Use Data-Driven Storytelling to Reach Audiences
In our data-driven world, it’s no surprise that communications professionals are attempting to integrate smart data into their strategies. Perhaps the most effective way to leverage this new world of smart data is with data-driven storytelling.
Those who harness data-driven storytelling are simply using information about customers or target groups to communicate with them more effectively. The audience data – interests, unique features, media they enjoy, etc. – can be used to identify what content and stories will resonate with consumers.
PRAM Consulting explains the reasons why data-driven storytelling makes sense including:
- People are overloaded with content and media.
- Multitasking has become the norm as consumers are targeted with content across devices.
- Consumers are only interested in content that is relevant to them. They’ve learned to manage the excessive amount of content they’re exposed to by filtering it out.
- Consumers’ decision-making process is increasingly unpredictable, greatly reducing the ability of brands to reach them.
Data-driven storytelling helps brands cut through the noise and deliver relevant content to audiences, dramatically improving their ability to not only reach these audiences but to also convert them into customers.
How to Start Using Data-Driven Storytelling
The first step to leveraging data to guide your communications strategy is to identify the right audience. Ask yourself: Who do you need to influence to make the biggest impact?
Consider the 1:9:90 Model:
1 percent of the audience is the influencers who create the content, shape the market and lead the conversation. While this role has historically been left to traditional media, we see journalists, bloggers, entrepreneurs and more now stepping into this role.
Only 9 percent of people listen and go on to recommend, share, register, download or comment on content. They help shape the attitude towards brands and products for their community.
The remaining 90 percent is the market, waiting and learning. They consume content and decide how authentically and reliably the brand stories are told by the above one and nine percent of the population.
So, what does this mean for communicators? Identifying and focusing on the one percent and nine percent of the market is an important first step to influence the remaining ninety percent.
PRAM Consulting was established in 2001 as a private Czech company specializing in providing public relations services. Today, their firm helps business partners not only market their brands, but also promote the sale of their products, secure media support, and handle the various aspects of advertising, including long-term strategic planning. PRAM ranks among the leading agencies in the Czech Republic and Slovakia and holds a number of prestigious awards, such as the Czech PR Award, the Golden Semicolon, the Golden Drum and the Worldcom Global Awards.