Content marketing is the process of creating great content that attracts and engages your audience, establishing you as an expert within your industry niche. Once you are established as an expert within your audiences’ eyes your content can then help persuade your audience to do something, like purchase from you or subscribe to your newsletter, thus fulfilling the marketing aspect of content marketing.
Whilst creating all of this content you will if you use some basic search engine optimization techniques populate your website with lots of “long-tail” keywords for search engines to find. Content marketing delivers value to the visitors of your site and as such it is one of the most effective tools in your digital marketing tool belt.
It’s not good enough in content marketing to simply write well, you also need to present your content well so that people actually want to read it. And a big part of this is down to, typography which is a much more complicated subject than you might at first think.
Why Typography Matters
Typography is something many content marketers, business owners and website managers overlook, but it has a massive impact on your content and how it is presented. Not only does your typography effect the legibility of your content and the ability of your audience to read what you’ve written (which is kind of important, isn’t it?) but it can also have a big effect on the tone and feeling of your website and your content. Utilize Comic Sans and no one is going to take you seriously… but likewise if you write in a gothic font then you can convey a sense of timelessness or history, or if you write in a modern font you can convey a sense of being hip and high tech. But most importantly never, give up readability for the sake of using a trendy new font.
If you are worried about readability, Tahoma is the most legible at size 10, Courier at 12, and Arial at 14 according to industry sources.
Some Things to Know About
Fonts can be split into categories based on their age, the presence or absence of serifs (the little feet on the ends of letters), the thickness of the vertical and horizontal strokes and various other factors.
For your website and the majority of your content, you should then pick two fonts which will be for your body content and your headers respectively. When selecting these, the objective is to choose combinations that won’t be too different but will nevertheless look different enough to be distinct. If in doubt, ask a designer and ask them for their advice. Some websites might also consider using a third font for limited use, whereas you might alternatively sometimes choose to mix up your fonts to make a point in specific articles.
Being creative here can make a big difference and make your writing much more impactful and entertaining as a result.