Strong supporting statistics can take your blog from ‘good’ to ‘great’. They bolster your authority, establish you as a trustworthy source and strengthen your argument.
If used correctly, supporting statistics and data can help your content make a strong impact. So, let’s look a little closer at how we can use statistics to boost our blog writing.
The move towards data-driven content
Watches, TVs and even fridges are now connected to the Internet of Things (IOT), and collect consumer data every time they’re turned on. More data is available than ever before. Marketers must make the most of this and create strong evidence-based copy. However, it’s not just the fact that there’s more data to analyse, the marketing landscape as a whole is shifting from a “tell me” to “show me” attitude. Don’t worry, long-form content is still king, but it works best when there’s demonstrable evidence that catches the audience’s eye.
Visual statistical content, such as graphs, charts and infographics, get the audience to pay attention. They also give an argument weight as they show that other credible sources agree with your statement.
“Images and pretty words are just fluff. Give me solid data every time.”
Adam Singer, Copyblogger
When to use statistics?
Facts and stats should always be used in your blogs. They are a key weapon in your copywriting arsenal.
You can use statistics to justify the consumer’s desire, persuade them to purchase, and sell the benefits of your products. They are powerful devices that just keep on giving.
However, stats can seem stuffy just on their own. For example, the Content Marketing Institute announced that only 8% of B2B marketers assessed their content marketing as “sophisticated”. This long, unwieldy sentence looks much better in its visual format:
Types of statistics you can use:
Supporting statistics can be represented in a multitude of ways. Here are just a few:
- Plain English
- Scatter plots
- Time series
- Area maps
You can even create interactive charts or gifs to help maintain your audience’s attention.
When not to use supporting statistics
Supporting statistics are great, but only if they are used correctly. If they’re out of date, or you can’t source them properly, they shouldn’t go anywhere near your blog.
Data should only be used if it moves the argument forward; if it diverts the reader from the main argument then it’s not doing its job. If you throw in a bunch of irrelevant and inaccurate stats, you are wasting your word count and your reader’s time.
Use supporting statistics to improve your copy and drive it forward. Keep your audience interested with different representation techniques. Do it right, and your blog will be a success!
[Bethan Ha1]Pull out quote