What if I told you there’s a high likelihood you’re sitting on a content goldmine? No, it’s not the budget for a Super Bowl commercial or an invitation to your very own TED Talk (although those would be nice, too). This marketing strategy is less about flash and more about depth and longevity – it’ll give your program arms and legs in every stage of the funnel. What is it?

Data.

“I’m already using data,” you’re thinking. And I have no doubt data is ingrained in your marketing strategy. It’s the cornerstone of how you plan and measure just about everything, from a successful media relations campaign to an SEO-driven blog strategy. But I’m talking about creating content from data itself – turning data into content marketing. Something you can share with prospective customers, partners, and even the media.

Or what we, at INK, call data storytelling.

The Data to Use in Data Storytelling

When marketers think about how to use data in storytelling, they often jump to statistics and third-party research. While sprinkling in snippets of data to validate your argument is a solid starting point, it doesn’t offer your reader anything novel.

The key to creating successful data-driven content is to look at the data that’s fueling your business. For many B2B tech companies, huge data sets are the backbone of their offering, whether that’s product data, customer intelligence data, or aggregated industry data. But turning all of that unstructured data into a compelling story can seem like a huge undertaking. Here’s how to get started.

Is your Data Worthy?

Before you go chasing down a data scientist to help you create your next content marketing initiative, it’s a good idea to take stock of your data. See if it meets the following criteria:

1. Is it interesting?

Figuring out if your data can serve a need that hasn’t been met is half the battle. For a data-driven piece of content to work, you need to offer your audience information and insight that isn’t readily available with a quick Google search.

2. Is it relevant?

Okay, you checked the first box. But will the data you collect be interesting outside the confines of your organization? Can it provide insight into a wider trend or phenomenon?

For example, we help BuildFax develop its monthly Housing Health Report, which uses the company’s property condition and history data to highlight trends in the U.S. housing economy. The report, which is released ahead of the U.S. Census Residential Construction Report, gives insurers and investors timely insight into the housing market using data that covers 75% of the U.S. by population.

3. Is it useful?

Even if your data is both interesting and relevant, your audience still needs a use for it. Figure out what you want them to do with the content you’ve created and how it helps them.

For instance, Adthena saw an opportunity to help chief marketing officers (CMOs). By leveraging its patented data model, the company established a benchmark for search engine marketing (SEM) success. Adthena’s Search Intelligence Index ranks players in a specific industry by their SEM performance to give CMOs a way to measure their efforts against competitors, adjust their strategy, and use search to its full potential.

4. Will your target customer care?

The aim of sharing data-driven content is to give your brand visibility and ultimately gain new customers. But it’s not about attracting just any customers; it’s about getting the right ones. Make sure your data will resonate with your target audience – those who will convert and move your business toward its ultimate goal.

Once you get into content execution, don’t let that audience fall to the wayside; frame your data for them explicitly. An agency partner can help you conduct market research to ensure you’re choosing the right audience segment and writing your content in a way that will resonate with them.

5. Is it legal?

It goes without saying, but any company data should only be used in an ethical and lawful way. If there’s a chance sharing your data will anger your customers or get you into trouble with the compliance team, it’s time to go back to the drawing board.

Your Data Passes The Test. Now You’re Ready to Prepare It.

First off, writers are not data scientists and vice versa. You’ll need someone with data fluency to pull the data together. But when it comes to translating that data into a story, marketing should lead the way.

So how do they work together? Your data scientists can aggregate the data, define a methodology, and begin spotting notable trends or outliers. Your marketers on the other hand can help determine whether the data highlights a story worth telling. They’ll need to sift through the data, poke holes, and ask questions to substantiate any assumptions.

This is where an agency partner can play a valuable role by offering third-party perspective and a fresh set of eyes. Since they’re not as close to the data source, it’s easier to spot inconsistencies, pick up on trends, and predict questions readers might have.

Choosing the Right Format

Once you’ve got your data in a good spot, it’s time to build out your content. To decide the right format, consider your audience and purpose.

Who is your audience, and how do they like to consume content? Maybe you’re trying to attract CEOs who want quick insight and data visualizations. Or perhaps your readers want a thorough report that they can use in their day-to-day activities. If you’re not sure, you can learn about your audiences’ reading (or viewing) preferences in several ways: A/B testing, customer interviews, audience surveys, competitor analyses, or secondary research.

While serving your audience should take priority, it’s also important to consider how your company will use the content. An interactive infographic might engage your readers, but perhaps your sales team needs a printable report for their meetings. In this case, you’ll need to balance your audience preferences with the purpose of the content (i.e., to gain more customers) and your budget.

Building Out Your Narrative

Data storytelling usually falls into one of two categories – informative or persuasive. Informative content presents the data as it stands without trying to draw the reader to a particular conclusion, while persuasive content uses data to tell a story.

Informative content has a time and place (think data-driven journalism), but persuasive content that provides context and an opinion is the best way to flex your company’s thought leadership. What can your company see that your audience may not infer from the numbers alone? Your added insight is the true value of your data storytelling. Plus, you’ll need to create a compelling narrative and a timely hook to keep your readers’ interest.

What’s The Value?

Putting together data-driven content can be time-consuming, and you’ll need help from outside your marketing department to get it done. But the payoff is worth it.

At INK, we help companies create and use data-driven content pieces to amplify their marketing in more ways than one: as the basis of a media relations or digital marketing campaign, as a gated asset for lead generation, as subject matter for a speaking opportunity or webinar, and even as a tool for the sales team.

You don’t need a metal detector to know if your data can become your next content goldmine. Just a data scientist and a savvy marketer.