How To Tell Data-Driven Stories


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The Duct Tape Marketing Podcast with John Jantsch

In this episode of the Duct Tape Marketing Podcast, I interviewed Michele Lin. Michele is the founder of Mantis Research, where she helps marketers conduct and publish compelling original research. With her expertise in leveraging data to drive impactful narratives, Michelle shares valuable insights on how to craft compelling stories from original research.

Key Takeaways

Learn all about the the transformative power of original research in content marketing, with an emphasis on its role in establishing credibility and trust. I and Michele highlight the process of crafting data-driven stories, from defining research objectives to repurposing findings across various channels for maximum impact. By leveraging original research, marketers can optimize search engine visibility, attract backlinks, and position themselves as authoritative voices in their industries, driving deeper engagement and meaningful impact through their content.


Questions I ask Michele Linn:

[01:49] What is original research?

[03:11] How do you transform survey and data into a compelling story?

[04:35] Do you believe that sharing data builds thought leadership?

[06:00] Tell us about using data to validate a story

[07:28] How do you probe for data-manipulators?

[09:16] How do you draw conclusions from graphs, charts and data altogether?

[13:15] Is there a benchmark number of responses that can make a given data valid?

[15:06] Do interacting industries bring new thought to data collection?

[16:47] What are some of the great social media platforms for sharing data?

[20:04] What are your thoughts on search engines and how they view data?

[21:12] Is there some place you’d invite people to connect with you and find out more about the work you’re doing?



More About Michele Linn:


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Connect with John Jantsch on LinkedIn


This episode of The Duct Tape Marketing Podcast is brought to you by Porkbun

Go to to get a .BIO domain name for your link in bio page for less than $3 at Porkbun today.


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