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A – Z of CONTENT MARKETING

C is for Calling to Action

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The trouble with a lot of content marketing is that people tend to forget the real purpose of it.

So, why are you spending all this time creating content, developing video’s, podcasts, training and development material?

Is it because you have a burning desire to change the world?

Is it because you have always fancied yourself as an author or radio show presenter? (Listen to some podcasts and you can hear how much some people want to be famous, how they think they are dj’s).

Or is it because you want your targets to do something?

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So, what exactly is it that you want to achieve?What do you want your audience to do?

If you don’t want them to do something then what is the point in you creating the content?

It does not have to be a physical action, it can be that they feel something, that they have an emotional connection to your company.

But you are trying to prompt a response, you are trying to do get them to do something.

And, as with all forms of marketing, you need to ask. If you don’t ask them to do something, then they won’t.

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Attention

Interest

Desire

Action

Let’s go back to basic marketing theory, which I know is very old fashioned but in the end it is all about;• Getting their attention• Making them interested• Building their desire• Making them act.

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Attention

Interest

Desire

Action

You need to start thinking about each part of the customer journey and what you want them to do at each point.So then, take your content plan and – as far as you can – work out which part of the journey it fits into. Now, this is not exact, but without doing this we are just throwing content out willy nilly.So, start with a list of all the things you are doing and or want to do.So for example have a look at the next slide.

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Attention

Interest

Desire

Action

Weekly Podcast

Blog News Content

Blog Ideas Content

Blog Case Studies Content

Training Video

Newsletter

Slide share Presentation 1

Micro Video

Twitter feed

This is only an example of what it could be, you need to list out all the content you do and you want to do.Do it by style. Our content tends to fall into categories, for example a blog might be made up of news items, cases studies and ideas, sharing ideas with people, each can operate in a different area of the journey

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Attention

Interest

Desire

Action

Weekly Podcast

Blog News Content

Blog Ideas Content

Blog Case Studies Content

Training Video

Newsletter

Slide share Presentation 1

Micro Video

Twitter feed

By doing this process you can start to work out what you want each piece to do

So, my micro video is a short punchy video explaining a single point of content, I really want people to pick up to actually buy from me, so it ends with a harder message, a more direct sell.

My slideshare presentation is there to do a number of things. it is hopefully meaty enough for the reader to move on to being interested.What I want them to do is visit my website, where there is loads more content. So I end it with a gentle push, an invite to the site.

Slide share Presentation 1

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Attention

Interest

Desire

Action

Weekly Podcast

Blog News Content

Blog Ideas Content

Blog Case Studies Content

Training Video

Newsletter

Slide share Presentation 1

Micro Video

Twitter feed

Each piece of content is assessed by what I want the reader or viewer to do as a result of that content.

So, visit my website, view another presentation, give me a review, whatever it is.

The key is that it is measurable, I will usually know if someone has taken that action.

Slide share Presentation 1

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The real trick is to ask and then incentivise.

So ask them to do something and give them a reason to do it.

Remember that if you don’t ask them, then they probably won’t do it.If you don’t give them a reason to act, then they probably won’t act.

If they have read and or enjoyed your content then they are in the perfect position to accept you asking for something in return.

So at some point in every piece of content put in a call to action, ask them to do what you want them to do

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So, in that vein, we have lots of information on our website, including a

quick test to see how good your content strategy is - http://

www.mcm2.co.uk/test

Have a look and let us know what you think.

Illustrations courtesy of Tom Joyce - http://tomjoyceillustration.blogspot.co.uk/