Even if some contents may work for various purposes, an effective strategy has to consider specific content to move the audience in taking a role: motivating to become a follower, a client, a contributor, a brand ambassador, or a volunteer requires different types of content, and some targets may need content adapted to their taste.

For instance a story about a tourist living a life-changing experience is to convince the audience to become a follower or a tourist, whereas a story about a contributor’s experience when making and telling his personal story is to engage tourists in learning how to make and tell their story as a contributor. The same would apply for stories about volunteering or about advocating as a brand ambassador among their community.

Furthermore, when designing the piece of content, also think about what specific action you want the audience to take in order to direct them to the ultimate goal of the content: share or retweet, comment or vote, engage in a conversation, click a link to your webpage or blog, sign up to attend an event, buy merchandise from your online store, ask for further information, make a booking, like a page, etc. and measure the success of the call to action!

When adding the “Call to action” to the content, make sure it stands out at the end of the piece to catch the reader’s eye and that it is conveying the value that the user is about to get by taking this action.

What other tips would you consider when drafting goal driven content?

Posted by Jordi Pera

Jordi Pera is an economist passionate about tourism, strategy, marketing, sustainability, business modelling and open innovation. He has international experience in marketing, intelligence research, strategy planning, business model innovation and lecturing, having developed most of his career in the tourism industry. Jordi is keen on tackling innovation and strategy challenges that require imagination, entail thoughtful analysis and are to be solved with creative solutions.

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