How to manage calls-to-action (CTAs)

Your team shares great content, but if prospects don't know what to do next, opportunities slip away. CTAs turn content consumption into concrete actions—meetings booked, trials started, quotes requested. Content Camel lets you create reusable CTAs that you can deploy across assets, collections, and sites, ensuring every piece of content has a clear path forward for interested prospects.

Click on your profile icon in the top right, then select Organization Settings or Admin Settings.

From Account Settings, click on the CTAs tab to manage your organization's calls-to-action.

The CTAs management page shows all your existing calls-to-action with:

• Preview - How the CTA will appear to viewers

• Title - Internal name for organization

• Message - The text that appears above the button

• Button - The clickable call-to-action button with custom text

• URL - Where the button links to

• Owner - Which team member the CTA is attributed to

• Actions - Edit and delete options

You'll see real examples of CTAs already in use, showing how they look with profile images, messaging, and buttons.

Click the + button to create a new call-to-action.

Configure your CTA with these elements:

Title (internal use only)

• Give it a clear, descriptive name

• Examples: "Schedule Demo CTA", "Webinar Registration", "Free Trial Sign-up"

Message

• The text that appears above the button

• Should create urgency or clearly state the value

• Keep it concise (1-2 sentences)

Examples:

• "Want to learn more? We have a lot of updates coming and would love to walk you through everything."

• "For more detailed information on how our solutions could support your organization, please book a follow-up meeting with our team."

• "Ready to get started? Schedule a personalized demo with one of our product experts."

Button Text

• The text that appears on the clickable button

• Use action verbs and be specific

• Keep it short (2-4 words)

Examples:

• "Schedule Now"

• "Book Time"

• "Start Free Trial"

• "Request Quote"

• "Download Guide"

• "Register Now"

URL

• Where clicking the button will take the user

• Can link to:

- Scheduling tools (Calendly, Cal.com, etc.) - Registration forms - Landing pages - Trial sign-up pages - Contact forms

Avatar/Owner

• Choose which team member's profile picture and name to display

• This personalizes the CTA and makes it feel more human

• Typically the person who will handle the meeting/call

Before saving, you'll see a preview of how your CTA will appear to viewers. Check:

• Is the message clear and compelling?

• Does the button text convey the right action?

• Does the profile picture display correctly?

• Is everything spelled correctly?

Once you're happy with how it looks, save your CTA. It's now available to use across your content.

Once created, you can add CTAs to:

Individual Assets

• Add a CTA when uploading or editing an asset

• Perfect for high-value content like case studies or whitepapers

Collections

• Include a CTA at strategic points in your collection

• Encourage action after viewers consume your content

Sites

• Place CTAs throughout your microsite

• Can use different CTAs for different sections or pages

To edit a CTA: 1. Click the pencil icon next to the CTA you want to modify 2. Update any fields that need changing 3. Save your changes

All content using this CTA will automatically reflect the updates.

👉 TIP: Be careful when editing CTAs that are actively in use. Changes apply everywhere the CTA appears.

To remove a CTA: 1. Click the trash icon next to the CTA 2. Confirm the deletion

Important: If the CTA is currently used in any assets, collections, or sites, it will be removed from those items. Only delete CTAs you're sure are no longer needed.

Be specific about the value

• Instead of: "Want to learn more?"

• Try: "Get a personalized demo showing how we can reduce your costs by 30%"

Create urgency

• "Limited spots available for this month's webinar"

• "Schedule your consultation before the quarter ends"

Address pain points

• "Struggling with manual processes? Let's show you how to automate"

• "Not sure where to start? Our team can help you build a roadmap"

Use action verbs

• ✅ "Schedule Demo", "Download Now", "Get Started"

• ❌ "Click Here", "Learn More", "Submit"

Be specific

• ✅ "Book 30-Min Demo"

• ❌ "Book Time"

Match the message

• If your message is about a webinar, button should say "Register for Webinar", not generic "Learn More"

Match CTAs to content

• Use scheduling CTAs on decision-stage content

• Use download CTAs on awareness content

• Use trial CTAs on product-focused content

Don't overuse

• One clear CTA per piece of content is usually enough

• Too many CTAs can be overwhelming and decrease conversions

Consider the funnel stage

• Early stage: "Download Guide", "Watch Webinar"

• Mid stage: "See Demo", "Compare Plans"

• Late stage: "Start Free Trial", "Request Quote", "Talk to Sales"

Use tracking parameters

• Add UTM parameters to track CTA performance

• Example: ?utm_source=content-camel&utm_medium=cta&utm_campaign=demo-requests

Test your links

• Always verify URLs work before saving

• Test on mobile devices too

• Make sure they go to the right page

Keep links current

• Update URLs when campaigns change

• Review quarterly to ensure no broken links

Use team member profiles

• Assign CTAs to specific reps for their territories

• Match the face to the relationship (account owner, regional rep, etc.)

Rotate based on availability

• Update CTAs with current team member availability

• Change scheduling links when people are out of office

Track how your CTAs are performing by:

Click-through rates

• Monitor how many people click your CTA buttons

• Compare different messages and button text

Conversion rates

• Track how many clicks lead to completed actions (booked meetings, form submissions, etc.)

A/B testing

• Create similar CTAs with different messaging

• Use them on similar content to see which performs better

Feedback from sales

• Ask your sales team which CTAs are generating quality leads

• Refine based on their input

• Product demos - "Schedule a personalized demo"

• Discovery calls - "Book a consultation"

• Pricing discussions - "Get a custom quote"

• Webinar registration - "Save your spot"

• Content downloads - "Download the full report"

• Newsletter signup - "Subscribe for updates"

• Onboarding calls - "Schedule onboarding"

• Training sessions - "Book training"

• Support meetings - "Get expert help"

If you have any questions about creating or managing CTAs, reach out to our support team. We're here to help you create calls-to-action that drive meaningful engagement and move prospects through your funnel.