We’re living in an era where content is abundant but attention spans are shorter than that of a goldfish. While this is increasingly concerning, it’s also true that top-notch content remains as magnetic as ever and continues to draw large crowds of readers.
So, if you’re wondering how to attract the interest of the masses with great content, know that there’s a secret sauce that sets apart the good from the unforgettable.
Stellar content has its undeniable charm, but it’s not just about witty words and well-researched facts. What often goes unnoticed but plays a pivotal role, is the synergy of the content’s structure with elements of trust and visual allure.
The magic actually happens when structural finesse meets trust-building aesthetics. Engagement skyrockets not only from what you’re saying but also from how you’re presenting it.
To get there, you can begin by going through our five transformative design tactics, each promising to uplift your content and make it not just readable but irresistibly engaging. Dive in with us, and let’s unravel these dynamic design tactics to captivate your audience and craft some remarkable content.
Use Images Logically and Frequently
With the internet full of visual stimuli, it’s easy to see (pun intended) why images play such a significant role in content engagement
. The reality is that our brains process visuals much faster than text. So, if you’ve got a point to make, and especially if it’s a complex one, why not make it visual?
Take how-to guides, for instance. While the power of words is undeniable, there’s something about a well-placed image that can convey a concept more efficiently than a paragraph can. It’s like the saying goes, “A picture’s worth a thousand words.”
The same applies to your logo design. A single picture should effectively communicate your idea and message.
But let’s get tech-savvy with it – it’s less about plastering any image and more about choosing the right one.
Look at Going, a go-to space for thrifty flyers. When they rolled out their piece on using Google Flights to find cheap flights, they didn’t just tell – they showed. Through a series of intuitive screenshots, they walked readers through every click, making the process a breeze even for the tech-challenged.
Then there’s Moz, a titan in the SEO landscape. Instead of overwhelming readers with jargon-heavy content in their “Site Architecture Optimization for Seasonality” post, they opted for custom images. And not just any images – these visuals distilled tricky concepts into easily digestible graphics.
That way, instead of scratching their heads, readers can find themselves nodding along, all thanks to the clarity their images provide.
So, stop treating visuals as mere decorations. They’re powerful communicators. Use them logically and frequently, and watch your engagement soar.
Embrace Typography and Layout Best Practices
As we roam around the content landscape, it’s crucial to understand that how you present your content often matters as much as the content itself.
Typography and layout, while sometimes left to the realm of designers, are vital tools in the content marketer’s arsenal too. Modern readers not only seek quality information but also demand a seamless reading experience.
Let’s unpack the current trends in typography and layout that ensure your audience effortlessly glides through your content.
Font Choices and Sizes
- Sans serifs
Fonts like Arial, Calibri, and Helvetica have remained popular for their clean and modern look. They’re often easier to read on screens, making them a go-to for many digital platforms. - Dynamic sizing
Headers usually vary between 24-30px, sub-headers from 18-22px, and body text sits comfortably at 14-16px. This hierarchy guides the reader’s eyes smoothly from one section to the next.
Colors and Contrasts
- Dark modes
With operating systems and apps offering dark modes, using light text on dark backgrounds has gained traction. But make sure you don’t disturb good contrast. Whether it’s dark on light or light on dark, your text should always pop out. - Muted color palettes
Soft and muted colors have become a favorite, giving designs a more natural and organic feel, easy on the eyes for prolonged reading.
Sentence and Paragraph Lengths
- Brevity is in
Short and crisp sentences are in vogue. They facilitate quick reading and reduce cognitive load. - Chunking content
Long, daunting paragraphs are passé. Aim for 2-4 sentences per paragraph to make content more digestible and scannable.
Column Width and White Space
- Golden ratio
A column width of 50-75 characters per line is often considered the sweet spot. It offers optimal readability without straining the eyes. - Breathing room
Generous white space around text and between elements ensures the layout doesn’t feel cramped. It gives each element its own stage and leads the reader’s eyes naturally.
Responsive Design
With devices ranging from smartphones to large monitors, it’s essential that content layouts are fluid and adaptive. This ensures a consistent experience, whether someone’s reading on a tiny iPhone screen or a huge desktop monitor.
Establish Authority Early on
Lately, it seems that readers have become naturally skeptical, especially in sectors where pseudoscientific claims run rampant. You can’t engage these wary readers just by delivering top-tier content. You need to start broadcasting your credibility from the very beginning.
This not only ensures their trust in what you’re presenting but also keeps them anchored for more.
Visual cues, early on, can act as silent testimonials to your authenticity. Think of it like dressing sharply for a first date – it sends the right signals even before you’ve spoken a word.
Let’s break down the essence of this tactic through an example. We’ll take Eachnight, a renowned platform diving deep into the realm of mattresses and bedding. When they tackle a topic as universally pondered as “How Much Sleep Do I Need”, they understand that asserting authority upfront is non-negotiable.
