Data storytelling-the telling of numbers and analytical information-is a key subject in the world of effective communication. One can think of a data storytelling path both online and offline, as is done in some articles in print newspapers.
But it is clear that thanks to digital tools we can take this communication methodology to interesting levels. But also interactive as happens in several examples of native advertising, where the budget and economic investment are worthy of the name. And, above all, there is a need for optimization.
Content marketing work aimed at a specific target audience needs real engagement. What to know about this topic? How to work with data in a way that creates a narrative of numbers?
What is data storytelling, a definition
Data storytelling is a subject somewhere between content marketing and data analytics that clearly represents the gross, unrefined numbers of a source. Sometimes this process is known as datatelling or datastorying, and it allows different figures to optimize the communication process.
In some cases data storytelling is used to communicate with one’s audience-this is the case with data journalism-in others it is leveraged to create a lead magnet. That is, a gift, such as an ebook or white paper to be given to people who leave an email in a form to do lead generation.
For more: how to leverage problem solving techniques to improve your website
Examples of content used for this purpose
To better understand what we are talking about, it is only fair to give a few examples of data storytelling. In most cases the work is declined through visual content, especially infographics and interactive visuals. One of the most engaging is the one proposed by the Bill Gates Foundation.
The work is dedicated to the theme of Innovation & Inequity in 2021. Here, as the page scrolls, the graphs undergo an evolution that allows the user to discover numbers and figures automatically.
Want another example of data storytelling that is less technically challenging but just as meaningful for understanding how to navigate this subject? Here is National Geographic’s paper to raise awareness with respect to the Covid-19 victims in the U.S. with engaging graphics.
These examples of data storytelling developed around the world of social communication and journalism give us clear information. Visual storytelling related to numbers is not just about pictures or videos; copy also plays an essential role in engaging and clarifying.
Why is it important to do data storytelling?
A simple reason: to define in the best possible way the information that is really useful for the user. User who is always looking for concise information, shortcuts that can reach a useful piece of data without having to deal with a thicket of numbers, graphs and background noise that is useless in individual circumstances.
People do not like to look for value but want it. Data storytelling work is useful to the end user because it allows them to get what they are looking for; those who do it and make it available can get quality content to use in different ways for their marketing goals.
How to do online data storytelling, at a glance
There are several solutions you can implement to activate this path of defining really useful information. Especially for those on the other side of the screen. But what are the processes and techniques to put in place to get a good data storytelling job done?
Study the needs of the target audience
First you need to understand what your audience wants, what topics to cover, and what numbers to summarize. The work of data storytelling is based on skimming and effective representation, but underlying it is a reflection related to what the target audience really cares about.
“You’re not really screwed as long as you have a good story to tell and someone to tell it to.”
ALESSANDRO BARICCO
So before you start considering creating infographics to summarize your data make sure you have identified a useful topic and audience to propose your content to. How to do this. A good job of keyword and trend analysis (with Seozoom and Google Trends) growing can help you.
Identify sources that are useful for the job
To create quality content when you decide to do data storytelling you first need to find databases, charts to retrieve numbers. You need, in a good summary, official data. You cannot retrieve second-hand information but you have to go to the primary source. Like the governmental one.
Define a dominant theme
Within the welter of data and information you have gathered through painstaking research among paper and digital archives, you need to identify a theme. You want to follow a thread, a topic that allows you to connect the dots of interest. This also means working on a decisive front: thinning.
You have to remove what is not needed and decide what to show and what, instead, to drop. This approach is crucial because the real utility of data storytelling work is clear: remove the background noise and shorten the time to achieve what you need, memorable content.
Look at how the US Gun Deaths graph performs, which allows you to view a flood of data but you can streamline it by setting up filters. There may be a lot of information, but if you provide the tools to choose and define it all becomes more usable and effective.
Choose ideal tools and instruments
How do you want to manage the visual communication of your data? One of the tools for storytelling with data is the infographic, which is a particularly long image that allows you to address a path based on textual and numerical information accompanied by graphics that follow a specific theme.
Infographics can be created with online tools with predetermined templates, such as Canva. But for sure this solution is not ideal if you want to create a unique and fully customized content: better to invest a fair budget to intervene with a graphic designer.
Infographics offer the best result/engagement ratio. But data storytelling can be accompanied by videos, mind maps, animations and interactions. Some professional tools to evaluate:
- Tableau.
- Juicebox.
- Flourish.
- Carto.
Remember that there is also another decisive tool for doing data storytelling: Google Data Studio. That is, a platform for doing data visualization with in-depth dashboard design work. You can import all the data you need to analyze a website and create a unique experience.