content marketing for beginners, content marketing definition and principles
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content marketing for beginners, content marketing definition and principles


structuring your content organization is
critical to having a content marketing strategy that works many organizations
have trouble structuring content teams this is because content marketing is a
relatively new thing within the marketing team and many organizations
simply don’t know where it should be within the organization and how it
should be set up a question that I get asked frequently is what team within
marketing should own content should the content marketing team live with demand
generation how about product marketing should it be in corporate marketing
inbound marketing brand marketing these are all areas of the marketing
organization that create content so content marketing could potentially live
in any one of these marketing orgs everyone wants content to align with
them simply because all of these different teams create content on a
daily basis and if content gets aligned with only one team content then gets
created in a silo what do I mean by that well if content is aligned only with
demand generation then contents goals would be only for say lead generation if
content is aligned to only product marketing then content would only be
gold with the same goals that product marketing has so if content gets aligned
with only one team often content gets created in a silo without the other
teams being aware and without the other teams input no one talks to one another
and content messaging is inconsistent and doesn’t reflect the brand this is
really critical content marketing must be looked at in a holistic way that
reflects the brand messaging the brand look and feel and the way the brand
wants to speak about itself across the organization but what if we didn’t align
content to any one team within marketing what if content marketing was actually a
neutral team within the marketing organization so that every team can
benefit from centralized content that way your organization can have a much
more holistic view of content and content gets to be much more strategic
instead of siloed think about content as a strategic service bureau so what do I
mean by this the content service bureau model determines a Content roadmap so
your content team should help determine what the content strategy is a content
service bureau can help support requests from various teams all those teams
mentioned earlier to manage end product marketing your brand team they all have
content needs so your content service bureau should help support those needs
content service bureau oversees the content creation process so ensures that
there’s that consistency of message and voice amongst the content that you’re
creating they help streamline content creation
for that type of scalability that you’re looking for and reduces duplicate
efforts because all of the teams are aligned so what sort of content should
your content service bureau help create your content service bureau should span
all of those different departments within marketing and support all of them
with different types of content your content service bureau should create
demand generation content this is content that helps to drive demand for
your business such as ebooks infographic slide decks this is the content that’s
being promoted out through social channels as well as through your
programs on a daily basis your content service bureau should also help create
customer content this is those customer case studies and testimonials that
really show the external community how your product or service has helped
customers your content service bureau should also help create brand content
this is that really high level thought leadership content such as contributed
articles executive content the content that you want to put out there to really
show who your brand is as a business your content service bureau should help
create all of these different types of content for the different teams within
marketing so how should this content service bureau be structured on top of
your content service viewers should set a Content committee which is made up by
executives within your organization the content committee our various
stakeholders from those different marketing teams and they help drive the
strategy and ensure that everything that the content service bureau is coming up
with is on brand and right so next you have your content service bureau and
this is often made up of that managing editor as well as your associate editor
and your managing editors the person that is in charge of content strategy
the associate editor sits underneath the managing editor
and then various writers might make up your content service bureau as well
these could be internal writers or external writers and then you have
content requests by various teams coming into the content service bureau
ultimately to determine the overall content strategy
so as you’re really sitting down to think about what does your content
strategy look like and then once you’ve hired the right team sit down and think
about how your team is structured content service bureau is a great way to
structure your team so that they’re neutral scalable part of your marketing
organization in order for your content marketing to
be relevant and effective you must create your buyer personas and buyer
journeys most companies have many different types of buyers these are your
personas these are the people that you connect with each day with all of your
marketing activities most companies have multiple different people that buy your
product or service so you want to make sure that you create content that is
relevant and effective for each individual person and each of these
personas will have their own buying journey this is essentially the journey
that they take from when they initially start researching a topic to when they
make a purchase each buying journey has multiple different steps and it’s
critical that your content marketing really address each of the different
questions and concerns that a buyer has in each step of this process in order
for your content to be relevant and effective it must speak to both your
buyer personas and their journeys so creating buyer personas help you
essentially choose what type of content you want to create not every type of
content is going to work for every single buyer it also allows you to
target the right topics that your buyers actually care about so by doing the
research to determine what are your different personas care about and what
