Data-driven storytelling is more than just a buzzword. It’s a process of using social data and media intelligence to inform stories. And while stories are great for Hollywood and Netflix Originals, in this context, its about the content that brands are putting into the market place.

Being relevant to someone means that you have to have something in common with them. It could be a similar interest and hobby. Or, maybe you look like alike, talk alike, or dress the same way. And in some cases it might just be an attraction. They’re cute and they look good.

But brand relevancy is about relating to an audience. And the only way to relate to an audience is to understand who they are, what they care about, what interests them or keeps him up at night, what media they read and what social media channels they use to converse with friends and colleagues. When thinking about an audience, it’s important to understand who you actually want to reach. Is it the media? Is it a group of influencers? Perhaps it’s your core customers or buyers.

In any case, data can be used to understand the stories and trends better demanding the attention of your audience. The below model illustrates how data can be used to uncover these insights depending upon which audience you want to reach.

More importantly, the model also shows that once you understand audience demand, you have to ensure that your supply of content is meeting that demand.

And that supply of content can be everything you publish on branded channels to include press releases, blog posts, spec sheets, or any content that lives in a brand newsroom.

It can also be coverage from earned media. It’s a great way to understand if the media is covering your business in a way that you want them to and is it aligning to your overall messaging.

And lastly, it can be the stories and the content that you’re sharing and publishing on social media channels.

The point of all this is that data driven storytelling is more than just a buzzword. When done right, it can be very effective approach to building brand relevance, engagement and a platform to tell better stories then your competitors.

I have been working on this audience intelligence guide that is meant to be a blueprint for marketers to learn how they can incorporate data from multiple sources to inform the creation of digital marketing, earned media and content marketing programs.