{"id":3189,"date":"2022-09-26T03:49:45","date_gmt":"2022-09-26T01:49:45","guid":{"rendered":"https:\/\/www.webdesign-inspiration.com\/article\/?p=3189"},"modified":"2022-09-28T02:55:25","modified_gmt":"2022-09-28T00:55:25","slug":"how-web-design-impacts-your-content-marketing-strategy","status":"publish","type":"post","link":"https:\/\/www.webdesign-inspiration.com\/article\/how-web-design-impacts-your-content-marketing-strategy\/","title":{"rendered":"How Web Design Impacts Your Content Marketing Strategy"},"content":{"rendered":"

Nearly every business is aware of the importance of content marketing, so each pulls out all the stops. The problem, though, is that just as many businesses feel like the campaigns barely made any impact.<\/span><\/p>\n

In the <\/span>State of Content Marketing 2022<\/span><\/a> report, around eight out of ten business owners surveyed said the success of their content marketing campaigns last year ranged between unsuccessful and moderately successful. The rest said that their campaign had achieved its goals and attributed its success to improving content quality, SEO, and making more visual content (e.g., videos).<\/span><\/p>\n

Yet for 35% of respondents, website optimization was integral to making their campaigns work. This approach entails improving loading speed and adapting the website for mobile\u2014basically among the core tenets of web design. While it may seem that web design and content marketing are worlds apart, the former exerts considerable influence over the latter in several ways. Read on for more.<\/span><\/p>\n

Readability<\/b><\/h2>\n

How important is readability in content marketing? As one 2013 study outlined, it affected many people in the Netherlands because their government provided content that was two levels higher on Europe\u2019s reading comprehension scale than the national average. In other words, the content reads more like a formal whitepaper than a blog post that everyone can understand.<\/span><\/p>\n

If people can\u2019t get anything useful out of a piece of content, it has failed in content marketing. The effect worsens if the website happens to be the leading authority on a specific subject, as visitors will be at a loss moving forward.<\/span><\/p>\n

You might wonder what readability has to do with web design. You can create quality content, but it won\u2019t matter if the body font choice is poor and the formatting is all over the place. Sure, Times New Roman or Helvetica may look dull, but at least they don\u2019t hurt one\u2019s eyes like the more amusing ones.<\/span><\/p>\n

Another fact worth noting is that few people read content word-for-word. According to a Nielsen study, the majority are only interested in reading the information they\u2019re looking for, so they tend to read less than 30% of a page\u2019s word count. While SEO favors content which word count is by the thousands, ensuring conciseness in a blog post is equally crucial.<\/span><\/p>\n

Making content readable all boils down to three principles: audience-focused, infotainment, and simplicity. Whether in creating content or designing a website:<\/span><\/p>\n