Ten ways that good design will improve the effectiveness of your content marketing.


good design

Logos, websites, covers of books, and more…

Your business will do well if you have a strong content marketing strategy.

More than 7 out of 10 content marketers say that their strategy is a big reason for their success. But not just any plan will work. For example, in the past year, only about half of Business-to-Consumer (B2C) marketers successfully carried out their plan to build loyalty and grow their audience. Adding good design elements to your strategy can help you make sure it helps your business succeed.

We’ll look at ten ways that good design can help your company or brand get more traffic, engagement, and sales. But first, let’s look at what makes a good content marketing strategy and how design fits in.

A content marketing strategy has the following parts:

Your end-to-end marketing plan is based on your content marketing strategy. It helps you plan, create, and publish content that fits your business’s overall strategy, speaks to your audience, and gets results. For the best chance of success, you should write down your plan.

Content Type Lists

Here are some crucial parts of your content marketing strategy that you should list:

  • Set up your marketing goals and goals for your content.
  • Make a clear picture of your target market using customer personas.
  • Do an audit of your existing content to find holes and problems.
  • Make a map of the typical customer’s path through the sales funnel.
  • Choose the channels where your content will be shared.
  • Review your internal resources and assess your abilities.
  • Think of ideas for content.
  • Make a plan and calendar for your content, including dates for creating and releasing it.
  • Execute your plan.
  • Use audits and tests to determine how well your strategy and content are working.
  • Change as necessary.

How design elements fit into a content strategy that works —

The most prominent part of your content strategy’s design is how the content looks and how your website works. Design should be a big part of your decision, no matter what kind of content format you choose. Lousy design kills the user experience and makes your content useless. For example:

Content design popup via Codeless

I’m sure the content was great, but the way it was presented and designed was boring and annoying.

Every type of content, whether a video, an article, or an ebook, needs some design elements. However, visual content, like photos, infographics, memes, illustrations, and videos, is the essential part.

But it would be best if you also thought about the page’s layout, the fonts you choose, the color combinations you use, the size of the headings, how you deliver the content, and how you use logos.

Your content strategy should include your design strategy. After all, this strategy will help you develop and write down design standards and guidelines that people can use when making and publishing content.

Keep in mind that you might not get all of your design choices right the first time. This is why a splash page or test page should be used to plan and test design ideas before they go live:

WiseMerchant has an example of a splash page.

Testing, evaluating, and making changes will help you get the results you want from your design strategy. If it doesn’t work, you haven’t wasted time or sent it to a large number of people. This saves you from having to do damage control.

It takes time and works to work a great design into every part of your content marketing. But it’s a good investment because it will help your business in the following ten ways.

Find out who your ideal customer is.

Making a detailed persona of your ideal customer is an essential part of your content marketing strategy since 80% of marketers say that content created for a persona is more effective.

This persona should help your team understand who your content is for and who you’re making it for. Engagement and sales will go down if your content doesn’t speak to your ideal audience.

A well-thought-out persona can help you figure out what topics, ideas, and keywords to use in your content. But to make a good persona, a lot of information needs to be gathered and put together.

  • Information about the audience includes their age, gender, race, income, location, and job title.
  • Hobbies, interests, beliefs, habits.
  • They often have problems or pain points that led them to look for your product.
  • How does your product or service solve a problem?
  • Where do you find your ideal customer? How do they connect with people? Who do they read blogs?
  • What kinds of content do they like?

By putting all of this information into a visual persona, you can quickly and easily share a lot of information while learning more about your ideal customer. Then, when you want to talk about your persona, you won’t have to sift through a lot of text to find the important details.

Here’s a great example of how to design a persona:

  • User persona example via Behance
  • Make a Christmas video to promote your brand Facebook Ad via Promo.

Good design elements can help you tell your brand’s story and make people more aware of it, as long as they are consistent across all channels and platforms.

For example, the font on your website and other written content like white papers and case studies should be the same.

If your appearance is a big part of your brand, you should have a great professional headshot that you use everywhere. In the bio section of every guest appearance, you should also use the same picture.

Also, your logo and brand colors should always look the same, and the design of your sales funnel should be the same from start to finish.

Check out how Promo’s Facebook Ad and the linked Landing Page have some of the same design elements.

Birchbox is another great example of visual content that is the same on all channels. Everything has the same modern, girly look, from their website to their mobile app and YouTube channel.

If your design isn’t the same everywhere, it’s harder to get your brand’s voice and look across.

Imagine a brand with young, cool, and funny ads on Facebook, but their blog is full of serious, formal, and educational posts. It would be hard to figure out who they are trying to reach and what they stand for.

Make yourself stand out.

Content marketing is a competitive field, as 91 percent of business-to-business (B2B) companies do it, and 86 percent of business-to-consumer (B2C) marketers see it as a key way to get customers.

With so much content being made every day, it can feel like it’s impossible to stand out.

Olivier Darbonville is the source of the original infographic on heat-soluble threads.

Your success depends on how original you are. Only 30% of marketers make their own visuals, which is interesting. This means that unique and creative design elements can be a powerful way to stand out.

Unique designs can not only keep people interested, but they can also help you get backlinks and improve your SEO.

If you publish original infographics, charts, and other visuals that people find useful, there’s a good chance that other people will use them on their own sites and link back to you as the creator.

Since 7 out of 10 marketers use other people’s visuals, making well-designed images that people want to share will help you build a reputation as an industry leader and influencer. This only works if your content isn’t stolen, and other sites that use it give you credit as the original designer and maker of the finished product.

Provide more value

Adwindesign has a sheet of rules for visual games. A good content marketing plan focuses on how to give your customers and audience something of value.

