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Call to action (CTA)

A call to action (or CTA) is a marketing term for the next step you want your audience to take, such as downloading a resource, signing up for a newsletter, or making a purchase. CTAs guide users further down the marketing funnel.

CTAs are easy to identify in paid social media ads (see the Learn more button in the ad below)…

…but CTAs (like “Link in bio“) are often included in organic content as well.