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What Does Your Content Ask of Your Reader?

When we think about a call to action (CTA) the first thing that comes to mind is a direct statement that asks your user to perform a specific action. Statements like click here, share this post, tell us what you think, and the like. These are all seen as typical calls to action. It’s a statement that asks your reader to do something to derive the full benefit of what the content offers.

However, your call to action isn’t always necessarily a specific direct instruction. It can also be implied in the content that you share. For example, there’s a difference between sharing interesting facts about the health benefits of regular exercise and including a list of helpful exercises that the reader can do each day. When you only include interesting facts, you’re not asking anything of your reader to derive the full benefit of your post. They can read the information, find value in what they have read, and that’s it. When you include exercises, you’re asking your reader to exert extra effort to get the full benefit of your content; they need to do the exercises as well. You never asked them to like, share, call, or click on anything, but by including something they can do themselves, you are implying that to fully benefit from what they are reading, they should put in the extra effort.

Now, I’m not saying that’s a bad thing. Helpful tips and hints and content that adds extra value to that extent are fantastic and should form part of your overall content strategy. It’s just important to alternate between content that asks something of your reader and content that they can derive value from in a passive way. Think of it as similar to taking breaks during your work day or rest days while training. It’s important to let your readers take breaks between the in-depth content with content that aims to entertain.

So, the next time you plan out your content, even though you might not include a direct call to action, like click here to read more, get in touch today, like and share this post, etc., consider what your content is asking of the reader. Make sure to alternate the level of effort required of your reader to ensure that they still find value in what you share while avoiding possible content fatigue.

The last thing you want is for your readers to save all your posts but end up unfollowing you because they feel overwhelmed by what you share in the digital space.

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