Can You Really Trust the Statistics You Quote in Your Content?

Let's talk about stats!

I like adding stats to my clients' content because it adds weight to their messaging. It's not just words, it's actual data that supports their claims and makes them more compelling.

But choosing and referencing the right quote is interesting.

Case in point:

While looking for a statistic on customer retention, I found one tying a 5% increase in customer retention to a bump in profits of up to 95%, but it was dated 2001.

O… K… Maybe let's find a more recent one? ??

So, I set out to find a more recent stats that was equally impactful. Now, there are tons of reports and studies on customer satisfaction, retention, etc. However, none of them seemed to have the same impact as that 2001 statistic.

And, it turns out, a ton of reports actually quote the report's data from 2001.

Everyone from LinkedIn writers to authoritative publications like Forbes , HubSpot , and Help Scout use that source on articles and reports as recent as May 2024.

They just don't always reference the original source, and they rarely reference the date.

Nothing wrong with that. It's journalism 101.

I understand why as well. The information is so juicy! It's shocking and attention-grabbing. But as a content creator, but adding the date could make it feel less credible in a time when information is constantly changing and being updated.

So, what did I do? I went with the juicy stat, and went with my client's policy on citing sources: transparency and linking the OG report in the comments.

What's the lesson here?

Honestly, I'm just nerdy about these things and wanted to share this little titbit with you.

But upon reflection, here are three key takeaways:

1. Always fact check and verify your sources, especially when it comes to statistics and data. It's important to use accurate information in your content to maintain credibility and trust with your audience.
2. Don't be afraid to use a well-known or commonly used statistic in your content, even if it may be from an older source. As long as it is still relevant and reliable, it can add value to your message.
3. Give credit where credit is due. Tag the author, publisher, etc. and share a link to the original source in the comments section. This approach not only shows respect for the original source but also allows readers to have more context for the information being presented. Plus, let's be honest, no one likes a content thief.
4. BONUS: Don't rely solely on statistics and data in your content. While they can be powerful tools for supporting your message, they should not be the sole driving force behind it. Use storytelling and personal experiences to add depth and authenticity to your content. It will help connect with readers on a more emotional level and make your message more impactful.

There's so much more to content creation and copywriting than just putting words on a page. It's about crafting a message that resonates with your audience, captures their attention, and ultimately drives them to take action.

So keep your sources close, stay true to your brand's voice and tone, and don't be afraid to inject some personality into your content. Because at the end of the day, people want to connect with real humans, not just a faceless company or brand.

Happy writing, and may the algorithm be ever in your favour.