Let's take a moment to map out our goal for the blog. What action do we want readers to take?
You know how radio shows are often sponsored by brands? Well, maybe you don't. You see now, we tend to tune out ads.
I grew up listening to the old time radio shows from the 30's, 40's and the 50's based on my Dad's passion for the genre.
I learned a lot more about marketing from that upbringing than I realized at the time.
Jack Benny was sponsored by Lucky Strike, a now lesser known brand of cigarette. (early episodes even had doctors recommending the product. )
Listeners of these programs were not going to be able to skip past the ads like we can in today's world with the DVR. The hosts themselves would describe the benefits of the product.
Now how does this relate to blogging?
You have complete control of the editorial process.
Now that you have the undivided attention of your ideal buyer persona, WHAT SINGLE ACTION DO YOU WANT THEM TO TAKE?
What "offer" of yours is sponsoring your blog post?
Now you might be tempted to say something like, "To hear more about how we can help you solve your problem, visit www.ourwebsite.com/contact-sales" But remember, you are trying to build an audience that knows, likes, and trusts you. It is best not to go for the close just yet, but to offer a more "top of the funnel" offer here.
Linking to this offer with a custom graphic or button at the end of your post is a best practice, but do not forget to link to relevant offers in the content itself. These links are called "calls-to-action".
Direct them to a website address where they can receive something of value to them, for free. There is plenty of time for lead nurturing later on down the road.
Now. Assuming that you have the attention of your ideal buyer persona, what will you ask them to do?
Please comment with your initial idea.