7 rules of content marketing design that convert customers
Post on 11-Aug-2014
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DESCRIPTIONPoor design can kill your content marketing. It doesn’t matter how good your content is - if you don’t address design and navigation issues, your audience won't stick around to see it. http://uberflip.com
- that convert customers 7 rules of content marketing design
- How many times have you left a blog because it was hard to figure out?
- Or maybe because it wasnt optimized for mobile devices?
- Surprise! Crappy content marketing design takes users to a dead end.
- And it doesnt convert customers.
- Good design is about taking users through an engaging and persuasive journey.
- These are the 7 rules that your content marketing design cant ignore:
- Provide a clear user path1
- Can visitors easily find what they're looking for? Or is your content buried deep in Navigation Jungle?
- Keep the behavior of the user always in mind. For example, when someone lands on a blog post, they should know what to do next.
- Keep design consistency2
- Just like your messaging, content marketing design has to have a consistent flow.
- Example: The look & feel of a CTA should complement the landing page that it leads to.
- Content CTA Landing page
- Show more, tell less3
- Images and videos can help you tell your story with less clicks and less reading.
- Instead of writing long descriptions or explanations, incorporate visuals and interactive content.
- Optimize for different devices4
- The average user will not wait more than 6 seconds to see if your content is optimized for mobile.
- Technologies like responsive design can help you ensure that your content works on any screen size.
- Enable virality5
- Social networking sites account for the most referral traffic to almost all websites, just behind organic search.
- Add sharing buttons for the social networks that your target audience uses the most.
- You can also simplify sharing steps by including embed codes right below videos, infographics, and other visuals
- Make call-to-actions pop6
- CTAs have to stand out from the rest of the page so that its easy for prospects to know where to click once they decide to take the next step.
- From choosing the right size (bigger isnt always better), to using colors that pop, and leaving enough spacing around buttons, different versions of CTAs should be continually tested.
- Offer the right prize7
- One of the biggest factors in capturing your lead is balancing the value of what youre giving away vs. the perceived barrier to getting it.
- This is when features like progressive profiling can come in handy. Instead of making people fill out a long list of fields, just add two or three.
- When the user comes back for a different content piece, new fields will replace the previous ones.
- By optimizing design, you reduce confusion and guide visitors from videos to blog posts, eBooks, landing pages, and CTAs.
- By optimizing design, you increase leads and sales. You immerse people in your journey and take them exactly where they want.
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