Using statistics and third-party data is common practice in content marketing. Saying “short subject lines get better open rates” is far more effective when accompanied by a study that analyzed a few hundred emails and found it to be true.

Like any practice, the over-reliance on employing stats this way has its downsides; namely inaccurate sources, misrepresentation of facts, and a chain of blog posts citing each other that obscufate original sources.

In this first edition of our new Demandist segment, Grizzle’s very own Jenna St John (Editor), Erica Schneider (Head of Content), and Tom Whatley (Founder & CEO) talk about:

• The importance of using statistics and third-party data in your content in the first place
• The problem with using data for the sake of it
• Being honest with what your data truly represents
• Why every content marketer and writer should always cite the correct source
• How to find reliable sources that represent an unbiased argument
• The ROI of strong journalistic integrity