This post was first published by Brendan Reilly on March Communications‘ blog PR Nonsense.
A call to action. It’s something no piece of content should ever be without. Not having one is like loading the bases in the bottom of the ninth with two outs and then watching three strikes sail down the middle of the plate without swinging. What was the point of doing all that work if you weren’t going to capitalize on it?
Whether it is a blog post, a contributed byline, an online video or an infographic, there has to be something that gives your audience a clear path forward, a next step that provides them with the insights they’re looking for. If you don’t give them a call to action, there’s a very good chance that their next step won’t involve you or your brand. They’ll go off and do a Google search, and likely end up finding content from your competitors. Now you’ve lost that share of voice. You walked them from Point A to Point B, but let someone else get them to Point C, and that’s who they’ll remember.