Insurance Journal Ad & Marketing

Making Content Come Alive with Design

By | May 13, 2019

If you’re responsible for content marketing, you know the value of great subject matter, articulated by talented writers and designed by creative minds. When we hear that our clients are challenged to create content, our first inclination is to think it’s because writing is painful, or time is lacking. But more recently, we’ve discovered a new problem: lack of design capability.

Today, the expectation is that content look as good as it reads. In fact, good design can overcome shortcomings of text, but bad design will overshadow the message. In crafting your content, you have a two-step process, which can also create two road blocks. For you, is it writing or design? If it’s writing, take a look around the office. You may be surprised at who has something to say and how well they can articulate it. Designers, on the other hand, may be hard to find.

Luckily, you can leave the designing to us.

I work very closely with our designer on content ranging from whitepapers to email formats to banner promotions. As a writer, there is no greater thrill than opening a designed draft of my written word.

Before & After Design

The first view of a designer’s visualization of my work reveals a transformation previously reserved for fairy godmothers. Okay, that might be a stretch, but how’s this for a testimony from one of our sponsors: “Your designer did a WOW job on it, I am beyond impressed!” or “I have never seen anything this good. I truly admire their creative eye!” So yes, we’re that good.

Just provide your logo, your company’s style guide (if you have one), and a link to your website. We’ll take care of the rest. Can you provide your suggestions or guidelines? Of course you can. But if you’re like me, letting the designers fully apply their own vision and creative license is not only easier, but the results are nothing short of ‘Bibbidi-Bobbidi-Boo.’

About Pamela Simpson

Pam is the Senior Strategist, Branded Content & Research for Insurance Journal. More from Pamela Simpson

Was this article valuable?

Here are more articles you may enjoy.