How to Use Numbers Without Being a Numbers Nudnik
With both of this week’s Say It For You blog posts representing my reaction to Ryan Law’s very provocative piece “The Four Forces of Bad Content”, today our focus is on what Law mocks as “deference to data”. Yes, Law accedes, content marketing should be data-driven, but “the way most writers use evidence…actually undermines their argument.” Three specific practices he mocks are a) injecting a tired-out statistic into an opening sentence b) using questionable, outdated data points and c) dumping quotes from experts with only a thin narrative to link them to the argument.
As a content writer and trainer, I actually believe that numbers, which can be used to “build belief” are often underutilized. Statistics, I explain to business owners and professional practitioners, are not merely attention-grabbers, but can be used to demonstrate the extent of a problem their product or service helps address. If there’s some false impression people seem to have relating to your industry, or to a product or service you provide, I explain, you can bring in statistics to show how things really are. Using data in content marketing relates to the theory of social proof, meaning that, as humans, we are simply more willing to do something if we see that other people are doing it. I agree with Law that, when using statistics in marketing content, it’s important to include the source, providing the answer to readers’ unspoken question: “Why should I accept these statistics as proof?”
A few years ago, I remember reading an Indianapolis Business Journal article titled “In the workplace: Data is a commodity, but insight is gold”. When numbers are tossed around, people generally view it as vital information, she says, but people may not want to read raw data; they want someone to tell them what the data means. When explained effectively, her point was, it can make people think and then move to making decisions.
Pedro Cardoso of Enterprise Apps Today has some very relevant commentary about data. Typically, websites are used to provide data, he says – what products and services the company offers and in what “packages”, who the players are, in what geographical area the company operates. (I believe that, on the better sites, there is also data presented pertaining to the owners and the history of the company). The real value, though, Cardoso points out is in the information behind the data.:
Go ahead and use numbers, we recommend at Say It For You, but avoid being a numbers nudnik!
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