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23 Blogging in the Age of Modern Marketing If you're using a marketing automation program (e.g. Marketo), be sure to sync your CTAs so that new informa- tion is automatically added to your contacts list. You can then set up smart lists that trigger campaigns based on what CTAs a person has filled out. With a content Hub from Uber- flip, you can go even further by tracking a lead's engagement with your content. This allows you to create highly targeted campaigns based on each individual (for instance, sending an offer for a product demo when a lead has viewed 3 posts specifically about your product). Short & Sweet Even though you want to know as much about a visitor as possible, you have to be careful not to ask for too much info. If your CTA is a form, start off by just asking for a name, email and company. If you have marketing automation, you can then use other CTAs to collect other info and build a profile over time. If you have a CTA that's a link to another site (e.g. your pricing page), the same rule applies. People know the difference between your content and promos, and will generally try to skip over CTAs. That's why you've got to hit them right away with something that they can't resist. A 3 paragraph CTA will definitely not cut it - try to keep it to 1 sentence (the shorter the better)! Pick a Great Spot Should you place your CTA at the top or bottom of your article? In the middle? Beside your content (and if so on the right or left)? There's no 1 perfect loca- tion to place your CTAs, and what works for Company A's blog might not work for Company B's. The only way to know for sure is to keep trying new things! We find that placing 1 CTA to the right of an article and 1 at the bottom to be effective on the Uberflip blog.

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