Data-driven storytelling
2 min read

Data-driven storytelling

Yo! Welcome to the next episode of The Content Strategy Reeder. If you want to share this newsletter with your friends, you can send them this link. I'd also be honored if you shared on LinkedIn. Here's an example from Abigail to make it easy.

If you’ve seen the Gong Labs series that I write, you know I’m a big fan of data-driven stories.

The reason is simple:

Data provides instant credibility, and storytelling is the most effective way to entertain and inform.

Put them together and you have the most compelling form of content.

And readers LOVE it.

To show you how to create your own, here’s a lil’ story (fitting, right?).

A few months ago I was hanging out with a Director of Demand Gen who wanted to add data-driven storytelling to her marketing strategy by using their proprietary data.

Except she didn’t know how.

She had plenty of data, but she didn’t know how to make it interesting for her audience of property rental owners.

Property rental owners make money by renting their properties, so they cringe at the idea of weekend vacancies on their properties – and they simply cannot afford for vacancies that lasts for weeks or months.

With that in mind, I pitched her this idea for a story:

What if you looked at your data set and learned that property listings that include a jacuzzi are booked 41% more often than similar properties without them?

(I have no idea if this is true by the way, just something that made sense as someone who rents properties on VRBO and Airbnb and loves a good hot tub.)

This would show property owners how to increase demand immediately so they can make more money.

Title could be “This simple amenity boosts rental rates through the roof.”

Her eyes lit up. Jackpot.

This idea checks every box: it’s insightful, relevant, AND actionable.

Insightful: Wow, I had no idea this was true!

Relevant: I’m a property rental manager, so this applies to how I invest and manage my properties.

Actionable: I can increase my revenue by installing a jacuzzi this weekend.

After that she could focus on pools, pool tables, wifi, pet-friendly, location to beaches etc.  

All these amenities would make a great article. And even if pool tables (surprisingly) decreased demand for listings, property owners would want to know that too.

Now she has a fantastic series on her hands that could help create qualified pipeline and propel her to industry leader status because she’s providing insight nobody else can.

This is GOLD. And as my favorite childhood video game coined, boom-shaka-laka!

You most likely don’t sell to property managers, but you can use this framework to create data-driven stories that your audience loves.

But if you get it right, you’ll differentiate yourself from your competitors – while building a loyal audience and demand for your offering.  

Holler at you next week,

PS: Here’s my favorite and most infamous data-driven blog I’ve published, The Startling Truth: How Cursing Impacts Sales. Can't believe HR let me off with a warning.