CREATE
STEP 2: GRAPHIC DESIGN

Content Marketing and Graphic Design

Graphic Design adds a whole new dimension to your Content Creation efforts. If you have graphic designers on staff or access to them through an agency you’re no longer confined to words and stock images.

Graphic Design can bring your social media, blog and landing pages to life, breaking up the text with visual elements. These don’t just improve the aesthetic appeal of your pages, they also serve to communicate your key messages more effectively.

Research has shown that when information is presented in visual form the human brain processes it quicker and retains it longer. If you look at the results of any eye-tracking study, it’s the parts of the page that aren’t plain text that get all the attention.

How to leverage good Graphic Design

So how do you best use Graphic Design as part of your content marketing strategy? Here are 5 ideas:

  1. Custom CTAs: every page on your website should have a CTA. Your graphic designers can create eye-catching, brand-consistent banners, buttons and forms to help turn more of your website visitors into leads;
  2. Infographics: most of the infographics you see around the web fail to get any sort of return because there wasn’t a good enough reason for creating them in the first place. Infographics should always have a compelling story to tell or highly valuable information to convey;
  3. Original social media content: it’s easy enough to populate your company Facebook Page by sharing relevant third party content, but if you’ve got your own graphic designers you can create something original, whether it’s a thumbnail graphic, a meme or a gif. That way you own the likes, shares, referral traffic and links;
  4. Promote your best content: like any kind of Content Creation your Graphic Design needs to be actively promoted. Original design-led content for your social media, for example, is ideal for driving sponsored content and social media ad campaigns;
  5. Recycle your best ideas: sometimes we call this “sweating your content”. If you’ve got a good idea for a blog article or a new page on your site, ping it over to your graphic designers. Whether it’s supporting your words or creating a whole separate, design-led campaign, they can help you squeeze more juice out of your creative oranges.

Creating great Infographics

We started out in 2011 and in our second year Australia went crazy for infographics. According to Google Trends, interest peaked in this part of the world at the end of 2013 and by that point everyone’s spam filters were overflowing with requests to embed or link to the latest cool creation.

So, infographics can’t claim to be new and some of the marketing tactics they were used for have been well and truly burned. But they can still make a positive contribution to your bottom line if they’re used in the right way.

We have two particular situations where we really like infographics.

The first is on landing pages where a client is trying to explain a complex process or highlight their USPs (what it is that makes them different to the competition). Infographics do a great job of conveying lots of information in a digestible and visually appealing manner. If users understand what you’re trying to say they’re more likely to trust you and therefore more likely to convert into a lead or customer.

Putting infographics on priority landing pages also means clients get a lot of use out of them. It takes time and effort to produce a creative, cool-looking graphic that tells a useful and coherent story, so you want to extract maximum value from it once you’ve got it. A landing page that you’ll be pushing traffic to for the foreseeable future fits the bill perfectly.

The second situation where we often pitch infographics is when a client is looking for a premium blog post to promote on social media. If you want to engage more users on Facebook, for example, there is no substitute for original, compelling content, supported by targeted ad spend. And a blog post built around an infographic packs a bigger punch than some of the more run-of-the-mill content you might have up on your blog. That makes these sorts of posts ideal for promoting on social media, whether that’s an ad on Facebook, Sponsored Content on LinkedIn or a Website Card on Twitter.

Making calls-to-action

We like every page on a client’s website to have a clear, simple call-to-action (CTA). Users should always have an obvious and easy next step they can take whether it’s buying a product, booking a demo, downloading a whitepaper or signing up to a newsletter.

Our graphic designers give us more control over what these CTAs look like and provide assets that we can drop into blog posts or promote directly on social media. This is especially handy when clients have obstacles on their side, like restricted access to other parts of their website or a big backlog of tech tickets that prevent changes getting made.

CTAs can be the difference between doing good content and doing good content marketing. They allow you to turn the attention of your target audience into positive, tangible action.

A CTA can be simple, like a button that pops open a form or sends users through to a landing page. Our graphic designers can also do more complex stuff like memes, custom images (thumbnail-sized mini-infographics) and gifs (super-simple, short animations).

As well as on your blog, website and social media, you can use custom CTAs to improve clickthrough on display ads.

Raising your banners

Whether you’re building a new website, creating a conversion landing page or giving your Twitter profile a facelift, a custom banner can have a big impact on your users. Our Graphic Designers have created some really cool, functional and brand-consistent banners for a range of goals and platforms.

If your Facebook banner doesn’t fit the dimensions properly or your website slider is too quick or doesn’t have anything to click on you could be putting off potential customers. Custom banners highlight your USPs and point users towards useful actions, like completing a form or visiting another important page on your site.