Focusing on the customer’s success and giving them value can increase both brand loyalty and customer retention, which can lead to more sales over time. By adding visual design elements to your content, you can make it more valuable.

For example, research shows that people can follow pictures three times better than words. This means that making a video tutorial or an original infographic is a much better way to show product features or give instructions than writing a guide.

Your customers can also get more value from interactive website designs and chatbots, which can lead to more conversions. How? By changing the way, things are usually done. Instead of putting content on a simple blog interface, they use creative, smooth design:

  • Screenshot of the homepage from Landbot
  • Landbot doubled the number of people who bought something from its website by making it look like a chatbot. The design was smooth and easy to understand because it used a simple gradient and button colors that went together.

Reuse content in a smart way

As we talked about in part content strategy elements, there are many different kinds of content. Even though you probably won’t use all of them, your strategy should have at least a few of them. But making original content for every platform and channel is a very inefficient way to work.

Using powerful design tools, it’s easy to reuse a key piece of content in a number of different ways.

For example, let’s say you have a valuable white paper with a lot of relevant research about the industry. 

Here are a few quick ways to change the format:

  • Make an infographic of the research you find most interesting.
  • Make a video or podcast about the things in the paper.
  • Find out about one company in the industry and write a case study about it.
  • Write a new blog post that sums up what the paper found.
  • Send a newsletter with a summary of the paper to everyone (and a link to it.)
  • Share bits and pieces from the paper on social media.
  • Make an online course that teaches what is in the white paper.

In all of these examples, there isn’t much to add, change, or update. Most of the work goes into choosing the right pieces of content and then designing another type of content around them.

Bringing back old content and updating it can also help your business by bringing in new customers.

In this case, you’re not changing the type of content. Instead, you’re just giving an old article or piece of content a new look. This can be done by making sure the stats are up-to-date or by adding new, useful design elements like high-quality images.

Over half of the monthly traffic to The Atlantic comes from content that was already made but was just updated.

Improve how customers see you.

If your content is hard to read, no one will stay long enough to figure out if it has useful information. On the other hand, innovative web designs can be used to give customers a unique experience that sticks with them.

Images of high quality are an important part of any good design. For instance, articles and web pages with no pictures get 94% fewer views than those with at least one picture.

Adding videos and interactive content to your website design is a quick way to get more people to look at it. After all, four times as many people would rather watch a video review than read one.

Even for common types of non-visual content like podcasts or interactive elements (like the calculator below), well-designed marketing materials can help reach more people and get more impressions.

Through iva, a website can be made with interactive content.

Make an impression that will last.

Studies show that people can remember about 65% of what they see in a picture even three days later. In contrast, people only remember about 10% of what they’ve read in writing after three days.

This means that people are more likely to remember the way your content looks than the words you’ve written.

Having great visuals is a must if you want to make a good impression that lasts.

If part of your plan is to share important information, like how you do better than the competition, make sure that information is presented visually.

Focus on making key points into a graph, chart, or picture instead of just writing them down.

Trigger greater engagement

Content with high-quality images and good design gets more attention. Adding original images that are powerful will increase both reader engagement and social shares.

Here are some interesting facts about how well-designed posts on social media affect how much people interact with them:

  • Thirty-seven percent more people look at Facebook posts with pictures.
  • Tweets with a picture are shared 1.5 times more often.
  • On average, infographics get three times as many shares on all social media sites.
  • 65% of people like emails with pictures better.
  • Personalized emails are six times more likely to get a response than cold emails.

If you want to get more people to read and interact with your articles, you should design key images like featured images and thumbnails.

Adding interactive content to your design can also make it easier for people to get involved across all mediums and platforms. Even emails do better when they have interactive parts.

Drive sales subconsciously

NOW Marketing Group’s Emotion Color Guide

The subconscious mind makes 95% of all decisions about what to buy. So using things in your design that makes people feel something, like solid-color choices and powerful images, can help your subconscious make decisions in your favor.

From the above guide, you can see that red is an intense color that is associated with passion and strength. Studies have shown that if you use this color for buy buttons on your website or in your ads, you can increase sales by 34% by appealing to these feelings.

You can also subconsciously decide to buy something by using other colors to create a sense of urgency, a fear of missing out, or a sense of belonging.

Sometimes less is more.

Combining your color choices with clean layouts and few options makes it easier for people to decide and can lead to more sales. 84.6 percent of web designers say that having too many things on a website is the most common mistake.

Check out these product options on the home page of Doris Sleep, a company that makes high-end pillows. Their clean three-column layout, simple color scheme, and big CTA buttons make it easy for users to buy.

Doris Sleep has a range of products.

Once a user gets to their Classic Bed Pillow product page, the sleek design continues with well-written product descriptions and a striking red CTA button to increase conversion rates.

Doris Sleep has a page for the Classic Bed Pillow.

You will subconsciously make more sales if you use smart color choices, clean layouts, and good content.

Improve SERP rankings

Your search engine rankings will go up if your site and its content are well-designed. This will bring you more customers.

The design has a significant effect on two parts of SEO:

How easy is it for a user to find and use content? Conversely, is the site hard to use? Do page elements get in the way of the content? These things can affect your bounce rate, which is an SEO signal based on how people use your site.

  • Readability: Most website visitors don’t read every word on a page. Is your content laid out to make it easy to understand? Your content should have subheadings, short paragraphs, images, keywords that mean something, and bulleted lists to break it up.
  • Speed: You can kiss your traffic goodbye if your website is too slow because it has too many design elements. Google gives page load stats.

So, what can you do to improve your SERP rankings with good design that keeps people interested without being too much? You can do a lot of things here.

For example, condensing content with user-friendly knowledge base software can help you improve your rankings and efficiently deliver content to users in a simple format where the design is clean and never intrusive.

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