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Create a user-focused CTA strategy
Motivating or persuading audiences to do something is a common purpose for content, and calls to action (CTAs) are the final step, enabling your audiences to actually take that active step.
CTAs can be powerful little pieces of content, but they’re often not as strong as they could be, due to a lack of user-focus, or poor word choice, visuals, or location.
Here are some ways to make the most of your CTAs.
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Sometimes going completely digital with your content can seem too far.
And that may be true, depending on what industry you’re in and what your audiences want. Sometimes it makes sense to keep producing those print brochures or PDF reports. But how do you know?
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Social listening in the strategize & ideate stage
In the first stage of the content lifecycle, content teams determine how content can drive business goals. This includes a clear understanding of the goals of your company, awareness of audience needs, and – importantly – a whiteboard full of content ideas.
While it may be easier to come up with company-focused topics, content teams should really be trying to create content for audiences. What do your customers or clients care about? What do they want to know?
We’re big fans of user experience research and data-based content decisions. Maybe you’ve got a team at the ready with a survey platform and a focus group budget to ask your audiences these questions.
But if not, or if you’re between user research projects, you can still listen to your audiences.