3 min read


The Content Strategy Reeder is sponsored by Alyce.

The holiday season is the time to use gifting to connect with prospects and build pipeline before end of year. BUT you have to have a reason.

You can't "throw money at the problem" and mass blast eggnog to everyone on your account list and expect results.

That’s why Alyce made it easy to create thoughtful and relevant gift campaigns in their new post Holiday Gifting Campaigns for Businesses. It even has templates you can use right now.

Yo! Welcome to the next episode of The Content Strategy Reeder where creators and marketers get better at content strategy and creation in 5 minutes or less.

It was Thanksgiving this week in the States, which meant time with family, a little  — OK, way too much — food, and reflecting on what I'm grateful for. The list is long, and I'm fortunate for all of them. One of the big things on that list is you, dear Reader.

I'm thankful that you invite me to your inbox every Saturday to hang out, and I don't take it for granted. Thank you for rockin' with me. I hope you had a solid week, too, whether you were Thanksgiving-ing or just enjoying another Fall week in November.

One of my biggest issues with B2B marketing is the lack of emotion.

I won’t bore you with more lines like “It’s not business to business, it’s human to human!” because (respectfully), duuuhhh.

B2B marketing gets more eye rolls than clicks because it’s flatter than an opened soda that's left on the kitchen counter for two days.

No emotion. No suspense. Just information.

This is a HUGE miss because people make decisions based on emotion first, then justify them with logic.

This is something I emphasize with all the marketing teams I lead and advise.  

Which is why this week you’re going to learn the easiest AND most impactful place to add emotion. It’s a small tweak that’ll spike your results immediately.

And that’s your CTA (call-to-action).

That’s the point of conversion — where you Reader decides to follow your ask or not.

What’s your CTA? AKA what’s the action you want your Reader to take (as refresher, here’s how to write one).

CTAs are (mostly) for internal purposes. You use the shorthand to discuss and plan.

At the end of the podcast we want them to subscribe to our newsletter.

Here’s the problem: "subscriber here" isn't very compelling.

Which is why you really want to create a CTV — a call to value.

The difference between CTA and CTV is that you include the benefit or positive outcome packaged with the action.

Let’s do a quick transformation exercise:

CTA: Subscriber here

CTV: Subscribe to become a legendary writer

(Assuming there’s context, you could even short to: Become a legendary writer.)

Why CTVs are powerful

You’re not selling the action, you’re selling the transformation.

No one wants more email, or podcasts, or whatevers – they want outcomes.

Explain what’s in it for them by performing your action, and you’ll get MUCH more people to do it.

Imagine the words inside a button on a website:

CTA: Buy on Amazon

CTV: Never miss quota again

You can also focus on your differentiators instead of outcomes

CTA: Follow me on LinkedIn

CTV: Follow me for more data-backed sales tips

See the difference?

Scratch that, do you feel the difference?

One is descriptive. The other is descriptive and compelling.

So instead of using a CTA, start writing CTVs.

You'll boost conversion rates across all your content.

And that's something to be grateful for.

Holler at you next Saturday,

More resources for creating memorable content

  1. Catch up on previous newsletters here (scroll down to ‘Here’s what you missed’)
  2. Follow me on Linkedin for edu-taining content on sales and marketing tactics
  3. Check out my video course Content Strategy for LinkedIn if you want to elevate your LinkedIn personal brand. Be sure to use discount code “CSR” for 22% off