do they want to read you can certainly target what type of content you’re
creating your personas also help set the tone in the voice for all of your
content assets you might have one buyer persona that likes to hear their content
in a more conversational way another type of persona might want more of an
authoritative more research driven type of content and by doing buyer persona
research you can really determine what type and tone and voice of your content
needs to be buyer journeys help you know what content create for each buying
stage like I said each journey has multiple different stages in a proper
content plan will have content that speaks to the questions and concerns
your buyers have at each stage buyer journeys also help you know where your
buyers consume your content at each buying stage so somebody who’s initially
researching your product might be finding out about your content on social
media whereas somebody that’s close to making a purchase decision my
be looking at a content syndication site or potentially your website so it’s
important to know where exactly your buyers look at each stage of the journey
so how do you find out this information how do you create your personas and your
journeys you are gonna have to conduct interviews and research so how do you do
this so first you’re gonna want to speak with your sales teams your sales teams
are really on the front lines of speaking with your prospects every each
and every day they know exactly what types of questions and concerns your
potential customers have so sit down and speak with your sales team to determine
what exactly they know about your current customers your customer service
teams are also on the front lines with your customers each and every day in
fact they know very very closely what type of concerns your current customers
might have so speak with your customer service teams to determine what type of
issues problems and questions your current customers ask you also want to
speak with current customers it’s important to get both sides of the story
so speak to both happy and unhappy customers this will give you a
well-rounded perspective when determining what you should write
content about and then also if possible speak with prospects the people that
have yet to become customers but who hopefully will in the future during your
interviews you want to find out some of the following information and this could
be limited to what’s here or you could well expand it into what makes sense for
your own business the type of information you’ll want to find out to
actually create your persona as information about background potentially
job details the goals and challenges of your personas where do they source their
information watch their preferred content medium some people like to read
content in an ebook form other people might want to watch a video get some
actual quotes from customers what about their objections what type of objections
do they commonly say if they’re speaking to a salesperson and then what’s their
role in the purchase process you might have multiple personas that are the
decision-maker and then some personas might also be assistants to the
decision-maker so lots of especially long sales cycle these days have large
buying teams so you might want to create personas for each member of the buying
team and create a sample marketing message for
each one of your personas so that you know exactly how you’re speaking to them
in addition to your sample buyer persona you also want to create a sample buyer
journey the information from all of your interviews will lend itself very well to
creating this type of journey remember that a buyer journey has each different
stage and they might be different stages depending on your own sales cycle in
your own buyers but here’s just an example it could be calm status-quo
shattered search around problem frame problem in solution consult peers and
experts engage potential providers so those are just an example of some of
your buyer journey stages and then in addition to each stage you want to
provide an explanation and potentially any questions or concerns that buyers
bring up at each stage now that you’ve created your personas and your journeys
it’s time to align your content it’s extremely important to create content
that speaks to each persona and each stage in the buying journey and that
will make up your content mix so now that I’ve gone over persona and journey
sit down with your stakeholders in your organization determine what questions
you should ask and now create your own to make sure that your content is
consistent you want to work on developing your brand voice your brand
voice presents a consistent experience across channels giving your brand a
recognisable persona this is extremely important because your brand voice will
ultimately help you stand out there’s a ton of information out there and a ton
of noise out there online so you want to make sure that your content is specific
and unique and by developing a brand voice that really speaks to your
organization your content will stand out from the noise first you’ll want to
create your brand voice persona your brand voice persona is essentially the
feelings that you’ll want your content to convey your persona might be
conversational accessible humanistic educational authoritative professional
there’s a wide variety of attributes that you can use to apply to your brand
voice persona next you’ll have the brand voice tone your brand voice tone is
essentially the way that your content will sound it could be friendly direct
honest formal perhaps its scientific humanistic there’s a wide variety of
attributes in ways that your content can sound next you’ll want to determine your
brand voice language this is essentially the language in which your content is
written this could be simple wordy complex jargony it depends on your
business and who you’re selling to next step is to create a style guide once you
have your persona and your language your tone all dialed in you’ll want to put
that down on paper so that you your content team and any external writers
that work with your company to determine the exact style in which you write for
your style guide you might want to answer questions such as who is your
company who do you sell to who makes up the content team your style and writing
tone specific grammar guidelines as well as content types and structure this
could be sure or as lengthy as you want the more information you put in there
the easier it will be to train incoming content marketers on your company and
your style one thing to know is that your tone might differ slightly for each
