Content marketers need to be good storytellers with data. A few best practices can help you: First, develop the story you want to tell by imagining the outcome you want. Center your research on that goal. Let your marketing bias shape your research, but make sure you are accurately reflecting your data set. Look for interesting patterns and find an angle that will be surprising to readers. Once you know your story, select the right format to tell it (white papers, infographics, blog posts, and simple graphics are effective). Before presenting your analysis, articulate your key message and highlight one or two surprising, memorable numbers. Strike a balance between text and visuals and use human examples to translate numbers into a relatable story. Finally, conclude your analysis with recommendations or insights to clarify the relevance of your research to your readers.
Adapted from "How Content Marketers Can Tell Better Stories with Data," by Alexandra Samuel
