“Why Storytelling with Data is the Secret Skill Students Need in Marketing” By Matthew Goulart, Founder of Ignite Digital

Credit: Matthew Goulart, Founder & CEO Ignite Digital

When people hear the word “Marketing,” they often think of flashy ads, viral videos, or influencers on Instagram. But here’s a little secret that most students don’t realize: the real magic in marketing happens when you can turn boring numbers into a story people care about.

I’m Matthew Goulart, Founder of Ignite Digital, and I’ve spent years helping businesses grow through digital marketing. But no matter how big or small the project, there’s one skill that always stands out — and it’s not just about being good with spreadsheets or social media. It’s the ability to tell the story behind the numbers.

If you’re thinking about a marketing career — or even just curious about it — this is something you need to hear.

Why Data Alone Won’t Get You Far
Let’s say you’re looking at a report that shows how many people visited a website last month. You see that visits went up by 30%. Sounds great, right? But here’s the problem: numbers like that don’t explain why things happened or what you should do next.

Was it because of a new TikTok campaign? Did people love a blog post? Or did a sale bring them in? Without connecting the dots and making sense of it, those numbers are just… numbers.

As I often tell my team:
“Data gives you the facts, but storytelling gives you the fuel to move people. It’s the difference between reading numbers on a page and lighting a spark that drives action.”

The most valuable marketers are the ones who can say, “Here’s what’s happening, here’s why it’s happening, and here’s what we should do next.”

And that, at its heart, is storytelling.

What Makes Data Storytelling So Powerful?
Think of it like this: numbers tell you what is happening, but stories tell you why it matters.
Imagine you’re explaining a tough class to your friends. You don’t just list the grades you got — you explain the late nights, the hard exams, the tricky assignments, and how you pushed through. That’s storytelling. In marketing, storytelling works the same way. It’s not just about showing the numbers; it’s about making people understand the journey behind them.

Here’s why that matters:
📌 It helps people understand big ideas more easily
📌 It sparks emotion and action
📌 It shows that you’re thinking critically, not just memorizing facts

How You Can Start Building This Skill (No Experience Needed)
The best part is that you don’t need a marketing degree or fancy internship to practice this. Here’s how you can start right now:

1. Ask “why” every time you see a number.
Did your Instagram post get more likes than usual? Ask why. Was it the topic, the timing, the photo? This habit helps train your brain to look for patterns.

2. Practice explaining things simply.
Challenge yourself to explain a graph, chart, or school project result to a friend or family member who’s not in your class. If they get it, you’re doing it right.

3. Focus on people, not just numbers.
Behind every stat, there’s a person. If your school event had fewer people this year, think about what those students wanted — or didn’t get — that kept them away.

4. Watch how good communicators do it.
Check out TED Talks of Simon Sinek or other big names in public speaking, news stories, or YouTube explainers. Pay attention to how they use facts and data with stories to keep people interested.

Also, pay attention to how hooked you were in their story and how informed you are after watching them. That is great storytelling!

Why Marketing Is a Great Career for Storytellers
Excellent marketers share the love of figuring out why things happen, enjoy being creative, and like solving puzzles. It’s a field where both your brain and your creativity matter.

And here’s the exciting part: while technology and tools keep changing, the need for human storytellers never goes away. Companies will always need people who can understand customers, explain insights clearly, and come up with smart ideas.

Final Takeaway: Start Practicing Now
You don’t need to wait for a job or internship to build this skill. Start small like helping a friend understand why a school club is struggling or explaining a personal achievement as a story and not just a resume bullet point.

By practicing the art of storytelling with facts, you’re already setting yourself apart. And when you step into the working world, you’ll have something incredibly valuable: the ability to turn information into inspiration.

“So don’t be afraid if not everything makes sense to you at first — it will take time, like an expensive bottle of wine. And with enough motivation and consistency in the work you do, I know you’ll eventually get there.

And by that time, it will be YOUR story that’ll be celebrated by many in your industry.”

Meet Our Contributor — Matthew Goulart
Matthew Goulart is the founder of Ignite Digital — where they don’t just build brands, they create market leaders. He launched Ignite with one mission: combine bold strategy, real grit, and unstoppable energy to help businesses dominate their industries. At Ignite, they don’t chase traffic — they spark momentum. They turn clicks into loyal fans and brands into authority figures. Their clients don’t follow trends, they set them.