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Sell design with content marketing

Many marketing managers are recognising the value of content marketing. The article below shows how it has penetrated Australian businesses. We all know that content is nothing without design.

Recent research by the Content Marketing Institute shows that in the B2B and B2C area, 93 percent of Australian companies surveyed use content marketing, and more of them have a documented content strategy, compared with their North American and UK counterparts.

Eighty-one percent of Australian marketers are creating more content than they did one year ago. That increase is greater than in North America (72 percent) and the UK (76 percent). Furthermore, while they are less challenged with producing enough and engaging content than their North American and UK peers are, they are more challenged with producing a variety of content.

Some 52% had a documented content strategy, more than similar surveys had found in North America (43%) and the UK (42%).

Joe Pulizzi, founder of the Content Marketing Institute, noted that Australian, North American and UK marketers had all produced more content over the last year but said Australian marketers had increased their output the most.

“Content marketing has clearly taken hold in Australia,” he said, referencing the level of documented strategies.

Further, the survey said that 69% of Australian marketers intended to increase their content marketing budgets in the coming year, compared to 58% in North America and 56% in the UK.

So how can designers take advantage of the growth in content marketing.

Not everyone reads the same way

Some want to skim for the top message while others want to dive in deep. With design devices, you can help both types of readers. In print, the headline establishes the top-level message. Subheads and pull-outs point to secondary messages. And sidebars are used to highlight detail that complements the main body.

65% of people are visual learners

Demonstrating this to clients will show them how to connect with a significant portion of your audience. Verbal learners can take something away from copy, but visual learners can completely miss it. This is tied to the concept of understanding what content types/formats the audience prefers. For example you might provide a downloadable transcript of a podcast or video for those who prefer to read.

Typography establishes different reading levels

leading to increased understanding of the information. From headlines down to captions, type treatment enables readers to scan, capturing the highest level of message down to the smallest detail depending on their interest. Moreover, type style impacts readability and can emotionally engage readers.

The take away point

Use content marketing to show clients how designed content marketing can add to a their bottom line.