The online world is dynamic and constantly evolving…
The tactics that hold the high ground today, will lose effectiveness tomorrow.
But in spite of this volatile nature, one thing remains the sine qua non of online success – content.
However, the question remains whether there’s a type of web content that is one-size-fits-all?
The answer is NO.
Big brands churn out high-quality content in the form of blog posts, infographics, videos, social messages, and much more, as a tool for lead generation. Doing this, they know that using a one-way approach to content creation in today’s age of big data and visual culture will take them nowhere.
That’s why, for a freelancer or solopreneur, combining the power of designers and copywriters makes so much sense. It’s a pathway to competing with bigger budgets and creating high-quality diverse content.
When graphic designers and copywriters work together, they flourish. Part of the reason is that design connects directly with a side of the brain which is responsible for creative thinking and image recognition. While writing occupies the other side that handles logic and critical thinking.
For any content to hook prospects and compel immediate action, these forces must come together. And that emphasizes why designers and copywriters should not transfer work but handle it hand-in-hand.
Here’s a thumbnail analysis of why designers and copywriters should work together to create all-in-one content, and the benefits of going down that road.
1. All-in-one content offers greater value
Because the Internet is jam-packed, attention is perhaps the most expensive thing online. According to Jakob Nielsen, an average web visitor is only likely to read 20-28% of a blog post. The only way to extend the duration lies in truly compelling content.
What’s that?
Any beautifully crafted article that’s saturated with high-value, attention-grabbing images and visuals.
But if you’ve never tried this before, you might doubt its efficiency. Luckily for you, experts say that articles with images get 94% more total views than text-only posts. And there’s more. Infographics deliver up to 120-180% more engagement, thereby increasing viewers retention, engagement and, ultimately, sales.
Image Source: Ethos3
2. It creates better understanding
What makes the above possible is the extraordinary power of visual content in creating a digestible understanding of text-based messages. Indeed, “A picture is worth a thousand words.”
Readers are believed to retain 65% of any information three days later when communicated through visuals.
3. It’s brain-friendly
One of the top reasons brands’ create content is to provide the insights that make it easier for prospects to comprehend how their products and services work. Another reason why copywriters and designers need to work in collaboration to make content more digestible. Visual content is the answer.
The reason, as implied in point two, is that the human brain processes visual data 60,000 times quicker than text, according to WebDAM. Brain Rules also notes that “We [human beings] are incredible at remembering pictures. Hear a piece of information, and three days later you’ll remember 10% of it. Add a picture and you’ll remember 65%.”
Image Source: Ethos3
It’s clear… Web visitors do not struggle to remember details when they’re given all-inclusive memorable content.
4. SEO, SEO, SEO
Going from merely adding glamour to a blog post to creating other essential values, visuals can also boost rankings on search engines when seamlessly integrated into a body of valuable text.
If SEO were key to content marketing success, creating all-inclusive content is a task that you cannot ignore – and that’s easier done through collaborative efforts between designers and copywriters.
Other benefits
There are a plethora of benefits to this match made in heaven, but the following are the key benefits of copywriter-designer collaborations:
According to William and Phyllis of Mack Institute for Innovation Management, choosing the right partners is the first step to successful innovation.
The innovation experts argue, “In today’s globalized business environment, firms are no longer developing innovations in a vacuum. Instead, companies often work with partners from all over the world to develop innovative strategies and products.”
Are innovative ideas important to copywriters and designers? There’s no other option than YES, and experience has shown that more ideas emerge when these set of creatives work together.
Even in Science, it’s easier to make new discoveries when scientists share ideas rather than working as a lone genius. “The best ideas don’t come from working in a silo,” says Michele Kamenar.
- Enabling premium services and increased authority
To deliver excellent services and drive bottom-line results for all parties, it’s hard to thrive in isolation as a copywriter or designer. You MUST collaborate!
Sara Duane-Gladden of Specky Boy says:
“The jobs of copywriters and designers are very similar. They are both masters of their crafts. They express complex concepts and ideas in bite-sized bits that convey meaning in a moment. The fact that one does all this with words while the other accomplishes it with images isn’t important: They are kindred, creative spirits that can amplify their abilities when they work together.”
So if you want to improve the quality of your service and build authority, you should collaborate.
As a copywriter with a long list of deadlines, you’re always on the search for an expert designer to turn text into visuals. Even if you find one you’re still not off the hook. You probably keep reviewing their work because only an impeccable job will satisfy your clients and win you more referrals. On the other hand, a designer goes through a similar situation each time there’s a need to come up with a masterpiece that will complement an infographic or other visuals.
The process is time-consuming and difficult. With collaboration, however, it can be streamlined. A teamwork approach will enhance efficiency on both sides.
Going forward
Designers and copywriters are important personalities in the world of digital business. Media and SEO companies, PR organizations, marketing, and advertising agencies, all need them to satisfy their client needs.
If you’re one, not only can you generate new ideas through effective collaboration, you can also increase the quality of your service, minimize hassles, expand your business and even make more income.
Guest Author: Shakir is a writer, content marketer, and the founder of 501 Words. He’s an agenda contributor to the World Economic Forum, focusing on millennials and business. He also writes for Entrepreneur, Huffington Post, Forbes Africa, and other sites where he shares insights on startup, marketing, and growth strategy.