With the abundance of content online the values of originality and education are of increasing importance. One of the best ways to create such content is with original data or presents existing data in a new way. Custom content that presents original, quantitative data is shared at a higher rate than other forms of content. The reason for this is simple – it’s quotable. Publications can easily create their own custom content around your information, creating a discussion based on facts rather than insights or opinions.
What holds back most companies and content producers from creating content based on original data is the assumed cost of undertaking such a campaign. The thinking is that such a task will require countless hours of research. However, what is often overlooked is the value of data that already exists from one of three sources; company generated data, user generated data, and public data. This data is typically free, or low cost, and readily available if you know where to look. Repurposing, or leveraging, data is a fantastic shortcut for generating sharable custom content.
In this post we’ll go over the basics of each of these three data sources and look at ways in which data can be transformed from the spreadsheet into a compelling narrative.
1. Company Generated Data
This is unique to each business model and industry, and depends on how much data is gathered and recorded, but the underlying idea is that there are unique insights to be gathered from data associated with everyday business. These can include customer purchases, sales increases in busy seasons, most requested services, etc.
A few examples of how this data could be applied to custom content…