Did you know that the average American will spend 42 hours this next year sitting in traffic?
That’s almost two days’ worth of morning commutes, traffic jams, and rush hours spent sitting in the car, waiting for the vehicle in front of you to crawl ahead.
Traffic on the highway and the byway is not the kind we typically enjoy.
On the other hand, when it comes to content development and driving readers to your brand, traffic is the goal. We welcome, and work toward, a steady flow of visitors to our content who will engage with it, tell their friends, and send them over to check it out.
Contrary to what we may have been taught, bringing more traffic to your site is not done by building links or even creating more content. It is accomplished through optimizing for organic search click-through rate, which can lead to a greater ROI. Let’s discuss.
How to Increase ROI On Your Content: First, What is Measurable ROI for Content Marketing?
How does a content marketer even begin to measure ROI (return on investment)? There are a few factors to consider.
First, make an estimate of the outgoing costs for your content marketing; this can include employee pay, distribution costs (if any), and publishing or software use costs.
Next, calculate how much revenue your marketing has brought in.
Here is a simple equation to use when thinking about your return on investment (originally found in The Guardian):
(Revenue Generated – Cost of Content Marketing) / Cost of Content Marketing = ROI.
Another way to look at ROI is by understanding the return versus the investment.
Investment = cost of producing and sourcing content, time spent planning, advertising costs
3 Simple Ways to Boost CTR and Increase ROI on Your Content Marketing
So, what are the best ways to boost organic CTR and increase ROI? And why does it matter? Jump in as I tackle these questions!
1. Create a Catchy, Authentic, Engaging Headline
Clicking through on content is the reason we develop writing pieces in the first place—as writers and marketers, if no one is reading what we produce, what’s the point?
Especially when you consider that most readers quickly scan headlines, and then move on without reading further.
Only about 40% of readers will go beyond the headline in a typical story, which makes it even more important to start with an engaging title to pull the audience in and make them want to stay.
If the goal is to invite readers in, then the headline is the welcome mat and cup of coffee—the message should be, “Come on in and sit down. I have something awesome to tell you”.
What makes a good headline?
Here are 8 key tips to get you started:
1. Start with a rough draft, also called a “working title”
Working titles are specific, focused, and maybe a bit imperfect. Using phrases like “how to” and “x number of ways to” can be a good starting point for creating a focused title. Create an emotional hook by using words that have power behind them.
2. Present the truth
Don’t put facts or promises in a title unless you can back it up with authoritative links and trustworthy statistics. Setting high expectations in the beginning, and then not following through, will disappoint your readers and encourage a sense of distrust.
3. Make it pop
The type of “catch” you use in your title will depend on the audience you are addressing. A lighter topic can be an appropriate setting for witty words and alliteration, while stronger words should be reserved for specific settings.
4. Keep it simple
Everyone’s headline is going to be different in length, but if your goal is to rank well in search, a good guideline is to keep a title under 70 characters. However, research has shown a title with eight words saw a 21% higher click-through rate then average. Headlines that included odd numbers, a hyphen, and a questions mark saw increased engagement.
5. Practice optimization for social and search
It can be challenging to optimize for both search and social, but with a few tweaks, it can be done. With a focus on keywords that are relevant to your audience placed as close as possible to the beginning of the headline, there is a better chance your title will be optimized for both.
6. Break up with keyword-heavy titles
If only four out of ten readers are moving past the headline to absorb content, it makes sense to put thought and time into developing a relevant title. Bogging titles down with keywords takes away the opportunity to create something fantastic and attractive.
Try the free Headline Analyzer from CoSchedule, which will give your headline a score and rate the ability it has to drive traffic, shares, and SEO value. The site can help you strengthen weak parts of your title so you can present your audience with the very best welcome mat/coffee combination.
7. Get in with the “in” crowd
One way to contribute to an increased CTR is by forming your headline from the perspective of one of these personas (Search Engine Journal):
A SEO-focused title might read, “Raising Kids: Getting through the Toddler Years”, while the comedian version could be, “Got Mushy Brain? 3 Tips for Getting Through the Foggy Years of Raising a Toddler!”
