How To Write Marketing Content That Gets More Click-Throughs

If you’re writing content for a business, your goal is probably to get more people to click on your stuff. 

Whether it’s an article that eventually gets the reader to buy something, or a straight-up product listing, getting someone who might be interested in what you’ve got to go ahead and do something is hard. 

That’s why you see so many people using email newsletters as their primary marketing channel: instead of having to get people to click through when they read something that looks interesting, they can just say “Hey, this week we’ve got some great deals!” and link away happily.

Promoting Your Content With Zero Budget – Module 3 – Lesson 1
1. Understand your target audience to tailor your content to their needs.
2. Craft attention-grabbing headlines that convey the value of your content.
3. Incorporate relevant visuals to enhance the appeal of your marketing.
4. Use clear and concise language to communicate your message effectively.
5. Provide actionable insights and solutions that resonate with readers.

Start Writing Better Headlines

Writing headlines is the most critical part of writing marketing content. The headline is what people first see, so it’s important that it grabs their attention and gets them excited to read more. 

To do this, you need to keep your headline short and sweet no more than two or three words. It should also be specific enough so it tells readers exactly what they will get out of reading the content (you can use words such as “how-to” or “step-by-step guide”).

Your headline should be relevant to the topic at hand; otherwise, it will lose its value as a call-to-action for potential customers who may have otherwise been interested in reading your entire article! 

Finally, try not to use boring keywords like “best” or “top,” since those terms aren’t likely going to stick out when someone searches online for information on whatever niche topic you’re covering.”

Building a strong online presence is crucial for B2B marketers to connect with their audience. Discover The Secrets of Writing Copy That Converts and learn how to craft compelling copy that drives conversions and engagement.

Learn The Art Of Persuasion

To ensure that you’re writing content that gets clicks, it’s important to understand the art of persuasion. To persuade someone into reading your article, you have to understand who you’re writing for and why they should care about what you have to say.

Know Your Audience

You must know your target audience before writing any marketing copy. This will help ensure that the information in your content resonates with them and helps them achieve their goals with your product or service. 

It also means understanding how they like to be communicated with so that they can receive information easily and feel like they’re being spoken directly to (i.e., “you” language).

Know Your Product/Service

You need to know exactly what it is that your product has going for it if you want people to buy from you over competitors. What makes it different? 

How does this benefits buyers? Are there alternative products out there offering similar features but at a lower cost and if so, why would someone still choose yours over theirs? 

Knowing all of this upfront will allow us as writers to proceed through the process by having an understanding of why our audience needs our product or service in their lives.”

Are you ready to uncover the hidden techniques that successful B2B marketers use? Explore these 27 Marketing Secrets to gain valuable insights and strategies for boosting your marketing efforts.

Make Your Content Useful

If you want to get more click-throughs from your content, then it’s important to make it as useful as possible. 

Providing solutions to their problems is the best way of doing this. Your readers will be more likely to read your content if they feel that it will help them solve their problems or answer their questions.

A personal tone also works well when writing marketing copy because people tend to trust another person more than a brand or product. 

Showing some personality and using stories and anecdotes helps build this level of trust with readers as well as helps them engage with the post in general.

A call-to-action at the end of each piece of content can also boost engagement by providing an easy way for readers who are interested in what you have written about so far or who might be looking for something else similar to take action and find out more information about what you’re offering on your website. 

You should include keywords throughout your articles so that search engines will pick up on those terms, helping people find what they’re looking for even easier than before!

Show Off Your Product Or Service

One of the most important things to do when writing marketing content is to show off your product or service.

Don’t be afraid to use photos, videos, and testimonials if they’re relevant to your business. For example, if you own an online store that sells skincare products then these are all items that you should be featured prominently on your site.

Including video testimonials from satisfied customers is also a great way to increase click-throughs because it makes visitors feel more connected with the brand and product than simply reading text alone could ever accomplish. 

If a potential customer sees someone else talking about how much they love using a particular moisturizer or eye cream then this can help build trust in the brand even before they buy anything themselves.

Focus On Educating The Reader

One of the easiest ways to build trust, authority, credibility, and even loyalty is to focus on educating your reader. In this case, “educating” means giving them the information they didn’t know before.

