The importance of Design in Content Marketing – WAU

A few years ago, design ceased to be a term in English that students and professionals in related fields had difficulty explaining to their parents and grandparents to become a broad term and present in the most different situations. Can we say that the term suffers from this trivialization? Not exactly. Cake design, design […]

A few years ago, design ceased to be a term in English that students and professionals in related fields had difficulty explaining to their parents and grandparents to become a broad term and present in the most different situations.

Can we say that the term suffers from this trivialization? Not exactly.

Cake design, eyebrow design, hair design etc. Design has become a word that adds value.

The popularization of the term brought to the fore that its importance is notorious, which has been making the market see design as a fundamental activity. The consequent benefit for design professionals is the valorization of the service.

Nowadays, design is no longer seen as superfluous to occupy a strategic position. And in content marketing it couldn’t be different.

According to Content Trends 2017, 71% of companies already adopt content marketing strategies. This means that 7 out of 10 of your competitors are attracting customers and generating revenue through content marketing.

And what does design have to do with it? Very simple.

It differs from your competitors.

Design is one of the main tools to show how authentic your brand is. Therefore, the design, more than good, it must be original and convey its values ​​and cultures. We call this practice branding, but that is not our focus (yet).

What needs to be made clear here is that good design makes your content stand out.

As much as it is textual content, good design makes the reader interested in it.

Joseph Kalinowski – creative director at Content Marketing Institute – says that “having a weak or bad taste design can cause your content to be ignored or lost in the feed”.

Joe Pulizzi – founder of the Content Marketing Institute – has a very similar opinion. He says that “if the design does not generate engagement or draws attention, its content may never be read”.

Neil Patel – co-founder of Crazy Egg and Hello Bar – says that “it’s easier to convey a message through design and images, which will generate more traffic and more shares on social networks”.

In addition, a study by Ethos3 – We Live in a Visual World – indicates that 90% of the information assimilated by the brain is visual!

Knowing all this, let’s go to the main points


When talking about content marketing, a lot is said about scannability.

Good scannability allows the reader to quickly find the main points within a content.

But is what makes your content stand out among so many other content?

We are bombarded with information 24 hours a day, everywhere, on numerous platforms. Getting noticed in the midst of this whirlwind of options is a daily challenge for any content creator.

After all, its content for being excellent, but for people to read it, it must also be visually appealing.

This has nothing to do with beauty. It has to do with Spotlight.

Good design does not have to be complicated. He needs to synthesize an idea quickly and simply. AND what determines whether a design is effective is the number of clicks and / or conversions that it attracts.


What is beautiful or ugly is impossible to determine. Philosophically, there has always been debate about “what is beautiful?”, But this involves so many variables that it is impossible to determine. But something we can control is the consistency of our design.

a consistent design makes your content easily identifiable.

Let’s think about it this way: you produce incredible content. But people are not attracted to them as they are not visually attractive. Your content has no access. So, you decide to invest in design.

The designer begins to create images for their content, which are beginning to be accessed more. People now know that your content is excellent!

Since the design that accompanies your content is consistent, people can differentiate what is produced by you or not just by hitting the eye! They start to access the contents because they recognize that that image is theirs and know that its contents are worth being accessed.

You are recognized! The specifics of its consistent design gave its content a “distinctive” face.

Design engages the public!

Here at Websites Are Us, we work hard to maintain the consistency of our design and we always try to create new ways of joining design and content.

When you become a reference, eventually you begin to be copied. So it’s important always innovate!

Design and content work best when together

As well as beans with rice, bread with butter and strawberries with condensed milk. My mother already said, “combine a delight with another delight and have two delights”.

A study that has been done for 10 years by the Design Management Institute and Motiv, Inc. shows that between 2004 and 2014, brands that use design to guide their marketing strategies (such as Apple and Coca-Cola) maintain a significant advantage in the stock market, exceeding S&P by an extraordinary 219%.

We know the budget that these brands invest in design is absolutely out of the curve, but it is not necessary to invest a lot of money to have a consistent and functional design.

A good designer can do the job and, if the strategy is well designed, when there are more design demands and new hires are needed, your revenue will also have increased, making these hires possible.


As already said and repeated, the human brain works best if visually stimulated.

That way, we can conclude that your message can be much clearer and your audience can be much more enlightened if we combine design with content.

And it can be done in several ways.

  • Images can be added to your blogposts to assist in explanations, giving examples or synthesizing more abstract ideas. The famous phrase “do you understand or want me to draw?” is well applied to that situation.
  • Infographic is a powerful type of visual content that generates engagement, instructs audiences and is visually attractive. Infographics can be extensive and deal with a long and complex subject or it can be a small image, which can complement an idea in a blog post, in an ebook or can be shared on social networks. This type of content has a great viral potential. Anyway, there are several types of infographics and you can learn more about it by clicking here.

  • Iconography it is the maximum synthesis of an idea. Icons are usually small, very simplified images that convey a message. In the case of an infographic, icons are widely used as there is already an excess of information in the same place. Therefore, the more synthesized the images that make up this infographic are, the better.
  • videos are at their peak when it comes to digital content, and this growth has no forecast of changing course. Videos are simple to make, any cell phone shoots videos with honest quality. Editing videos is also no secret.

  • Animations they are a little more complex to produce, but sometimes a static image is not enough for information to be completely clear. In such cases, an animation can solve the problem. Or, it is worth adding simple movements to an image for the simple fact that it draws more attention.

The use of design in content marketing strategies is not only important; it is essential!

As much as you are not able to base your entire strategy on design as big companies do, do not ignore this detail. The price to be paid for this will be much higher than the investment in a good designer.

If you want to know more about design, visit our article on the subject.

I conclude with a very important tip. Design is important and can change your results dramatically: for better or worse!

Be very careful with that! Design for the persona, not for your personal taste. Research, test and understand your audience. Don’t insist on a design that takes you away from your goals.

To the next!