8. Invite everyone over for the party
No one wants to be left out, so gathering together all the components of an awesome title is the best way to be the content hostess with the most-est.
Start with the specifics: 4 Ways to…, How to Make…, 5 Brands Who…, 10 Stats That…
Add an emotional hook: Brilliant, Unreal, Must-Follow, Inspiring
Follow with the content description: Infographic, Quotes, Stats, Strategies
End with the subject: Social media, Kids, Marketing, Writing
Examples of Fabulous Headlines:
4 Brilliant Brands Who are Killing it in Social Media
Don’t Waste Time Raising Well-Mannered Kids: 4 Experts Share What Really Works
Although it may be tempting to write 2,000 words on “the perils of raising temper-prone toddlers” and then share it across every available platform, that may not be the best approach for increased ROI.
To avoid killing your ROI, and instead increase ROI on your content, Neil Patel suggest finding 1 to 3 channels where your content will do the very best and sharing across those mediums.
Why be specific? Because audiences on different channels will behave differently from each other. Content that has a lot of engagement on Twitter might not work as well on LinkedIn or Google+.
Deciding where and what to post will take time. It may help to analyze how past content has performed and look at the number of people who engaged by way of visiting, commenting, and sharing.
3. Use descriptive metadata
Metadata on your website includes:
Alt tags (given to images)
Title and meta description (should include keywords)
Search-friendly URL
A descriptive metadata is one SEO factor that is within your creative control, unlike backlinks and off-page factors.
Here is an example of a meta description from Google:
While meta description tags may not be important when it comes to search engine rankings, they play a crucial role in gaining click-throughs from SERPs. That is one reason to include relevant keywords and write it in an engaging way.
When it comes to creating a user-friendly URL, SEMrush suggests keeping the page name to a length of 3-5 words, including relevant keywords, and being descriptive but meaningful. SEMRush
Content, especially across social media channels, is filled with images, which makes the addition of an alt tag that much more important. And since content that includes relevant images gets 94% more views than content without, it’s safe to say visuals are a vital addition to CTRs.
Alt tags offer a simple way for your images to show up in search results, so don’t overlook them.
Putting It All Together to Increase ROI On Your Content
Boosting the click-through rate and return on investment with your content doesn’t have to be complicated or expensive. With a bit of research and the right tools, you can create the catchy headlines and descriptive metadata that will have readers flocking to your content quicker than you can say “search engine optimization”.
The key during the content creation process is to draw the right audience in (construct engaging headlines), utilize the best mediums (target specific channels), and give them what they need in their search for answers (write descriptive metadata).
If you have been looking to increase the CTR and ROI with your own content, connect with Express Writers today to find out more about our awesome services!
Every good writer knows that there are few lines more important to the inbound content creation process than the call-to-action, or CTA.
A CTA motivates a visitor to take immediate action by saying things like “Click here to learn more,” “subscribe to our email list for daily updates,” or even, “buy the product you’re reading about here.”
Essentially, a CTA tells the audience what it should be doing next, which serves the incredibly important marketing purpose of increasing conversion rates and boosting sale numbers.
For the content marketer or copywriter there are few skills quite so important as learning to craft a strong, compelling CTA.
Today, we’re here to help you learn how to write a CTA that will boost the ROI of your online content, beyond a doubt.
Ready?
Why You Need to Worry about How to Write a CTA
I don’t need a call-to-action if my content is really good, right?
This is a fallible fallacy that I believed once. Would you believe it?
Yes, I debated marketers and said once that good content can stand by itself. Then, after a great conversation with Guillaume from Scoop.it, I created some CTAs and I saw more readers click, follow through and visit my services page.You do need to nudge your visitors to action! Unfortunately, that will remain the truth.
Do not, do not make the same mistakes I did.
