What Are the Finest Instruments for Storytelling With Knowledge Visualization?

Storytelling with knowledge is a vital a part of any content material marketer’s toolbox. Whether or not you might be utilizing knowledge visualization as an instance a degree you’re attempting to make, otherwise you wish to showcase knowledge from an evaluation your workforce has executed, correct knowledge design is essential to creating efficient visuals that everybody is proud of. Charts and infographics will be fairly, but when they aren’t additionally correctly breaking down knowledge in a approach that makes an influence on the viewers, they’re possible not definitely worth the effort and time.

Beneath, we talk about how storytelling ties into knowledge visualization, and what instruments might help you carry extra knowledge into your content material. We additionally not too long ago up to date our Be taught Heart article about storytelling with data, to spotlight how knowledge transforms our content material and legitimizes the factors we’re attempting to make, regardless of the subject. Make sure you test it out for much more insights!

How does storytelling tie into knowledge visualization?

Visualization is the act of taking knowledge and breaking it down in a visible approach that helps the viewers perceive at a look what the information is telling us. This could possibly be one thing like taking inhabitants knowledge from a city and making a pie chart that reveals the age ranges of all residents or taking a look at a bar chart to see that the variety of apps a median consumer downloads on their smartphone has slowly elevated over time. Then, after this knowledge is launched, we use storytelling by way of content material to additional clarify what the information is telling us.

As an illustration, if we all know that the typical consumer downloads two extra apps to their cellphone then they did 5 years prior, we will deduce that customers are possible utilizing their telephones extra. This might help us introduce our most important level or resolution, comparable to an app cleansing utility to assist customers take away apps they now not use, or behavioral modifications for customers that wish to be on their cellphone much less.

The perfect instruments for knowledge visualization

When you’re seeking to create your distinctive knowledge visuals, which is advisable so you do not use another person’s knowledge with out their permission, there are a number of instruments you need to use to assemble knowledge that can affect the details in your content material narrative. These free and paid instruments vary from the next:

  • offering the information for you in a chart format

  • supplying you with uncooked knowledge to construct into graphics

  • permitting you to import your uncooked knowledge so you possibly can construct the visuals it’s essential correctly summarize the information factors

Creating your personal knowledge visualizations might help you create imagery that illustrates your level, influences customers to take motion, or helps you clarify your factors in a visible approach. Whether or not you want knowledge developments over time or an evaluation of your knowledge to find out subsequent steps, these instruments might help.

Google Traits

Most SEOs are conscious of Google Traits, however virtually any business can use it to get a fast pulse on what’s trending of their particular subject of services or products. As an illustration, in case you are an e-commerce, you possibly can try the Google shopping trends to see what merchandise are being searched for many not too long ago. The web page additionally factors out massive spikes for particular product phrases for e-commerce, comparable to “y2k aesthetic.”

Moreover, Google Traits additionally reveals daily overall trending search topics in particular nations. That is actually helpful if you happen to’re searching for knowledge that applies to a particular nation or the heartbeat of a sure space total, comparable to music or present occasions.

The principle part of Google Traits permits you to evaluate a number of subjects as as soon as to see how consumer curiosity has ebbed and flowed over time.

Screenshot of trend lines for cryptocurrency and NFTs on Google Trends.

This knowledge will be an efficient technique to showcase how particular audiences have gained or misplaced curiosity in a subject over a set time frame.

Google Charts

If you have already got knowledge that it’s essential plot into charts, Google Charts underneath Google’s growth instruments is a good way to do this. It permits you to import knowledge which you’ll create visualizations from after which place in your web site.

It’s free and utterly customizable. It additionally has a gallery you possibly can browse for examples of accessible charts, which might help you resolve which is greatest on your knowledge.

Screenshot of Google Charts options. Top row: Geo Chart, Scatter Chart, Column Chart. Bottom row: Histogram, Bar Chart, Combo Chart.

This device could require extra developer data because you’ll need to HTML5 and different code to tug within the knowledge.

Moreover, Google Data Studio is just like Google Charts, the place you possibly can import a number of completely different knowledge sources to create graphics and reside charts based mostly on API-connected knowledge. Nonetheless, it’s targeted extra on offering an inside knowledge dashboard relatively than public-facing charts for content material pages.


When you’re seeking to share key phrase analysis or search knowledge over time, think about using Moz. Moz Pro permits you to observe your marketing campaign knowledge over time (in addition to analysis rivals), and the suite of free tools permits you to view knowledge on particular key phrases or hyperlinks.

Screenshot of Moz Keyword Explorer results for keyword "chromebooks"

This knowledge evaluation can be utilized in advertising and marketing items to explain developments in search over time, or you need to use the sort of knowledge in your inside stakeholder content material, comparable to while you wish to illustrate the success of your natural content material campaigns or how the variety of hyperlinks to particular pages has elevated over time because you began updating previous posts.


Tableau is arguably probably the most well-known knowledge visualization device accessible. It has paid and free variations. The free model, Tableau Public, requires a software program obtain, however then permits you to create knowledge visualizations totally free (with some limitations which can be lifted within the paid model).

To see a few of the knowledge visualizations that have been created utilizing Tableau, they’ve their free 3D VizGallery that permits you to stroll by way of a 3D “artwork gallery” of actual initiatives. Here’s an example protecting “Work Like an Artist: Every day Routines of Well-known Creatives” from a consumer who tailored info from books on creatives’ work schedules by Mason Currey, Wikipedia, and weblog posts.

Example Tableau report showing pie graphs for different composers and artists.

Exterior knowledge from firm consumer knowledge

When you have been searching for knowledge from massive corporations, many make a few of their knowledge public, which will be pulled to create an information evaluation or pattern report over time. Two good examples of this are:

Spotify Charts

If you wish to see how particular music or different media hosted on Spotify is performing over time, try Spotify Charts, which reveals you developments in particular genres of music or by nation.

Amazon Gross sales Knowledge

It’s also possible to view trends in Amazon products, comparable to its best-selling books checklist or lists of top-selling merchandise in particular classes. Exterior instruments, like Amzscout, pull this knowledge that can assist you see how particular merchandise are promoting over time.

Pivot tables

If you’d like the most straightforward technique to chart your uncooked knowledge, don’t low cost the facility of pivot tables and charts in Excel or Google Sheets. These can routinely offer you charts and different knowledge graphics quick, proper inside your saved knowledge spreadsheet. There are many assets to create efficient charts and graphics. It’s vital to notice Google Sheets could have barely completely different formula functions than Excel in some instances.

In conclusion

To be taught extra about storytelling with knowledge, don’t neglect to evaluation our not too long ago up to date Learn Center page. Whether or not you might be utilizing a less complicated device like Google Sheets or wish to construct a beautifully-designed infographic in Tableau, knowledge visualization is a good way to additional your storytelling narrative by illustrating your level and rising customers’ understanding of the subject at hand.

To see extra examples of nice knowledge visualizations, try Juice Analytics’ thoughtful roundup of examples throughout a number of completely different subjects and industries.

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