Google places a priority on high-quality content. These are blog posts, articles, and pages that are not only well-written but that also explore a topic in-depth, providing useful figures, statistics, illustrations, and other data to support the argument.
Longer pieces and those that have plenty of supporting evidence and citations are going to rank better in search, which will get you more traffic and more page authority.
Including plenty of data is also going to attract more readers to your content, and it will make you seem like a thought leader in your niche. Even including data in your headlines will encourage more people to click on the content.
But you can’t just throw some facts and figures into an article and expect to get results. You need to choose data carefully and incorporate it into your writing expertly.
Here are some tips for how to create data-driven content that gets results:
Cast Your Net Wide
Before you can write the content, you need to collect the data. To make your content as rich as possible, you must cast your net wide when collecting data.
Don’t stop at looking up statistics or the latest studies on your topic. Consider conducting a survey of your own to generate your own statistics about a topic.
You can do this easier than you might think. Send out a short questionnaire to your email list or post it on your social media. Create a poll on social media or host a contest that asks people to answer questions as a means to answer.
If you don’t have the subscribers or followers to make such a “survey” possible, look for surveys that others have conducted that can enhance the other data you have found.
Look at your own analytics data or testing reports to get information about your topic. You can discover a lot of information about the way people behave based on their age, location, language, and more.
Look to Authoritative Sources
Make sure that any data you are relying on for your content comes from an authoritative source. Your own credibility will depend on the credibility of the data you use.
There are many excellent resources, such as the Pew Research Center, Google Scholar, the Office for National Statistics, the U.S. Census Bureau, and a host of other government agencies.
You can use Wikipedia to source information, but you shouldn’t use it as the source. Wikipedia is edited by anyone who registers for an account, so the information is not always accurate. However, if you find information there that you like, you can look in the citations to find the original source material. Then you can use that source for your own content.
When you gather your data, remember that you can use single sources and that you can compare and contrast sources to make your own extrapolations from the data. You can draw new conclusions based on what you see from analyzing the data, and that will set your content apart by offering something totally new.
Create an Angle
Data does not stand alone. It needs someone to interpret it, and the way you interpret it will determine the story you tell.
For example, you might find information that shows that violent crime in your area has increased. Depending on how you frame the data, you might say that violent crime has increased 50 percent, or you might say that murders remain at an all-time low because there were only three murders this year (over two the previous year).
Both stories are correct. It is the way you frame the data that matters.
Reading dense facts and figures can be hard for many people to process. Creating visualizations makes it easier on people to get through your content and to understand the concepts.
Turn your data into pie charts, bar graphs, line charts, and more. Create an infographic. Put together a mind map or word bubble. Show a venn diagram.
There are many ways you can visualize the data for your readers, and the more options you choose, the more impact your content will have.
If you don’t have the talent to create these visualizations yourself, hire someone to do it for you. There are many communities online that connect graphic artists and marketers, and there are many programs available to help you do it yourself easily.
Using the right data the right way can help you create authority content that will get you noticed and start getting you the traffic you want. When you are creating topics, look for ways that you can include data to enrich the content. Or start with the data and think of interesting topics that you can write from it. Either way, you will start writing better content that will increase engagement and traffic.