5 Key Design Points for Content Marketing — Every Pitfall Avoided Is Money Saved

First, the structure must be clear. Sections and navigation determine whether users can find what they want within three seconds - this is the skeleton of content marketing.

Second, performance must pass muster. Load speed directly affects bounce rate; image compression, caching and CDN are all indispensable.

Third, content must be tiered. Put core selling points up front and details later, so visitors with different intents each get what they need.

Fourth, instrument with analytics. Which pages are popular and where drop-off is high should be decided by data, not gut feel.

Fifth, leave room to expand. Business grows; continuously producing valuable content is the slow, steady work of building trust in search and social. The system architecture should reserve space for iteration.