In the process of Marketing, B2B marketers know there is no shortage of data; Quite the contrary! But knowing how to sort these data to use them in a new and innovative way in order to connect to your target audience is another story.
Companies estimate that they only analyze 12% of the data available to them. The result? 98% of the data is dropped. Yet some of these data are valuable. This is why disruptive marketers capture this otherwise rejected information and use it for totally different purposes: content marketing. But how do they do it effectively?
Data Driven Storytelling For Marketing
The Harvard Business Review predicts that data-driven storytelling is a next big trend in content marketing. Today, brands are seen much more differently than they were in previous decades. They are not only advertisers, they are also publishers who provide large amounts of content through web-based editorial, podcasts, and other branded content. The goal? Maintain their brands and values in the eyes of clients, to raise their awareness and familiarize them. They want to attract attention and keep it, of course.
Data-driven storytelling is based on the increasing availability of data sets to be analyzed to discover new angles of stories. But where to start?
First steps in Barnd Marketing
As with any story, for starters, you need an idea. Are you short on it? Ask yourself this question to begin: what are the demands, the needs of your audience? Even if your competitors have addressed this topic in the past, it is the data that will bring the subject back to life. Which brings us to our next step: the search for data.
Look for internal and external data that confirms or refutes your angle. Once you find critical information, focus on one or two major statistics. But above all, do not forget to use the “human element” of narration. People pay attention to stories, integrate them into your content strategy, be it a blog post, podcast, infographic or other.
4 Case Studies
1. Allstate: Creating commitment through data
Allstate put data at the heart of its content strategy to raise awareness. For example, the company offers information and graphics based on the data on its blog frequently. Recently, he published a funny computer graphic that exploits the data, titled “What is your car buyer personality? ”
This computer graphics is based on data points to diagnose the “personality of purchase” of the reader. Allstate frequently publishes content that uses this strategy, leveraging internal data sources and ordered to generate content.
2. Intuit: amazing readers
Intuit is another good example of data-driven storytelling. The company uses data-rich statistics as part of its marketing strategy for TurboTax. On his blog, Intuit uses data to capture the attention of his audience and share surprising information. For example, a computer graphic that compared Millennials’ financial habits versus Generation X to reveal unexpected data points … For example, even though the Millennials have statistically less debt than their Generation X counterparts, they are more Concerned about it.
3. Jawbone – a view behind the data veil
Jawbone sells fitness trackers that capture all types of data, ranging from hours of sleep to physical activity going through what people eat, including. The company relies on these data to tell interesting stories, such as what users eat and drink on Valentine’s Day.
This recent blog post revealed that the Jawbone community recorded a 124% increase in wine consumption and a 529% increase in champagne consumption on Valentine’s Day. The community also consumes 71% more pizzas and drinks 60% more beer that day. Women eat 3% less garlic on Valentine’s Day; The men themselves, eat 37% more … Why not! Sharing information about how your audience compares to others is a great way to capture interest and generate commitment.
4. Kickstarter – celebrating success
Kickstarter is a company that helps artists, musicians, filmmakers, designers and other creative people to generate the resources they need to get their ideas into reality. It uses data points to share and inspire Kickstarter readers.
For example, the article ” Cool Stats on the Cooler Cooler ” highlights a Kickstarter project that was below its $ 125,000 target. However, the project was redesigned and eight months and $ 13.3 million later it appeared as one of the most funded Kickstarter projects of all time. The site uses data to tell stories and inspires others to continue and move forward with their creative ambitions.
Data and Content Marketing: Some Tips for Success
Use internal data. Today’s businesses have access to more data than ever before. But many keep this data closely and use it for internal decision-making only. Use your own data to provide value and attract the attention of your target market.
Highlight data points using visuals. The human brain is sensitive to visuals. John Medina, the author of BrainRules, said: “We are amazing when it comes to memorizing pictures. Hear one piece of information, and three days later, you’ll remember 10%. Add an image (relevant) and you will remember it at 65%. ”
In addition, online content with relevant images gets 94% more views than content without visuals. This is too big a benefit to be ignored. Make your data more powerful by using infographics and images, as they work.
Do not forget to make the image meaningful. As the Nielsen Norman Group’s eye tracking study shows, users, pay attention to information images that are relevant to the task at hand but ignore purely decorative images that do not add content real.
Opt for anti-intuitive data points. The most compelling stories include an angle that is counter-intuitive as it captures attention much faster. Sort your data so as to find contradictions against common beliefs, which can then be used to educate and surprise your audience. (Check your data to make sure it is defensible.)
Look for trends. Examine multiple sources of data, both internal and external, to find trends.Then use these trends in content elements, such as blog posts, computer graphics, or reports.
The winning formula
There is no shortage of data, but the collection of these data points is only part of the equation. You then have to integrate them into stories that really resonate with our target markets. You must take the time to develop a really powerful narrative. When you master this, customers will feel more connected to your brand, which will result in higher levels of engagement and more authentic interactions.
Does your company use the data in its content marketing efforts? Has it seized the opportunities offered by data-driven marketing? If this is not yet the case, it might be time to apprehend the benefits of Big Data in a 100% marketing perspective.