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Content Marketing

Seven Reliable Ways of Making Content Marketing More Effective

You know why choose content marketing and you have integrated its benefits. You know that content marketing puts in place the right context for selling. That content marketing is established according to known principles that make the prospects go for purchase. But then what are these principles and how to apply them to improve your overall marketing?  The book “Influence, Psychology of Persuasion” by Professor Robert Cialidni described six principles of persuasion in 1983. These principles are still current and can apply wonderfully to content marketing. This is not about giving advice to manipulate your prospects because these methods never work in the long run and make you risk your image and your seriousness.

We will draw a parallel between the principles of Professor Robert Cialidni and inbound marketing. You will see that these principles explain why inbound marketing is and will always be a powerful method to set up an environment conducive to sales. The principles are divided into seven reliable ways as the followings:


Content marketing has its specificity in value-sharing over any business relationship. By creating valuable content, the reader will recognize you some form of gratitude. The more your content brings answers, the stronger will be the gratitude (it is not also to do free as you must have a business to run). The idea is to somehow improve the lives of your audience by sharing your best analyzes and tips. By creating a link with your audience and being constant in the quality of content, the phenomenon of reciprocity (gratitude and counter-gift) will operate and your audience will choose you. Your goodwill will pay!

Commitment and coherence

A cost-effective SEO-based web-marketing that is focused on content is an example of commitment and consistency. Personally, I do not like not keeping my promises as it makes me feel bad and hurts my image. By publishing regularly, you prove that you can keep your promises.

The authority

A content-based marketing strategy is the most effective way to establish your authority in a market. The main reason is because you are looking to solve your target’s problems or opportunities. You will share more educational content than too much talk about yourself. Be a kind of professor who shares his knowledge to his audience.

The bond of affection

Success in business and to some extent in life is a kind of popularity contest. Who would you give your money to? A longtime friend in need or someone you do not know? A company you love where you hate it? A company that understands you, cares about you, and gives you good advice will always be chosen. But keep in mind that to improve your content marketing. You can use your content to create a bond of affection. Generally, the more your audience will consume your content, the more it will bind affection for your business. This is how you will succeed in raising your company to the rank of media.


As a reminder, the rarer a good is, the more expensive it is, as supply and demand are balanced with each other and so far everyone normally agrees. In some cases, the more expensive the property is, the more desirable it is. This is called the Veblen effect (you will be able to start it with the price elasticity in the comments). The relationship between the Veblen effect and a content marketing strategy? Creating scarcity increases perceived value. Limit the number of seats to a conference, print a reduced number of your white paper and win it in a quiz. Do not replay and limit the number of places available for a special webinar. Be careful not to unnecessarily create scarcity as this could restrict your business opportunities. When I needed some editing help I found this service –

Social proof

Aristotle had said that we were “political animals.” The social animal likes to follow the crowd, reads what others read, looks at what others watch, etc. Your most read article? The testimony that tells the story of your customer who had big a priori on your product and who finally doubled its turnover? These are powerful social proofs. Social proof increases the credibility of a message and its “virality.”

The unit

The experience of unity is not merely a matter of similarities (This can work through the principle of affection but to a lesser extent). Ciadini’s research shows once again how content marketing works so well. The content creates a sense of belonging that unites people. The more you can identify yourself with the values of a company, the more influenceable you will be. Make your audience want to be part of the adventure.

Content marketing relies on known psychological levers. Your content should bring value and integrate the various principles outlined above in order to maximize its effectiveness.

Remember that a content-driven web-marketing strategy does not lie. This may be one of the few strategies where the customer does not feel manipulated but inspired and strong of a new knowledge after each contact with what you create.

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