Thought Leadership: Guidelines for Data Content Marketing
In our last Thought Leadership blog post, we talked about who exactly the data industry consists of, and what they do to share information with others. We also talked about our own objectives to help our clients reach their target audiences in the most efficient way possible.
Today we’re going to look at three guiding principles that companies need to consider when sharing data insights for the strongest message possible:
1. Facts you present must be true, unedited and not spun towards any bias. This last clause is of the upmost importance; numbers should never give advantage to any perspective.
Example: News website Business Insider is ethically obligated to present facts as they are without any bias so that readers may draw their own conclusions. Favoring one perspective over another would hamper their credibility and deter readers from seeking their advice. Take a look at how B.I. uses numbers to report the truth:
2. Facts must showcase something that is of greater value or of greater perspective than your own products and services. They must serve the general interest of an international population in order to attract a larger and more varied audience.
Example: Active in over 100 countries, Nielsen is responsible for providing people with information from around the globe in multiple languages. Even though it is an American-based firm, it cannot afford to report only on the data that affects the U.S. and instead expands its services to reach even the most distant populations. Here's an example of a chart that looks at smartphone trends overseas:
3. Facts must relate to something timely, whether it be an industry trend or a recent event. It doesn’t matter how small or how large the data is - it’s how you show it.
Example: Market research firm IDC specializes in information technology, telecommunications, and consumer technology. Each of these fields are constantly changing as technology develops, so it’s important that they report on the newest, most relevant topics to their industries. IDC uses iCharts to promote its findings every quarter becuase we make it easy to upload datasets from your desktop, email drive, or in other online files. Here's a chart that they used for a March 26 press release on forecasting smart device shipments:
As you can see, data-driven marketing is an essential puzzle piece to increasing your visibility and improving your brand. But how exactly can you go about implementing this into your business model? How much information should you share? Stay tuned for our next Thought Leadership blog post for success stories of how some firms have already done this.