How Great Design Helps Your Content Marketing Strategy
Imagine standing in a farmer’s market.
The stalls extend as far as the eye can see, each filled with colourful fruits and vegetables.
Now, think of two stands next to each other — one is an assortment of different-sized crates haphazardly filled with various produce items. In contrast, the other is more visually appealing: pristine pyramids of shiny red apples, herbs bunched together like bouquets…
Which catches your attention? Which makes you want to stay awhile, explore their offerings, and make a purchase.
That is what design can do.
Now, let’s talk about content marketing strategy; it’s not much different from the farmers’ market scenario I described.
Your thoughts, knowledge, and stories are all ripe and juicy fruit waiting for someone hungry enough (or interested enough) to come along and take a bite.
But how you present those ideas on this crowded internet marketplace makes all the difference.
Good design isn’t just about making things look pretty; it’s not “putting lipstick on a pig” after everything else has been done, either!
A well-designed piece should be thought of as setting up an arena where something great could happen – because without one, people might scroll past without stopping, which means fewer views overall… less sharing potential… fewer comments received.
However.
In today’s world, where time is our most valuable resource, great design becomes mandated.
So are YOU ready?
Do you want to transform your content from being displayed higgledy-piggledy into visually delicious delights that people can’t resist devouring in large quantities before returning for seconds or thirds?
Then, let’s get started with some tips on how great design can supercharge a killer content marketing strategy because what matters isn’t only what we say and how to serve it up.
The Marriage of Design and Content: A Match Made in Marketing Heaven
Just think about it: You’ve produced the most fantastic content ever; that’s what you’re telling yourself. It is informative, entertaining, and disruptive.
But what do you think will happen if it has a design that looks like it was made in the 90s? Well, quite frankly, nobody will see your masterpiece.
This is where good design comes in, like Superman with a cape. It doesn’t just make things look nice (although that’s part of it) – design creates an experience above all else.
It draws people in and makes them want more. Think of it as the stage for your content, and as they say: “The better the stage, the better the show.”
The Psychology of Visual Appeal: Why Our Brains Love Good Design
Have you ever wondered why some designs just ‘click’ with us? Believe it or not, there’s no magic involved here (or at least not much).
This is pure psychology.
In other words, our minds have been wired to react towards different visual stimuli in various ways over time — colour, shape & layout aren’t random choices but rather powerful instruments capable of evoking emotions, directing attention or even influencing decisions.
Did you know people can judge a website’s credibility within 50 milliseconds? That’s less time than it takes to pronounce “content”!
And what are they basing their verdict on? You got it right – the design! So, when discussing good design in content marketing, we’re referring to making every single first impression count.
The Elements of Great Design in Content Marketing
Now, let's go through what makes design ‘great' in the context of content marketing. It isn't just following the hottest trends or using the fanciest fonts. When it comes to content marketing, good design means:
- Clearness: Can someone get your message within seconds?
- Consistency: Does your design match your brand identity on every platform?
- User Experience: Is it easy and fun for people to engage with your content?
- Relevance: Does the design complement and add value to your words, or is it just there for looks?
- Accessibility: Can everyone consume your content quickly, regardless of any disabilities they might have?
These factors work together to create not only aesthetically pleasing designs but useful ones too, because, ultimately, everything we do should have a purpose behind it – especially when working within this industry – where our main aim is always to get across our messages as effectively as possible.
The Influence Of Good Design On User Engagement
Let’s talk numbers for a second – did you know that articles with images get 94% more views than those without?
Or using colours in your design can increase readers’ attention span and recall by 82%?
These are not random figures; they demonstrate how much user engagement can be improved through effective graphic design.
Nevertheless, it is not all about inserting some beautiful pictures here and there; instead, it is about building an integrated visual experience which directs users through different parts of a website or any other piece of content.
To put this into perspective, if your content were a story, its design would act as the storyteller by setting moods and highlighting key points while keeping readers interested until they reach the end.
How Design Influences Content Consumption
Have you ever considered why some websites cause you to want to scroll, click and read more? That’s not an accident. There are many ways in which good design affects the way we consume content.
- Firstly, it establishes a visual hierarchy so that our eyes see the most important information first.
- Secondly, it employs white space effectively, allowing our brains to process information without being overwhelmed.
- Thirdly, it includes interactive elements that make consuming content feel like an adventure rather than a task.
