Statistics in content marketing? Isn’t the whole objective of content to not be boring?
That is true, but what if all of us told you that statistics actually have the power to make your content more engaging and compelling ? When you use them the right way, statistics can help you tell an even better story compared to you could with words by yourself.
Let’ h learn how…
- Statistics can make content more compelling and drive house your most important points.
- When utilizing statistics in your content, it’s a best practice to check your source and include this within your content.
- Statistics are even more engaging when they appear visually in infographics, pictures, or videos.
- You can use stats from your own company data to improve brand credibility.
Statistics in Articles Marketing: How to Do it Right
Make Content A lot more Compelling
We will kick things off with the most important reason to use statistics in your content: they make this more convincing . And when your content much more compelling, your readers may stay engaged.
Here’s what I mean:
Let’s say we’re referring to sea turtles (why not). Which of these is the majority of compelling to you?
Option A: Many sea turtles are at risk of going extinct.
Option B: Six of the seven sea turtle species are endangered with extinction due to human being impacts. ( Thanks a lot Oceanic Society . )
I feel a lot more compelled to learn about the sea turtle problem after reading through Option B. You can do exactly the same with your content no matter what topic you’re writing about. When you’re including statistics in your articles, be sure not to simply for the particular sake of having them. Rather, think strategically to use them where they can help your content create an impact.
Drive Home Important Points
Statistics can be a actually valuable tool for emphasizing the points that are most important for your readers to take away from your content.
We write a lot about content material marketing, and one of the details we try to communicate in lots of of our articles is the importance of search engine optimization (commonly referred to as SEO). I’m sure our visitors believe us when we tell them, but we want them to remember it. We want them to make a change after reading that point.
So to drive it home, we often include the figure that 93% of on-line experiences start with a search engine. That is a big number.
When readers see it framed that way (with a convincing statistic), they’re much more likely to create a note and get cracking on optimizing their content.
Check Your Source
Anybody can write something on the internet. When you’re using statistics, it’s important to check into your source when you are not familiar with them. If you’re a content writer, you won’t find it hard to spot an excellent website and click to ensure it’s a real-deal company or other reputable research source.
You also want to read through the precise content piece where you’re pulling the statistic and make sure it’s accurate and means what you think it will.
Which leads us to our next best exercise for using statistics within content marketing:
Give the Right Context
This one’s important because not giving the appropriate context can lessen the truthfulness of your content, even though you don’t intend to do it. In a nutshell, when you’re using stats in content marketing, don’t alter their context by any means to make them fit the storyplot you’re telling. If you have to consider, it’s not the right statistic to utilize.
For example , if you’re writing a story about how enough time people around the world spend on their particular phones, you might come across this statistic in your research:
The average American spends over 7 hours looking at a screen every day.
Accurate statistic, reliable source. Except this stat only describes people in the United States, and your write-up is about people around the world.
What you should not do is just pull out “American” and replace it with “person. ” It might not seem like a big deal, but it lessens the particular integrity of your writing and, if you make a habit of it, readers will catch upon at some point.
It only took me a few minutes to analyze a bit more and find a figure that better fits the content:
Global consumers are now spending typically 4. 2 hours per day using apps on their smartphones.
Now I have got a statistic along with context that I don’t have to improve.
Always The Source
This one might be a bit obvious, yet we’ll go ahead and say this: always include your source. Including statistics in your content with simply no source is worse compared to not including them in the first place. Such as we know, people can state anything on the internet. Make sure your readers know your statistics originate from a credible source.
Use Visual Statistics
Your visitors are only actually reading about 20% of the text within your content (it’s not a person, don’t worry — this particular goes for any webpage) before moving on. Visual content, however, gets 94% more sights than text-only content,
So remember when we told you statistics can make your articles more compelling? One of the ways they could do that best is by appearing visually.
Let’s think back to our example about the sea turtles. If the goal of our content is to make individuals understand the sea turtle endangerment problem, using an infographic is an excellent way to grab their interest with a visual, then use statistics to create a compelling information and drive my stage home.
Actually sea turtle activists should already know this, because they’ve gone ahead and made an awesome infographic already.
This infographic doesn’t just tell me statistics, it really paints a picture from the problem and gives me a wide range of information while keeping this easily digestible.
One of our sources from the example about time spent on mobile phones, Comparitech, also uses a excellent interactive visual to get readers thinking more about screen period. You can’t click it beneath, but on the original source webpage you can hover over each country to see read more about its average screen period.
Use Your Own Data, Too
Even if your company does not do a lot of formal research, most are data-driven in some capacities. When you can, use your own data to enhance your content and increase your brand credibility at the same time.
This might sound daunting, but it really doesn’t have to be. Does your video content get a lot more views than your normal text content? Calculate the number of, and use it when you write about video clip content. Are your emails getting way better conversion rate now that you’re using a brand new strategy for subject lines? Are the new open rate inside your blog article about it.
You can use statistics from your company’s experience to talk about how you’re succeeding and give great advice that can help others succeed, too.
Prepare yourself to Create Content that Changes
Do you know we have experienced writers who can produce content (yes, with statistics) for you each and every week to get a year (or more)?
The particular post Truth or Dare: How to Use Statistics in Your Content appeared first on Marketing Insider Group .