What Are the Best Tools for Storytelling With Data Visualization?

Storytelling with knowledge is an important a part of any content material marketer’s toolbox. Whether or not you might be utilizing knowledge visualization for example some extent you’re making an attempt to make, otherwise you need to showcase knowledge from an evaluation your workforce has executed, correct knowledge design is vital to creating efficient visuals that everybody is pleased with. Charts and infographics will be fairly, but when they aren’t additionally correctly breaking down knowledge in a means that makes an influence on the viewers, they’re probably not price the effort and time.

Under, we focus on how storytelling ties into knowledge visualization, and what instruments may help you convey extra knowledge into your content material. We additionally just lately 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 making an attempt to make, regardless of the matter. Make sure to 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 means that helps the viewers perceive at a look what the knowledge is telling us. This might 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 person downloads on their smartphone has slowly elevated over time. Then, after this knowledge is launched, we use storytelling by means of content material to additional clarify what the knowledge is telling us.

As an example, if we all know that the common person downloads two extra apps to their cellphone then they did 5 years prior, we will deduce that customers are probably utilizing their telephones extra. This may help us introduce our predominant level or answer, comparable to an app cleansing utility to assist customers take away apps they not use, or behavioral modifications for customers that need to be on their cellphone much less.

The perfect instruments for knowledge visualization

In case you’re trying to create your distinctive knowledge visuals, which is beneficial so you do not use another person’s knowledge with out their permission, there are a number of instruments you should utilize to assemble knowledge that may affect the details in your content material narrative. These free and paid instruments vary from the following:

  • offering the knowledge for you in a chart format

  • providing you with uncooked knowledge to construct into graphics

  • permitting you to import your uncooked knowledge so you possibly can construct the visuals you should correctly summarize the knowledge factors

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

Google Developments

Most SEOs are conscious of Google Developments, however virtually any business can use it to get a fast pulse on what’s trending of their particular area of services or products. As an example, if you’re an e-commerce, you possibly can try the Google shopping trends to see what merchandise are being searched for most just lately. The web page additionally factors out giant spikes for particular product phrases for e-commerce, comparable to “y2k aesthetic.”

Moreover, Google Developments additionally reveals daily overall trending search topics in particular nations. That is actually helpful in the event you’re wanting for knowledge that applies to a selected nation or the pulse of a sure space general, comparable to music or present occasions.

The principle part of Google Developments means that you can examine a number of matters as as soon as to see how person curiosity has ebbed and flowed over time.

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

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

Google Charts

If you have already got knowledge that you should plot into charts, Google Charts underneath Google’s improvement instruments is an effective way to do this. It means that you can import knowledge which you’ll create visualizations from after which place in your web site.

It’s free and fully customizable. It additionally has a gallery you possibly can browse for examples of obtainable charts, which may help you determine which is greatest for your knowledge.

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

This software might require extra developer information because you’ll must HTML5 and different code to drag in the knowledge.

Moreover, Google Data Studio is much like Google Charts, the place you possibly can import a number of totally different knowledge sources to create graphics and stay charts based mostly on API-connected knowledge. Nevertheless, it’s centered extra on offering an inner knowledge dashboard quite than public-facing charts for content material pages.


In case you’re trying to share key phrase analysis or search knowledge over time, think about using Moz. Moz Pro means that you can monitor your marketing campaign knowledge over time (in addition to analysis opponents), and the suite of free tools helps 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 items to explain traits in search over time, or you should utilize this kind of knowledge in your inner stakeholder content material, comparable to once you need 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 the most well-known knowledge visualization software accessible. It has paid and free variations. The free model, Tableau Public, requires a software program obtain, however then helps you to create knowledge visualizations for free (with some limitations which can be lifted in 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 means of a 3D “artwork gallery” of actual tasks. Here’s an example overlaying “Work Like an Artist: Each day Routines of Well-known Creatives” from a person who tailored data 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 person knowledge

In case you have been wanting for knowledge from giant corporations, many make a few of their knowledge public, which will be pulled to create an information evaluation or development 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 traits in particular genres of music or by nation.

Amazon Gross sales Data

You can even view trends in Amazon products, comparable to its best-selling books listing or lists of top-selling merchandise in particular classes. Exterior instruments, like Amzscout, pull this knowledge that will help you see how particular merchandise are promoting over time.

Pivot tables

If you would like the most straightforward option to chart your uncooked knowledge, don’t low cost the energy of pivot tables and charts in Excel or Google Sheets. These can mechanically give 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 essential to notice Google Sheets might have barely totally different formula functions than Excel in some instances.

In conclusion

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

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

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