We all keep using the term “content is king”. This term has
become quite popular in this era of digital marketing which is hugely dependent
on the creation, consumption and marketing content. However, not many people
talk about creating the link worthy content.
This is the major reason that people tend to call it a day
when they are successful in writing a copy of content and getting it posted in
the blog. However, the major goal in this scenario needs to be to get content
found by SERPs. And for this purpose, the content needs to be structured well.
The link worthy content, which is quite capable of being
found by SERPs, is usually data driven. So, it is worth discussing the ways you
can create data driven content.
Be the source
While it is easy to say that creating your own data is
beneficial, it is nothing less than a big headache. You may already know that
data-driven content can be created after quite a research and survey; and it is
certainly not a cakewalk.
However, people want to link back to the content which is
data driven. To get started with the creation of data driven content, you are
going to need to keep an eye on the stats. You can view stats according to your
requirements by using tools like Google Trends and Google Consumer Survey. You
will be able to search for the trending topics this way.
Pick your topic
Having good data doesn’t mean that you will be able to
create good content. In this scenario, it gets important to figure out how you
are going to tell the story with the data you have.
The first thing that you will have to see is the content
which you are going to create. See what the content is going to be all about.
There are two ways you can write good content. Either you can
look at the data you have in order to create the topic and then the content, or
you can create a topic and do the research to gather the data about the topic.
Gathering data
In order to create data driven content, the first thing that
you are going to have to do is to gather the data. One thing that you are going
to have to keep in mind is that it is not about the quantity of content when
you are working with your own proprietary data.
The main thing to be taken into consideration is that you
need to conduct surveys to collect fresh data. For this purpose, you are going
to need to ask people some questions which are able to help you get the answers
you want.
You can also ask people from your own community. They may be
your customers or fans. If you are a bigger brand and you have forums where
people come and discuss things, you can put forward those questions in the
forums to start discussions. The answers can provide you with valuable data
which you may use to create content.
Another way to get data is to use your own data and reports.
This is where you are going to need analytical tools. Google Analytics can be
the best place to start. You can view data by using demographic filters such as
age, gender, and location of the customers.
The data you get through the ways discussed above is in the
raw form. You need to convert it into valuable content. For this purpose, you
can collaborate with your PR team to create a content strategy. PR teams
usually know about discovering the link opportunities. You can also conduct
manual outreach to the industry blogs to get the backlinks. Partnering with the
other companies on webinars to discuss data is also a great option.
If you do not have your own data but you want to write data
driven content, you can still do that. There are independent data resources
from where you can get authentic data with ease. Pew Research Center,
Wikipedia, Google Scholar, The Office for National Statistics, and Reddit’s
Data is Beautiful subreddit are a few examples of the resources from where you
can get data to write your own unique content.
