You have their attention. What happens next?
From awareness to understanding to action: examine the missing link between your content and the next step.
Define the action you want to enable
Content can introduce a brand, answer a question or invite an enquiry. Choose its main task before deciding the message, format and destination. This also clarifies which outcomes to observe.
Follow the reader’s next step
Can readers find more information? Is the enquiry route clear? Does the destination answer their main questions? Reviewing these details helps identify opportunities for improvement.