Data Storytelling
Strategies relating to brand management and consumer marketing often include storytelling in their messaging. “However, the art of storytelling isn’t confined to traditional mediums such as words and pictures,” stresses Pam Danziger, president of Unity Marketing and a well-known market researcher. “In fact,” she adds, “data has emerged as a powerful tool for conveying effective brand narratives, adding depth and credibility to a brand’s story.”
Tip: “The key is to present data-driven insights in an engaging, relatable, and easily digestible manner.”
How effective is it? “A picture may indeed be worth a thousand words,” says Danziger, “but data can be said to be worth a thousand pictures. The process of incorporating data into a meaningful and engaging narrative is known as data storytelling.”
7 Strategies
The key is to present your data-driven insights in an easily digestible, relatable, and, of course, engaging way. Danziger shares several ways you can do just that.
1. Content marketing: “Create blog posts, articles, infographics, or videos that weave together data-driven insights with a compelling narrative. Share [them] on your website, social media platforms, email newsletters, or other channels.”
2. Social media: “Share data-driven stories on social media platforms, such as Instagram, Facebook, or LinkedIn, using a combination of visuals and text.”
“A picture may be worth a thousand words, but data can be said to be worth a thousand pictures.”
3. Advertising: Showcase “key statistics, consumer trends, or product benefits through visually appealing graphics and a compelling narrative.”
4. Email: “Use data storytelling in your email campaigns to showcase the value of your products…or provide personalized offers.”
5. Talk: “Collect customer testimonials that demonstrate the…impact of your products or services.”
6. Displays: “Incorporate data-driven insights into your…displays to highlight product benefits, showcase customer reviews, or present interesting facts.”
7. Successes: “Share stories of how customers have benefited from your products or services, incorporating data and metrics to…showcase the value you bring.”
Have you included data in any of your consumer-focused communications? If so, tell us about it and share in the conversation on Facebook here.
Erinn Morgan
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