- Fourthly, it ensures that layouts are responsive so your content will look great whether viewed on desktops, tablets or smartphones.
You’re making things easier AND more fun to consume when you think about them – not just making them look nice. And that is the “golden ticket” in content marketing.
The Role of Design in Brand Storytelling
Let me drop a truth bomb on you: everything you put out there tells your brand's story. And what takes centre stage in that storytelling? You guessed it – design.
Think about some of the biggest brands in the world. Apple. Nike. Coca-Cola. What do they have in common? Instantly recognisable design.
Their logos, colour schemes, and overall aesthetic are so ingrained in our minds that we could spot them from a mile away.
But it’s not just about being seen. Good design helps communicate what your brand is all about – its personality, values, and mission.
Are you quirky and fun? Sleek and professional? Whatever your brand vibe, let it shine through consistently across every piece of content with well-thought-out design choices.
Design as Trust-Building
Trust is the new currency online; good design can be your mint. How so? Think about this: Would you trust a financial advisor whose website looked like it was made in 1995?
When something looks professional and put together, people take you more seriously. They see that if you’re willing to sweat over small stuff like making sure all fonts match up, or colours complement one another, then maybe – just maybe! – there’s some real substance behind those pixels, too.
So when creating content for your audience, always keep their trust as a top priority by using great designs consistently throughout all channels because without trust, nothing else really matters, especially not success.
The SEO Benefits of Great Design
Now, I know what you might be thinking. “But isn't SEO all about keywords and backlinks?” Well, yes and no. While those elements are essential, search engines are getting smarter. They're now taking user experience into account when ranking websites. And what plays a huge role in user experience? Yep, you guessed it – design.
Great design can improve your SEO in several ways:
- It reduces bounce rates by making your content more engaging and easier to navigate.
- It improves page load times, which is a critical ranking factor.
- It makes your content more shareable, potentially increasing your backlinks.
- It enhances mobile responsiveness, which is crucial in our smartphone-dominated world.
So, when you invest in great design, you're not just making your content look pretty – you're giving it a better chance to be seen in the first place.
The Intersection of Design and Content Creation
Great design should not be an afterthought but part and parcel of the content creation process. Imagine it: Wouldn’t it be easier to make that visually stunning infographic if you had planned the design and content?
This method of working together between designers and content creators can lead to some great stuff. It ensures the content and design are in sync, enhancing each element to create a seamless user experience.
Here’s a tough one: What matters more in content design – how does it look or work? The answer is both. Good design finds the balance between beauty and brains.
Indeed, your avant-garde font and edgy layout might make your content look incredible. But what's the point if people can’t read it or find what they’re looking for? The trick is to create designs that are visually appealing without sacrificing usability.
The Role of Design in Different Content Formats
Not all content is created equal, and neither is its design. Let's break down how design plays a role in different content formats:
- Blog Posts: The design here is all about readability. Think clean layouts, easy-to-scan headings, and strategically placed images.
- Infographics: This is where design shines. The challenge is to present complex information in a visually appealing and easy-to-understand way.
- Videos: Design can make or break your video content from thumbnails to on-screen graphics.
- Social Media Posts: In the fast-scrolling world of social media, eye-catching design is crucial to stop thumbs in their tracks.
- Email Newsletters: The design here needs to be clean, responsive, and on-brand to keep subscribers engaged.
Each format has its design considerations, but the goal remains: to enhance the content and improve the user experience.
The Future of Design in Content Marketing
As we peer into our crystal ball, what do we see for the future of design in content marketing? Here are a few trends to keep an eye on:
- Increased Personalization: Designs that adapt to individual user preferences and behaviours.
- Interactive Content: More immersive experiences that encourage user participation.
- AI-Driven Design: Artificial intelligence helps to create and optimise designs based on user data.
- Augmented Reality (AR) Integration: Blending digital design elements with the real world.
- Accessibility-First Design: Ensuring content is usable for people of all abilities is becoming a top priority.
As technology evolves, so will the possibilities for design in content marketing. The key will be staying adaptable and consistently meeting your audience's needs.
Measuring the Impact of Design on Your Content Marketing
All right, all right, I get it. “Sounds great, but how do we know if it’s working?” Good question! Direct impact measurement can be difficult in design, but here are a couple of metrics to keep a lookout for:
- Time on Page: Is your content drawing users in for longer?
- Bounce Rate: Will people drop off your site as soon as they land?
