Content Marketing and Design: Integrating Creativity
If there’s one thing we all know to be true, it’s that putting fresh and frequent content out there for the world to see is rarely a bad thing. It keeps your business relevant, it keeps you in the loop, and it helps to bring people into the mix. So, then, with that in mind, doesn’t it make sense to introduce some big design elements in order to really maximise your potential?
Today, our aim is to run through a few of the must-haves in content marketing - alongside some of the key ways in which content marketing and design blend together so well. A few of these points will serve as mere ideas, whereas others will be active words of advice intended to change and shape the way you think about your strategy.
Buckle up, folks.
What is content marketing?
In the business realm, there’s one thing we all strive for: drawing more eyes to the product. Regardless of what that product may be, we’re constantly looking for unique and creative ways to appeal to the masses. Sometimes, it works, and sometimes it doesn’t, but one of the most tried and tested methods has to be content marketing.
In short, content marketing is a type of marketing that involves creating and sharing online material - whether that be a video, a blog post, or something you want to throw up on social media. It isn’t outright going to promote your brand, but instead, it will likely look at the industry as a whole. You’ll be aiming to heighten the interest of the general public, making them more likely to invest in whatever it is you’re promoting or selling.
In many ways, it’s about building credibility. It’s a tool that is probably used more so by those who aren’t quite as established in their field, but either way, you want to come across as reputable. If you can carve out a niche for yourself in that space and get people interested in the points you’re making, then naturally, they’ll want to know more.
The must-haves for content marketing
Content marketing isn’t exactly a simple business strategy, and we aren’t here to pretend like it is. However, we do feel like there are a few things you should target when looking at how you will distribute your work and what kind of vibe it gives off. So, we’ve decided to run through a few quick points that are worth considering.
Narrowly targeted content
The core principles of design are in place to try and improve business. From marketing to sales to long-term interest, the goal should be to make a difference for the better. When it comes to content marketing, we’re of the belief that you need to be as specific as you can - which is why we’re opting to discuss narrowly targeted content.
The desire of designers should be to target content that is specific to the industry you’re trying to advertise. You’ll be producing and distributing ads that are focused on the ‘hardcores’, if you will, who are far more likely to be interested in what you’re selling. If the audience is big enough, they’ll show some interest. To use an old-fashioned phrase, if you build it, they will come.
Effective SEO
For those of you with eyes and ears, you’re probably familiar with the term ‘SEO’ by now. It’s become something of a buzzphrase that has been sweeping the internet in recent years, and we can understand why. SEO is short for search engine optimisation and is recognised as the process used to optimise a website’s popularity in a way that will boost its profile with search engines.
It picks out the most relevant parts of your content, examines what users search the web for, and partners them together. It’s a tricky algorithm to master, and it can take time, but this is absolutely critical for your progression. If you can improve your SEO habits, then you’re going to start noticing a pretty quick difference with regard to your traffic.
Social media presence
This is a point that we make quite a lot in these posts, but we really don’t think it can be said enough. The world we live in now is a very different place from what it was 15, 10 or even five years ago, and that trend will continue as we look ahead to the future. There are endless different mediums to use when promoting products, but few are quite as handy as social media.
Whether it be Facebook, X, Instagram or the latest new website or app, social media is truly taking the planet by storm. So, if you want your content marketing strategy to be seen by the most eyes and to be consumed in a quick and orderly fashion, making sure you’ve got a strong social media presence should be at the forefront of your ‘to-do’ list.
How design can help your content marketing
This is where we start to bring in graphic design. We all know the talent required to be a designer at a high level, but in relation to content marketing, it can be hard to know how to thread the needle. The following notes will hopefully highlight a viable and meaningful path forward as you continue to navigate this tricky terrain.
Conversion-focused designs
We aren’t about to sit here and say that conversion-focused web design is a foolproof, guaranteed winner every single time because that wouldn’t be true. What we do believe, though, is that if an idea like this is going even remotely to work, you need to have some great design elements that mesh together in a seamless and attractive way.
Conversion-focused web design, for those who don’t know, uses design principles and ‘tricks’ to get users to accept the call to action. This includes psychological triggers, removing distractions surrounding the advertisement, and maximising the user experience. It can often be seen as a shrewd tactic, but it generates results, and that’s what we’re looking for.
Infographics
It’s been said before, and it’ll be said again, but you really can’t beat a good infographic. Instead of spreading the necessary information across endless pages of text, you can condense it down into a format that’s better for everyone. You’ve got imagery, data visualisations, and very little text to ensure it doesn’t get in the way of the important stuff.
Infographics get straight to the point because, in today’s society, our attention span is so limited. We have fallen into the pattern of staring and scrolling at our screens for hours on end, only giving a few moments to an advert or piece of news before moving on to the next. This is the kind of solution that can help really combat that idea.
Industry-specific email templates
We touched on narrowly targeted content earlier in this piece, and now, we want to focus on email templates. When you’ve got a newsletter or email chain of some description running, you want to make sure there is intrigue and attraction coming back at you from the other side. Thus, it’s always good to make the template fit the billing of the industry.
It comes down to generating leads and attention. The format must suit the style, whether it be flamboyant or straight to the point. There needs to be an understanding of how your potential clients or customers like business to be done, and while we don’t want that to be ‘exploited’, it can certainly be used to your advantage in a business sense.
Utilising webinars
In the digital age, it feels like there’s a growing demand for attending webinars. If you need a definition, then essentially, a webinar is an online event where attendees listen to a speaker deliver a presentation or seminar of some description. While the topic can be quite a broad one, it’ll always be related to a certain industry - and for the person leading the webinar, it can never hurt to have something to sell.
From a design perspective, webinars offer a great opportunity to impress in this department. There’s an opening here to show off and add a bit of sparkle into proceedings that otherwise wouldn’t be there. It may be remote, but if you can string together a gorgeous-looking webinar, that’ll stand you in good stead.
The beauty of ebooks
The art of picking up a great book is still ever-present in the day-to-day lives of many, and for that, we’re eternally grateful. With that being said, we certainly aren’t against the idea that ebooks can be used in an equally effective manner. If anything, they’re more easily accessible, and design-wise, there are far more avenues that you can use to make an impact.
Graphic design is complex, but in an ebook, it can be whatever you want it to be. From diverse and eccentric imagery to classic design tools that have been used for decades, this is a really strong way in which to get your message across. It may not lead to increased sales or coverage overnight, but as time goes by, you should start to notice a significant change.
Need help with graphic design? Contact us!
Content marketing can serve as quite the headache, especially for those of you who aren’t particularly experienced in that department. The same rings true for design work. Thankfully, we’ve been able to build a platform that helps relieve the stress for our customers and allows them to manage their design needs while simultaneously freeing themselves of the responsibility.
Here at Hatchly, we function with an unlimited graphic design service that gives you all the tools you need to succeed as a business. We can offer you a team of committed, dedicated professionals who are ready to take on as much work as you’re willing to throw at them. It’s cost-effective, there’s a great line of communication, and it gives you one less thing to worry about.
Investing in graphic design may not seem like a big deal, but for the longevity of your company, it can be really critical to consider the positive effects it can have. So, if you’re interested in learning more, please check out our website — and if you have any questions, feel free to get in touch!
Read also: How to Design Digital Marketing Logos
