Why You Need A Clear Call To Action With Content Marketing By Joe Pulizzi
I recently had the opportunity to interview author Joe Pulizzi about his best selling book, Epic Content Marketing. In this interview, Joe talked to me about different topics in his book and in this segment he talks about Why You Need A Clear Call To Action With Content Marketing.
Why You Need A Clear Call To Action With Content Marketing Transcript:
What is a call to action and why do so many people miss that?
You’re taking the buyer on a journey in some way. That could be at the top of a funnel. It could be close to conversion. But let’s say that you’re talking about a blog. A lot of that content is top of the funnel or mid-funnel. We’re talking about solving their problems. Solving their challenges. Specific industry issues. You’re not talking about your product or service.
If they’re going through a problem-solving challenge of some kind, they’re going to read this post. What do you want them to do? In your editorial calendar, I want you to ask yourself just that — what you want them to do. Do you want them to download an e-book? Do you want them to go read your book? Do they need to check out one of your events? What’s the next step in the process? Depending on the content, sometimes it’s very hard to come up with a call to action.
But with almost every blog post, you have to have the idea that you’re trying to take them on this journey. How many blog posts of others do you read that just stop before a call to action is given?
The reader is left wondering if there’s anything else. Is there a program to help the reader get started or something like that?
We want to do a really good job of separating the content from the sales. The content should be pure content — but at the end, I think it’s okay to include a little bit of sales. Are you trying to sign them up for something? Is there a product that’s really relevant to the problem you just solved? I think it’s absolutely okay for you to do that as an organization. And if you don’t think about it, you’re going to have a lot of people not knowing where to go — and they’ll probably go somewhere else.
You can order Joe’s book by clicking this link -> Epic Content Marketing: How to Tell a Different Story, Break through the Clutter, and Win More Customers by Marketing Less Or by clicking the image below.
Joe is the founder of the Content Marketing Institute. the leading education and training organization for content marketing, which includes the largest in-person content marketing event in the world, Content Marketing World. You can find out more about and connect with Joe at http://joepulizzi.com/
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