//If your content does not have it, the majority will not trust it [Research]

If your content does not have it, the majority will not trust it [Research]



Is your content reliable?

Is your content compelling?

If your content does not include data, it is less likely to be reliable, persuasive, or even read. This is based on the results of a survey conducted in August among 1,054 American adults and published this week by SurveyMonkey Audience

Three-quarters of adults say that content with data is more reliable than content without. (It is interesting to note that 5% report that content protected by data is less reliable.)
Three-quarters of adults report that #content with data is more reliable @SurveyMonkey #research. Click to Tweet
Nearly three quarters (73%) believe that the data content is more convincing (6%, less convincing).
#content persuasive? It's better with the data, according to 73% of adults in @SurveyMonkey #Research. Click to Tweet
And four out of five adults in the United States (82%) prefer to read an article based on data that based on the opinion of the author.
82% prefer reading articles based on data rather than the opinion of the author, @SurveyMonkey #research. Click to Tweet

Too often, marketers think of data only in terms of analysis – normative and descriptive data to understand the effectiveness of content or inform their content planning ]. But this study reminds marketers that the use of data in their content is an inescapable (or at least privileged) audience.

"When you integrate research and data into your content, you instantly integrate voices and perspectives other than your own," said Morgan Molnar, Senior Product Marketing Manager at SurveyMonkey Audience.

When you embed #research in #content, you instantly integrate external voices into your own. @MorganMLehmann Click to Tweet

The data is excellent, but it should be part of the big picture. "The purpose of your research is to be able to tell a compelling story validated by data," writes Michele Linn, Strategy Manager at Mantis Research. "Ask yourself constantly: why will anyone worry about it?"

The data is excellent, but it should be part of larger images, explains @ michelelinn. Click to Tweet

Let's see some brands that use data effectively, like Morgan sharing, and explore how you can use data to create better content for your brand.


Trademarks operating the data correctly

Do you cheat? This is the question that Netflix asked in 29 countries. The broadcast company asked its audience if they watched new episodes of a series before their partner.

Instead of creating a static search report from the results, the company created an interactive Web experience .

Instead of a static research report, @Netflix has created an interactive web experience on cheating. @anngynn Click to Tweet

In another data-driven project, Netflix interviewed people about their viewing behavior with their pets, turning the results into computer graphics :

And a story Instagram :

As an entertainment brand, Netflix naturally lends itself to entertaining survey topics. But even B2B companies can think creatively. Wrike, a B2B project management software company, has come up with a compelling and relevant idea for his research: disconnected workers on vacation. He collected research on a gated report in order to generate sales.

RELATED CONTENT HANDPICKED: How to plan a year's content with a single original research survey

Embed data-based content into your strategy

Lisa Murton Beets, research director of the Content Marketing Institute, says content supported by research requires commitment. As she writes "While many types of search and inquiry software are readily available, anyone can" do some research "successfully."

#content supported by research requires commitment. Nobody can do the research successfully, says @LisaBeets. Click to Tweet

According to Lisa and Morgan, the first step is to define the purpose of the research. You must have a goal.

Then do your research to see if the data is already available. As Lisa explains, you can find enough existing data to inform your content or you can identify a gap to fill.

If you continue your investigation, you will need to identify the questions to ask. As Morgan advises in SurveyMonkey's guide, keep track of key questions about "what's going on" with "why"? Understanding the feeling behind the "what" answers is important for capturing (and telling) a complete and accurate story.

Follow up on the question "what" with the "why" to know the feelings that underlie the what. @MorganMLehmann @SurveyMonkey Click to Tweet

Then identify who the questions will be asked to. Will it act from an audience you already have access to or will you need to identify third-party resources?

TIP: Make sure your sample size is at least 1,000. In SurveyMonkey Audience survey, more than half of adults (58%) report pay particular attention to the method or source of data collection. And two-thirds (66%) say that the size of the sample they trust is 1,000 respondents (this is also a standard expectation because it means a small margin of error [plus or minus 3%] and conclusions only 15% trust data from 100 responses or less.

Once the data is collected, you can use it in your content. The options are seemingly limitless, although it makes sense to match the content to the best format (for the reader and for your brand goals). Options include:

Depending on the amount and level of data, you need to know how your audience prefers to consume data. In SurveyMonkey survey, four in 10 respondents (42%) prefer visualization of data – graphics, infographics or graphs, while a quarter prefer it in tables or grids. Nearly one-third (32%) prefer the data in the text.

Depending on the quantity and level of data, you need to know how your public prefers to consume data. … Click to Tweet

BONUS CONCLUSION: Men prefer more table views than (30% vs. 20%), while women prefer textual data than men (35% vs. 27%).

If your search is multi-pane and detailed, consider creating a baseline – a landing page or central repository of your data, as suggested by Michele Linn. She shares this example from The Survey of 2017 Bloggers of Orbit Media :

Orbit's co-founder, Andy Crestodina, believes so much in research that he stated that the original research was "probably the most effective marketing tactics".

HAND HELD CONTENT: Dataviz: An Essential Skill for Modern Marketers

Distribution: Door or not door

Given the efforts made for computer-based content, brands often wonder whether the content should be classified (to capture tracks) or not (to maximize the number of readers.)

SurveyMonkey found that 87% of adults provided their email address to access content or join a newsletter / blog mailing list. But only one-third (33%) of those who provided an email indicate that the content is valuable.

"This is an opportunity for marketers to provide more value to their readers," Morgan says.

SurveyMonkey analyzed the type of content best suited for securing email addresses. Here are the main results by type:

Newsletters and blogs (46%)
Research reports (28%)
Electronic guides (28%)
Webinars (24%)

BONUS CONCLUSION: Women are more likely than men to send an email to join a newsletter or blog (51% vs. 40%), while that men are more likely than women to send an email for research purposes. reports (32% versus 25%).

Men are more likely than women to provide an email address for search reports (32% vs. 25%) via … Click to Tweet
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Another surprising result

Almost half (49%) of people aged 18 to 34 report that data content is more fun to read. And over one-third of adults 55 years and over and 43% of adults 35 to 54 say the same thing.

"The data does not have to be about tedious calculations and large data tables that make your eyes bleed," says Morgan. "The data can be confirmatory or surprising and challenge stereotypes."

Do not ignore what motivates your audience

It may be easier to write an article in which you share your opinion (or that of your expert in the field). But be aware that if you publish content without data, you miss an opportunity to build trust and / or persuade your audience. And in some cases, you may be missing readers altogether.

RELATED CONTENT: How Content Influences the Procurement Process: Tips for Content Marketers [Research]

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