How to create engaging data-driven stories
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How to create engaging data-driven stories Steve Rayson BuzzSumo Alexandra Tachalova Digital Olympus
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Transcript of How to create engaging data-driven stories
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?
#datastories
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
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?
#datastories
A powerful hypothesis is based on:
Hot news
Well-known trends
about industry trends?
Where can I learn
#datastories
Quora
Industry Communities
BuzzSumo
#datastories
The magic of where to search, or how to uncover
hot news in a few min.
#datastories
Google Trends
#datastories
Industry news portal - SimilarWeb
#datastories
Without backlinks you can’t rank in Google.
You have a thesis:
#datastories
Collecting stats:
Primary data
Secondary data
Primary Data
Surveys
Interviews
#datastories
Tools to useto speed up the process
TypeForm
#datastories
PollFish
#datastories
Information that already exists in the web.
Secondary data:
#datastories
Statista.com
#datastories
The last developer has
broken my heart site…
#datastories
Go to Upwork.com and find a developer for low-cost rate.
#datastories
Analyzing datasets
#datastories
Analyzing datasets
Analyzing datasets
Hacks that will Increase Publicity
#datastories
Increasing publicity through involving:
Experts
Partners
#datastories
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
#datastories
99% of websites on the first pages of Google have more than 1k backlinks.
Data-supported thesis:
#datastories
You know where to publish it – now save time.
Structuring your content
#datastories
Short QuizSelect one of
statements (A or B) on each slide and share your answer
in the chat box
#datastories
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?
#datastories
Eye-tracking research
#datastories
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.
#datastories
Check your style:
Academic or informal?
Entertaining or dry?
Short or long?
#datastories
Structure:
Title and sub-titlesIntro?Lists?Pictures (design)
bit.ly/alex-linkedin
@AlexTachalova
Facebook.com/alexandra.tachalova
Alextachalova.com / DigitalOlympus.net
Thank you!
#datastories
