Buy now! Add to the cart! Claim your iPad! These are the phrases commonly referred to as calls-to-action, or CTAs for short. While it’s hard to imagine quality content including a straightforward selling-focused CTA like these, you do need CTAs integrated into your works. But you should aim for something a bit more shrewd and subtle.
At one point or another your boss may ask you about the purpose of the company blog of which you’re so proud. The question might be similar to the one my boss asked me a few weeks back: “Hey Pawel, I appreciate the quality of your writing, but it seems that everyone is blogging now. Isn’t it just a fad? Tell me, why do we need the company blog again?” Let me help you answer these questions.