There are a lot of factors that play major roles when it comes to effective content marketing. The goal of this venture should be to make your potential customers turn into paying customers. This is an easy goal to achieve for professionals, but for newcomers, it’s easy to make a lot of simple mistakes that can end up costing you in the long run. There are many ways to avoid such a fate, and knowing exactly how web design impacts content marketing can be a huge source of help for making sure that you make fewer rookie mistakes when coming up with your content marketing strategy. Some of the factors that make a huge difference are:
- Engaging content
- Calls to action
What Exactly is Content Marketing?
Before we get into discussing how web design can impact content marketing it’s important to understand what content marketing is. To put it simply, content marketing is a type of marketing that involves creating and sharing online material, or “content”, not usually specifically to promote a brand, but to increase general interest in its goods or services. There are many different ways that any given company may go about this. Blog posts, videos, memes, the list goes on.
The end goal is really to get people talking about your products or services, and even the biggest companies take part in content marketing of some kind. For example, General Electric did their Instawalk on the popular social media platform Instagram. The company even worked with influencers from the platform to help make it even more successful. For those of us that don’t know, influencers are people that have massive reach on a given social media platform and have the potential to be the best friend of any company looking to do this type of content marketing. What were the results of this campaign, you may be asking? 8 million views on their account, 3 million views each tour, and 3,000 new followers. That might not all sound like a lot, but considering they didn’t pay a dime for advertising and all they needed to do was let a few popular people tour their facility and take pictures with a specific hashtag, that’s a good deal of engagement and a lot of people now talking about a company that’s mostly known for their lightbulbs. In short, content marketing can be a very powerful tool for those who know how to work it.
Why Web Design is Important for Content Marketing
Once you get some buzz about your company going, your website will likely see a lot more traffic. Because your content marketing was mostly to make more people talk about your goods and services, your potential customer’s first impression of your company will likely be on your website. There’s a lot of factors that go into a well-designed website. For instance, you don’t want the color pallet to be too garish or have too many clashing colors. You want the color design on your website to look nice and be easy on the eyes, while also conveying positive emotions. Remember that a lot of marketing is trying to associate a certain feeling with your brand, and that’s what all the major players do. That’s why Coca Cola created the image of Santa Clause that we all know, the emotions that you can get people to associate with your brand are incredibly powerful.
Be User Friendly
Another thing that you have to make sure to stay on top of is a user-friendly interface. If your website is difficult to navigate, it can scare off potential customers very quickly. You don’t want your customers to have to click through page after page of irrelevant information in order to find what they’re looking for, you want them to be able to find what they need, pay you for any products they decide to buy, and go about their day. In most cases, that’s all your customer wants out of your website as well so having a website that’s easy to navigate is always a win-win.
Content is King
Text readability is another key component of this. You want to make sure to pick a font that’s easy for most people to read. A few examples of fonts that a lot of people consider to be the most readable are Georgia, Helvetica, Verdana, Roboto, and good old Times New Roman. Your choice of font is another chance to show that your company has an expressive side, and can help elicit emotions just like the color pallet you choose for your website does. While we’re back on colors, it’s worth mentioning that you want to make sure that the color of your text sticks out against the color of the background. If you choose a font color that doesn’t stick out against the background, it doesn’t matter how readable your font is your customers are going to have a hard time reading your website and that’s never a good thing.
Make things Crystal Clear
Lastly, you want to make sure that your customer is going to be able to easily comprehend what it is you’re selling. Concise, easy to read descriptions of your goods or services are just one part of this. Most of your potential customers are going to expect pictures of whatever it is you’re offering. Without pictures, it’s going to be difficult for them to fully understand what you’re selling. For example, let’s say that this article wanted to sell you a table. The table is about 4 feet long, 2 feet wide, and 3 feet tall. It’s rectangular and made from oak with grey metal legs. Of course, you can imagine what this table might look like. But you and a friend could read that description and come up with two different tables in your minds, and both of you could be wrong. that’s why having pictures available is so important.
Make Sure You get the Most out of Your Content Marketing
Anytime someone visits a website, they look at how it’s designed to determine if they trust the website or not. If a website doesn’t have a good color design, looks outdated, is hard to navigate, or has fallen into any of the other web design pitfalls we’ve gone over most of your customers aren’t going to want to do business with you. When you look at your website, try to put yourself into the shoes of your customer. Would you trust your website? If not, there’s a good chance that your content marketing will be in vain, no matter how successful it might be.