How fonts can be the driving force to content engagement
For Internet marketers, conversion is imperative. Instead of spending a large amount of time trying to get better conversions, it’s time to think about how copy and particularly fonts can impact content marketing.
In fact, fonts or typography has a marked importance in marketing. So, if your powerful headline doesn’t get you the eyeballs you’re looking for, you need to take a relook at what you’re doing.
So, what is typography?
This refers to how type is set. You can use typography to add style and personality to your text. It works like this: If your readers find it difficult to read your text either because the letters are set too close to each other, or they are too small, they will either leave or will struggle with reading your copy.
If they leave, your conversion rates will automatically fall. So, what can you do to influence content marketing using typography?
Here are a few ways by which typography can influence content marketing positively:
- Font Type–Serif or Sans Serif: The two classes of font are serif and sans serif. The letters with little curls on them are Serif, like Times New Roman, while Sans serif doesn’t have these curls. Examples are Arial and Verdana.
According to studies, serifed fonts are read slower than their sans serif counterparts. The latter is better for scanning text on a web page. Depending on whether you want your readers to read your text slower or faster, choose a font accordingly.
- How big should your font be? The size of your typography depends largely on the type you choose. In fact, the size varies from font to font. For instance, Verdana 12 is larger than Calibri 12. Set your text in a way that the headlines are larger than the body copy, but ensure that the text isn’t so small that it’s unreadable.
- Make your body copy impactful with bold, underlining and italics typeface: Depending on the impact you want to make using your copy, use bold typeface, italics or underlining judiciously. Take care not to overuse them, or they will no longer be impactful.
- Use standard black for best impact: For best impact, the font colour should always be black on a white background. If you use colours, do this sparingly. Red is a good colour if you want to arrest your readers’ attention.
- Heighten attention by using contrasting colours: If you want your readers to read copy such as a review or a testimonial on a landing page, use black font on a pale background.
- Give a crisp and clean look to your copy: A rich interplay of kerning and white space can work wonders for increasing content engagement. Kerning refers to the line height or space between lines. White space refers to the space between words.
- Write short text for a small screen area: With all sizes of computers and smart phones flooding the market, their screen sizes are also proportionate with the gadget. Using responsive design, the page will adapt to the screen size, so limit the text you write so that you maintain reader interest.
- Increase readability with shorter paragraphs: If you write short paragraphs, it means you increase the white space on the page, making it less stressful for readers to read till the end of your copy.
- Break up text with short and pithy sub-headings: When text is broken up into parts, readers can scan the text quicker, leading to greater readability.
- Reduce ads on your page: Having ads on your page can make it download very slowly. To retain the interest of your readers, reduce the number of ads on your page.
- Embed videos into your copy: Videos are large files that don’t stream well from websites. So, create a video, upload it to YouTube and embed the code in your text.
- Use trustworthy fonts for greater credibility: According to an experiment conducted in 2012 by New York Times, typefaces do matter in matters of trustworthiness. For instance, it was found that readers found Comic Sans informal, while Baskerville was seen as highly trustworthy. This experiment proves that typefaces do exert an influence over the psychology of readers and the content that it is set in.
- Use a variety of fonts for higher conversions: By using the right fonts, you can draw attention to your text and so achieve your desired goals. According to a test performed by the Nielsen Norman Group, readers scan copy in an F-shape.
If this facilitates quicker reading till the end of your copy, you can achieve this by using eye-catching typefaces of a variety of sizes, colours and colour contrasts, beginning with the headline and going all the way down to the subheads.
By arranging your text in an F-shape, you will help your readers read better and completely. You can also make changes such as a variety of colours or different point sizes or weights for better readability. These efforts yield higher conversions and long-term customer loyalty.
The goal of your business is to create content that engages your audience and promotes trust among them. With typeface, you have one more tool in your kit to reach your goals, so go out and use it to the hilt.