As marketing continues to develop, new strategies are required to bring businesses to the forefront of their industry. It’s important to utilize analytics to understand the data you are given so you can present a solution to your potential customers’ needs. Storytelling is becoming an essential skill for marketers, and now analysts, to be able to provide data in usable form.
CEOs and executives don’t want or necessarily need to know the details of the data accumulated and analyzed. What is important for them to know is how that information pertains to the company and to take that information and turn it into future business. Storytellers should be able to present highly complex data in a clear and concise way that business executives and marketers understand. People often won’t use information they don’t understand so it is important to create reports that detail the important findings for a company. The storyteller’s job is often to bridge the gap between the harvesters of data and those for whom it is being developed.
Why You Need to Develop Storytelling Skills
If you’re seeking a career in the analytics field, you must develop a strong visual storytelling skillset. It will make you a much more valuable employee because you will be able to create relevance from seemingly disconnected data sets. Visual storytelling is evidenced through presentations, infographics, videos, and other visuals developed from the facts. Case studies and research papers bring information to life by providing context for the data, however, they shouldn’t be a list of facts but rather a story which focuses on the impact of data. The old adage for storytellers of “show, don’t tell” is also true for analysts.
If you have information to share with your colleagues, don’t just tell them why it’s relevant, show them. You’ll build value for the company if you can connect information into strategies that generate sales or inspire solutions to problems. Companies want to know that you can do more than just collect and analyze data, they want you to prove you can convert it to reach your audience to have the greatest impact. If you can prove your ability to do this through storytelling, you’ll stand out from your competition.