persona as you build out your different persona
and learn what each persona likes for their content you might learn that one
persona might have a different tone than another so it’s important to make sure
that you’re writing content that’s relevant for each persona but overall
your voice should stay consistent throughout your content
now that we’ve walked through how to create brand voice and tone now it’s
time to sit down and write your own style guide get together map out what
you want your content and your brand to look like put it down on paper and put
it into action in order for your content marketing to
be successful you must set your content goals you should always have goals for
your content marketing and they should be the first thing that you set up goals
help you choose the right assets for your organization design content to be
measurable upfront and help you define success a content marketing plan without
goals will simply not go anywhere so goals are critical to ensure that the
content you’re creating is the right content and now you’re able to
appropriately define success so what are the steps you need to take in order to
set your content marketing goals step 1 meet with stakeholders to get their
point of view on goals you need to determine who is involved in creating
content there’s most likely a variety of team and a variety of team leaders who
are involved in creating content and promoting it so get together your
marketing team leaders sales team leaders and customer service team
leaders step number two ask yourself some foundational questions why are you
creating content what programs are you planning on using your content in what
are your short-term goals and what are your long-term goals asking yourself and
your stakeholders these questions will help you set a solid foundation for
creating your content marketing strategy step number three define your
qualitative goals these are goals like brand recognition thought leadership
social engagement relationship building trust these are all extremely important
goals to content marketing so although these particular goals might not have a
number assigned to them they are critical step number four define your
quantitative goals so these are goals that actually do have a number
associated with them so these might be number of new leads number of downloads
for each content asset specific number of social shares percentage of leads
that turn to opportunities that turn to closed deals how much pipeline your
content has generated how much revenue all of these quantitative goals are
measurable and should be measured and they should be measured in addition to
the qualitative goals so that you have a holistic view of all of your content
and goals how do you track your goals you can track your goals in your
marketing automation platform this is great for tracking those quantitative
goals like number of leads downloads and revenue Google Analytics is great for
traffic and conversions you want to track your social channels for increase
in social shares your CRM tool you could track for customer engagement and your
content management tool you can also track stuff like downloads and
engagement and then add your goals to a plan put it down on paper you’ll want to
socialize your goals with your team present it to the stakeholders you can
schedule weekly or monthly metrics check-ins meetings and hold yourself
accountable to your goals you can’t create a Content plan within a vacuum so
by showing your organization that you are able to tie your content efforts to
goals you ultimately get more budget and more team and bandwidth to create more
content over time now that we’ve sat down to discuss how
to create your goals for your content marketing sit down talk to your
stakeholders ask yourself questions put everything down on paper and ultimately
create your plan before you can start actually creating
your content you need to brainstorm your ideas and create your content arts
coming up with content ideas can be daunting it is easy to have writer’s
block when it comes to content but before you start actually writing your
content you need to determine what topics should you consider for your
content and this will vary based on your business often it’s great to first start
by taking into consideration your business priorities this could be new
markets that you might be trying to launch in additional product launches or
service launches branding initiatives within the business are different
thought leadership topics that you want to become leaders in the industry about
these are all great topics to write content form you also want to take into
consideration your personas and who you want to sell to you might be writing
different content for different personas you might find that different topics
will resonate with each one of your persona so you want to also take that
into consideration industry trends that’s a great place to start you want
to make sure that you’re on the cutting edge of what’s going on in your industry
many businesses want to be on the forefront and you want to be able to
write thought leadership about what’s going on with your peers so creating
content and industry trends is certainly a great place to start
search engine optimization priorities are also an important thing to keep in
mind many companies will want to make sure that their content is SEO optimized
meaning their content will show up in search results and you might have
specific keywords that our company priorities for example if your company
sells mobile applications mobile might be one of your keywords and you want to
make sure that you write plenty of content around mobile competitor content
is also an important thing to keep in mind take stock on what exactly your
competitors are writing about you can find this out through following them on
social media using a competitor content tracking platform or just keeping up to
date and researching and then do some of your own digging within your
organization to determine what other teams want you to write about meet with
key stakeholders in your company to figure out what are their key
it is make sure you get your product or service roadmap so you know what exactly
is coming down the pipeline ask your sales and customer teams what type of
content would help them not only sell deals but also keep customers listen on
social media to determine what your markets talking about you also want to
ask your audience on social media what they might want to hear send out a tweet
put a Facebook post out there and simply ask your followers what type of content
they’d like to see from you once you have a solid brainstorm of topics that
