Stephanie Wheeler, senior designer at True North Custom, discusses the indispensable role of typography in content marketing and strengthening your brand.
Stephanie, a self-taught graphic designer, joined True North Custom five years ago after working in design for an advertising agency that produced custom catalogs for high-end furniture manufacturers. Stephanie earned her degree in communication at the University of Tennessee at Chattanooga; however, while the skills attained through her communication degree have certainly served her well in her daily interactions with clients, her passion and strong eye for design drew her to teach herself the ropes in graphic design—ultimately taking her down a different, more creative career path.
After joining the team at True North Custom, Stephanie worked as a designer for three years before stepping into the role of senior designer in 2014, a role that allows her to put all of her creative and communication skills to use.
“As a senior designer, I’m responsible for not only creating custom-designed solutions for our clients, but also working with colleagues to develop new projects,” Stephanie says. “Working at True North Custom has given me the opportunity to be a part of our entire content development process and, more importantly, to work closely with our clients, which I love. I prize being a resource to them, and, moreover, an extension of their team.”
It’s All in the Delivery
Content marketing has become a mainstay of marketing strategy, serving as an effective mechanism for customer acquisition, retention, and growth. Typography—the art and technique of arranging type (letters and characters)—plays an integral role in the effectiveness of your content.
“My job as a designer is to draw readers into the content,” Stephanie says, “and typography helps me achieve that. The style of the typography, for instance, helps the reader quickly assess the tone of an article or infographic—e.g., is it friendly and approachable, or is it formal and objective? Typography can also help make a long story or drier topic feel shorter or more accessible or take up less space on a page or screen, which is important as most consumers are constantly on the go and need quick information.”
Typography not only entices readers to engage with your content, but also heavily influences how your message is conveyed, which is particularly important in healthcare marketing.
“Much of the content we produce is intended to help educate patients and prospects about various health topics and connect them with the local hospital’s services,” Stephanie says. “Many topics, like cancer or major surgeries, can be scary. Typography can help make even the most intimidating topics less unsettling and much more approachable—which is paramount in healthcare marketing.”
In a nutshell, typography—which is often not given the same consideration as copywriting—is crucial to the success of content marketing and enhancing your brand.
“Don’t underestimate the importance of typography,” Stephanie says. “It’s important to spend time on it because it can make or break a project.”
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