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that convert customers
7 rules of content marketing design
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How many times have you left a blog because
it was hard to figure out?
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Or maybe because it wasn’t optimized for mobile devices?
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Surprise!
Crappy content marketing design takes users to a dead end.
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And it doesn’t convert customers.
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Good design is about taking users through an engaging
and persuasive journey.
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These are the 7 rules that your content marketing
design can’t ignore:
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Provide a clear user path 1
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Can visitors easily find what they're looking for? Or is your content buried
deep in Navigation Jungle?
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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.
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Keep design consistency 2
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Just like your messaging, content marketing design
has to have a consistent flow.
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Example: The look & feel of a CTA should complement
the landing page that it leads to.
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Content CTA
Landing page
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Show more, tell less 3
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Images and videos can help you tell your story
with less clicks and less reading.
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Instead of writing long descriptions or explanations,
incorporate visuals and interactive content.
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Optimize for different devices 4
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The average user will not wait more than 6 seconds
to see if your content is optimized for mobile.
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Technologies like responsive design can help you ensure
that your content works on any screen size.
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Enable virality 5
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Social networking sites account for the most referral traffic to almost all websites, just behind organic search.
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Add sharing buttons for the social networks
that your target audience uses the most.
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You can also simplify sharing steps by including embed codes right below videos,
infographics, and other visuals
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Make call-to-actions pop 6
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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.
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From choosing the right size (bigger isn’t always better), to using colors that pop, and
leaving enough spacing around buttons, different versions of CTAs
should be continually tested.
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Offer the right prize 7
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One of the biggest factors in capturing your lead
is balancing the value of what you’re giving away vs. the
perceived barrier to getting it.
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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.
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When the user comes back for a different content piece,
new fields will replace the previous ones.
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By optimizing design, you reduce confusion and guide
visitors from videos to blog posts, eBooks, landing pages, and CTAs.
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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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