you want to write about then you can create your content ARC’s
content arcs are monthly quarterly by yearly or yearly content themes that you
can write about by organizing your content in content arcs that makes it
easier for you to determine and select what to prioritize when writing your
content but then you also have ongoing initiatives throughout each of these
quarters these might be product launches or
items based on the type of business units you sell into so in addition to
your arcs you also need to keep into consideration any ongoing initiatives
that you might have so now that you’ve sat down and done some serious
brainstorming about what type of content to include sit down write your plan map
out your arcs and let’s get started mapping your content to your sales
funnel helps to ensure that you’re moving new buyers to actually become
customers once you understand your buyer journey and have created your content
themes and brainstormed ideas you need to map your content to your sales funnel
why well you need to create content that speaks to your buyer at every stage of
your sales funnel first you need to know your sales funnel this could be
different based on your business whether you’re a b2b business or b2c business
that’ll make a difference your sales funnel typically starts at a top of
funnel stage where most of your new buyers and your new leads are coming in
it gets a little narrower in the middle of your funnel where you’re actually
starting to nurture your leads and you know who they are and then at the bottom
of your funnel you have leaves that are very close to becoming customers and
then they are customers so again this will vary based on your business but
it’s important to understand your funnel and to start to map your content to
these different stages so let’s walk through let’s start with your top of
funnel tofu content this person is at the beginning of your sales and
marketing funnel she is aware of your service but she is not ready to buy this
person might have found you through social media she may have gotten on your
website offer types for your top of funnel content our educational and
thought leadership do not mix this with content that has too much product
information let’s take a look at some tofu content in action all of these
examples are ebooks that are best practice and thought leadership that
each of these vendor publishers have created to help educate their audience
so now let’s go to the middle of your funnel your mo foo content this person
has displayed buying behavior is engaged with your content and is potentially a
sales lead so this person knows who you are and you might be nurturing them over
time offer types here are third-party reports return on investment calculators
for your product or buying guides to help these people make a decision to
purchase your product so now let’s take a look at mo foo content in action in
contrast with the tofu content assets all of these three examples actually
speak a bit about the product in the core business Kate says each of the
companies are trying to sell so the one on the left developing a business case
for marketing automation the one in the middle is a third-party asset that talks
about the total and economic impact of the company and then the one on the
right is a buyer’s guide so all of these pieces are working to push the buyer
through that funnel now let’s talk about your bo foo content that bottom of the
funnel content this person is very close to becoming a customer your offers here
are very specific to your product or your service so your offer types are
promotional and return on investment proving some examples here are to prove
competitive and value so some ideas could be pricing sheets these could be
customer case studies you really want to show a customer in the bosu stage that
your product is the correct choice now that you understand your own sales
funnel you can take your content and you can map it to each of the stages in your
funnel then you can make sure that you’re pushing leads to eventually
become customers you want to make sure you have a solid
content mix so you need to choose your content types when it comes to content
there are a lot of types to choose from you can choose your content types based
on your brand look and feel the different content topic you choose your
content goals and your proposed promotional channels first let’s talk
about blog posts blog posts are short pieces of content that are regularly
updated on your company blog your blog post can range anywhere from about 300
to 700 words and they can be about a variety of topics blogs are fantastic
for trend related content and when you need to put out a point of view at a
very fast pace now let’s talk about cheat sheets cheat sheets are short
pieces of downloadable content that are created for the purpose of giving the
reader quick access to a series of tips or best practices your cheat sheets are
typically one-page they can be front and back and they don’t have too much design
these are simple easy to digest content assets you may or may not want to create
a content piece similar to a definitive guide a definitive guide is a very large
content piece often over 60 pages that you can then break apart into smaller
supplemental content items these take a lot of effort and are often in
conjunction with a large promotional plan these can really anchor your
content themes for a quarter ebooks are the bread and butter of your content
strategy particularly if you are in a b2b company an e-book is an electronic
version of a shortened book it is designed to contain salt leadership and
best practices on a particular topic ebooks can be short four to five pages
or they can be much longer at around 50 pages your ebooks should be designed to
fit your brand and give you the opportunity to present your information
in a creative way infographics take information like
statistics or best practices and present it in a visual way infographics are
generally vertical graphics that are short and easy to consume your graphics
should be highly visual with an interesting hook typically infographics
are created to be presented on your blog and then you can promote them out for
inbound links and media attention reports can be created by collecting
survey and industry data and presenting it in a calm
prehensile Reports often contain lots of statistics a strong point of view and
are generally formatted like an e-book reports can be a critical cornerstone of
your content and gain a lot of recognition in your industry don’t just
stop a downloadable content think about what else you can create that is
