Creating content that viewers read all the way through is incredibly important. Many companies make the mistake of releasing so-so content that has nothing to offer. They do this because they believe that the only point of the content they are providing is to stuff it with SEO keywords. By doing this, many companies think that they will increase their web traffic exponentially. This might be true, but the visitors that they are getting aren’t going to read through the entire piece of content if it’s poorly written or offers nothing of value.
If the visitors realize this before they finish, they’ll leave your webpage and never return. This is the opposite of what you want. You want to attract more visitors, but you want to turn those visitors into potential customers. That’s the whole point of inbound marketing. So how do you do that? By adding a call to action at the end of your content.
The call to action is an incredibly important component of your content. It should provide a link to a landing page. The landing page is a basic, uncluttered page that asks for the contact information of the visitor in exchange for some sort of marketing offer, whether it’s a newsletter, a free e-book or a discount or coupon on for one of your products or services. Getting the visitor to follow the call to action link one of your goals, but getting them to provide their contact information is your ultimate goal. You’ve just provided the visitor with informative and helpful content, which should be enticing in and of itself.
A visitor who has gotten something positive out of your content is much more likely to follow your call to action link in addition to being more likely to fill out a contact information form. However, someone who got nothing out of your content may not even make it to the call of action link. And if they do, they are not going to think it’s worth it to provide you with their contact information. If they thought your content was shallow and had nothing to offer, then they are going to be afraid that you’ll fill their inbox with similarly poor content that they will have to wade through.
There are a number of ways that you can create an enticing call to action at the end of your content. The following are a few different options:
- Provide a phone number that visitors can call for more information
- Invite the visitor to subscribe to your newsletter or blog for similar content
- Invite the visitor to provide their contact information in order to enter a contest
- Invite the visitor to visit your company’s main webpage
- Provide a link to a video or webinar
- Entice the visitor to sign up for some sort of free service
- Entice the visitor to follow the call of action in order to request a demo
- Provide a free download
These are all excellent ways to implement a call to action into your content. Remember that your call to action needs to convince the visitor to click your link. By doing this, you’ll be one step closer to turning that visitor into a lead for your company.