For anyone who works in software, Atlassian will be a familiar name. Or at least some of their products should be – Jira, Confluence, Trello, Bamboo and many more.
Beyond building tools that help teams create better products faster, the company absolutely kills content marketing. But after perusing their website a little this week, I was struck by how they structure their blog just as much as I was by the content itself.
Here’s what they’ve have nailed in their layout:
- Clear hierarchy. Atlassian organises their work into four categories – Teams & Culture, Productivity, Leadership and Technology – essentially mapping content buckets against the core value proposition of their suite of products.
- UX variety. Unlike the majority of blogs from B2B organisations that follow a simple three tile column with infinite scroll, Atlassian mixes up content modules to help prevent read fatigue and draw attention to specific pieces.
- Consistent visual identity. From the colours to the illustration style, you’d recognise an Atlassian piece of content anywhere after spending five minutes on this blog.
Content is king. Or that’s what they say anyway. But if that’s the case, then design is the opulent, goose-down stuffed throne upon which it sits. Pumping a website blog with well-thought-out, SEO-rich content without giving thought to how it’s visualised on screen is the equivalent of cooking a delicious three-course meal and blending it into a smoothie – the flavours are all there but damned if you’re going to eat it.
94% of first impressions relate to your site’s web design. Spending time upfront to create a simple style guide, hiring a designer to create templates to bring some cohesion to your content cover art, and investing in simple UX best practice demonstrates to your customers that you take yourself seriously – and that you’ll do the same with them.