5 Important Visual Lessons From Designers for Content Marketers

By Robert Katai

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I don’t want to write another article explaining the importance of visual content in your content marketing. And Joe Pulizzi already included the topic in his article about the biggest content marketing trends in 2017 so we don’t need to outline it anymore.

But a lot of marketers still don’t understand visual content.

Visual content is something that you, as a marketer, should work with a designer to create.

Think about it this way: You need to influence people by touching an emotion that will make a segment of readers/consumers interact with you as a brand. And because the internet is so crowded with content, you need to take a step further to attract attention.

What type of content will 65% of the population be more likely to recall? Visual.


65% of the population is more likely to recall visual #content via @SSRN.
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You can’t speak proficiently about visuals for your content marketing if you don’t talk with the people who create them – the designers. Call them however you want: UX/UI designer, web designer, graphic designer, creative director, visual content creator, or art director. They are the ones who consume visual content, create visual content, and think about visual content every day.

And that’s why in this article, I go to these visual experts to share the five lessons content marketers need to know about visual content.

1. Know less is moreÂ

“When marketers feel that every little bit of info needs to be included on a piece that’s when things get very muddy and messy,� says Joseph Kalinowski, creative director at Content Marketing Institute.

And I agree with him.

If you think creating a lot of content will bring you the results you want, well my friend, let me tell you that you are wrong. Creating a lot of content, articles, videos, and social media posts won’t get you more clicks, leads, or whatever else you want to get.

When I asked designer Paul Jarvis what content marketers need to know, I assumed he would reply in three words: Keep it simple. But I was wrong (and right):

Less is always more. Non-designers seem to always want to add elements, more fonts, more colors, more stuff to designs to make it ‘pop’ or stand out. When design, professional design, works best when it’s focused and to the point.


Less is always more when it comes to #design, says @PJRVS.
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Many content marketers want to write one more piece of an article, to insert one more image, or to record one more video. But what if they focused on the thing that is important for them and their audience? Focusing on one point brings them value.

As Mihai Cora, UX/UI designer for Smartketer, says:

Give enough space between the lines. This will make it more comfortable to read.

And I couldn’t agree more.

Yes, your content needs space and time to breathe. Your content needs to let your audience consume it, think about …read more

Read more here:: contentmarketinginstitute.com

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