What can help you break through the noise and create standout content? In our experience, the best way to have your message heard is to turn it into an engaging data-driven story. That’s why Alex Tachalova teamed up with Steve Rayson from BuzzSumo to tell you exactly how they deliver exciting data-driven content. You'll learn how to: - Tell stories using data (we’ll even provide real-life examples) - Develop a hypothesis by leveraging hot topics and trends - Collect primary and secondary data using surveys, interviews, existing statistics and relevant resources on the Web - Structure content, including tips on visualization, tone and style

1. How to create
engaging data-driven
stories
Steve Rayson
BuzzSumo
Alexandra Tachalova
Digital Olympus

2. Even top digital
marketing blogs rarely
write data-driven
stories.
#datastories

3. HubSpot Top content
List
List
Guide
Guide
List
How-to
How-to
List
Guide

4. Problogger.com Top content
How-to
Tips
How-to
Tips
How-to
How-to
How-to
How-to
List

5. Convienceandconvert.com
Top content
List
Predictions
How-to
Results of
research
How-to
Trends
Trends
Lists
Lists

6. Because it takes more efforts
Why don’t they do that?
#datastories

7. Why should you do that?
You stand out, especially when
you don’t have the name and
recognition
Publicity: build your name for
yourself, improve your image
#datastories

8. Search Ranking Factors 2015
by Moz.com
149 referring domains
85 – an AVR number of ref. domains per a post on Moz
blog

9. Moz.com blog Top Authors

10. What works?
#datastories

11. A powerful hypothesis is based on:
Hot news
Well-known trends

12. about industry trends?
Where can I learn
#datastories

13. Quora

14. Reddit

15. Industry Communities

16. BuzzSumo
#datastories

17. The magic of where to search,
or how to uncover hot news in
a few min.
#datastories

18. Google Trends
#datastories

19. Industry news portal - SimilarWeb
#datastories

20. Without backlinks you
can’t rank in Google.
You have a thesis:
#datastories

21. Collecting stats:
Primary data
Secondary data

22. Primary Data
Surveys
Interviews
#datastories

23. Tools to use
to speed up the process

24. TypeForm
#datastories

25. PollFish
#datastories

26. Information that
already exists in the
web.
Secondary data:
#datastories

27. Statista.com
#datastories

28. The last developer
has broken my
heart site…
#datastories

29. Go to Upwork.com and
find a developer for
low-cost rate.
#datastories

30. Analyzing datasets
#datastories

31. Analyzing datasets

32. Analyzing datasets

33. Hacks that will Increase
Publicity
#datastories

34. Increasing publicity through involving:
Experts
Partners
#datastories

35. Partnerships: streamlined data
collection
Connect with a company that has
the data
Show value of publicity
Exchange publicity for data

36. Sounds too good to be true…

37. Downsides:
You don’t control the process
You will likely invest more than
your parner
They have other priorities
#datastories

38. 99% of websites on the
first pages of Google
have more than 1k
backlinks.
Data-supported thesis:
#datastories

39. You know where to publish it
– now save time.
Structuring your content
#datastories

40. Short Quiz
Select one of
statements (A or B) on
each slide and share
your answer in the chat
box
#datastories

41. 50% of companies that use social
media don’t know how to
measure the effectiveness.
50% of companies increased
their budgets on Social Media
in 2016.
A
B

42. 70% of marketers lack a
consistent or integrated approach
to their work.
70% of marketers have a
content strategy.
A
B

43. 45% of marketers will increase
their content marketing budgets
in 2016.
45% of marketers don’t have a
documented content marketing
strategy.
A
B

44. Why do negative
stories work better
than others?
#datastories

45. Eye-tracking research
#datastories
Marc Trussler Eric Soroka
http://www.bbc.com/future/story/20140728-why-is-all-the-news-bad

46. The results of this
study prove that people
tend to select negative
news.
#datastories

47. Check your style:
Academic or informal?
Entertaining or dry?
Short or long?
#datastories

48. Structure:
Title and sub-titles
Intro?
Lists?
Pictures (design)

49. bit.ly/alex-linkedin
@AlexTachalova
Facebook.com/alexandra.tachalova
alextachalova@gmail.com
Alextachalova.com / DigitalOlympus.net
Thank you!
#datastories