“Look for surprises. The most compelling data-driven content tells the reader something they don’t already know. Sometimes that surprise lies in finding an unexpected correlation: you might expect younger workers to be more likely to communicate online and less likely to meet in person, but actually, the reverse is true. If it’s not surprising, it’s going to be a boring story.”
https://hbr.org/2015/12/how-content-marketers-can-tell-better-stories-with-data