You need a solid content strategy to effectively deliver your message to your target market, educate them about your offerings, and persuade them to choose you over your competitors. This is where the importance of content AND design enters the picture.
Engaging topics are an essential element of content strategies. However, you need something more to ensure that your content is appealing and exciting: design.
Moreover, it’s important to note that content and design are inseparable elements. Without design, your content can fall flat and look boring. Without content, your design may be empty and not actionable at all.
If your team has been accustomed to working on content and design separately, it’s time to make some changes. Here are some tips to remember to boost your content through design—and have your content strategists and designers work together.
1. You Need to Help Your Team Understand the Importance of Content and Design
You can initiate the change by helping them understand the impact of what they do on the others’ work. A great place to start is by discussing the role that content design plays in the success of your digital marketing efforts.
Why is Content Design Important?
Content can be any information or data that your target audience may find useful. However, presenting it as it is may result in an information dump that can overwhelm your audience. Design can enhance that content and present it in a simplified and organized manner to give the people a pleasant experience with it.
2. You Need to Define a Starting Point
This leads us to the popular question: “What comes first, content or design?”
It’s a smart idea to start with your content. The idea or content you craft will then serve as the guideline that the designers can refer to as they work.
That said, there are some important points that the whole team must keep in mind to streamline the task:
- It is easier to summarize something than to expand an idea, which is why the content has to come first. Then, the designer’s role is to capture the highlights of the content.
- Solidify the content first before passing it to the designers. Once it is passed to them, content creators should avoid editing the copy or work simultaneously with them. This can cause inconsistencies and slow down the project.
3. You Must Manage Content Workflow to Meet Deadlines
Having the content creators and designers work together means that their pacing significantly affects others.
This is another point that you must help your team members understand. They should be aware of how long it will take for others to accomplish their part of the project and make the necessary adjustments to avoid missing deadlines.
For your part, you can help streamline communication in the team by using project management apps like Asana and Trello. Moreover, you must work closely with the team to determine whether a certain task requires a longer period. This leads us to another point:
How do I create a content calendar?
Aside from ideal posting dates and times, you must also consider your team’s production rate when crafting your content calendar. It may not be a smart idea to create a schedule on your own, especially if you have little to no background on the whole process.
Depending on your setup, you can hold regular meetings to discuss project requirements and deadlines with your creators and designers. Allow them to have a say on the project timeline. Once you have the final dates, supply all members with a copy so that everyone is on the same page.
Content and design are two inseparable elements, and they must be treated so. Fusing them enables you to produce content that is not only innately insightful but, most importantly, attractive and effective.
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