This may sound counterintuitive. Why would someone who already knows what you know come back to your site? Well, there are a few reasons:

To learn more about an aspect of your business that they didn’t think was important before (for example you can’t be successful without knowing how social media marketing works)

To get a more in-depth look at one aspect than what’s available elsewhere (like if someone searched for “the best way to increase sales” but found no useful resources)

Visual content can captivate your audience and enhance your marketing campaigns. Discover 16 Surefire Ways to Improve Your Visual Marketing and learn how to create visually appealing content that resonates with your target audience.

Use The Element Of Surprise

The element of surprise is one of the most effective ways to get your reader’s attention. The goal here is to make sure that they click through by surprising them with something.

The surprise can be a fact, statistic, or opinion about the subject of your article. It should be relevant to the topic at hand and unexpected it’s not just any old fun fact that you’re coming up with; it needs to add value for your reader.

This has been proven time and again by research into how people read content online: they want something interesting before they’ll read on!

Establish Authority Within Your Niche

Establishing authority within your niche is important for credibility. It can be done by showing that you are an expert in your field, which is easy to do if you have a lot of experience in that field. 

If people see that you know what you’re talking about, they’ll likely want to listen more closely when reading what it is that you say.

Put Your Personality In The Spotlight

The last and most important thing to remember is that you should be 100% yourself. You have a voice and an opinion, so don’t be afraid to put it out there! With that said, there are a few things you can do to make sure your brand’s tone matches the rest of the content.

Use your brand voice: Whether you’re writing copy or developing an email campaign, consistency is key. Make sure that everything from ad copy to product descriptions sounds like it came straight from your company (even if it didn’t). 

Your customers will recognize this consistency over time as they grow accustomed to hearing from you.

So make sure not only does every piece of marketing content sound like it’s coming from the same person or company but feel like it too even if that means taking some creative license with how “you” would speak on behalf of your brand!

Use a conversational tone: Even though we’re talking about writing marketing content here (and not speaking), remember that no one likes being talked down by big companies with big egos who won’t listen when people tell them what works best for them! 

Treating customers like valued individuals goes a long way towards building trust in any relationship; 

Especially one where people are paying hard-earned dollars each month just so they can have access to those products/services offered through said relationships… So don’t forget this step either!

Generating demand for your B2B product requires a strategic approach. Explore these 12 Ways to Generate Demand for Your B2B Product to discover effective tactics and methods to attract and engage potential customers.

Do Your Research When It Comes To Images

One of the best ways to ensure that your content is being read, and not skipped over, is by using images that are relevant to the content. The two most important considerations when choosing an image are:

Is it relevant? If you’re writing about how much you love a brand-new car, then maybe don’t use an image of a dog wearing goggles and holding a remote control.

Does it match your audience? While many people enjoy dogs wearing goggles and holding remotes, some people might be offended by that imagery. 

Additionally, if you have an audience made up primarily of millennials (like me), they may not see themselves reflected in such an image due to their age or interests (or both).

Keep It Simple And Keep It Short

You should keep your marketing copy simple and short. Don’t write long sentences or paragraphs. This can be difficult to do, but it’s worth the effort to learn how to do this well.

Keep your sentences short, and use words that are easy for people to understand like “buy now” instead of “buy this product at an extremely low price before we run out of stock!”

Write Multiple Versions Of The Same Article

You want to write multiple versions of the same article. Why? Because it’s easy and fast, you can test a lot of different versions quickly.

The goal is to find out which version works best for your target audience and your goals (more clicks, more subscribers, more purchases). 

The more versions you have, the better chance you have of finding one that performs well so don’t be afraid to publish three or four versions at once!

You can try different headlines, CTAs (call-to-action), images, lengths … the list goes on. Be creative and think about what would work best in each situation. Here are some ideas:

Try changing up your title if you notice that people click through at different rates depending on how it’s written (e.g., “[Subject] 101” vs “The Ultimate Guide To [Subject]”). 

If there’s no clear winner after 30 days or so (and if no other changes seem necessary), stick with whichever title was most successful for another 30 days before switching things up again if necessary.

The point isn’t necessarily just getting people clicking through but getting them engaged enough with what’s inside so that they come back when they need help again!

Run A Split Test On Different Titles, Descriptions, Or CTA’s

Split testing is a great way to test different elements of your marketing. You can do it on titles, descriptions, and CTAs. You can also run split tests on images, colors, or anything else you want to test!

