If Your Content Doesn’t Have This, the Majority Won’t Trust It [Research]

If your content doesn’t include data, it is less likely to be trusted, persuasive, or even read. That’s based on the findings from an August survey of 1,054 U.S. adults released this week by Survey Monkey: Three-fourths of adults say content with data is more trustworthy than content without. And four out of five U.S. adults (82%) prefer to read an article based on data than one based on the writer’s opinion. But this research reminds marketers that using data in their content is an audience must-have (or at least a preferred-have). “The goal of your research is to be able to tell a compelling story validated with data,” writes Michele Linn, chief strategy officer of Mantis Research. As she writes, “Even though many types of research and survey software are readily available, not just anyone can ‘do research’ successfully.” The first step, both Lisa and Morgan say, is to identify your purpose for the research. Then, do your research to see if the data is already available. Over half of adults (58%) in the Survey Monkey survey say they pay close attention to the data collection method or source. “This is an opportunity for marketers to provide more value to their readers,” Morgan says. One more surprising result Almost half (49%) of people ages 18 to 34 say content with data is more fun to read.

Author: Ann Gynn / Source: Content Marketing Institute

Is your content trustworthy?

Is your content persuasive?

Three-fourths of adults say content with data is more trustworthy than content without. (Interestingly, 5% say data-backed content is less trustworthy.)

Almost three-fourths (73%) say content with data is more persuasive (6% say it’s less persuasive).

And four out of five U.S. adults (82%) prefer to read an article based on data than one based on the writer’s opinion.

Too often marketers think of data only in terms of analytics – prescriptive and descriptive data to understand how well content is performing or to inform their content planning. But this research reminds marketers that using data in their content is an audience must-have (or at least a preferred-have).

“When you bring research and data into your content, you’re instantly incorporating voices and perspectives outside your own,” says Morgan Molnar, senior product marketing manager at Survey Monkey Audience.

Data is great, but it should be a component of the bigger picture. “The goal of your research is to be able to tell a compelling story validated with data,” writes Michele Linn, chief strategy officer of Mantis Research. “Constantly ask yourself: Why will someone care?”

Let’s look at a couple brands using data in effective ways that Morgan shares then delve into how you can use data to create better content for your brand.

Brands doing data right

Do you cheat? That’s the question Netflix posed in 29 countries. The media streaming company asked its audience if they watched new episodes of a series before their partner did.

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

In another data-driven project, Netflix surveyed people about their viewing behavior with their pets, turning the results into an infographic:

And an Instagram story:

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, found a compelling and relatable idea for its research – workers disconnecting during vacation. It pulled together the research into a gated report to generate sales leads.

Put data-based content into your strategy

Lisa Murton Beets, research director of the Content Marketing Institute, says research-backed content requires a commitment. As she writes, “Even though many types of research and…

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