rules of content marketing

7 RULES OF CONTENTMARKETING DESIGN

…That converts customer

HOW MANY TIMES HAVE YOU LEFT A BLOG BECAUSE IT WAS HARD TO FIGURE OUT?

OR MAYBE BECAUSE IT WASN’TOPTIMIZED FOR MOBILE DEVICES?

CRAPPY CONTENT MARKETING DESIGN TAKES USERS TO A DEAD END…

…AND IT DOESN’T CONVERT CUSTOMERS

Surprise!

GOOD DESIGN IS ABOUT TAKING USERS THROUGH AN ENGAGING AND PERSUASIVE JOURNEY.

HERE ARE 7 RULES THAT YOUR CONTENT MARKETING DESIGN CAN’T

IGNORE:

Provide A Clear User Path1

CAN VISITORS EASILY FIND WHAT THEY'RE LOOKING FOR?OR IS YOUR CONTENT BURIED DEEP IN NAVIGATIONS?

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

FOR EXAMPLE:

THE LOOK & FEEL OF A CTA SHOULD COMPLEMENT

THE LANDING PAGE THAT IT LEADS TO.

Show More. Tell Less.3

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 Devices. 4

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 Pop 6

CTAs HAVE TO STAND OUT FROM THE REST OF THE PAGE

SO THAT IT’S EASY FOR PROSPECTS

TO KNOW WHERE TO CLICK ONCE THEY DECIDE TO TAKE THE NEXT STEP

FROM CHOOSING THE RIGHT SIZE (BIGGER ISN’T ALWAYS BETTER),TO USING COLORS THAT POP, ANDLEAVING ENOUGH SPACING AROUNDBUTTONS

DIFFERENT VERSIONS OF CTAS

SHOULD BE CONTINUALLY TESTED.

Offer The Right Prize. 7

BALANCE BY THE VALUE OF WHAT YOU’RE

GIVING AWAY V/S THE PERCEIVED BARRIER TO GETTING IT.

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 JOURNEYAND TAKE THEM EXACTLY WHERE THEY WANT…

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