Using Data in Storytelling | Storytelling in Content Marketing (Part 3)
Get tips on using data to better tell your story in emails and social media.
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Hey there, Copywriting Storytellers!
“Tell me a story.”
That’s what my director used to tell me in my days as an auditor and accountant. My life consisted of spreadsheets and ensuring the numbers in the rows and columns checked out.
We used spreadsheets for data analytics and keeping track of our sample testing. It could be tedious at times, but the data was fundamental to being able to support our findings and what we wrote in our audit report.
My supervisors often talked about how we needed to “tell a story” with the data, which was the basic concept of our report-writing efforts.
Having data to support the storytelling in our content marketing is no different. Bad data or poorly supported findings hurt anyone’s credibility—from the veteran reporter to the newbie blogger.
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Here is what Elise Dopson, an entrepreneur and marketer, has to say on the matter:
“Once you’ve found the perfect way to tell your story, let your audience know you aren’t the only one who’s experienced it by explaining how other people (your customers) struggled with the same thing.”
She provides examples of how to do this including, using case studies, referencing industry statistics, and having influencers in your industry provide feedback.
For my blog, Run The Money, I put together an article on saving for retirement. I included the relevant data on how much someone at different age intervals needed to save or start saving to reach their retirement goals. I provided information from a credible source—J.P. Morgan—and updated it to reflect the most current data.
This one post provided data I could use to help educate my target audience and link to in other articles to support my writing.
How can you use data in your storytelling right now?
Use data in your social media storytelling. Prove your point with a third-party source or customer testimonial. Create a custom infographic or short presentation to share.
What’s your specialty? Speak with authority in an article on your website or a guest blog post. Share specific data that highlights key points and makes your story pop.
Be a guest. Go make the rounds on podcasts — or even in LinkedIn or X comments — and share your knowledge. Paint a picture with your stories and insert data points to resonate further.
Don’t be afraid to just start. That’s all you can do.
Begin, iterate, and get better.
Until next time… stay inspired…
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Case studies are great for telling your brand stories. Use the Case Study Storyteller to brainstorm your storytelling ideas in an organized way. No matter what product or service you’re offering — this template can help you understand how to position it for sale. It’s time to tell stories that sell with case studies.