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that convert customers 7 rules of content marketing design

The 7 Rules of Conversion-Centered Content Marketing Design

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Page 1: The 7 Rules of Conversion-Centered Content Marketing Design

that convert customers

7 rules of content marketing design

Page 2: The 7 Rules of Conversion-Centered Content Marketing Design

How many times have you left a blog because

it was hard to figure out?

Page 3: The 7 Rules of Conversion-Centered Content Marketing Design

?

Page 4: The 7 Rules of Conversion-Centered Content Marketing Design

Or maybe because it wasn’t optimized for mobile devices?

Page 5: The 7 Rules of Conversion-Centered Content Marketing Design
Page 6: The 7 Rules of Conversion-Centered Content Marketing Design

Surprise!

Crappy content marketing design takes users to a dead end.

Page 7: The 7 Rules of Conversion-Centered Content Marketing Design
Page 8: The 7 Rules of Conversion-Centered Content Marketing Design

And it doesn’t convert customers.

Page 9: The 7 Rules of Conversion-Centered Content Marketing Design
Page 10: The 7 Rules of Conversion-Centered Content Marketing Design

Good design is about taking users through an engaging

and persuasive journey.

Page 11: The 7 Rules of Conversion-Centered Content Marketing Design

These are the 7 rules that your content marketing

design can’t ignore:

Page 12: The 7 Rules of Conversion-Centered Content Marketing Design

Provide a clear user path 1

Page 13: The 7 Rules of Conversion-Centered Content Marketing Design

Can visitors easily find what they're looking for? Or is your content buried

deep in Navigation Jungle?

Page 14: The 7 Rules of Conversion-Centered Content Marketing Design

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.

Page 15: The 7 Rules of Conversion-Centered Content Marketing Design

Keep design consistency 2

Page 16: The 7 Rules of Conversion-Centered Content Marketing Design

Just like your messaging, content marketing design

has to have a consistent flow.

Page 17: The 7 Rules of Conversion-Centered Content Marketing Design

Example: The look & feel of a CTA should complement

the landing page that it leads to.

Page 18: The 7 Rules of Conversion-Centered Content Marketing Design

Content CTA  

Landing page  

Page 19: The 7 Rules of Conversion-Centered Content Marketing Design

Show more, tell less 3

Page 20: The 7 Rules of Conversion-Centered Content Marketing Design

Images and videos can help you tell your story

with less clicks and less reading.

Page 21: The 7 Rules of Conversion-Centered Content Marketing Design

Instead of writing long descriptions or explanations,

incorporate visuals and interactive content.

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Page 23: The 7 Rules of Conversion-Centered Content Marketing Design

Optimize for different devices 4

Page 24: The 7 Rules of Conversion-Centered Content Marketing Design

The average user will not wait more than 6 seconds

to see if your content is optimized for mobile.

Page 25: The 7 Rules of Conversion-Centered Content Marketing Design

Technologies like responsive design can help you ensure

that your content works on any screen size.

Page 26: The 7 Rules of Conversion-Centered Content Marketing Design

Enable virality 5

Page 27: The 7 Rules of Conversion-Centered Content Marketing Design

Social networking sites account for the most referral traffic to almost all websites, just behind organic search.

Page 28: The 7 Rules of Conversion-Centered Content Marketing Design

Add sharing buttons for the social networks

that your target audience uses the most.

Page 29: The 7 Rules of Conversion-Centered Content Marketing Design

You can also simplify sharing steps by including embed codes right below videos,

infographics, and other visuals

Page 30: The 7 Rules of Conversion-Centered Content Marketing Design

Make call-to-actions pop 6

Page 31: The 7 Rules of Conversion-Centered Content Marketing Design

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.

Page 32: The 7 Rules of Conversion-Centered Content Marketing Design

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.

Page 33: The 7 Rules of Conversion-Centered Content Marketing Design

Offer the right prize 7

Page 34: The 7 Rules of Conversion-Centered Content Marketing Design

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.

Page 35: The 7 Rules of Conversion-Centered Content Marketing Design

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.

Page 36: The 7 Rules of Conversion-Centered Content Marketing Design

When the user comes back for a different content piece,

new fields will replace the previous ones.

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Page 38: The 7 Rules of Conversion-Centered Content Marketing Design

By optimizing design, you reduce confusion and guide

visitors from videos to blog posts, eBooks, landing pages, and CTAs.

Page 39: The 7 Rules of Conversion-Centered Content Marketing Design

By optimizing design, you increase leads and sales.

You immerse people in your journey and take them exactly where they want.

Page 40: The 7 Rules of Conversion-Centered Content Marketing Design
Page 41: The 7 Rules of Conversion-Centered Content Marketing Design

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