Todd Sumamno
Content marketing involves the creation and sharing of valuable content to catch the attention of your audience. If you want to make the most out of content marketing, the content you create must be engaging and informational, but these aren’t the only elements of good content. Fonts, color combinations, positioning, dimensions, placing of logos are elements that make content a lot more interactive and easier to digest. Unfortunately, not many people know about this, which is probably why content marketing doesn’t work for many organizations.
On the bright side, you can hire content marketing agencies to do the job for you. If you’re based in London, www.caffeinemarketing.co.uk/marketing-agency-london/ would be a great place to start. But if you insist on being independent, here are some smart design tips that these agencies use to boost content marketing:
Craft Detailed Personas
Before anything else, you must understand that each individual has their own preferences, especially when it comes to design. For instance, a person may prefer a minimalistic design rather than a design consisting of countless texts, images, and other elements. If your audience has this particular taste, then you must make sure your content adopts this style. This means that you must determine the preferences of your audience. That’s where personas come in.
A persona refers to a list of information about a character you’ve created out of your imagination. Crafting a persona is extremely useful for businesses as it gives them a rough idea of what their audience likes or dislikes. This is why, when crafting a persona, you have to make sure you include as much information as possible, including the following:
- Demographics (gender, age, income, occupation, address)
- Interests, hobbies, beliefs
- Social media accounts
- Favorite blogs and websites
- Content format preferences
- Pain points
The persona you’ve crafted won’t only help you figure out the type of content your audience loves, but it would also help you determine the design most suitable for such content.
Pay Close Attention To Color Combinations
Each color gives off a different vibe. Cool colors, like green and blue, for example, have a soothing or calming vibe. On the other hand, warm colors, like red, yellow, and orange, evoke optimism, happiness, or excitement. It may come as a surprise, but content consisting of warm colors has the highest conversion rates, while dark colors have the lowest. In short, statistics show that color psychology is indeed an essential part of content marketing.
Of course, you shouldn’t use these colors just because of their history. You should also consider what fits best on your content, and what better way to do that than by testing colors using a palette. It might take a while, but you’ll be surprised at how big of a difference it can make.
Consider The Font Style
If the color combination says a lot about the message you want to convey from your content, your font styles can tell a lot about your brand. That’s why it’s equally important to choose a font style that fits the personality you want your brand to have. Are you going for an easy-going personality or are you going for a more formal and dependable identity?
For your reference, Sans Serif fonts, like Calibri and Helvetica, evoke a dependable aura, while Script fonts are for brands aiming for a creative or elegant personality.
Commit To Your Chosen Style
Once you’ve chosen a style to use for the content design, make sure you use that style on every content you create. This includes your emails, brochures, web page, social media posts, and advertisements. This is to ensure that your audience would immediately recognize your brand the moment they see your content. Take Old Spice, for example. One look at one of their advertisements, and you’ll instantly know it’s theirs.
However, in the event of a major overhaul on your content design strategy, it should be fine to deviate from the original style, but make sure you commit to that style from that point onwards.
Avoid Using Too Many Elements
One of the many problems with content marketing is that you’ll often find yourself struggling to fit all the information you want to fit into your posts or the web design. As such, you’ll usually end up with a messy output, which makes the data harder to digest. If you want to make your content easier to look at, make sure you leave some empty spaces.
Conclusion
When you hear about content marketing, many things will come to mind, but design or style is often not one of them. After all, you’d think that design would only improve the aesthetics of your content and not its value, but that’s not true at all. In fact, with the right design, you can boost your content’s value as it becomes more exciting and easier to digest.
Of course, it won’t be easy to incorporate the right design for your content marketing strategy, but these tips should be more than enough to get you started.
Brittany
