The primary reason organizations struggle to produce any ROI from content marketing is because they don’t understand how to write a compelling call-to-action. While the quality of writing is important, content marketers shouldn’t be interested in winning awards. Instead, their primary focus should be on getting measurable results.
What are measurable results?
A strong call-to-action can impact whether or not you’re experiencing measurable results more than any other aspect of your content. A few days ago, Content Marketing Institute shared five tips every content curator needs to write better calls-to-action. Today, we wanted to share three questions you should ask yourself when writing your call to action, based on some of the tips they provided:
- What is the goal of this piece? If it’s an eNewsletter promoting a new case study, the goal is simple… you want them to download the case study. The biggest mistake content curators make when it comes to content marketing is that they never define a goal for their content. Every piece of content you create, from a blog post to an eBook, should have a goal attached to it.
- Where is your audience in the sales cycle when they first read the call-to-action? The great thing about content marketing is that you can diversify your content and distribution channels based on your audience. If you want to make sure you have a strong call-to-action, make sure it’s appropriate for your audience. More than likely, a person might not pick up the phone and call your sales team after reading a blog post. However, that might be the exact call-to-action you need with someone further down the sales funnel after they read an eBook.
- Is your call-to-action simple? Your audience should be able to take action within five seconds of reading your call-to-action. Including too many calls-to-action in one content piece or making it too complicated will only confuse your readers.
Content marketing is as powerful in the age of The Challenger Sale as the phone bank was in a previous generation. If you want to create content that moves people to action, make sure it is simple, it fits your audience, and it’s connected to a sales or business goal.
What are some of the strongest calls-to-action you’ve used in your content marketing efforts?
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