Content design is often the forgotten element of content marketing. It infuriates me when we see a seven-page whitepaper some through from a client come through in an aged powerpoint, or worse… Microsoft Publisher. Seeing all that effort go in to the wording, the language, the tone, here are my five tips for getting the design right:
1. Give your brand an identity
Let your readers know who you are, what you do and why you do it. The first part of this is your logo. This is your visual identity, use it throughout all your content assets to help create consistency and brand recall.
2. Create and implement your brand guidelines
This is vital, readers need consistency of design in content marketing, so it is extremely important to have brand guidelines to give your organisation it’s individuality. This in turn will influence your visual presence across digital and print content. Some brand guidelines ‘musts’ include company colours, typefaces, terminology, icons, imagery, stationary and clothing.
3. Align creativity with strategy
Give your company a long-term creative strategy that aligns with your business strategy. This can be integrated through templates for content which again helps create further consistency and communicates your expert content effectively.
4. Engage with your customers with creative content to boost Brand awareness and promote growth
Use both print and digital to interact with your readers, make sure to utilise social media platforms to build relationships with your audience and communicate with your prospects.
5. Use your brand guidelines as guidelines not write of passage
Be creative. Keep your content engaging and varied. Keep up with the current trends and implement your own, and in turn, you will engage and excite your audience. Brand guidelines should be seen as enablers to your business, not a limiting factor. Use your fantastic content ideas and align them with your brand guidelines to create beautiful assets your audience will want to continually read.
I’m a big believer in consistency, and as long as your audience is able to identify your brand, the subject of the content and the tone of the document without even reading a word, the design would have been effective.