism on your content advertising

Content advertising is saturated: 60% of marketers submit at least one new publish in step with day. Between 2011 and 2016, the average variety of posts posted according to month according to the company expanded by way of 800%. But the average variety of social stocks per post dropped with the aid of 89% and the general engagement seems to be on the decline.

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 a whole lot of brands create and distribute content overlaying the identical set of topics.

What Is Content Marketing?

The baseline principle of content advertising is to create much less content that drives greater behaviour exchange in target audiences. To acquire that, you want to put up compelling, precious and distinct content material. 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 by way of your client offerings group.

These tit-bits may be used to create unique tales. Brands already rely upon information storytelling to create higher advertising pitches. Data journalism, but, shifts the emphasis on reportage, not income. Your intention here is to find new facts and bundle those insights as ‘breaking information’ – something readers can not study someplace else. Another gain? Your one-of-a-kind findings can get picked up by way of conventional media, 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 on your niche comes without an intensive path of insurance. But your storyline shouldn’t be excellent, according to se. Your aim is to locate the right perspective for presenting the concern every person’s discussing. 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 their findings in a brief infographic, showing that within the UK, customers’ feeds consist of at least 2% of Christmas tunes after fifteenth November and Estonians begin getting festive as early as 26th 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 of the cognitive heavy liftings in your audience and present them with a large bulk of statistics in a clear, succinct, yet deep manner. Data visualisations can help you achieve this even higher. 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 or impact a man or woman (i.E. Your patron). The BBC regularly runs those kinds of tales, for example, assisting customers in discerning out how proposed budget adjustments will have an effect on them on a private stage.

Let the available public or proprietary information encourage you. Airbnb has an up to date map, visualising various curiosities about their users’ journeying behaviour. Whirlpool reports on their progress with the Care Counts initiative – a social programme aimed at increasing students’ attendance costs by using 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 good locations to begin are The ONS, Amazon Public Data Sets and Google Trends. 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 either be chronological i.E. Reporting the tale because it folds thru time, or narrative or manner-based totally 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 in your records. You can put up 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 the use of different mediums for communicating your findings – movies, data visualisations, quick social media snippets – to advantage the maximum traction cross-platform.

4. Publish and sell

Viral memories are orchestrated. Before hitting submit, reach out to reporters masking your area of interest, and provide them with an exclusive sneak-peek at your findings. Continue your outreach put up-booklet and give your tale a further oomph with social media marketing. If you propose to make information journalism an imperative part of your content marketing method, take into account making use of to Google News Publisher Centre. Once your internet site is widespread, it will show up in Google’s AMP carousel and make your memories greater visibility in search results.

Journalists had been gambling with information for years now. It’s an excessive time for manufacturers to seize up and start publishing original research and reporting memories that no one else can tell. Use your statistics to distinguish yourself out of 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.