For the next couple of weeks, we’re going to go into some more specific detail about making your content more credible in the eyes of your readers. This week, let’s talk stats and next week, we’ll get into using thought-provoking quotations in your content.
Back it Up – Facts and statistics are used to back up claims or statements that you’ve made. For example, if you say that mobile marketing is growing then show how it’s growing with a statistic. It gives your content authority and credibility.
Write First, Insert Later – You can spend days researching statistics. Instead, write your content and identify places where you want to use a relevant fact. Then research for that specific information after you’re done writing. For example, if you’re looking for a statistic to demonstrate the growth in mobile marketing you might look up mobile revenue over the years or the number of people who shop from their mobile device.
The Original Source – When you find a relevant statistic, make sure it’s from the original source. You’ll likely find the same statistic quoted in several locations online. Where did the information originate? Who did the study? Who gathered the data and made it available? Occasionally, it can be difficult to find the primary source. There are clues. For example, if three of the websites that quote the source all link to the same website that may very well be your primary source.
Bookmark Good Resources – There are probably some resources in your industry that you can count on for reliable statistics. Industry publications are always a good source and they always cite their sources. Wikipedia also cites sources, and it can be a good starting point for some research. When you find a good source of industry related facts and statistics, bookmark it. Instead of endless Internet searches, you can head straight to your list of reliable sources.
By the way, if you need a good source of quotations sources, Alice has put some good resources together for you here in a PDF document (you’ll find quotations resources as well that will come in handy next week).
Beyond Print Content – In addition to sharing statistics in your written content, you can share them in video, via infographics, and as part of a graphic that you share online. Statistics also make great tweets.
If you’d like us to gather up the stats for you, we can do that as well. Just check out our research services here. That way, you can focus on the content and we’ll take care of those little details.
Put all this into practice by beefing up some of your existing content or sales pages with statistics. See what an impact they can make.