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The Importance of Content Design In Web3

Content marketing is how Web3 companies can scale in an organic, sustainable and effective way, but just producing content isn’t enough. Content design is a big part of the effectiveness of your content marketing, and is the main driver of your conversions!

What is content marketing?

By utilising value-adding, helpful and relevant content, projects and businesses are able to attract, convert and retain their target clients and users much more effectively.

Content marketing provides your ICP with helpful content, aimed to help them solve an issue (whether this be in businesses for B2B or in their personal lives for B2C), answer a search query and to ultimately develop trust between you and them. A casual way of selling yourself and your expertise — without having to pitch anything. 

As they say, the best ads are ones that don’t feel like ads.

To ensure that content is effective in driving conversions, it must be designed properly.

What is Content Design?

Content design is the flow in which you portray information your audience, ideally. Displaying information in a way makes it easy for users to acquire, digest process it helps build brand authority, and provide a sound user experience.

The basic principle is that the user comes first, and content is designed around them.

In the words of Sarah Winters, Founder of Content Design London , content design is “about using data and evidence to give the audience what they need, at the time they need it, and in a way they expect.”

Content design is not just slapping images and CTAs all over the place, Its the planning and building of;

  • Information assets
  • Interactive system
  • Content pacing
  • Information placement
  • User flows 
  • And most importantly, quality content. 

In web3, the brand experience is imperative to growing communities and solidifying the brand. To ensure users have a sound reading experience, information delivered to them in a seamless manner, and improve the overall brand experience, proper content design is imperative, especially when competing in search.

And for those interested in scaling their work, here are 5 other ways to improve your brand experience!

What Goes Into Good Content Design?

Design content properly requires analysis, UX frameworks, graphic designers, SEO’s and more. It’s not about setting and forgetting, its about hypothesising, testing, iterating and testing some more.

For the most part, content should be analysed and iterated on a periodic basis, especially when part of a holistic content marketing strategy — but thats the fun of it.

An almost unique blend of analysis and psychology, data and creativity, an amalgamation of and collaboration between opposite ends of the spectrum to strive between one goal. 

Whilst authority building content is great for building trust, when content design is done properly, you can attract and retain users, improve your brand experience, and ultimately boost conversions.

How to Improve Content Design?

Well first we must understand the content we are designing. Without that, we are just shooting arrows into the air.

Content Design Research 

Let’s start with some research/ideation;

Research starts with the user, and then we move outwards

User research:

  • What is the user trying to achieve?
  • Who are the users?
  • What they’re trying to do?
  • What do users actually need to achieve their goal?
  • How they currently do it?
  • Roadblocks they experience?
  • What sort of language they use?

Wider content research:

  • What is the goal of the content?
  • Is there a specific search intent involved?
  • Where in the funnel are we?
  • Competitors content 
  • Where does this fit into, considering the wider marketing strategy?

Before we can design any content, there needs to be context, without it, its very hard to create unique content experiences.

Is this content supporting a conversion campaign? brand visibility/awareness campaign? Is it just a case study? All these things matter, as the design for each of these different content pieces is different.

Once we have gotten a better picture of our content we can start ideation and mapping out out the design.

Content Design Ideation

Next, content designers, UX designres and graphic designers and others, will ideate a piece that provides a sound reading experience and conveys content appropriately. Considering where users will see this content (mobile app, website, social media, etc.) and what mediums will have the most impact on the over-arching goals (text, images, video, graphics, etc.).

We need to ideate on the following;

  • Content flow
  • Different customer personas
  • Interactive Systems
  • Storyboards

Whilst content designers explore the world of language and lexicology, that will deliver the information effortlessly and messaging succinctly. We also consider the brand guidelines, content’s voice and tone, which must all be cohesive and consistent with one another.

Language is one part of design, to drive engagement with the content, we must design interactice systems that help users navigate horizontally to other supporting content pieces, and vertically down the funnel. 

Work is always being iterated, so don’t be afraid to lean on someone who lives outside the realm of design and content for feedback, at the end of the day, most consumers aren’t content designers, and its they who vote with their dollars.

Content Design Best Practices 

Content design is a beast in itself, but here are a few best practices to start you (and by extension your users) on your journey.

Use a lint roller, get rid of the fluff

Most of the time, there isn’t a need to beat around the bush, give users what they want, answer their search queries properly, give them a bee-line route to their goal.

Don’t overcomplicate things, use analogies to breakdown technical and advanced terminology where you can, give your users what they need in an enjoyable way.

Your brand is an expectation of an experience that matches the expectation. Provide the users with a good experience in reaching their desired goal, and you will be rewarded.

Keep designs cohesive and consistent

Nothing looks worse than a a piece of content that looks like its been through a tornado. Images, videos and infographics should be the right proportions, CTA’s should be clear and engaging and language should be consistent with brand guidelines and with the other content on the page.

The reader shouldn’t feel they are reading the work of 3 different authors. Consistency in design and experience strengthen the overall brand experience.

Don’t let the reader drool over their keyboard!

Write in a way that leaves readers engaged, not squinting at their screen or falling asleep. 

  • Use bullet points
  • Varying sentence lengths
  • Interactive media
  • infographics

Present information in new and exciting ways that keeps them engaged, and makes them engage with your page!

Pretend you are Dr Strange — try predict the future

Think about why a user would be on this page, what is there goal? what info are they searching for? can we help them find it? help guide users to other pieces of helpful content relevant to the page they are on to enhance their experience with you.

  • Pre-empt and answer their questions
  • Provide semantically related resources
  • Create clear navigation

All of this shows your competence and bolsters your brand experience. When it comes down to it, the acquisition and retention of users and clients comes down to their experience with you — and this is part of it.

Final thoughts

For web3 brands, the experience you create is what separates you from the rest, whether you are a defi project, NFT brand or a service provider.Content design is a key component of the overall brand experience. Whether you are creating social media posts, writing SEO blogs, or creating info-products and lead magnets, the way in which this content is designed plays an integral role in how users view your brand and services. 

Leading users to the watering hole is one thing, helping them drink is another. 

The design of content provides an experience that is an extension of your brand. Optimising and enhancing that content experience, will help lift your brand image, brand authority and conversions.


Looking to drive conversions with your content? Book a call with our experts today!

Web3 content design and its importance

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Ramsey Shallal

Co-Founder + Strategy

Ramsey has been in the Web3 space for 3+ years, and is leveraging that experience to create generative marketing solutions, that drive organic growth through improved brand experience and authority

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The Feedback Loop from Hell

1

Reliance on hype and the performance of the bull market to gain visibility

2

Excessive use of guerilla marketing and other unsustainable practices centred on the short term

4

Weak brand image and foundations makes it excessively difficult to scale organically

3

Lack of focus on building foundations for the long-run.