interesting fun shareable and engaging for your audience think outside of the
box because content can take many forms videos are an engaging in visual form of
live-action content that can be filmed and promoted on YouTube social channels
and your website your videos can range from product related topics to stories
music videos and more they can also range in length from 30 seconds to 10
minutes however note that best practices here are for most of your videos to
clock in at around 1 to 2 minutes people have short attention spans visual slide
decks present information statistics and best practices in a highly visual format
using slides often your slide decks can almost be like an infographic chopped-up
you can publish them on SlideShare and promote out on your website in social
channels a caution here is to make sure each of your slides are professionally
designed and does not include too much text a webinar is either live or
recorded presentation that a speaker presents along with a slide deck these
are generally events for your audience signs up attends and asks questions
webinars are generally topical and can be easily recorded for later viewing a
downloadable workbook provides your readers with an actionable template to
fill in his or her own answers to questions these are great if you’re
trying to teach your audience something in particular using a checklist table or
fill in the blanks now that we’ve broken down all the different content types
you can then start to really formulate what your content marketing mix is going
to look like once you have a good idea what types of
content you will be creating next you have to plan your editorial calendar
before you create your calendar you need to think about your content mix what are
the different types of content you’re creating and how are you going to fit
them in your plan to make a diverse content plan think about your content in
food groups this is actually a great analogy developed by Ann Handley to help
you determine what should be in your content mix first you have your roasts
these are your large content initiatives this would be if you’re planning to
create a definitive guide a large ebook or anything that has a promotional plan
that’s extensive behind it these would be your big rock pieces next you need to
make sure you have your Raisin Bran these are everyday pieces of content
they are quick and consumable like cheat sheets checklists and best practices
these should also be a big part of your content mix in addition to those roasts
next we have our spinach these are content items packed with nutrients this
is your high-level thought leadership this could be a report that presents
findings that you have in a survey it could be a really high-level ebook an
executive piece of thought leadership either way you need to make sure that
these items are included in your overall content plan next we have chocolate cake
these are your fun light-hearted and indulgent pieces of content this could
be infographics any type of special projects you’re creating fun videos
ideally these are pieces of content that you’re sharing on a regular basis on
social channels and then you have your Tabasco sauce this is content with some
spice content that challenges asks hard questions or provokes responses your
Tabasco content is often best on a blog post so definitely take that into
consideration but make sure you’re not saying anything that’s off-brand a
Content plan and an editorial calendar can help you stay organized so you need
to make sure that you are adhering to this mix you don’t want your content to
be homogenized and you don’t want to be putting out things that are the same day
in and day out editorial calendar also helps you
increase visibility across your organization so that people in your
company know exactly what content you’re creating and when it also helps to align
your team’s you might have different content that you’re creating on demand
gen versus customer versus brand so how do you organize your calendar first the
content mix that we spoke about earlier then you should organize based on
different teams depending on who you’re creating content for any ongoing
campaigns that you have to keep in mind and strategic initiatives these should
all be on your editorial calendar what calendar platform should you use there
are many options here basically you just need to make sure that you’re putting
them down into a calendar form you can use a calendar in your content
management tool consider a google calendar that you can share with folks
across the organization or a Google spreadsheet even if you don’t
necessarily want to put it in a calendar form or your marketing automation
calendar many marketing automation platforms today have calendar
functionality that you can add your content mix to who should see my
calendar your editorial calendar should be available to marketing sales customer
service executives or anybody else who wants to know what specific content that
you’re creating here’s a few examples of different types of calendars calendar
example number one is a detailed spreadsheet a spreadsheet could be
useful if you have multiple different content types you want to include the
status production start and completion date maybe you want to say what business
unit this is for your persona right resource section type if you have lots
of different items that you need to put in a calendar form sometimes a
spreadsheet type format works great calendar example number two is within a
content management platform this one is from Divi HQ this one has an actual
calendar format where you can toggle based on specific due dates
what calendar so what business unit is for the team member it’s assigned to
content type or your content strategy no matter how you decide to organize your
editorial Kalin in what you include in your calendar
make sure it has that content mix that we spoke about and that everything is
organized so go ahead write down your plan and put it in a calendar now that you have a solid plan in place
you have to start writing and editing to actually get that content done writing
content can be extremely hard work and building a repeatable process helps so
let’s take a look at some steps to take in order to build that repeatable
process so that you’re ensuring all your written content is consistent on brand
and that is engaging so step one find a subject-matter expert so you need to
determine who in your organization knows about your topic and then you can
schedule a brain dump and record a brain dump can be a thirty to one hour session
whether in person or over the phone where you’re asking that subject matter
expert various questions about the topic essentially having them do a brain dump
if there is no subject matter expert be prepared to do the research yourself
step number two create an outline creating an outline is extremely
important to keep you organized and on track with your content creation make
sure you include your thesis in this outline your thesis is the point that
you’re trying to get across with your particular content asset make sure you
set up your different sections particularly if it’s an e-book and then
socialize your outline to people outside of your content team to make sure that
what you’re writing about makes sense and it’s the right thing note that it
has the title it has the different parts an explanation of what the different
parts might be and some links so that you have places to reference when you
need to go write the full piece step 3 write your first draft this is arguably
one of the most difficult parts to content creation make sure your thesis
is clear make sure this thesis is clear upfront and that it’s clear throughout
your document and also make sure you’re constantly referring back to your main
point break your content up with h1s h2s and other headers you can find these in
your word processing program that you’re using like word it’s important to break
your document up in this way so you know where each section lives use lots of
bullets lists and numbers this is important for scan ability note that
your reader won’t necessarily read every single
of your document so by using bullets and lists it could be easy to scan make sure
you have an intro in a conclusion you want your document to flow step number
four always review this is an extremely critical part of content creation the
more people you have review the better off you are
so typically have one to two people review each draft more if you have the
ability each person will generally catch different mistakes refer to a style
guide make sure that you have a style guide created that goes over tone and
brand and that you’re always referring back to that always copy edit for
grammar and structure you want to make sure your content is grammatically
correct and you want to make sure it’s structurally sound and then always edit
for content and concepts make sure you going through the document to determine
what makes sense in what does it and then use track changes in word and
commenting for optimal editing this is definitely recommended particularly if
you have more than one to two people writing the document and reviewing it
this is important for collaboration step number five write a second draft once
you have your first draft created and you have all of your edits incorporate
all of them read over it an additional one to two times to ensure that it’s a
final copy and then make sure all your stakeholders have seen the copy make
sure everybody knows that the content is correct and everybody that needs to has
signed off on that content and once you have your final draft then you’re ready
to send a design once you have your content created
written then it’s time to send it to design good content equals good design
all of your content should be highly visual it’s an important part of
creating content in today’s market but how do you make all of your content
visual so let’s go over a few design guidelines to keep in mind when creating
your content first make sure that your logo and icon usage is on brand and
correct you need to take into consideration typography you might have
a certain font that is appropriate for your brand that you need to use make
sure you’re consistently using brand colors even though you can be creative
with your content design you want to make sure it looks like your company is
a non brand and then you also want to use photography and image styles that
also make sense for your brand and that are engaging and visual so let’s walk
through some major types of content design starting with ebook your ebook
cover should be visual and engaging this is how you’re going to get people to
download your ebook and this is what’s going to attract them to your content
the cover the title should be clear make sure that you don’t have lots of
different design around your title so that it obstructs it make sure your
title is clear at all times watch for proper templating keep your
design clean again make sure that your ebook cover and your ebook interior is
extremely clean and easy to read and then use images that relate to the
content something that you need to be aware of is having images throughout an
e-book that have nothing to do with the content make sure your images are
relatable and they make sense and then let’s take a look at an example interior
page from that same piece of content the interior page is clean the way it’s
template it makes sense it has a call-out that pops out and the title is
obvious for the different headings and sections you want to make sure that it’s
easy to read now let’s go over infographic design your infographic
design should be engaging and shareable this is definitely your opportunity to
be creative into pop consider a theme for your info graph
make sure that your statistics are presented in an interesting but legible
way so make sure it’s clear what those stats are so that your readers don’t
have any questions and then don’t make your infographic too long don’t make it
too long and that people have to scroll down quite a bit and don’t make it way
to copy heavy now you have your content design it’s important to make sure you
edit that design when editing InDesign here are some items to watch for paint
layout you want to make sure that all of your pages are laid out appropriately
and that they’re easy to follow and clean you also want to watch for orphan
words these are words or short lines at the beginning or the end of a paragraph
which are left dangling at the bottom of the column separated from the rest of
the paragraph if you’re see any orphan words make sure they’re included in the
above paragraph you also want to look for photography and image usage making
sure the images go along with the text as well as the placement in the document
look at typography make sure everything is the same size and that if you do have
a brand font it’s being used and then add edits using commenting in Adobe this
is the best and easiest way for designers to look at your edits so sit
down and make sure that you’re reviewing all of your items once they’re InDesign
if you don’t you really run the risk of having unfinished content so make sure
that you’re looking over all your design content and edit it to completion you

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