So, someone’s consuming your content? Congratulations!
That’s the good news…
Sorry to spoil the party, but here’s the bad news…
The fact that someone is reading, watching or listening to your content means practically nothing unless you get them to take some kind of action as a result.
Here’s a brief outline of how content marketing benefits your business:
- You create content of different kinds and in different media. You publish it on your own site and/or on other sites and content platforms across the web, preferably through repurposing.
- People – your marketplace – are attracted to your content and consume it. In so doing, they are effectively raising their hand as a potential new prospect for your business.
- You connect with them further to start building a relationship with them. (Otherwise you lose your new prospect as quickly as they found you!) You do this via an explicit and effective call to action – CTA – that tells the prospect exactly what to do.
- You continue building a relationship with them, building your authority and credibility with them, and building up trust. This is how you transform that prospect into a customer, and create profits for your business.
If you miss out #3 and don’t have an effective call to action in your content, #4 never happens!
What’s Your Goal?
You first need to decide what your goal is with the content. In creating and publishing the content, what is it you want to achieve?
It might be to build your list. Or attract more social followers. Or simply to build your visibility and brand online.
Want a recommendation?
Email marketing is still one of the most powerful ways to build relationships with prospects. It’s therefore a key way to drive higher results from content marketing activities.
Whether your content is on your own site or on a content platform such as YouTube, LinkedIn Pulse or Medium, I would recommend to focus primarily on building your list.
For example, include a CTA in the content to encourage the prospect to download a relevant lead magnet, such as a suitable content upgrade.
But whatever your own goals might be, this post looks at how to create your own highly effective calls to action. I also include examples from across the web you can use to model your own.