Call-to-actions

A call-to-action (CTA) is a specific instruction intended to get the reader to engage with your brand.

Content that features a specific call-to-action is proven to have higher response and engagement rates than those that do not.

In the previous topics, we looked at customer journeys and created ideas for content that would address the buyers' concerns.  The aim of each piece of content should be to move the buyer on from whatever stage in the customer journey they are at, to the next.  

The call-to-action should be thought of as a bridge between the two stages.

Look at the two stages below.  Consider the core message and content type of both stages and think of a call-to-action that links the two together. Your call to action should link the content topic of the current customer journey stage to the core message of the next stage (content you want the link to go to).

Continuing our example from the previous section our call-to-action could look something like this:    

Buyer Persona

Stage

Objection

Core Message

Content Type

Content Topic

John

Evaluate

Too expensive

Superior quality than competitors and lasts longer

[article] Best Razors under £20

About how this razor gives a superior close shave without irritation

CALL-TO-ACTION

Experience the most superior blade on the market!

Buyer Persona

Stage

Objection

Core Message

Content Type

Content Topic

John

Engage

Doubt's the claims made about the razors quality are actually true

That the prospect experiences the quality of our razors compared to our competitors.

[landing page] free product trial

Convince the prospect of the quality of the product through a free trial

When creating the call-to-action for a piece of content you should look at the core message and content title/topic for each stage of the customer journey you want the persona to move on to.  


Do you want more sales and new customers?