You might have started out on a content marketing campaign, done the research, created the graphics and written some fantastic copy. However, without creating a great call to action, all of your hard work may just be going to waste.
What is a call to action?
A call to action is a directive which explains to the reader what they should do next. It usually comes at the end of a piece. It might be asking them to sign up to a mailing list, share content, buy something or download additional content. Sometime a call to action can be highly specific, about registering for a competition or conference.
An example call to action would be:
‘If you are interested in learning more about how to keep bees, contact one of our specialists today to discuss how you can encourage the native population of the honeybee.’
This example sums up what brought the reader to the post in the first place and encourages them to go and create a deeper bond with the company, in this case, a bee keeping company.
So how can you write a killer call to action?
- Use simple language. Write how you speak.
- Use active language with strong verbs.
- Use creative ‘power’ words. Don’t write ‘he ran down the street’. Write ‘he flew down the street’.
- Use ‘you’ and speak directly to the reader.
- Add conclusive elements to the copy to help summarise the article and why the visitor is there in the first place.
- Promote the benefits of why they should carry out your directive.
Calls to action are as important as your headline when creating content. Follow a specific strategy to ensure that your content is working hard for you.
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Honey Pot Image Credit: Nic McPhee http://commons.wikimedia.org/wiki/File:Honey_jar_(411317929).jpg