Content Marketing is King…Maybe, Part 2

November 17, 2011

Subtractive color mixing: Three splotches of p...

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So, yesterday we talked about how to make content marketing king…by focusing on quality and relevance.

But, that is only half the battle.

The other part is experiential design.

As Jason Gross expertly shares in The Role Of Design In The Kingdom Of Content,

Identifying the content that makes you stand out is only the first piece of this puzzle.

What we really want to explore is how to take everything we have learned about color theory, lines, shapes and visual movement and apply it to our content in a way that doesn’t just decorate it or even make it pop on the page, but rather that supports the conversion of a goal or delivery of a message.

This is thinking about content as EXPERIENCE.

It’s asking yourself…a la Maya Angelou Marketing…"what do I want my visitors to FEEL when they read this content?”

We’re all storytellers now…if we want to be relevant and engaging.

But we also have to consider the emotional reaction that people have when they come in contact with the content (before even engaging-or not-with the content itself).

Jason nails it:

“The Web is a world of first impressions, and quick ones at that. Users form an opinion of a website within the first few seconds of loading it”

On this blog, we call that the attention economy.

Designing for experience and engagement is going to be increasingly important as a differentiator.

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