Hi Reader,

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Some newsletter issues ago, I shared some tips on how to conduct a conversion rate optimization (CRO) audit if your conversions from content marketing are low. One of the hypotheses of that audit could be that your CTAs aren’t effective. In this instance, you’d need to conduct A/B tests with different CTAs to determine the most effective.

In my experience, value-based CTAs work best for conversions. But what do I mean by this? You’ll find out in a bit. Welcome to another issue of The Marketing Roundup — your weekly digest of tips and resources to help you become a better marketer.

In today’s edition:

• Google is at it again
• Content marketing is more than just SEO
• Free editorial content calendar template

Estimated reading time: 5 minutes 15 seconds

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Get your CTAs right ✏️

The perfect phrase to describe a great CTA is in fact not a ‘call-to-action’. It’s a ‘call-to-value’. A call-to-value or value-based CTA is one that contains a value proposition. In many articles or courses that will claim to teach you how to write better CTAs, a common tip is to use strong verbs. And while that isn’t a bad tip, there’s certainly more to CTA writing than that.

Traditionally, CTAs have always been direct phrases like ‘Download now’, ‘Buy now’ or ‘Learn more’. The problem with CTAs like this is that they have no emotion. They don’t spark any connection with the audience and that will make it difficult to push them to take action. The best way to write CTAs now is to make the user see the value of the action you’re asking them to take.

When writing value-based CTAs, think of your users’ pain points and how your product/service solves them. For instance, when I shared my free editorial content calendar template with you last week, the CTA was crafted to tell you that the template would help you plan your content better. If you missed it, here's what it looked like 👇

That’s the most important thing to note when writing value-based CTAs. However, it’s important to note that just a CTA doesn’t lead to conversions. Think of your whole content piece as a 10km run, and your CTA as the last 500m you need to push through to win. If you haven’t created great content, even value-based CTAs may not get you the conversions you need.

Remember to create valuable content that also shows your brand’s personality and value to prospective customers. Then leave your call to value to drive the conversion home 🚀
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Is Pinterest a good distribution channel? 📱

What if I said all you need to do to take your website traffic from 0 to 100 is one hour a week spent creating and scheduling Pinterest pins? Crazy, right? If you’re like me, then you only use Pinterest as an inspo board for home decor, hairstyles, food recipes, and so much more. But apparently, I can be using Pinterest a lot more strategically.

The truth is, people on Pinterest are searching for content that you’re creating—just like on Google. I just searched Pinterest for an ‘editorial content calendar template’, and these were the results. I found this pretty interesting. Pinterest is the search engine I never knew I needed.
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If you haven’t been utilizing the power of Pinterest, you’re not alone. But if you’re still going to neglect it as a content distribution channel after reading this newsletter, then maybe you are. I’ve decided to go on a journey to master Pinterest and drive content to my website, and digital products I’m creating soon. And after doing some research, here are some tips to help all of us get started.

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Focus on repurposing

With Pinterest, there’s really no need to create fresh content for every pin. Instead, work on creating new formats of content you already have. Pull content from other social media posts, blog articles, or even email newsletters, and use them to create pins for Pinterest.
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Carry out 'SERP' analysis

We’re using Pinterest as a search engine, right? So we also need to carry out some SERP analysis here. To start, type in a keyword related to your content or business and look at the pins in the results page. What do the first few pins on the page have in common? These are things that should probably be in your pin too.
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Go heavy on the visuals

Just like Instagram or TikTok, Pinterest is a highly visual platform. The most appealing graphics will most likely get you the clicks you need from users. This isn’t so hard to achieve though, there are many Pinterest pin templates on Canva that you can make work for you.

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I’ve come to the conclusion that Pinterest is, in fact, a great distribution channel—when used right. There are many different theories for how often you need to post on Pinterest to grow. I’ve seen articles say anything from 1-15 times a day. However, Pinterest claims that quality and consistency are major factors for growth over quantity of pins posted. I hope I’ll be seeing you all on Pinterest soon then.

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In case you missed it 📅

If you’re new here, I shared a free editorial content calendar in my last newsletter. It’s the perfect resource you need to plan your content better and document your workflow, all in one document. It’s free right now, but I have 5 more content marketing templates coming right up. They’ll all be in a content marketing bundle that I can’t wait for you to see. But for now, you should really get this editorial content calendar template.
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Before I go, here’s a tip for the coming week. If you don’t already do this, I suggest you document your wins more often. For every campaign you’ve crushed or a high performing blog post you’ve written, put it in a labeled folder. That way, whenever you’re feeling down, frustrated, or just need a pick me up, that folder does the magic. It’s worked for me so far and I’m sure it’ll work for you

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Until next time,

Olohireme