7 rules of content

marketing design
that convert customers
How many times have you
left a blog because
it was hard to figure out?
?
 Or maybe because it wasn’t
optimized for mobile devices?
 Surprise!
Crappy content marketing design
takes users to a dead end.
 And it doesn’t
convert customers.
Good design is about taking
users through an engaging
and persuasive journey.
These are the 7 rules that
your content marketing
design can’t ignore:
1 Provide a clear user path
 Can visitors easily find
what they're looking for?
Or is your content buried
deep in Navigation Jungle?
 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.
2 Keep design consistency
 Just like your messaging,
content marketing design
has to have a consistent flow.
 Example: The look & feel
of a CTA should complement
the landing page that it leads to.
 Landing page  

Content CTA  
3 Show more, tell less
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.
4 Optimize for different devices
 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.
5 Enable virality
 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
6 Make call-to-actions pop
 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, and
leaving enough spacing around
buttons, different versions of CTAs
should be continually tested.
7 Offer the right prize
 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.
 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.
 When the user comes back
for a different content piece,
new fields will replace
the previous ones.
 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 journey
and take them exactly where they want.
WANT TO GET MORE OUT OF
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