Statistics are very useful in content marketing. They give the reader a sense of certainty and confidence. The numbers don’t lie – this is what we’ve been taught since grade school. However, some web pages with statistics drive more traffic than others. Why is that so? The answer is: because you have to write statistics articles in a way that people enjoy reading.
Since we believe in a rich content mix to boost any digital marketing efforts, today we will focus on this topic. We will show you how to write statistics articles that keep generating high traffic. As you will see, you don’t have to specialise in statistics to write about them. All you have to do is start with this basic question: what exactly do I want my readers to understand from this? What is the main takeaway I am trying to communicate?
Basic Prerequisite to Write Statistics Articles that Convert: Choose the Source Carefully
Before you start writing, you research for relevant statistics to write about. This initial step is extremely important. Everyone can generate a graph or a pie chart, add some numbers to it and say – this is statistical data.
Thus, you should always check the following:
- The primary source of the statistical data – who created and published it
- How recent the statistical data is
- How relevant the data is to what you want to convey.
If a reputable market research company collected the data, you can use it without qualms. However, if you cannot seem to find any reputable source, just some influencer on Twitter or Instagram – you should doubt the validity of the data.
How to Write Statistics Articles Like a Pro
And after this brief, but necessary, introduction, let us focus on the key topic you want to read about. Here are some effective rules, very easy to follow, to learn how to craft articles about statistics:
1. Always Add the Source You Quote
This is why finding reliable statistical data is important. When you write statistics articles, you must always add the source of the data. It is useful as a valuable backlink, but it is also necessary. People will rightfully ask: who collected this data? Where can I check these numbers?
Until you become an authority in the field and others quote your own data, no one will take your word. Most readers will want to know where you got your information from. And if they cannot find the source, some may lose trust in you and you are losing a potential lead.
2. Update Popular Statistics with New Data
One way to piggyback on content that ranks is to do a Google search for popular statistics in your industry or niche. Look at the highest ranking pages and get their sources. Now, look for even more recent statistics on the same topic.
For example, if you are a local dealer for mobile phones, you can find the most popular statistics for cell phone usage in 2019 and 2020. Now, do more work and find statistics for 2021 and even the first half of 2022. You can write statistics articles from two points of view:
- How the COVID pandemic influenced mobile phone usage (behaviour point of view)
- How people changed their purchase habits for mobile phones (economic point of view)
- Which age groups increased the adoption rate of mobile phones (demographic point of view).
3. Add Context to the Statistical Data
You can write statistics articles that contain a lot of accurate, up to date and complete information. But, if you don’t have a clear context for this data, people will shrug their shoulders and say: so what?
When you look at the data and prepare your article plan, consider this huge aspect: why would people care to read it? How is it useful, helpful, educational or interesting to them?
4. Organise Your Article Following the Hub and Spoke Structure
When you write statistics articles, you will note that you can separate the data you collected into several categories. For the mobile phone statistics above, the statistics may tell you:
- How people use their phones (shopping, social media, remote work/school)
- How much they are willing to pay for mobile phone
- How mobile data speed influences the decision to upgrade the phone (from 4G to 5G, for instance).
This type of organising content is called the hub and spoke model. The hub is the general idea connecting all the data – mobile phone usage, in our examples – and the spokes represent each separate category stemming from the general idea. This structure is helpful both for users and for Google to understand what the page is about.
5. Don’t Just Write Statistics Articles, Show Data with Visuals
Visuals are a must-have for statistics articles. People’s brains are wired to understand visual images faster and retain the information for a longer period of time. This is why you should add at least one of the following:
- A graph
- A pie chart
- An infographic.
These visual representations of numbers and percentages put information into context for everyone – even people who use English as a second language.
6. Make Sure You Do Not Misrepresent Statistics
When you write statistics articles, you pass the information through the filter of your mind. You want to demonstrate a point, an idea. But make sure that you do not twist the data or take it out of context to fit your purposes.
For example, if you find statistics about mobile phone usage at global level, you cannot use it saying it shows information related to Australia. One of your readers will click on the source and wonder why you lied.
7. Add Your Own Data to Statistics
Finally, you can and should add data your business collected to enrich statistics. Make sure it is separate from the original data set and explain (shortly) how you collected this data.
This requires more effort (collecting and analysing business data), but it increases the value of your article. Also, it gives readers the idea that you know what you are talking about, not just commenting on statistical data.
To write statistics articles you need attention to find a reputable source, honesty in presenting the data and clarity in putting it into context. It may seem more difficult than writing a general purpose content piece – and it is. But you will also gain more authority and valuable website traffic with this type of content.