Looking at data to tell the greatest stories

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The digital world continues to expand, websites and companies continue to collect more data than ever before. This enormous volume of data collection can create a sense of uncertainty around how data can be used to help drive business success and understanding.

For many companies, data has been used to show the impact of business and marketing efforts as part of corporate performance reporting. But, the user of data can be expanded to inform content strategy and creation. 

Worldcom Partners at True Digital Communications share insights on the power of data and how to bridge the gap between the numbers and content pieces.

Data: Metrics that tell a story

Numbers can be the best resources for creating a well of content. 

Here are 7 easy questions you can ask yourself when looking at data to take numbers and make stories:

  1. What does this change (positive or negative) mean? 
  2. Is there a trend in these results, and can we try to duplicate it?
  3. Does the data support the current strategy we are implementing? Can we adjust or continue to do so to align these needs?
  4. Are there areas for growth or cancelation based on performance?
  5. What do these numbers actually mean for our goals? Is there real value? What are these numbers supporting or disproving?
  6. Can these numbers be used to show the impact of our efforts? How so?
  7. Are the numbers leading us to new opportunities? Are gaps in the efforts appearing based on performance?

After asking these questions and making sense of the data, the next step will be to use the data in crafting meaningful content.

Six tips on using data to craft impactful content:

  1. If the numbers show something working really well, do more of it!
    Look at ways to enhance and expand the topic and content. Perhaps it’s turning the post into an infographic or short explainer video. Also, look back at older content on your website and social for content that performs well!
  2.  If the numbers show something isn’t working, THEN DON’T KEEP DOING IT!
    Why would you keep spending time and energy on something that is underperforming? Using the data to see what’s not working is a clear sign that strategies and creatives need to be reworked.
  3. Ads drawing in traffic from the wrong audience: Revisit your targeting, with Google Ads, make sure you’re using negative keywords to refine and hit the right audience. 
  4. Landing page drawing a lot of traffic but not enough conversions? Consider headings, CTAs, and even the placement of the form. Does your CTA stand out enough? Consider testing different button colors and placements. 
  5. Emails: open rates (subject line issue – test); bad click-through-rate or click-to-open rate – (check your body content, CTAs.) Use this data to decide on how to reformat or rework your email structure to promote success.
  6. Not seeing the web traffic expected to areas or pages on your website – could be a UX issue, it could simply be the content that is on the landing page. Use the numbers to help guide the changes needed to revamp your pages.

Overall, it is important to understand the true power of data. Take the time to really explore what the numbers mean and you may find that hidden stories exist there.

Get more insights from True Digital Communications on using data to fuel content creation. You can also find more insights from partners about branding.

True Digital Communications is an agency in Cleveland, Ohio that focuses on all things digital. From educational organizations to nonprofits to building materials and more, the team works to show the power of digital assets when it comes to meeting performance goals. The True team continues to stay up-to-date with digital advancements through continuous education and serves its clients with cutting-edge strategy. 

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