When reading about content marketing, the focus tends to revolve around the text. Obviously the “content” in content marketing is important, but even the best keyword-driven page needs an appealing presentation. You may be an expert in your field, but engaging an audience involves more than giving good advice. As with marketing a product, packaging makes all the difference.

Lines of text on a page create a visual, and it’s up to you to make it appealing. But don’t worry—you don’t need to be a designer to show your stuff. Here are a few tips to keep in mind:


Books have chapters for a reason. Your readers want to know what you’re telling them, in manageable portions. Headings not only alert them to a change in subject, but also give the eye something to look for at the end of a section.

White space

Similarly to headings, white space helps break up blog content. As with the book example we used before, chapters break up the book and paragraphs break up the chapters. Blank space is not wasted space. Rather, it helps your text stand out by creating a frame.

You can create white space with more than just gaps between paragraphs. Indentations and visuals that incorporate white space can help move the eye down the page and emphasize portions of your writing.


How many words is a picture worth? The words you don’t have to use to explain a concept. If you can say it in a chart, use a chart! This not only gives the reader a different way to digest your info, but can also provide some context for the reader to relate your website content.

Don’t worry about making your audience interpret a graph or chart. While you should let them know what inputs and outputs it demonstrates (in a brief sentence), displaying data in a visual will create a greater impact than if you were to explain it anyway.

While “content is king” in today’s online marketing environment, it’s important not to overlook the benefits of a web page or blog content that’s laid out in a reader-friendly way. Keep these tips in mind to encourage your readers to truly engage with the valuable content you offer.

Related: Why you should become your own content publisher