The Call to Action – What

This is the Call to Action that describes what you want to customers to do after reading the content. Giving customers a balanced offering of the five desired outcomes below allows them to get a feel for you/your business.

BUY

Sure, you’d love everyone to buy, all the time! But not every interaction in business is about selling. Try reserving the Hard Sell posts for when you need really them, like around product launches, sales and promotions. BUY Suggested Target: 25%

TRY

Beyond just trying your product/service, the TRY outcome can be used to entice customer to DO or USE something new. TRY Suggested Target: 15%

LEARN

The Big Kahuna of all content marketing, the LEARN category is where you’ll get new customers who didn’t even know they need you. When you give them info, they’ll learn and then trust you/your brand. (This is super important and will often be the bulk of your content.) LEARN Suggested Target: 35%

TRUST

Content solely aimed at fostering TRUST in clients (through customer satisfaction stories, sharing business accomplishments and establishing expertise) demands the smallest amount of content. TRUST Suggested Target: 10%

INTERACT

Two way communication can vary greatly from business to business. Some customers love chatting up a storm online, others think it’s unnecessary. If you have people who will answer you, take every opportunity to engage! But if they’re silently buying and don’t want to “chat” — or you’re not comfortable with two way interactions — don’t try to force it. It’ll come off as disingenuous. INTERACT Suggested Target: 15%