The document discusses how data-driven stories can be used for effective content marketing. It provides examples of 5 core data-driven narrative types: trends, rankings, comparisons, relationships, and surprising data. The document also offers tips for finding and analyzing data sources, engaging audiences with negative or counterintuitive stories, and structuring data-driven content.

2. “Data-driven storytelling is
poised to be the next big trend
in content marketing.” October
2015.
“Data-enhanced storytelling is
rapidly reshaping both content
and advertising.” January, 2016.

3. Data Driven Stories
• Engaging
• Impactful visuals
• Evergreen resource
• Attract higher links

4. SME Most Shared Content Last 6 Months

5. Content Marketing Institute

6. 5 Core Data Driven Narratives
1. Trends.
2. Rank order or league tables.
3. Comparisons.
1. Relationships. Correlations and causation.
2. Surprising or counterintuitive data.

7. 1. Trends

8. 1. Trends
Twitter Fails To Grow Active Users

9. 2. Comparisons

10. 2. Comparisons
US Presidential Election

11. 2. Comparisons

12. 3. Rank Order Tables

13. 3. Rank Order Tables
Content Marketing Example

14. 3. Rank Order Tables
Top Trigrams on Twitter & Facebook

15. 4. Relationships
OPS -the percentage of time a player
gets on base and the average number
of bases a player reaches when they
come to the plate

16. 4. Relationships

17. 4. Relationships
We found No Correlation between Total Shares
and Referring Domain Links. Correlation was just:
0.021

18. 5. Surprising Data
“America Imprisons More People Than Any Other Country”

19. 5. Surprising Data

20. 5 Core Data Driven Narratives
1. Trends.
2. Rank order or league tables.
3. Comparisons.
1. Relationships. Correlations and causation.
2. Surprising or counterintuitive data.

21. Thank You
Steve Rayson
Director, BuzzSumo
steve@buzzsumo.com
@steverayson

22. How to create
engaging data-driven
stories
Steve Rayson
BuzzSumo
Alexandra Tachalova
Digital Olympus

23. Even top digital
marketing blogs rarely
write data-driven
stories.
#datastories

24. HubSpot Top content
List
List
Guide
Guide
List
How-to
How-to
List
Guide

25. Problogger.com Top content
How-to
Tips
How-to
Tips
How-to
How-to
How-to
How-to
List

26. Convienceandconvert.com
Top content
List
Predictions
How-to
Results of
research
How-to
Trends
Trends
Lists
Lists

27. Because it takes more efforts
Why don’t they do that?
#datastories

28. Why should you do that?
You stand out, especially when
you don’t have the name and
recognition
Publicity: build your name for
yourself, improve your image
#datastories

29. Search Ranking Factors 2015
by Moz.com
149 referring domains
85 – an AVR number of ref. domains per a post on Moz
blog

30. Moz.com blog Top Authors

31. What works?
#datastories

32. A powerful hypothesis is based on:
Hot news
Well-known trends

33. about industry trends?
Where can I learn
#datastories

34. Quora

35. Reddit

36. Industry Communities

37. BuzzSumo
#datastories

38. The magic of where to search,
or how to uncover hot news in
a few min.
#datastories

39. Google Trends
#datastories

40. Industry news portal - SimilarWeb
#datastories

41. Without backlinks you
can’t rank in Google.
You have a thesis:
#datastories

42. Collecting stats:
Primary data
Secondary data

43. Primary Data
Surveys
Interviews
#datastories

44. Tools to use
to speed up the process

45. TypeForm
#datastories

46. PollFish
#datastories

47. Information that
already exists in the
web.
Secondary data:
#datastories

48. Statista.com
#datastories

49. The last developer
has broken my
heart site…
#datastories

50. Go to Upwork.com and
find a developer for
low-cost rate.
#datastories

51. Analyzing datasets
#datastories

52. Analyzing datasets

53. Analyzing datasets

54. Hacks that will Increase
Publicity
#datastories

55. Increasing publicity through involving:
Experts
Partners
#datastories

56. Partnerships: streamlined data
collection
Connect with a company that has
the data
Show value of publicity
Exchange publicity for data

57. Sounds too good to be true…

58. Downsides:
You don’t control the process
You will likely invest more than
your parner
They have other priorities
#datastories

59. 99% of websites on the
first pages of Google
have more than 1k
backlinks.
Data-supported thesis:
#datastories

60. You know where to publish it
– now save time.
Structuring your content
#datastories

61. Short Quiz
Select one of
statements (A or B) on
each slide and share
your answer in the chat
box
#datastories

62. 50% of companies that use social
media don’t know how to
measure the effectiveness.
50% of companies increased
their budgets on Social Media
in 2016.
A
B

63. 70% of marketers lack a
consistent or integrated approach
to their work.
70% of marketers have a
content strategy.
A
B

64. 45% of marketers will increase
their content marketing budgets
in 2016.
45% of marketers don’t have a
documented content marketing
strategy.
A
B

65. Why do negative
stories work better
than others?
#datastories

66. Eye-tracking research
#datastories
Marc Trussler Eric Soroka
http://www.bbc.com/future/story/20140728-why-is-all-the-news-bad

67. The results of this
study prove that people
tend to select negative
news.
#datastories

68. Check your style:
Academic or informal?
Entertaining or dry?
Short or long?
#datastories

69. Structure:
Title and sub-titles
Intro?
Lists?
Pictures (design)

70. To the first 5 people who
email me.
Free 1-hour of consulting
#datastories
alextachalova@gmail.com

71. bit.ly/alex-linkedin
@AlexTachalova
Facebook.com/alexandra.tachalova
alextachalova@gmail.com
Alextachalova.com / DigitalOlympus.net
Thank you!
#datastories