Acing Data Storytelling

Good data storytelling isn’t just piecing together a few charts and numbers, it requires several ingredients, according to Katy French. Through data storytelling, you can make better decisions, create effective content that connects with the right people, and improve your content marketing operation overall.

The right ingredients

I’ve always been fascinated by those who could present data and numbers in an appealing, compelling, and easy to understand manner. As French explains in her article “Why Data Storytelling is Marketing Gold for Your Brand,” the “ingredient” list to achieving good data storytelling, and as my infographic portrays, must include:

1. Good data
2. Synthesis
3. Narrative
4. Data visualization

Numbers have an important story to tell. They rely on your to give them a clear and convincing voice.”

Stephen Few, data visualization expert

Helping your brand

Data storytelling can be used in several different ways and can help marketers gain unique insights and communicate effectively. Numbers can tell a lot about a company, but finding an engaging way to put them into a narrative for your audience, clients, or competitors is key. Data storytelling can help your brand for several reasons: it’s credible, engaging, versatile, and can make your message stick with an audience. When presented well, audiences may discern and drawn conclusions through data storytelling easier or quicker than they would from reading a 800-word report, for instance.

Telling a great story with data

French explains that good data storytelling is about blending two worlds: hard data and human connection. As point three in the infographic explains, finding a compelling narrative to translate your data into is key and helps bring that human element into your story. Just like a story with words your data needs to have a clear beginning, middle, and end.

Lastly, here are the four tips to ace data storytelling:

1. Source credible data.
2. Find the story.
3. Craft an interesting, engaging, and enlightening narrative.
4. Design data according to best practices.