Calls to action

The seventh setup step: reviewing what published posts will ask readers to do.

A blog that never asks for anything converts nobody. This step is where you decide what a published post asks for.

What you are reviewing#

The calls to action available to your posts, drawn from your own product: the paths a reader can take, what each one is called, and where it goes.

Each Content Direction chooses which kind of call to action its posts carry: book a demo, start a trial, a lead magnet, the newsletter, or none. The set you review here is what those choices resolve to.

What completes the step#

Reviewing it. As with the theme, the step records that you looked.

Next#

Lead capture, which is the last required step.

Ongoing management, including adding calls to action by hand and seeing which ones readers click, is covered in calls to action.