Effective Calls-to-Action (CTAs) guide readers from passive engagement to active conversion. Learn how strategic CTAs can drive measurable results and improve content performance.
Calls-to-action (CTAs) play a vital role in content marketing. Though the term may sound technical, CTAs help take passive readers and transform them into active customers.
The goal of any piece of content shouldn't be consumption alone. Instead, content should guide the reader on a journey—from initial curiosity to engaged understanding to taking valuable actions. CTAs serve as strategic prompts that make that journey happen.
CTAs can guide readers to specific next steps that provide mutual value. Rather than overwhelming an audience with too many options, effective CTAs highlight key actions that progress the relationship and benefit both parties.
For example, after reading an informative guide, an embedded CTA may invite the reader to download a related resource, check out other useful articles, or sign up to receive exclusive tips by email. By clicking on one of those CTAs, the reader gets more helpful information while the content creator gains an invested subscriber—that’s a win-win.
CTAs transform passive content consumption into active conversion and customer creation. Different types of CTAs can be tailored to different content formats and business objectives to best guide the reader. Used strategically, they play a crucial role in moving the audience down the conversion funnel effectively.
Here are three key reasons calls-to-action should be central to your content strategy if you want to drive conversions:
1. Guide the reader’s next step.
CTAs provide clear direction on what you want the reader to do when they finish consuming your content. This reduces confusion about how they should continue their journey. Well-placed CTAs act like signposts guiding readers to take actions like:
• Downloading related content assets and resources
• Navigating to specific product or service pages
• Signing up for newsletters or email lists
• Engaging further via comments or social shares
2. Turn engagement into measurable actions.
Content alone fosters passive engagement. Readers might enjoy the information you present but need clear prompts to transform interest into tangible actions. CTAs enable you to track specific metrics like:
• CTRs on links and buttons
• Form submission rates
• Content download rates
• Sales attributed to content
This data reveals how effectively your content is driving conversions.
3. Continually refine content for better conversion rates.
With conversion metrics connected to CTAs, you can identify which pieces of content outperform. Double down on what works while phasing out less effective content.
You can also experiment with different CTA placements and messaging to improve conversion rates. The measurable data that CTAs provide enables continual optimization.
Calls-to-action come in different formats tailored to particular business objectives. Consider implementing a mix of the following CTA types:
1. Clickable Text Links
These CTAs embed hyperlinks into relevant words within your content. Text links aim to:
• Guide readers to related resources on your site
• Drive traffic to product pages
• Capture leads via forms
• Enable content upgrades
Example text link CTAs:
Learn how to drive more website traffic with our free SEO eBook.
Interested in generating leads? Check out our gated content offers.
2. Clickable Images and Buttons
While text CTAs blend into content, image buttons contrast visually. Use them to highlight prime conversions like:
• Downloads
• Lead gen offers
• Product checkout pages
• Webinar/event registration
Effective images and buttons grab attention with compelling icons, contrasting colours, and eye-catching graphics.
Example button/image CTAs:
Download eBook
Register for Our Webinar
3. Embedded Forms
Forms enable capturing lead information seamlessly within the content. Insert forms for:
• Lead magnet downloads
• Newsletter sign-ups
• Content upgrades
• Surveys
Reduce friction by only asking for essential details like email and name.
Example embedded form CTAs:
[Name/Email Form] Get My Free eBook Now
[Name/Email Form] Sign Up for our Newsletter!
4. Linkable Media
Videos, podcasts, and other multimedia enable engaging CTAs both visually and audibly. Prompt viewers/listeners to take actions like:
• Visiting your site
• Checking related content
• Downloading show notes
• Subscribing for more
Create urgency with time-bound offers connected to your media content.
Example linkable media CTAs:
Grab the free toolkit featured in today’s video!
Enjoy our podcast? Don’t forget to subscribe on iTunes!
Follow these best practices to create CTAs that command attention and drive conversions:
1. Use Strong, Actionable Wording
Incorporate powerful verbs (get, buy, register, download) that clearly state the reader's next step. Avoid passive phrasing like “learn more” or “check this out” that fail to prompt action.
2. Make CTAs Visually Stand Out
Fonts, icons, colour contrast, and strategic placement on the page all make CTAs pop. Avoid blending CTAs seamlessly into your content. You want them to capture the reader's focus instantly.
3. Personalize CTAs with “You” Messaging
Directly engage readers by addressing them within your CTAs using “you” focused wording and “your” possessives. This personal touch makes CTAs resonate more.
Examples:
Enhance your skills with our free toolkit.
Access your guide to lead generation now.
4. Communicate Clear Value
Explicitly state what the reader will gain by following your CTAs. Demonstrate the tangible value relative to their needs/interests.
Examples:
Instantly access our exclusive subscriber discounts!
Get full access to premium tools you won’t find anywhere else!
5. Limit CTAs Per Page
Find the right balance between showing multiple options and overloading readers. Generally, stick to 1-3 well-placed CTAs per page. Priority goes to your most critical conversions.
6. Test and Optimize
Don’t launch a CTA and move on. Use software tools to track metrics like CTRs by placement, copy, visuals, and value messaging. Refine CTAs to incrementally increase conversions.
Calls-to-action transform disengaged readers into leads and customers by clearly stating the next step. They provide critical signposting and metrics tying your content strategy directly to bottom-line business results. Use this guide to implement goal-aligned CTAs that move audiences to convert.
Craft CTAs for Each Content Type
While principles remain consistent across formats, tailor your CTA approach to the strengths of each content medium.
Blog CTAs
Blog posts enable multiple CTAs to drive conversions:
Body text CTAs guide readers to related resources. Catch attention with visual CTAs in sidebars/footers prompting downloads, newsletter signups, etc.
End each post with a CTA recap of your most important offer or action.
Video CTAs
Videos immerse viewers deeply. Strategically prompt actions with:
Annotations during the video pointing to your CTA and branding. Dynamic end screens with clickable buttons for key conversions once the video finishes.
Podcast CTAs
Audio CTAs can utilise:
Mid-roll CTAs promoting offers and resources. Dynamic show notes pages with related downloads, links, email signup forms, etc.
Social Media CTAs
Natively embed CTAs directing followers to:
Landing pages with lead gen incentives. Blog content and multimedia. Paid offerings/products.
Email CTAs
Email enables personalised CTAs based on subscriber data. Offer:
Content upgrades Links to new blog posts/videosCTAs to paid products matching their interests.
Refining CTAs Channel-by-Channel
To optimise CTAs, analyse performance data like open & clickthrough rates for each channel. Double down on the CTAs resonating most with that audience while phasing out less effective options.
