Marketers: You're using stats all wrong

Hello fellow human,

You want your audience to see your content, believe in it and act. Right?

Stats can help with this. They bolster our messaging by lending credibility and wider context.

But the key to using stats in our content isn’t about inundating our audience with an endless stream of numbers — it’s about using them strategically to enhance our story and amplify its impact.

When stats overshadow our story, it transforms our message into a dry, uninspiring… um, content desert.

So how do we keep our little tippy toes on the tightrope between storytelling and stats? 👇️ 

Snuggle your stats in context

Stats without context are meaningless. Obviously. 

When presenting any sort of data, give the relevant context to help your audience understand its significance in relation to your message/story.

Stats need to be placed within the wider context of what’s going on to create meaning and make content more relatable and compelling. 

Read this to learn how to structure your copy.👇️ 

Highlight the human

Behind every stat is a human story. By shining a spotlight on the individuals affected by the data, you can bring your message to life and evoke an emotional connection in your audience. 

Whether it's through personal testimonials, interviews or video, somebody’s story told in a respectful way adds a layer of depth and authenticity to your narrative, making it more impactful — and memorable.

Read this to learn how to tell other people’s stories.👇️ 

Make your stats visual

Presenting your stats in a visual way, with assets designed in Canva or the like, not only makes the data easier to digest, it makes it more likely to stick in your audience’s mind.

Whether it's a compelling infographic, an eye-catching chart, or an interactive thingy, presenting your stats in this way can transform them from dry numbers into something that your audience can get on board with.

By strategically integrating stats into our content, we can enhance our message’s credibility and persuasiveness. Just remember – stats support the story, they’re not the story.

OK, you’re off the hook. Short but sweet this week, with some extra-curricular reading in there. If you’ve got more tips about using stats in content, please leave them in the comments below.