Skilled writers can create content that will make you laugh, cry, buy something or dream bigger. Talented designers can craft something beautiful, mystifying, intriguing or attention grabbing. Separately, neither a writer nor a designer truly has the capacity to draw in potential leads and customers, guide them through the prepared information and persuade them to take action. But when their powers combine, they increase drastically. However, companies often keep them separated behind cubicle walls or even considered as part of different teams. Simply handing a Word doc to a designer makes it nearly impossible to do the content justice. Find out how writers and designers who work together create better content.
No doubt about it, design is what draws the eye in and gets a visitor excited about the approaching content. It is absolutely the first component that will influence a potential reader…lead…customer, and every element will affect their decision to stay on the page. Design is also responsible for setting the tone of the piece: humorous, technical, influential, educational or straight laced. But it is the headline that holds the power to intrigue and pique interest. It is the beginning paragraph that encourages the reader to make the ultimate commitment of time. And it is the conclusion that makes them remember the message.
Text and design should ultimately lead visitors to your desired action. Here are a few areas that writers and designers should communicate and work together from the inception of the project to its completion.
An experienced content marketer will often write with a foundation in mind, helping to shape the ultimate design. And perhaps graphic designers keep the term “information design” in mind, which helps them to remember that they are ultimately preparing information so people can “use it with efficiency and effectiveness.” Finding team members who exercise these skills can help create captivating content that will lead to lead generation and customer acquisition.
Remember, it is a give-and-take relationship when it comes to content and design. The designer cannot expect that tons of text to be cut from the download simply because he loves the design as is. And the writer cannot hand the designer 3,000 words of copy and expect him to create an attractive white paper in just four pages. You must work together to understand and develop pieces of content that will influence the decisions of the reader. So break down that cubicle wall and start communicating!
Photo: Austin Kleon
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