How to create engaging data-driven stories

Steve RaysonBuzzSumo

Alexandra Tachalova Digital Olympus

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

#datastories

HubSpot Top content

List

List

Guide

Guide

List

How-to

How-to

List

Guide

Problogger.com Top content

How-to

Tips

How-to

Tips

How-to

How-to

How-to

How-to

List

Convienceandconvert.com Top content

List

Predictions

How-toResults of research

How-to

Trends

Trends

Lists

Lists

Because it takes more efforts

Why don’t they do that?

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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

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Search Ranking Factors 2015 by Moz.com

149 referring domains 85 – an AVR number of ref. domains per a post on Moz blog

Moz.com blog Top Authors

What works?

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A powerful hypothesis is based on:

Hot news

Well-known trends

about industry trends?

Where can I learn

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Quora

Reddit

Industry Communities

BuzzSumo

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The magic of where to search, or how to uncover

hot news in a few min.

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Google Trends

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Industry news portal - SimilarWeb

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Without backlinks you can’t rank in Google.

You have a thesis:

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Collecting stats:

Primary data

Secondary data

Primary Data

Surveys

Interviews

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Tools to useto speed up the process

TypeForm

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PollFish

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Information that already exists in the web.

Secondary data:

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Statista.com

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The last developer has

broken my heart site…

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

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Analyzing datasets

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Analyzing datasets

Analyzing datasets

Hacks that will Increase Publicity

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Increasing publicity through involving:

Experts

Partners

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Partnerships: streamlined data collection

Connect with a company that has the dataShow value of publicity

Exchange publicity for data

Sounds too good to be true…

Downsides:

You don’t control the process

You will likely invest more than your parner They have other priorities

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99% of websites on the first pages of Google have more than 1k backlinks.

Data-supported thesis:

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You know where to publish it – now save time.

Structuring your content

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Short QuizSelect one of

statements (A or B) on each slide and share your answer

in the chat box

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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

70% of marketers lack a consistent or integrated approach to their work.

70% of marketers have a content strategy.

A

B

45% of marketers will increase their content

marketing budgets in 2016.

45% of marketers don’t have a documented

content marketing strategy.

A

B

Why do negative stories work better than others?

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Eye-tracking research

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Marc Trussler Eric Soroka

http://www.bbc.com/future/story/20140728-why-is-all-the-news-bad

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

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Check your style:

Academic or informal?

Entertaining or dry?

Short or long?

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Structure:

Title and sub-titlesIntro?Lists?Pictures (design)

bit.ly/alex-linkedin

@AlexTachalova

Facebook.com/alexandra.tachalova

alextachalova@gmail.com

Alextachalova.com / DigitalOlympus.net

Thank you!

#datastories