To prove why CTAs are so efficient, check this out:
Over 90% of visitors who read your headline will actually read your CTA, as well. (Unbounce)
Emails with an non-convoluted single call-to-action received an increase of 371% in clicks, and in sales, a whopping 1617%. (WordStream)
Adding a CTA to your Facebook business or public figure page can increase your CTR rate by 285%. (AdRoll)
Marketer Kimberly Snyder increased conversions by 144% by making her visitors watch an informational video on her services before giving them a CTA. (QuickSprout)
Finally, ready for this one? From Grow & Convert:
There you go. Without a doubt–CTAs are crucial to the growth, ROI, and value of your online content. Now, let’s talk about how to create them!
Defining What Makes Up a CTA
Think about the time you spend cruising the web every day. Maybe you read a few blogs, subscribe to an online journal or two or do a bit of shopping.
Now, think about how often you see a pop-up window of some type that implores you to please “buy now!” “subscribe!” “sign up!” or “click here.”
These are CTAs.
A CTA serves the purpose of directing a business’s customers to their next step and helping the business enjoy increased conversion rates and more sales. CTAs are an important marketing tool and can be found in everything from website landing pages to television commercials.
But what makes a CTA actually work? Inspire people to take that action of clicking through? The answer may surprise you: there’s a real psychology behind it all.
The Inner Psychology Behind Why a CTA Works
In addition to serving a marketing purpose, a good CTA serves the distinct psychological purpose of drawing upon people’s desire to act immediately. Because of the sense of urgency in a CTA, people are much more likely to take a specific action than they would have been had there been no CTA to give them a specific and definable nudge in the right direction.
This nudge works, because humans aren’t often eager to take action if left to ourselves. This is not to say that we lack the ability to dress ourselves and decide what we want to eat for lunch but that, when it comes to larger decisions, we often need help to determine which direction we will take.
This is called perceptual set theory in psychological speak.
Perceptual set theory: the theory that our human mind perceives the world around it in a three-fold process, that helps discern, develop expectation, create drive and motivation.
This is why we often consult our friends and loved ones for advice in the event of large decisions or purchases.
A CTA caters to this need for validation and direction in a somewhat subdued way.
Because people expect a nudge from the company or product with which they are flirting, the CTA is both expected and effective at encouraging a desired outcome.
7 Key Fundamentals You Need to Know to Write an Awesome CTA
1) Be Short, Sweet, Direct
A CTA is not a platform for the long-winded discussion of benefits or “here are the top 10 reasons you should click here” explanations. Tell your visitors what you want them to do and leave it at that.
Utilize strong command verbs like “download” “submit” or “subscribe” and avoid wishy-washy words that convey a sense of uncertainty, such as “try” or “see.” When it comes to marketing, people want direction and the entire purpose of a CTA is to tell them what to do next. Don’t be afraid to be direct.
2) Write In First-Person
This simple trick goes a long way. Michael Aagard of Content Verve saw a tremendous 90% increase in clicks by simply using first-person in their CTA content: “Start my free 30 day trial” vs. “Start your free 30 day trial.”
When your reader clicks the button, they’re claiming a benefit for them–and writing in first person solidifies that positive feeling.
3) Use CTAs Throughout Your Content, Not Just Once
HubSpot discovered that anchor text CTAs increased their conversion rates by 121%.
What’s more, between 47 – 93% of incoming leads from a post came onlyfrom anchor text CTAs: and 83% to 93% of all leads from a post came from anchor text AND internal link CTAs.
Don’t just stop with a CTA at the bottom of your content: incorporate a few well-worded call to actions throughout your content.
Example: if I was writing a tip about creating great meta content, I might link to a useful blog on our site about meta content for additional reading, or straight to our meta content writing services to catch service inquiries from interested leads.
4) Give Readers Something Valuable
In order for a CTA to be effective, it needs to convey a sense of value and VIP-like inclusion.
You don’t want to just demand a click. The visitor needs to believe that bypassing the CTA will result in a loss of information, deals or promotions.
This approach is used to no end in television infomercials during the infamous “But wait, there’s more! Call now…” spiel. By attaching a sense of value to the decision to opt-in to your CTA, you increase the chances that visitors will click, convert or purchase.
