A statistics page is a curated list of figures about a topic, such as remote work, SaaS churn or cybersecurity incidents, grouped by theme and linked to where each number comes from. Writers who need a figure search for it, land on the page and link to it as their source. That makes stats pages one of the more reliable linkable assets for a B2B site. They only keep earning links if every figure is accurate, current and traceable, because a page full of recycled or misattributed numbers is easy to spot and hurts trust.
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What makes one worth citing
- Every figure links to the primary source: the original study, survey or dataset, not another stats page
- Each figure says who measured it, when and, where it matters, the sample
- Figures are grouped under headings that match how people search, such as adoption, cost or security
- Old figures are removed or marked when newer data replaces them
- Your own original data, if you have it, is included and clearly labelled
How it fits a SaaS content plan
Pick a topic close to the problem your product solves, so the links and visitors are relevant. A payroll product writing about remote work pay is a good fit. The same product writing about general marketing statistics is not.
The page earns links mostly through search, so target the query people use when looking for figures, such as "remote work statistics". Plan a review every few months; a stats page that cites figures several years old will be overtaken by a fresher one.
Example
Tracing every number back
A fictional security tool, Gatehollow, drafts a page of phishing statistics. While checking sources, the team finds that several widely repeated figures trace back to a vendor blog post with no method, and two link to dead pages. They drop those, keep the figures from published reports with a stated method, and add a short note on how each source collected its data.
Common mistakes
Citing other stats pages
Copying figures from another roundup spreads errors. Link to the original source or leave the figure out.
Never updating it
Stats pages go stale quickly. Date the page honestly and review it on a schedule.
Rounding to make a better headline
Report the figure as the source states it. Altered numbers get noticed by the writers you want links from.
Frequently Asked Questions
They can be, if the topic fits your product and you do the sourcing properly. Many existing pages are poorly sourced, which leaves room for a careful one.
Only if you will update the page to match. A year in the title of a page that is never refreshed looks stale quickly.
Keep reading
- Linkable Asset: A linkable asset is a page designed to be worth citing, such as original research, a free tool or a reference guide, that others link to naturally.
- Original Research: Original research is content based on data a company collected itself, such as surveys, product usage analysis or experiments, published as new findings.
- Data-Driven PR: Data-driven PR creates original data, from surveys, product usage or public sources, and pitches the findings to journalists for coverage and links.
- Link Bait: Link bait is content made mainly to attract attention and links, such as bold studies, controversial takes or striking visuals.
- Changelog Marketing: Changelog marketing turns a product's release notes into a public, readable record of improvements that shows momentum and gives content for other channels.
- Community-Led Content: Community-led content is created with or by a product's community, such as member guides, AMAs and roundtables, guided by the company but shaped by users.
- Comparison content: Comparison content helps buyers weigh options side by side, such as versus pages, alternatives pages and best-of lists.
- Content Audit: A content audit reviews every page a site has published to decide which to keep, update, merge, redirect or remove, based on quality and performance.
