7 Reasons Why Content and Design Are Digital Marketing's Power Couple
Content is what drives visitors to your site, readers to your blog and converts prospects into loyal customers. So let's say you've spent time and effort crafting a killer piece of content, yet it's not generating the results you were hoping for. What gives?
Sure, content may be king, but if the presentation stinks, it can be a major turnoff for your readers. It's important to plan out your attack when it comes to content (hey, this post started out as an outline). However, when the focus is too heavy on this one aspect, design becomes an afterthought.
And while it's true that readers are coming to your site for the content, this doesn't mean your design should fall by the wayside. When you're creating content for your blog or email list, you should be writing with design in mind (and vice versa).
So if content is king, then design is queen.
Whether you're working on content for a website, email campaign or blog, here are the golden principles to keep in mind for ruling the digital marketing realm:
1. Be brand aware. Is the copy on point with your brand messaging? Does the design evoke the feelings your brand hopes to convey? Whether you're a content marketer or designer, you should always be creating with brand in mind. Take note of how Alternative Apparel translates its brand approach over to its blog.
2. Keep consistent. You could have a whole team of designers and writers working on the pages of your site, but it should never appear that way! Maintaining a consistent feel throughout your web and print materials helps establish trust between your brand and its customers. J.Crew stays consistent in its messaging and presentation throughout all of its channels — e.g., website, email, catalog. The copy and design are fluid throughout.
3. Add images. Articles with visual elements receive 94 percent more page visits and engagement than those without. Furthermore, adding images helps break up large chunks of text, giving readers visual context to your content. This post on the Real Thread blog shows how even the simplest of images can make for a more visually appealing piece of content.