Data can be a useful tool for adding credibility and evidence to an argument, which in turn will help to position you as a thought leader and can be used across a variety of content from social posts, white papers, press releases and more.

However, listing a bunch of stats and numbers can instantly switch some people off, making your piece of content appear more like a school textbook than an engaging, interesting piece of content.  

It’s crucial that when incorporated into content, the data enriches the story that you’re trying to tell, adding value to, rather than detracting from, the key message. Here’s our top tips for keeping your use of data dynamic:  

1.Tell a story  

Creating a story with a data requires having strong insights and then being able to contextualise them, for example, are there any external factors influencing the data? It’s crucial to be able to weave the stats and context together to create a compelling story. 

Highlighting the size of a problem often makes for a strong narrative. One way of doing this is to demonstrate a disconnect between what people believe and what’s actually true. For example, a piece of research could show that while 85% of businesses have sustainable targets to meet by 2030, 60% don’t have comprehensive ESG policies. The wider context could be about what political, regulatory or economic pressures businesses face.  

2. Give it scale  

Giving people the ability to visualise a high number will ensure the message hits it home. For example, showing the extent of deforestation in the Amazon by equating it to the number of football pitches cut down per day, or demonstrating a great distance by likening it how many trips to the moon it is equivalent to. 

By comparing a number to something that people can imagine, it gives a number a sense of scale and create a greater impact. For our offsite modular building client, Premier Modular, we calculated that they had delivered a phenomenal 1,000,000 sq. ft. of modular buildings – the equivalent of 18 York Minsters.  

3. Make it visual  

Leading on from this, a scale comparison can be used to create an illustration which will further reinforce the message and illustrate it in an engaging way. A picture paints a thousand words, whether it’s an infographic or an animated video, people are far more likely to remember and engage with data when it’s presented in a fun, unique way.  

These graphics can be used across a number of marketing channels, including in website content, on social media and issued alongside a press release to add colour and make the content more dynamic. 

4. Create your own 

Now we’re not talking about making things up – but it is possible for businesses to commission their own research in partnership with a reputable research company. This will make it easier to create a strong narrative, as it will be tailored to your businesses’ messaging and service/product line.  

For more information on how conducting your own research can become a media campaign, check out our other blog here.  

Want to know more about how you can use data in a dynamic way for your brand? Get in touch.