Need to add some oomph to your content?
We all do.
One powerful way to do that is by adding statistics into your writing.
But let’s be real, data can be boring if not presented in the right way.
That’s why it’s important to use statistics as part of your narrative.
By doing so, you can bring those stats to life and make them more interesting and relatable to your audience.
Stats can strengthen your narrative and drive home your message. Let’s explore the benefits of marrying these two concepts; then you’ll learn how to make it happen.
Benefits of Crafting a Compelling Narrative With Statistics
Clarity: Statistics can help to present complex information in a clear way, especially with visual aids such as charts and graphs.
Credibility: Using data to support your arguments adds credibility to your story and provides evidence to back up your claims.
Persuasion: Statistics provide objective evidence to support your arguments.
Emotional impact: By showing how the data relates to real people and real-world issues, you can create a more impactful and memorable story.
Engagement: Using statistics in your story can make it more engaging and interesting to your audience.
How to Craft a Compelling Narrative
1. Provide Context and Background Information
Statistics can set the stage for your content narrative and offer the reader a deeper understanding of a topic. You can use statistics to give your reader context and background information, historical trends, demographic data, or other relevant information that helps to provide a context for the story.
Let’s say you’re discussing the issue of poverty in a particular community. You might include statistics on the poverty rate in the area, the median income of residents, and the percentage of people living below the poverty line.
This type of statistics would be especially helpful for readers who may not be familiar with the topic. It offers a baseline understanding of the issue and allows readers to better engage with the narrative.
2. Illustrate a Point or Argument
Statistics can support a point or argument in your narrative. This method is an effective way to add credibility and depth to the topic and persuade readers to agree with your perspective.
Kateryna Abrosymova, co-founder and content director of Kaiix, agrees:
“Don’t just throw numbers everywhere you can because it’s considered a good SEO practice. Your statistics need to help you make your point. They can make your arguments believable.
For example, if you’re arguing that a particular marketing strategy has had a positive impact on a specific type of users, you might include statistics on the changes in outcomes before and after the strategy was implemented.
This information is helpful for readers to better understand your point and offer evidence to support it.
3. Create Tension or Conflict
Statistics can highlight a problem or issue in the narrative. Using statistics to create tension or conflict is an effective way to engage readers and draw their attention to the narrative.
For example, when you’re discussing the issue of climate change, you might include statistics on the increasing frequency and severity of natural disasters, the rising sea levels, or the decline in certain species of animals. These statistics create a sense of tension or conflict by highlighting the magnitude of the problem and the potential consequences.
Bridget McNulty, an author, journalist, and editor, says:
“One of the keys to sustaining tension in a story is to keep the reader asking questions — particularly important for keeping readers engaged in the quieter moments of your story.”
Thes statistics create a sense of urgency for readers and motivate readers to take action or advocate for change. It can also break up the monotony in a narrative.
4. Create a Sense of Scale
Statistics can give a sense of the size or scope of a problem or situation. This can be particularly useful when discussing large or complex issues.
For instance, if you’re discussing the issue of customer retention, you might include statistics on the number of people who abandon a shopping cart or the percentage of money lost from inept purchasing experiences. These statistics give a sense of the scale of the problem and help readers to understand the extent of the issue.
Using visuals is also helpful when demonstrating scale. Some people don’t know that an American football field is larger than an acre.
It can also help to make the narrative more engaging by helping readers to better visualize and understand the issue.
Best Practices for Using Statistics in Content Marketing
Use statistics appropriately: It’s important to not overdo it with the use of statistics in your content. While statistics can be a powerful tool to craft a compelling narrative, using too many statistics can clutter your content and make it overwhelming for readers. Choose only the most relevant and impactful statistics to include in your content.
Use reliable sources: Reliable sources are key to gaining your audience’s trust. You’ll ensure the credibility of your content and give readers confidence in your arguments. Some good sources for statistics include government agencies, industry reports, and reputable research organizations.
Use current statistics: Outdated statistics can quickly undermine the credibility of your content. Use the most current statistics available to ensure that your content is accurate. If you’re using statistics that are a few years old, explain why they are still relevant and applicable to your content.
Use visual aids: Statistics can be difficult for readers to understand and process, especially if they are presented in a large block of text. Using visual aids, such as graphs, charts, and infographics, can make it easier for readers to understand and remember the statistics.
Acknowledge limitations: Be transparent about the limitations of the statistics you use in your content. Discuss any potential biases or limitations in the data as well as any assumptions you made in your analysis. By acknowledging the limitations of your statistics, you build trust with your readers and demonstrate that you are presenting the data in an honest and transparent way.
Enhance Your Narrative With Statistics
Statistics can do more for your content than just be a standalone statement. Stats are a useful tool for adding depth and context to a narrative. It’s an opportunity to give your readers another reason to continue engaging with your content.