Megan Brown’s Creating Engaging Content: 3 Calls To Action That Get Conversions

The whole point of content marketing is to grab consumers’ attention so they’ll give you their business, but how do you do that without bombarding them with the heavy-handed sales pitches they find so irritating? Megan Brown, in a new post for the Content Marketing Institute, may just have the answer in her three calls to action that get conversions.

“You aren’t writing your content for your health,” Brown said. “You’re doing it for the health of your brand or business. Obviously, then, if you invest your time and energy into creating engaging content, it’s no surprise that you should expect to see results in the form of conversions. Calls to action are an integral part of creating a link between your content and conversion. They should be core to your content marketing strategy and exist in different forms throughout your site, as well as across its external properties, such as social media accounts.

You’ve likely examined the different ways you can incorporate best practices for calls to action within your site, but did you know that every single piece of content you publish can, and should, contain a call to action? Without bombarding your audience with ‘Buy Nows!’ and ‘Click Heres!’ you can easily capture attention, drive action, engage audiences, and keep them coming back for more.”

So here are Brown’s three calls to action that get conversions:
1) Put Your Audience Front And Center. People love to see their name in print. They also like to know that brands or organizations they engage with appreciate their interactions and, hopefully in turn, will grant them their loyalty. Turn your audience into brand ambassadors by creating engaging content that invites their input and gives them a platform to share their opinions, not just in the comments section.
2) Make Your Audience Members Feel Like Winners. Make your audience members all feel like winners with gamification of content that rewards them for reading, engaging with, and returning to your brand’s content outposts. This tactic also gives you a way to incentivize your audience to provide you with additional information, including contact information. While earning badges is fun, getting a deal is even better. You can consider making the points your audience earns through your content redeemable for a discount on your product or services, which might be just what your audience members need to nudge them toward making a purchase or intrigue them into exploring what you have to offer.
3) Give A Little To Get A Lot. Create “extras” to go along with your content, such as downloadable eBooks or embeddable infographics, that your audience members can access only if they tweet about the offer or fill out a contact form. Many brands offer eBooks or extra information in exchange for filling out a lead form, but if these extras are accompanied by a full blog post, they become much more valuable and responsive to your audience’s needs.

“People love free stuff,” Brown said. “And if your content is always good and your extras are unique and relevant, audiences will likely take notice of how your brand goes above and beyond to meet their needs and interests and will return to engage with your business again and again.”

G2Market Inside Track: A call to action is a great way to engage readers and should be part of nearly every content marketing strategy. But even if the ideas above seem foreign to your B2B content marketing strategy, do experiment with variations on the theme – like case studies or white papers — that engage your readers, while boosting your thought leadership.

(For additional information contact: Z Squared Media, 888-554-2014,; Content Marketing Institute,


- Jack Bradman
Sr. Client Partner, G2Market