Use data to tell stories that communicate complex information to a broad audience

New Ideas in MarketingEssential news for marketers, summarised by YouGov
October 26, 2022, 3:50 PM GMT+0

Leveraging data visualisation and analytical narratives can help explain complicated information to readers. 

Data stories rely on a compilation of data rather than a single expert’s opinion making them more engaging than opinion or polemic pieces. Crafting a data story requires research to identify timely, evergreen topics that are interesting and long-lasting, using tools like Google Trends and SEMRush.

Once story ideas are collected, content creators should formulate a hypothesis that helps expand on the main points, data, and opinions. They should then create a questionnaire that will prove or disprove the hypothesis and provide insights and context around the topic. 

After analysing the collected data, they should develop charts and graphs to visualise the information. Visualisation can provide insights in a compelling and easy manner for the readers.

Content creators can also use quotes from industry experts and company spokespersons to enhance the piece. Once published, the story should be promoted with a short email pitch that the PR team can send to reporters. 

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