Over the last few months I’ve worked with several clients to help them to improve their blogs.

What to include in a blog post has frequently been discussed.

The one area that always seems to divide opinion, is whether or not a ‘call to action’ should be included in a post.

I always advise that an ‘appropriate’ call to action should be included!

Read on to find out what should be included in a blog post and how an appropriate ‘call to action’ can help to make your posts more successful.

What should be included in your blog posts –

Think carefully about your headline! The main purpose is to influence and encourage your audience to ‘click through’ and read more.

Your intro is usually the next section to be read after your headline. It should concisely communicate what your audience will ’take away’ from your post.

The quality of your images can make or break a post. All blogs don’t need to have images, but they should be used whenever possible.

As with images, it’s a great idea to embed (as professional as possible) video in your blog posts.

Try to use short paragraphs to make your posts more inviting and easier to read. Headings, sub headings and captions can also be used throughout to not only improve the appearance, but to make your blog posts easy to read.

Your blog posts should contain appropriate links. Don’t give your audience too many options – only use links that you really want to be clicked on.

Social Media Sharing
Your posts should include social media sharing icons. This will encourage and make it easier for your audience to share your content.

Allowing your audience the chance to leave comments is a good idea. Your blog platform should allow you to approve comments before they are displayed.

The ‘Call to Action’ –

A ‘call to action’ (sometimes referred to as a CTA) is an instruction intended to provoke an immediate specific response.

It should be the next ‘natural’ step that you want your audience to take. Therefore, it’s important that the ‘call to action’ is strong, visible and appropriately positioned within your post.

The ‘call to action’ is usually (but not always) displayed at the end of a blog post.

In digital marketing and on a blog post, a ‘call to action’ will usually direct the audience to ‘click’ on something.

Your ‘call to action’ could be –
Other blog posts that your audience might want to read
A link to your website or social media platforms
An eNewsletter sign up or opt in form
A link to your online store, with discount or coupon code
A free download or a free limited period offer

If your audience is enjoying reading your content, then they’ll expect to see a ‘call to action’. If your posts are interesting and relevant then your audience will naturally want to take the next step.

I’m sure that using a ‘call to action’ will help to make your blog posts more successful. Drop an email to hello@andyditchburn.com or tweet @Perro_Andy to let me know how you get on.

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