How Compelling Copy and Design Build Better Campaigns
The debate between designers and copywriters about whose work is more effective has been a decades-long feud. When it comes to content marketing, many have questioned if content writing is still “king,” or if a picture really is worth a thousand words.
On one hand, social media is rich with bright graphics and stunning photos. And it’s been proven that visual content is more memorable to viewers. On the other hand, copywriting is crucial for SEO, top-performing product pages, and snappy Twitter comebacks.
The truth of the matter is that copywriting and design are both effective tools for brands to utilize. And brands should use both strategies to build winning campaigns. The key to successful content marketing is to balance these two strategies. And to encourage writers and designers to start working together in order to create content that converts.
Examples of excellence
“The average reader only spends 37 seconds reading an article or blog post and 43% of people admit to skimming blog posts,” reports Jenny Chang, a senior writer for FinancesOnline. “So in order for a blog post to be effective, it needs to stand out.” Of course, this is easier said than done.
How exactly could a small business compete with companies around the world that are targeting the same audience as them? The secret (as I’m sure you’ve probably guessed) is combining great copywriting with intriguing designs to authentically capture people’s attention.
When writers and designers collaborate, beautiful, funny, and brilliant things can occur. Striking the perfect balance between artwork and compelling copy leads to influential content. Like websites, product pages, and articles that get a high ROI like the examples shown below.
The J. Peterman Company
This clothing company features its stylish products alongside vintage-inspired artwork. They do this to make it feel like you’re shopping in an upscale store in the early 1900s. Every aspect of the website is designed with their antique style in mind. Right down to the font styles they use. To complement their whimsical artwork, each product has its own brief narrative. So even the most boring details are described in an entertaining way.
When it comes to abandoned cart emails, BarkBox is definitely the top dog. They effortlessly use humor, casual language, adorable design work, and (user-generated!) photos of sweet puppies. All these elements come together to convince hesitant buyers to get a box for their furry friends. The abandonment email shown below has a playful tone, emphasized by the bright colors and unique font styles.
Tuft & Needle
This bedding and furniture company aims to be authentic and relatable to its target audience. Their tone is decidedly casual and conversational. And the attention-grabbing headline and artwork make people want to keep reading their emails.
In the abandoned cart email shown below, the company perfectly balances great copywriting and detailed design work. The end results? Addressing some of the most common doubts people have when buying a new bed. Where other companies may use sales tactics to urge customers to make a decision, Tuft & Needle provided friendliness and helpful content.
How to supercharge your content marketing strategy
Traditionally, a copywriter would receive a request. And then write out the entire article before passing the assignment along to the designer. There would be little interaction between the two creatives throughout the entire process. And this made it feel more like you ended up with two different ads on the same page. When you could have just had a single cohesive message.
For companies without in-house designers and writers, this can be even more difficult to arrange, but it isn’t impossible. Creating content yourself or outsourcing your content marketing needs? Well here are some expert tips for combining design and copy:
Understand the benefits of design
As briefly mentioned before, it’s key to know what purpose each piece of content serves. For instance, most consumers today agree that they’d rather watch a video to learn about a new product than read a blog about it. And video marketing is expected to keep growing in popularity throughout 2021.
Articles or blog posts with images can get up to 94% more views than those without. Visuals have the capability of converting hesitant buyers with photos of real people using the product. Or brief tutorials to show the customer exactly how they can use the product in their own lives.
Recognize the difference great copywriting can make
A good writer incorporates relevant keywords, writes clear CTAs, and consistently creates reliable copy. A great writer has the ability to inform, entertain, and inspire readers. Product descriptions don’t have to be bland and technical. And blogs can be engaging enough to encourage readers to do more than just skim the headlines. Great copywriting skills help brands with the following:
- Gaining followers
- Keeping customers on their websites longer
- Establishing credibility
- Boosting SEO
- Providing context for designs or photos
Ensure writers and designers know who they’re creating content for
Just like the way you talk to your best friend is different from the way you talk to your boss, marketing messages should differ depending on the target audience, too. So, provide both creatives with descriptions of your target market. And this will allow them to cater specifically to the likes, needs, and wants of those individuals.
Establish a brand voice
Your company’s brand voice should be consistent across all channels (online and offline). And there should be clear guidelines about what’s OK and what isn’t in different contexts. For instance, can a writer use slang when writing for your brand? Is witty humor acceptable, or would you prefer your brand to come across as more serious and formal? If you’re not sure how to define your voice yet, a copywriter can help with that aspect, too!
Provide examples of other content you like
Trying to explain a graphic design you’d like can be surprisingly difficult. You can help your designer out by sending them a few examples of art you admire. Or similar styles you would like them to build off of. Establishing some consistent brand design themes can also give designers a good idea of what sort of look you want your company to convey. This includes preferred color palette or font styles
Looking for a little extra help?
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