Using Psychological Principles to Make Content Marketing More Effective
You already know why content marketing matters and you understand the benefits. You know that content marketing creates the right context for sales — that it's built on proven principles that move prospects toward a purchase. But what are those principles, and how can you apply them to improve your content marketing?
In his 1983 book Influence: The Psychology of Persuasion, Professor Robert Cialdini described six principles of persuasion. These principles are still relevant today and can be applied beautifully to content marketing. This isn't about manipulating your prospects — those tactics never work in the long run and put your reputation at risk.
We're going to draw a parallel between Cialdini's principles and inbound marketing. You'll see that these principles explain why inbound marketing is — and always will be — a powerful method for creating an environment that drives sales.
1. Reciprocity
Content marketing sets itself apart by sharing value before any commercial relationship begins. When you create valuable content, your reader feels a natural sense of gratitude. The more answers your content provides, the stronger that gratitude becomes (though you don't need to give everything away for free — you still have a business to run).
The idea is to genuinely improve your audience's life by sharing your best insights and advice. Your generosity will pay off.
By building a connection with your audience and staying consistent in the quality of your content, the reciprocity principle (gratitude and the desire to give back) kicks in — and your audience will choose you.
To improve your content marketing through reciprocity, focus on creating real value. Clearly define what your target audience expects and what role your content should play.
2. Commitment and Consistency
A profitable SEO and digital marketing strategy built around content is a textbook example of commitment and consistency. Personally, I don't like failing to keep my promises — it makes me feel bad and damages my image. By publishing regularly, you prove you can follow through.
Thanks to your consistency, your readers will start showing commitment and engagement of their own. Gradually, they'll move toward you — subscribing to your newsletter, sharing an article or infographic, for example. Eventually, they'll reach out to you directly.
3. Authority
A content-driven marketing strategy is the most effective way to establish your authority in your market. The main reason is that you're focused on solving your target audience's problems and addressing their opportunities. You'll share far more educational content than self-promotional fluff.
Let your competitors admire themselves in the mirror. Help your audience feel proud when they look in theirs. Become a source of high-value content. Think of yourself as a teacher sharing knowledge and expertise with their students.
4. Liking
Success in business — and to some extent in life — is a popularity contest. Who would you give your money to? A long-time friend in need, or a complete stranger? A company you love, or one you can't stand?
A company that understands you, cares about your needs, and gives you solid advice will always win over one you don't like or feel indifferent about.
None of this is rocket science. But keep in mind that to improve your content marketing, you can use content to build that emotional connection. Generally speaking, the more your audience consumes your content, the stronger their attachment to your brand becomes. That's how you elevate your company to the status of a trusted media source.
5. Scarcity
As a reminder: the scarcer a good is, the more expensive it becomes — supply and demand find their equilibrium. So far, so obvious. In some cases, the higher the price (and therefore the rarity), the more desirable the item. This is known as the Veblen effect.
The connection between the Veblen effect and a content marketing strategy? Creating scarcity increases perceived value.
Limit seats at a conference. Print a limited run of your white paper and give it away in a contest. Don't offer replays. Cap the number of spots for a special webinar. You get the idea.
But be careful not to create scarcity for no reason — it could limit your business opportunities. And second warning: don't fake scarcity. People can tell, and it will damage your credibility.
6. Social Proof
Aristotle said we are "political animals." By political, he meant social. Social creatures like to follow the crowd — they read what others read, watch what others watch, and so on.
Your most-read article? The testimonial from a client who was skeptical about your product but ended up doubling their revenue? Those are powerful pieces of social proof.
Social proof increases the credibility of a message and its potential to go viral.
7. Unity
The experience of unity is not about mere similarities (that falls under liking, to a lesser degree). It's about shared identities.
Cialdini's research once again shows why content marketing works so well. Content — in the form of stories (i.e., storytelling) — creates a sense of belonging that brings people together. The more you can identify with a company's values, the more influence that company has over you. Make your audience want to be part of the journey.
In Summary: How to Improve Your Content Marketing
Content marketing leverages well-known psychological triggers. Your content should deliver real value and incorporate the principles outlined above to maximize its effectiveness.
Remember that a content-driven marketing strategy doesn't deceive. It's perhaps one of the few strategies where the customer doesn't feel manipulated — but rather inspired and empowered with new knowledge after every interaction with what you create.
Content marketing is the best way to persuade in a world where the internet and smartphones dominate our daily lives. Through your content, prospects can get to know you and start trusting you.
It's a win for them and a win for you. Everyone benefits — and that's why content marketing works.