Data Storytelling: What it is and how to use it in content marketing

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Boredom . This is a word that every content marketing professional wants to banish, as it is among the great enemies of attention . That is why this area never stops looking for formulas to entertain audiences in an era where it is increasingly difficult to create expectation and 'hook'. A complicated task that becomes even more demanding if we need to include data in our message .




And data is often synonymous with boredom . In fact, a recent philippines whatsapp number example study claims that ' data analyst ' is considered one of the five most boring professions in existence. So the purpose of including it in a narrative to create a successful content strategy is not very exciting.



However, all is not lost in this regard. Because, if storytelling has always been effective in attracting and engaging , perhaps there is also a way to fit this technique with adequate communication of data . And this is precisely what Data Storytelling does , which we want to talk to you about today to tell you about its virtues and how it is possible to use it effectively in a content marketing strategy .



Data Storytelling



What is Data Storytelling ?


Humans have always loved telling stories . Their first form of communication was oral, so for many years (and even before writing was invented) different generations transmitted their culture and knowledge through voice. Thus, stories and fables are almost as old as the first civilizations, because it is believed that the first narrative arose about 5,000 years ago in Sumeria to tell the story of King Gilgamesh .



Over the millennia, stories have been proven to be very effective in helping people who listen to them retain important information better. After all, this is the purpose of the moral , the moral or philosophical teaching that many of these stories include and that, in general, are told to children to educate them.



That's why areas as closely linked to communication as journalism and marketing quickly understood that the information they had to convey to their audience flowed and was much better understood if it was included in a narrative. And that's where storytelling was born : telling fascinating and convincing stories to attract those who listen to them and, in this way, get them to understand what we 'really' want to tell them.



Today we have a multitude of studies that confirm the usefulness of storytelling for marketing: for example, that a fact is 22 times more likely to be remembered if it is part of a story ; or that telling a story can increase conversion rates by up to 30% . So it is understandable that we try to take advantage of this technique if we want our data to serve to reinforce the moral. And this is where Data Storytelling comes in .