Photo by Braden Hopkins on Unsplash
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.
Photo by Jason Rosewell
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.
Photo by Christian Kaindl on Unsplash
How do you know if your content is working?
When you clearly define and communicate success metrics, you can help everyone work towards a common goal, ensure that content goals support your larger strategic objectives, and feel confident that your content will continue to evolve towards being a significant and impactful asset for your company.