Creating new marketing content for your clients can be challenging at times, even when you have a message that your client wants you to highlight. “Formulating what you want to communicate while ensuring you produce something of quality is a challenge that many face when it comes to content marketing,” says Ashley Segura, writing for Search Engine Land. Luckily, she also says that there are four elements to creating marketing content that will generate the response you’re hoping for. Here are two of them.

Choose a Topic that Focuses on Customers’ Pain Points

Entertaining content can only get you so far. Consumers have to have a need in order to make a purchase. That’s why the most effective marketing content focuses on a specific pain point that’s common among the product’s target audience and shows how the product is the ideal fulfillment for their need. Are you not sure what your client’s customers’ pain points are? Segura says you can find the answer by asking your client a few questions:

• What issues are your target consumers facing right now?
• What information do they need to be motivated to buy?
• What action do you want your consumers to take after they see this marketing content?

Clarify the Call to Action

Once your client has answered what they want consumers to do, make sure that desired action is clear in the marketing content itself. “When content is well-​donned with a call to action, it leaves little question as to the intention of the message and what your audience should do next. It essentially handholds them toward your end goal, making their journey simple and obvious,” says Segura.

Adding links to the marketing content is an excellent way to give consumers a direct path toward the goal of getting them to sign up for newsletters, make a purchase, register for a webinar, etc. According to AudienceSCAN on AdMall by SalesFuel, nearly 20% of U.S. adults are Text Link Ads on Websites Responders. For more ideas on media that will get your client’s target audience to take action, check out their audience profile.