So how do you split the test? It’s pretty simple just make two versions of the same piece of content (or multiple pieces of content) and then send them out to small groups of people at a time. Let’s say we’re trying to figure out what the best title for this article is:

“How To Write Marketing Content That Gets More Click-Throughs”. We could send one version out with “Marketing” in all caps in the title and another version that uses lowercase letters throughout. 

Or maybe we want to include #contentmarketing somewhere in our title so we’ll send both versions along with “#contentmarketing.” 

If we have even more time on our hands (I know I’m not alone), we could even add some extra words like “How To Write Marketing Content That Gets More Click-Throughs” or even just put a question mark at the end like:

“How To Write Marketing Content That Gets More Click-Throughs?” which means something entirely different than just adding an exclamation point after every word like I did above. 

This process will help us determine exactly what kind of titles get more clicks than others which ultimately helps us create better content going forward!

Want to enhance your writing skills and learn from the best? Dive into the wisdom of experienced authors with 16 Writing Tips from the World’s Most Successful Authors, and unlock valuable insights that can elevate your content creation game.

Use Emotional Triggers Like Loss Aversion And Scarcity To Boost Conversions

Emotional triggers are a powerful way to get people to act. They can be used to increase conversion rates, sales, and even click-through rates.

When you’re trying to get customers to buy something from your website or open an email, there is one thing that you need: emotional triggers. 

These are words or phrases that invoke an emotion in the reader and make them feel something strongly enough for them to take action. 

Emotionally charged language is effective because it’s compelling and evokes visceral responses in us as humans and those responses can lead us down paths we wouldn’t normally go down otherwise!

An example of this might be “For a limited time only” or “Buy now before they’re gone.” 

These messages play on our loss aversion sentiment–the idea that we’d rather not lose out than miss out on something great by procrastinating on making a decision (even if there’s no real cost involved). 

Many businesses use these types of messages all the time when trying different marketing strategies.

But they aren’t always effective due simply because they don’t appeal directly enough towards someone’s needs/goals at any given moment–they only appeal towards their emotions instead!

Make It Easy For The Reader To Follow Through With A Purchase

Make sure your readers can easily find what they’re looking for and then purchase it from you. If you have an e-commerce site, make sure that your product pages are optimized for mobile so that customers can find them easily on their phones.

Make It Easy For The Reader To Contact You

Give readers a way to get in touch with you whether it’s through email or phone so they can ask questions or express feedback about your content before they click away (or worse, forget).


By now, you should know exactly how much of a difference a well-written call-to-action can make when it comes to getting more click-throughs on your marketing content. 

We’ve covered a lot of ground here, but we’re confident that you can use all these tips and tricks to create CTAs that get your audience excited and motivated to take the next step with your brand. We wish you the best on this journey and hope that all these tips have helped!

Further Reading

Explore these additional resources to enhance your understanding of improving click-through rates and optimizing marketing content:

11 Tips to Increase Your Email Click-Through Rates: Discover effective strategies to boost email engagement and encourage more recipients to click on your content.

Scientifically Proven: How to Get More Clicks on Your Content: Learn about research-backed techniques that can increase clicks on your online content and drive higher engagement.

Boosting Headline Click-Through Rates: 10 Ideas You Can Use Today: Dive into tips for crafting compelling headlines that entice readers to click and explore your content further.


How can I improve my email click-through rates?

To enhance your email click-through rates, consider personalizing your content, optimizing your subject lines, and providing valuable offers to your subscribers.

What are some scientifically proven methods to increase clicks on content?

Scientifically-backed methods include using emotional triggers, incorporating vivid imagery, and employing the scarcity principle to encourage more clicks on your content.

What role do headlines play in improving click-through rates?

Headlines are crucial as they are the first impression of your content. Crafting attention-grabbing headlines with clear value propositions can significantly boost your click-through rates.

How can I create compelling headlines for higher click-through rates?

Craft compelling headlines by addressing specific pain points, using power words, and creating a sense of urgency that resonates with your target audience.

Are there effective strategies to improve click-through rates on social media?

Yes, optimizing visuals, using concise and engaging captions, and incorporating relevant hashtags are effective strategies to increase click-through rates on social media platforms.