5) Inspire Enthusiasm
No visitor to your blog or web page is going to sign up for more ho-hum junk mail in their inbox, so you need to be certain that your CTA inspires a sense of excitement. This goes hand in hand with cultivating a sense of urgency, inclusion and value but also exists separately in that, to inspire enthusiasm, you need to know what your target audience cares about.
Do they visit your site for the content? For exclusive sales? Figure out what drives your target audience and use that to inspire excitement in your CTA. Unless you’re talking directly to your clients about their desires, there is a solid chance your CTA won’t be very effective.
6) Make Your Call-to-Action Obvious
Now that you have a CTA, you need to decide where you’re going to put it.
In addition to changing what you will write, the placement of the CTA will also alter how you present it. The importance of the CTA’s location is not to be underestimated and it goes without saying that the CTA be somewhere your viewers will see it without having to dig through various webpages. This could mean a bar at the top of your website or even a small pop-up window programmed to appear after a visitor has been engaged with your site for ten seconds. The CTA should be obvious, easy to click and visually appealing to your visitors.
7) Optimize for Devices
With an estimated 63% of all adult Americans using their cellphones as their primary Internet access point, it makes sense to think about the mobile platform when crafting your CTA. A CTA that doesn’t show up, or shows up poorly, on a mobile device is guaranteed to cost you business so it is well worth your time to do your homework before deciding on a CTA format for your site. Try on several different CTA options such as pop-ups, home page bars, embedded links and sidebars to determine which works best in both mobile and desktop view. The CTA should be obvious and easy to access for all of your users, not just those on PC’s.
How to Write a CTA that Wins: The Formula
Great CTA’s adhere to a very specific formula that allows them to be effective. In addition to meeting all of the above mentioned guidelines, a CTA needs to be constructed a specific way in order to pack the most punch when it comes to grabbing attention and demanding action.
The formula for a working CTA is as follows:
The problem + the solution + the action
Example:“Are you sick of boring content? ExpressWriters.com/write-blog is dedicated to rising above the mediocre on the web. Subscribe now for fresh, exclusive content delivered directly to your inbox!”
The above example fulfills the goals of being direct, exciting, valuable and inspiring enthusiasm in several ways.
By stating the problem, “are you sick of boring content?” the writer simultaneously customizes the CTA to the presumably content-hungry visitor and gains an immediate opening to propose a solution.
When that solution (“subscribe now”) is presented, it serves the purpose of tapping into the aforementioned workings of perceptual set theory, which states that people process new information in a three-fold pattern that helps them decide when and how to act. Finally, the assertion that subscribing will result in high-quality, exclusive content delivered directly to the subscriber’s inbox imbues the new subscription with a sense of value, which makes people more likely to opt-in.
Although there are literally millions of different ways to fill in these three blanks, it’s true that writing a great CTA in five minutes or less truly boils down to clearly stating the problem, the solution and the action.
In the world of inbound marketing, there is nothing quite as important as the well-crafted CTA. In addition to helping fulfill business goals like increased clicks, conversions or sales, a CTA helps direct new customers towards the actions you want them to take. When a CTA is well written, it can be a truly powerful marketing tool that has the power to transform a website landing page.
Write a Fantastic CTA and Earn More Clicks, ROI, and Revenue
Fortunately, great CTAs are easy to write when you take the above considerations and formula to heart. Although the information included in a CTA is relatively simple, it is important to remember that the CTA must be obvious, easy for new visitors to find and properly optimized for the mobile platform so as not to hamstring yourself on account of poor placement or difficult forms.
If you keep these things in mind, you’ll be writing effective, compelling and exciting CTAs in no time.
Although they may seem complicated, CTAs are simply a formulaic marketing tool that anyone can learn to craft. Get started on improving your content conversions now with what you’ve just learned about how to write a CTA, and start changing your business for the better.
Need great CTAs written? Hire our ad copywriters and have us write conversion-oriented call-to-actions for your content!
Download your Free copy of 3 Amazingly Simple Ways to Boost CTR and Increase ROI on Your Content
