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June 19, 2015

Five Great Examples of Content Presentation

We’ve seen how businesses, both large and small, are turning to the Internet to expand the reach and influence of their businesses. The exponential increase in the use of e-mail and social media has convinced companies of the need for them to have a strong online presence. Remember how Google+ went from an invite only platform to a freely accessible one? Remember the emergence and rise of Pinterest as one of the most frequented social media platforms? What’s the success secret? Great content, and artful presentation. You might have Colonel Sanders’ secret recipe or information on who shot Kennedy, but if you don’t have your content presented in the right way, it doesn’t really matter. Here’s another reason for you to be truly picky and touchy about your content presentation. Content marketing costs one-third of traditional outbound marketing, and generates three times the leads, establishing a Demand Metric study. To show you what we mean, here are some great examples of websites that are doing content presentation right.

1. Easy to navigate interface

Google’s very own Quarterly publication discusses rollercoaster-like Web trends and movements, and has been hailed as a breath of fresh air in this dull and content-cramped world. And kudos to the Quarterly team; it has more than managed to provide users with a unique reading experience.

What it has done right:

  • The entire website’s layout gives a fresh and open environment for users, with maximum impact, minimum fluff.
  • Google’s Quarterly comes with an easy-to-navigate index that features stylish roll-over drop down links that give you a short brief of what an article is all about, ensuring great reader continuity.

2. Content Prioritization

The Boston Globe has gone from one of the nation’s most read newspapers to one of the nation’s most read online news dailies. The newspaper literally changed the way readers read news after it underwent a site-wide redesign, and was the first of the mainstream websites that picked up on the top secrets of responsive website design.

What it has done right:

  • As a newspaper, the Boston Globe website has ensured that the star of its publishing, the content, remains so by ensuring plenty of whitespace.
  • Following the old saying that a picture is worth a thousand words, the site ensures a clear visual hierarch, making its articles all the more attractive and engaging.
  • The website has successfully prioritized its content’s images in a way that indicate which articles are the most important.

3. Audience-specific Content

Probably the original technology and geek portal, Wired, is every geek’s dream, as it blissfully portrays its content to its readers in a way that makes it extremely enjoyable, almost addictive. And keeping in tune with the sentiments of its target audience, geeks, the site offers a pan-genre variety of comprehensive content for its beloved readers.

What it has done right:

  • The clear text (sans-serif) and generous column widths have enabled Wired to keep the website simple and concise, leading to a pleasurable reading experience.
  • The site has also kept typography consistent throughout its content, including headlines, sub headings and any other text elements.
  • Check out how PaintTheMoon’s Volcano Vaporizer review mixes multimedia into its product reviews to establish credibility, communicate a sense of info-richness, and come across as wholesome to the reader.

4. Neat and Clean Layouts

The Black Harbor is a show stealer with its minimalist, yet highly impactful design and is a showcase of various art electives and a variety of styles. The website is centered on its prime focus, images, and has made sure that there is no unnecessary text to hinder the view of its hosted images.

What it has done right:

  • Well designed, and highly organized homepage design that represents each article with an aptly-sized photo image, presented in a neat grid layout. This layout prevents any sort of visual confusion.
  • Black Harbor only reveals the descriptions and captions of its images when a user hovers over the image they are interested in, as an overlay, with the opportunity to reveal more info as the user scrolls down.

5. Signature Styling

After decades of ruling the print media as one of America’s largest newspapers, USA Today is now known online for its ability to manage copious amounts of content within limited spaces.

What it has done right:

  • USA Today’s website offers readers a clean grid with sharp lines and a rigid design that ensures a well-organized user interface, adding to the site’s user experience.
  • By offering a choice between Lists or Grid views of their articles, the website gives visitors a viewing choice that is most comfortable to them, allowing them to control how much content they are exposed to.

It would be fool-hardy to think that these websites just randomly threw a bunch of variables together in the hope that it would lead to great content presentation. It is pretty obvious that the developers of these sites took a lot of time devising and implementing their designs, allowing for a great combination of content optimization skills and presentation genius.


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Joydeep Bhattacharya is an internet marketer and owner of the SEO blog, SEO Sandwitch. He has been associated with SEO, SMO, PPC, ORM and other activities related to online marketing for the past 5 years.

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