Using Data to Craft a Compelling Content Story

Marketers love data — but how do we use it effectively without losing authenticity?

In this episode of Content Matters, we dive into the balance between storytelling and hard numbers with two marketing experts:

• Michael Leonhard , Founder & CEO of Compose.ly, who shares his perspective as a C-suite buyer on why data matters in marketing and how companies can use it to build trust and close more deals.
• Jillian Hoefer , Senior Content Marketing Manager at UserEvidence , explores the power of storytelling in marketing and how she helped launch bold, viral campaigns (including the now-iconic "Dumpster Fire" campaign at Terminus).

If you’ve ever wondered how to use data-driven storytelling to help drive larger strategic conversations at your company and earn your seat at the table, this episode is for you.

Watch or listen to the full episode below, and keep scrolling for a helpful summary with tips you can actually implement! ??

?? Data-Driven Storytelling: How to Use Metrics in a Way That Resonates with Buyers

Every company wants to use data, but not every company does it well.

Seeing data, seeing metrics that show impact, gives me a level of comfort as a buyer. But context matters just as much as the numbers themselves. – Mike Leonhard

At the top of this episode, Mike shared his firm beliefs when it comes using data in your marketing strategy:

• Numbers alone don’t persuade buyers. The story around the data is what creates impact.
• Context is everything. Stats without context can lead to skepticism instead of trust.
• Bigger isn’t always better. Wild claims (“500% ROI!”) often raise red flags. Instead, ground your data in real-world use cases.

? Example: Instead of just saying, “Our solution increased conversion rates by 50%,” give buyers a?real case study?that shows?how and why?that number was achieved.

?? Pro tip: The best marketers use data responsibly. Don’t let metrics become a weapon. Use them to enhance credibility.

?? Founder-Led Content Myths: Why Personality and Perspective Matter More Than a Job Title

Founder-led content is trending, but does every executive need to be a thought leader?

You can’t just inject personality into any warm body. Not every founder is meant for the spotlight, and that’s okay. – Jillian Hoefer

Many companies assume that just because an executive has a title, they should be on LinkedIn or in front of a camera. But forcing someone into a content role that doesn’t fit them can do more harm than good.

?? Here's what we learned from Jillian:

1) Not all leaders should be thought leaders. Content should match a person’s strengths.

? Example:

• At UserEvidence, Jillian quickly recognized that her VP of Marketing, Mark Huber, was a natural writer but not as comfortable on video. Instead of trying to mold him into a video-first thought leader, they focused on using his writing skills for LinkedIn and newsletters. Meanwhile, other team members who were more charismatic on camera took the lead in video content.

2) Find the right platform. Some execs thrive on LinkedIn while others are better suited for podcasts or long-form content.

? Example:

• Jillian shared how their founder, Evan Huck, isn’t naturally scripted on video but performs well in casual conversations. When they attempted a polished video shoot, it didn’t feel authentic. Instead, they filmed him in a casual “FaceTime-style” setting while he walked around his backyard, making the content feel more organic and true to his personality. That unscripted format became their new template for his thought leadership, "FaceTime With Founders".

Authenticity beats polish. Trying to force someone into a content style that doesn’t suit them will backfire.

? Example:

• Jillian recalled a time when Mark Huber tried to replicate her "walk-and-talk" LinkedIn videos, but the content felt awkward and unnatural because it didn’t fit his style. Instead of forcing it, they pivoted back to his strength (writing) while leaning on other employees who thrived on camera.

?? How to Implement Founder-Led Content the Right Way:

1. Identify strengths first. Is your leader a strong writer? Great on camera? Better in live conversations? Build their content around their natural abilities.
2. Don’t force video if it doesn’t feel right. Video is powerful, but not every executive needs to be on camera. Sometimes, well-written LinkedIn posts, podcasts, or blog features are a better fit.
3. Create a repeatable process. At UserEvidence, Jillian now records 90-minute quarterly content sessions with key thought leaders, pulling enough material for months of posts —saving time while ensuring consistency.
4. Encourage iteration. Thought leadership isn’t one-size-fits-all. Test different styles, formats, and platforms to see what works best.

?? Breaking Out of the Content Hamster Wheel: The Power of Original Research

When you’re a team of one, it’s easy to get caught up in the endless cycle of content production — churning out blog posts, reports, and social posts just to meet deadlines. But according to Jillian, there’s a more impactful way to approach content marketing:

Original research is how you can provide impact and earn a seat at the table. Take the findings, think wider in the business, and share the insights you’re gathering.

?? How to make your content work harder for you:

• Don’t keep data siloed. Your findings shouldn’t just fuel blog posts. Share them with your sales, product, and leadership teams so they can act on them.
• Position content as a business asset. Instead of just hitting deadlines, use original research to drive strategy discussions and inform company decisions.
• Enable others with insights. At UserEvidence, Jillian actively distributes key research takeaways across departments, ensuring the entire company benefits from the data, not just the marketing team.

? Example:

• When analyzing survey responses for a recent report, Jillian uncovered critical industry trends that weren’t just valuable for content but were also immediately relevant for sales and product teams. Instead of keeping them internal, she packaged key findings and shared them cross-functionally to help inform company strategy.

?? Pro tip: The best content marketers aren’t just writers, they’re strategic storytellers. Use research and insights to shape company narratives, not just blog headlines.

?? Internal Enablement for Content Success: How to Empower Employees to Share Authentic Content

Your best distribution channel isn’t just paid ads. It’s your employees.

We spent an hour brainstorming problems instead of solutions, and suddenly our entire team started posting more on LinkedIn. Our marketing team quadrupled overnight. – Jillian Hoefer

?? How to enable employees to share content effectively:

• Focus on the problem, not the product. Train teams to share industry challenges, not just promote solutions.
• Make it easy to participate. Provide employees with prompts instead of copy-paste captions so their posts feel genuine.
• Reinforce, reinforce, reinforce. Employees won’t share unless they see the value. Remind them multiple times and in multiple ways.

? Example:

• At UserEvidence, Jillian ran a "Social Sparking" session with their sales team. Instead of pushing templated LinkedIn posts, they trained employees to talk about industry pain points in their own voice. The result? Their sales team’s LinkedIn presence exploded overnight.

?? Pro tip: The best thought leadership comes from employees who actually believe in what they’re sharing. Not those following a script.

?? Question Reflection

What's some exciting data you uncovered recently?

Let us know in the comments!

Until our next episode, you can subscribe for more of our content on Spotify, YouTube, and Apple.

Cheers to making data and content work for you!

Franny Harold, Content Creator at Compose.ly

This newsletter was written and edited by a human with AI assistance.