“Data-driven storytelling is poised to be the next big trend in content marketing.” Harvard Business Review, October 2015.
“Data-enhanced storytelling is rapidly reshaping both content and advertising.” Adweek, January, 2016.
There is a growing interest in data driven stories. A new breed of journalists are uncovering and telling data-driven stories facilitated by access to large datasets and easy to use data analysis tools. Content marketers and SEO teams are also drawn to data-driven stories by evidence that research and data based articles attract more links.
In this post below we explore the five core narratives for telling stories with data, namely:
- Trends. For example, how smartphone ownership is increasing or decreasing.
- Rank order or league tables. For example, the politicians getting the most social media coverage or which areas have the highest crime rates.
- Comparisons. For example, how one company is performing relative to another.