Here’s how they nail it:
- “Fact Checked” badge
Front and center, a clickable “Fact Checked” item sits proudly. It isn’t merely ornamental. Clicking on it unfurls a detailed rundown of Eachnight’s rigorous fact-checking standards and processes. This immediate transparency demonstrates a commitment to accuracy and stands as a reassuring beacon for any skeptical reader. - Medical reviewer spotlight
Health topics demand an added layer of credibility. Hovering over the medical reviewer’s name introduces the reader to their credentials and background, instantly upping the content’s trust quotient. It’s a nod to the expertise underpinning their content. - Direct connection with the author
Beyond the content, readers often crave a connection with its creator. Eachnight facilitates this through a direct link to the author’s page. Here, readers can delve into the author’s background, past works, and more, bridging the gap between content and creator.
By establishing authority from the outset, content marketers can bypass the initial skepticism that many modern readers harbor. So, next time you’re about to drop some knowledge, make sure your readers know they’re in good hands. It could mean the difference between them bouncing off or diving deep.
Break Down Walls of Text
Ever stumbled upon an article online, only to be greeted with intimidating walls of text? Yeah, that’s a quick way to send readers scurrying for the “x” button.
When it comes to digital content, size is less about the word count and more about the presentation.
Here’s where the cognitive concept of “chunking” enters the chat.
Understanding Chunking
Humans don’t process large volumes of information in one go. Think of your reader’s brain as a sponge – it can only soak up so much at once. Instead, our brains prefer bite-sized, easily digestible portions. By grouping related content into chunks, we enhance readers’ ability to comprehend and retain information.
In the digital world, this translates to breaking lengthy narratives into manageable segments. So, when crafting content, serve your readers text in appetizing portions. They’ll eat it up with delight!
Here are some elements that will help you avoid textual overwhelm:
- Bullet lists
Perfect for listing features, benefits, or steps. They’re quick to skim and instantly make the content user-friendly. - Headers
Using varied header sizes not only structures your content but guides the reader’s eye through the narrative, signaling what each section covers. - Information tables
For data-heavy content, tables work wonders. They neatly present facts and figures, allowing for swift comparisons. - Embedded social media posts
These inject some dynamics into your content. They’re interactive, relatable, and they break the monotony of continuous text. - Varied text blocks
Mixing up short paragraphs with occasional one-liner statements or quotes can create emphasis and maintain reader interest.
Now, let’s dissect this through the lens of Hubspot, a renowned CRM platform. Two of their pieces come to mind: this one about using generative AI to sell faster and this one about soft selling.
At first glance, the first piece is longer, but don’t let that fool you. It’s a masterclass in chunking. The post disperses text with plentiful visual cues, aiding the reader’s journey.
On the flip side, the “soft selling” piece, despite being shorter, presents a more daunting read.
The reason is extended chunks of unbroken text act as cognitive speed bumps, slowing down comprehension and making the reading experience feel tedious.
So, the takeaway here is pretty clear: length isn’t the enemy – unbroken text is!
Provide a Meaningful Content Summary
The magic of instant gratification isn’t just reserved for the world of online shopping or streaming platforms. In the content domain, readers love a quick taste of what’s in store.
Offering a glimpse of the meal ahead through a well-designed summary not only entices them but assures them of the value that awaits.
Here’s why content summaries work:
- Immediate value
Readers are swamped with content choices. A summary provides an immediate takeaway, serving as a magnet for those on the fence about committing their time. - Guided experience
With a roadmap in hand, readers can navigate your content efficiently, honing in on sections that pique their interest. - Reiteration
At the end of a piece, a summary reinforces key points, cementing the content’s essence in the reader’s mind.
Take a look at MarketBeat, an established player in the stock trading news and investing sphere. In their report on investing in S&P 500 stocks, beyond a detailed information table, lies a beautifully executed comprehensive summary. This isn’t just design candy – it’s strategic brilliance.
For the reader, this summary acts as a primer, shedding light on what the topic’s all about. Whether they’re newbies or stock trading mavens, this summary ensures they’re aligned with the content’s intent from the get-go. It eases them into the complex world of stocks, making the provided data table much less daunting and more accessible.
For MarketBeat, this summary isn’t merely a reader-friendly gesture. It’s a brand-building move. By consistently delivering immediate value, they position themselves as a go-to resource in the investing world. Readers know that even if they’re pressed for time, MarketBeat’s summaries ensure they won’t walk away empty-handed.
So, summaries are powerful tools in the content marketer’s toolkit, even if they’re after the main content. They’re the appetizers that stimulate the reader’s appetite, ensuring they stick around for the entire course.
Next time you’re putting pen to paper (or fingers to keys), remember to distill your masterpiece’s essence into a compelling summary. It’s the hook that’ll reel readers in, time after time.
Final Thoughts
Engagement is the currency every content creator craves. By combining authentic, high-quality content with thoughtful design tactics, we not only amplify our message but also forge meaningful connections with our audience.
The path to maximum reader engagement isn’t steeped in mystery. It’s a blend of strategy, design, and a dash of empathy. Dive in, deploy these tactics, and watch your content shine brighter than ever.
Combine your great content with great branding. Our AI logo generator tool can help you create the logo of your dreams, while our business name generator can help produce a catchy brand name for you.
Your content needs a suitable visual assets to make it shine even brighter. Hire a designer here, or check out our social media templates for Facebook Ads, Instagram Stories, and more.
We wish you the best of luck in your marketing endeavors!
Written by DesignCrowd on Wednesday, August 30, 2023
DesignCrowd is an online marketplace providing logo, website, print and graphic design services by providing access to freelance graphic designers and design studios around the world.