Community Discussion - Are data AND storytelling the missing ingredients for successful content marketing efforts?

[ronell-smith]

Data is an important element of content marketing. Storytelling, too, gets readers' attention and has been shown to be instrumental in prospects and customers forming strong connections to brands. But using data and storytelling helps produce some of the strongest content there is to be shared, says Nichole Elizabeth DeMeré in her latest YouMoz article, Here’s How to Combine Storytelling and Data to Produce Persuasive Content.

What are your thoughts? Think data and storytelling work best separately? Read the post are share your thoughts below.

RS

[BradsDeals]

Data is the cinnamon of content marketing. It enhances your dish with a nice cinnamon flavor, but you probably don't want a big heaping spoonful of uncut cinnamon or the next thing you know you've launched a viral video meme. Or something like that.

A story without data maybe is a nice story, but it's also toothless. The internet is littered with baseless opinions and we don't really need more of that. You can make an opinion insightful, however, when you back it up with facts, sources, numbers. Prove a product works laying out a success by the numbers. I want to see stories that know when to lean into the data, the kind of story that chews your face off and then drops the mic.

Make an assertion, express an opinion, back it up with facts, but never forget that the numbers are there to support the story, and not the other way around.

Cinnamon... face chewing... it must getting close to lunch time.

[MoosaHemani]

I am one of those who believe Data and Storytelling both have their own powers and if you are using both you should know how much will be too much for the audience.

I mean (let’s take the EGOL’s example here) if you are addressing to the donors obviously good storytelling will rock but data carefully included with storytelling will only help. Similarly, if you are talking to accountants the numbers and data will work more but if carefully crafted storytelling will attach to it, it will only offer benefits.

And obviously promotion. Without it you will be a loose no matter how great your story is or how good your numbers and data are.

Just a thought!

[EGOL]

I think that the potential audience is also a factor.

If you are appealing to potential donors or advocates, then a story will be powerful call to action.  On the other hand, if you are appealing to accountants or engineers, they will need data before taking action.

[ronell-smith]

Excellent point, Donna. I do think data and storytelling form a formidable team, but their impact is certainly limited without the benefit of promotion.

RS

[DonnaDuncan]

The missing ingredient is promotion.