The marketplace we live and work in today is radically different from the one in which many of us started. Salespeople and store employees used to be the experts, and brands and businesses used to spend advertising dollars to find prospects who needed their services.
Design means much more than color schemes and stock photos. The process will look different for every marketing team, and even for every team’s various content pieces.
In general, design starts at the very beginning, as you map out a content marketing strategy. Understanding the brand’s personas and marketing goals will shape the basic style of each design—each should be useful to your personas, and true to your brand voice.
A strong content marketing strategy includes a variety of content types, so as individual pieces begin to take shape, there are some specific things to keep in mind: