Being a marketer, your main concerns may not be the same as the other executives. When you want to promote Brand awareness as your marketing goal their main focus is revenue and you find yourself in a tight spot. Knowledge in Inbound Marketing can save you from the tight spot, especially if your team is equipped with content creation techniques.
Yes, too many call to actions CTAs exist and can badly hurt your business. Gary V emphasises the jab jab jab, right hook strategy that prescribes steps in ensuring its success. Your public content (the one you send out for your customers and potential customers to view) need to be reviewed of the number of CTAs it includes.
Too many CTAs frustrate a reader you might have hardly attracted by a catchy phrase or an amazing photo because when they come to you they are in need either of a product or a service. The digital world has made it so easy that they can know your story and what you can do for them without talking to any member of your team. Consider you are in a meeting with a client and after every 3 sentences you ask for them to commit to doing business with you before the client has fully explained their problem or you have explained how their problem can easily be solved. Content creation and sales use similar techniques because both communicate to the client. Revit Communication offers content creation training for marketing teams, which include emails, articles, blogs and visual content.
A standard article that is meant to inform potential buyers must have at most 3 CTAs. When positioning your CTAs in your article, newsletter or blog place them where the information is relevant to the actions required. Picture it this way, when a salesperson finally feels that what they are saying will get the customer to buy that is when they put in the peach. Your CTAs are similar to the one on one conversations.
Don’t be frightened to place a mild CTA at the beginning of your post. It doesn’t have sound needy it's a CTA and it also saves time for those customers who already know what they want to buy and are hunting for that CTA. However, even when the reader is not familiar with your product or service placing your CTA at the risk of it being missed because, to be honest, how many times have you read through an entire blog post or article.
Who is most affected by this information? your content creation team. If your organisation is still small and the marketing department is a one-man team don’t worry the method will still work for you.
A guide in having effective content for your audience is having a goal before attempting the content creation process. Here are some of the things you can look at as your potential goals:
aim of the post whether it's brand awareness, engagement increase, trust-building or to provide information on a product or service you provide.
Finding a topic (theme)
Writing the body content, The body of your content should direct you to an introduction and a well-written conclusion.
Review your content before making it public because small errors such as spelling make your organisation look petty like it's a playground for amateurs.
Here only 4 have been mentioned but in another article, there will be complete for an effective content creation process that satisfies the reader.
Written by Taku Mugaviri (Revit Communication Marketing Manager)
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