Everywhere you turn it seems like a pundit in the marketing industry is exhorting the marketing masses to start creating content, and rightfully so. Content is changing the game for marketers everywhere.
So where do you get started? The inevitable first suggestion that follows that question is the creation of a company blog. Heck, we’ve written about it a number of times in the past year. Your blog is a tremendous asset for building up your stock of content, generating buzz around your company, and developing relationships with prospects. But what very few people discuss is how to drive leads from your blog.
If you have a steady flow of traffic to your blog and you aren’t including well-defined calls to action (CTA) in your posts, you are missing a serious opportunity to drive conversions and marketing results.
So how do you craft the perfect CTA for your blog post? I’m so glad you asked!
Step 1: Organize Your Resources
The first step you should take is to create a list of all the resources you have to offer your readers. I’m talking about:
- White papers
- Success kits/ guides
- Any other gated (behind a form) content
If you are using a marketing automation platform, this organization is already done for you, but it can be done manually in short order. Having a comprehensive list of these resources will better enable you to match content with the appropriate combination of variables. (More on that below.)
Step 2: Account for Your Variables
There are a number of considerations you have to make when determining your CTA. Each blog post will have a different subject, draw a different audience, and appeal to a different stage of the sales cycle. You should pay close attention to the following as you are creating your posts:
Subject: What is the topic of your blog post? Your CTA should be for a resource on a similar subject.
Stage of Sales Cycle: Is your post targeted toward the top of your funnel or is it more for serious opportunities?
Persona: What is your target persona for this post? What are the main concerns and issues for that persona?
Format: Is you post more visual or editorial? If your audience found the post appealing, they will want to view more content with a similar format.
Step 3: Play match-maker
The third step is to pair your CTAs with the appropriate situation. At first it will take some time to match each situation with the ideal content, but this will get easier as you build up your resource library and your understanding of what content works where. You will not always have a perfect match for every situation, but testing your CTAs can give you a far better understanding of their performance.
Step 4: Test, test, test
You can’t improve what you don’t measure, and that is especially true of your blog CTAs. With so many variables at play, measuring performance is an essential part of creating effective CTAs. Marketing automation platforms will automatically track views to any content you upload or landing page you create. However, simply placing a custom tracking link (think bit.ly) is enough to measure your CTA performance.
Looking for more tips to increase your conversions? Check out our “Double B2B Conversions” white paper to get started!