- Social Shares: Is your content being shared more frequently?
- Conversion Rates: Are more people completing the desired action after consuming your content?
- User Feedback: What are people saying about what you’re putting out there and how it’s presented?
Improvements in these areas take time — you must keep trying and testing consistently.
Common Design Pitfalls in Content Marketing (And How to Avoid Them)
Even with the best intentions, it's easy to fall into common design traps. Here are a few to watch out for:
- Overdesigning: Sometimes, less is more. Don't let your design overshadow your content.
- Inconsistency: Ensure your design elements are consistent across all your content and platforms.
- Ignoring Mobile: With more people accessing content on mobile devices, responsive design is non-negotiable.
- Slow Load Times: The beautiful design is excellent, but not if it takes forever.
- Poor Accessibility: Make sure your design choices don't exclude any portion of your audience.
Awareness of these pitfalls allows you to create designs that enhance your content without detracting.
Bringing It All Together: Integrating Great Design into Your Content Marketing Strategy
How do you go about incorporating great design into your content marketing strategy? Here are a few steps to get you started:
- Know Your Audience: Understand their preferences, behaviours, and needs.
- Define Your Brand Identity: Establish clear guidelines for your visual brand.
- Collaborate: Bring designers into the content creation process early.
- Test and Iterate: Be bold, try new things, and learn from the results.
- Stay Consistent: Maintain a cohesive look and feel across all your content.
- Keep Learning: Stay up-to-date with design trends and best practices.
Remember, great design in content marketing is more than just a one-and-done deal. It's an ongoing process of creation, evaluation, and refinement.
Conclusion: The Power of Great Design in Your Content Marketing Arsenal
While looking at design and content marketing in depth, one thing becomes certain – good design is not just a want but a need. It means the difference between texts that are glanced through and those that make people stop scrolling. This is what changes random visitors into subscribers and followers into customers.
However, there is something about great content marketing designs: they do not follow strict guidelines. Instead, they require knowing who your audience is, what your brand stands for, and what your aim is to achieve while using visual elements that will help bring your message across most effectively.
Therefore, when creating pieces for content promotion, excellence identification should never be based on aesthetics alone; clarity must also be considered alongside engagement levels. Besides this, it should serve its purpose in achieving business objectives such as lead generation or conversions, among others.
Such an approach ensures that every encounter with such materials leaves a lasting impression on users’ minds, prompting them to return repeatedly for more information regarding similar subjects.
You can start designing greatness right away!
FAQs
What amount of my content marketing strategy budget should I allocate for design?
Though there’s no one-size-fits-all answer, the general rule is to spend between 10% and 20% of your total content marketing budget on design. However, this can change based on what you need or want specifically.
Should I hire a professional designer for my content marketing?
While you can use tools like Canva to create decent designs, hiring a professional designer brings skill and fresh ideas to take your content to another level. It is often worth the investment if you have the budget.
How frequently should I refresh my content design?
Refreshing your design elements every year or two will help keep your look current while maintaining consistency with the overall brand image. However, test any changes widely only after testing them consistently with your audience.
Can great design make up for mediocre content?
Excellent design makes content more visually appealing, but it cannot substitute quality. The best outcomes are achieved by combining excellent content with great design skills.
How should I ensure my design is accessible to all users?
Use enough colour contrast; provide alt text descriptions for images; make sure that your site can be used with screen readers; and enable users to navigate through your page using only keyboard instructions, which are some key considerations.
Should my content look the same on all platforms?
Keep a consistent overall brand look, but optimise each platform regarding its specific requirements or needs. For instance, what may work well on Instagram might be less effective when applied to a website.
How can I measure ROI from investing in good design for my content?
Compare engagement rates, time spent on the page, conversion rates, etc., before & after implementing these changes – also, think about long-term effects such as impacts upon brand perception/loyalty.
Is it better to follow design trends or stick with something classic?
It depends on your brand and audience. Although staying current is essential, do not sacrifice brand identity to follow trends – strive to achieve timeless elements blended with modern touches.
How do I balance creativity in design with maintaining brand consistency?
Establish clear visual guidelines that define fundamental aspects of your brand but leave room for creativity within those boundaries; this gives designers freedom while ensuring overall coherence.
Can I use the same designs across different content types?
Maintain a consistent look throughout all materials, but remember that various types of content may require different design treatments, e.g., an infographic will need entirely different approaches from a whitepaper.
