Where does your brand invest most of its creative resources? Probably in high-profile content: your big campaigns, commercials, and pieces for lead gen. Since these are the most visible (and have the most money behind them), this is where your brand needs to shine most, right? Not always.
While a flashy new video may convince your Instagram following to ring your doorbell, it’s the much less glamorous content that will move them along the buyer journey. Things like newsletters, presentations, ebooks, sales materials, and other miscellaneous pieces of content are just as crucial to your brand experience—sometimes even more than the big-ticket stuff. Yet, when it comes to design, this content is often overlooked, underdesigned, or ignored entirely.
