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How to create compelling content based on existing data

30-second abstract:

  • Information-driven content material lends credibility and authority to your model.
  • Current public knowledge sources provide an excellent start line for implementing a data-driven content material technique.
  • Whereas they could initially require extra heavy-lifting to search out and parse by means of, public knowledge units provide countless content material potentialities.
  • Fractl’s Venture Supervisor Claire Cole shares methods for creating authentic, compelling content material from knowledge out there to anybody.

The important thing to creating newsworthy content material that captures the eye of audiences is to concentrate on knowledge assortment, evaluation, and illustration.

This content strategy lets you take one thing convoluted and current it to readers in a compelling method in a means that hasn’t been carried out earlier than.

Whereas knowledge may be an intimidating medium to work with, it doesn’t must be.

On this article, I’ll clarify how you should utilize knowledge that’s already on the market to create your individual newsworthy content and drive engagement.

The place to search out public knowledge

What can deter entrepreneurs and content material creators from working with current knowledge will not be understanding the place to search out the info they need. It’s true that few organizations and entities broadcast the existence of the info they launch, so you should know the place to look.

To start out, listed below are some authorities company sources we’ve relied on:

All of those sources embody a mess of variables to dissect in many various methods. Don’t accept simply trying on the top-level knowledge. Take into account how one can discover specific angles to disclose new, particular insights.

Take the American Group Survey by the U.S. Census Bureau, for instance. Past normal demographics you’d anticipate from a nationwide survey like gender, age, employment standing, and earnings, this current knowledge set options much less apparent topics like fertility, utilization of meals stamps/SNAP, and medical insurance protection, amongst many others.

If an entity that may have already got public knowledge on the topic you’re occupied with doesn’t come instantly to thoughts, there are different common sources that may be price a glance. 

The web site FiveThirtyEight, whereas an outlet constructed on creating authentic works of knowledge journalism, typically makes the prevailing knowledge they use of their items open to the general public, which means you would discover a unique approach to discover that they didn’t.

Kaggle and Google Public Datasets are different good platforms for locating a wide range of knowledge to be used.

Prime 3 ways to create content material from current knowledge

Let’s say you’ve discovered a public knowledge supply. It entails a whole lot of knowledge, so you have got many angles and stats to discover, and the subject may be tied again to your model. 

Nevertheless, you’re having hassle making a narrative round all of the numbers and decimals and demographics. Listed here are three methods to think about when making an attempt to inform a narrative with knowledge.

1. Take into account the implications of time

One of many easiest methods to search out fascinating takeaways inside a knowledge set and create a story arc is to match how variables change (or don’t) over time. Nathan Yau created a mission for Flowing Information taking a look at how the American diet has changed through the years. 

Data - How American diet has changed

The mission makes use of knowledge from the Division of Agriculture’s Meals Availability Information System, which retains numbers on meals manufacturing in addition to American consumption. 

Whereas insights may be derived from a single yr of this knowledge, the ability of the mission comes from taking a look at tendencies over an extended time period. 

Including a time aspect to knowledge content material might not appear groundbreaking, however it may be neglected when trying to find takeaways. Information doesn’t exist in a vacuum, so placing it into context with a time aspect could make for a compelling story.

2. Search for fascinating demographics to drive the narrative

Generally discovering an fascinating or uncommon demographic to construct content material round may help focus knowledge from an current supply. We did this with a mission for our consumer FundRocket, which was about small companies, a quite common subject. 

What set the mission aside, although, was that it in contrast small companies owned by US-born residents and naturalized residents. 

American Community Survey

Utilizing knowledge from the American Group Survey, we in contrast the 2 demographics throughout a lot of variables: high industries, fastest-growing industries, metropolitan areas with probably the most companies owned by naturalized residents, and extra. 

Using this distinctive demographic comparability makes the mission stand out amongst different content material produced round small companies. 

Take a look at how Business News Daily not solely lined the mission however included key takeaways on the high of the article.

Use of data to create content - American Community Survey

When analyzing your knowledge, at all times visualize what insights a writer may take away from the mission. In the event you’re capable of give you just a few key factors, which means you’re heading in the right direction to making a compelling mission. (It additionally helps you keep focus as you proceed engaged on it.)

3. Take into account a standard subject from an unusual angle

Asking the right questions of your data can result in compelling findings. An effective way to create distinctive data-focused content material is to discover a standard subject from an unusual angle or perspective. 

For instance, maybe there’s a subject in your area of interest that’s mentioned quite a bit however by no means along with knowledge. Or maybe a subject typically framed with knowledge may have new life breathed into it by tapping a special knowledge supply or metric.

We took this strategy for our consumer The Interview Guys with a mission that appeared on the occupations that require probably the most and least work expertise. 

Work expertise is an extremely frequent subject within the profession and HR spheres. There are articles on all the things from how to framework experience on a resume as to whether companies are expecting too much of entry-level candidates lately. With all of that competing content material, it may be tough to breakthrough.

Fortunately, knowledge may give us a leg up over different content material. Within the case of The Interview Guys, their mission was differentiated as a result of we took that subject and married it with public knowledge from the U.S. Bureau of Labor Statistics’ Occupational Requirement Survey and Wage Estimates. 

Using data like wage estimates to create content

This gave the mission the added authority of presidency knowledge whereas nonetheless answering sensible questions job seekers and folks contemplating a job change might have, and it was compelling sufficient to earn media coverage on CNBC.

Constructing a data-driven content material technique

Creating content material round knowledge doesn’t must be intimidating. There are many publicly out there knowledge sources that may be tapped and used to nice impact in a various content material technique.

Contemplating knowledge tendencies over time, in search of out distinctive demographics to look at, and brainstorming how knowledge can create new angles to a standard subject are simple methods to get began constructing content material round knowledge that already exists. 

Claire Cole is Venture Supervisor at Fractl, creating data-driven campaigns in a wide range of verticals to fulfill consumer objectives. When she’s not poring over spreadsheets and knowledge visualizations, she’s studying the most recent bestseller whereas snuggled up along with her rescue pup, Penny. She may be discovered on Twitter @claire_cole18.



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Author

Claire Cole