6 principles of influence in content marketing

Ask any Internet marketing expert what makes a digital marketing campaign more likely to be successful, and you’re liable to hear a common refrain: valuable content. Content is king. Create relevant content for people that they want.

While all these answers are true, they’re incomplete. They don’t provide you with a more comprehensive view of content marketing from the perspective of getting your audience to do what you want them to do, which is the very definition of influence and the measure of your influence over your audience.

In 1999, Dr. Robert Cialdini postulated 6 principles of influence and persuasion that can be leveraged to make influence and persuasion techniques more effective. Let’s take a look at these and how they might be able to improve the influence of your content marketing. The 6 principles are:

  • Reciprocity. People tend to return a favor and honor social debts.
  • Consistency. People will tend to honor a commitment and be consistent with previous behaviors.
  • Social proof. People tend to follow the herd.
  • Authority. People tend to obey authority figures.
  • Likeness. People tend to be influenced by those they are like and those they like.
  • Scarcity. People tend to act faster under the perception of scarcity.


How would each of these principles be used in content marketing?

Reciprocity. Offer your audience something of value. This may be content, or it may be a material good or service. Whatever it is, Cialdini’s version of reciprocity does not necessarily enforce a quid pro quo. Give, and then ask after you’ve gained influence with them. Of all the techniques, digital marketers tend to make use of this the most, because it’s the simplest to understand and execute on.

Consistency. People tend to behave consistently, aligned with previous behaviors. Cialdini cites the example of going around the neighborhood with a petition for a cause and then going around again a week later soliciting donations for the cause. Donors nearly doubled with the use of the petition because people wished to be consistent with their previous signature of the petition. Think about how you can use behavioral consistencies – subscribing to an email, following someone on a social network, taking a poll or survey, etc. – to create a behavior and then use a followup marketing campaign to elicit the response you seek.

Social proof. Properly executed, social media can radically change your content marketing. Every time someone shares, comments, engages, or likes your content, they’re implicitly endorsing it, creating social proof that your content marketing has value. Encourage and incentivize your audience to share as much as possible.

Authority. Presumably people consume your content because you have some degree of knowledge and authority, enough credibility for people to want to read what you have to say. Provide people with the tools they need to become authorities in their own social circles and your content marketing will be unstoppable. For example, Peter Shankman’s Help a Reporter allowed PR and marketing professionals to have free access to journalism inquiries that they otherwise wouldn’t have gotten. Not only was Shankman an authority on PR, but he empowered each of his subscribers to become authorities in their respective companies, creating press and earned media opportunities seemingly out of thin air.

Likeness. How well do you know your audience? For good or ill, we are easily persuaded by people who are like us, or are people we like. Narrowly, social media certainly provides plenty of ways to identify people just like you, such as Facebook’s Graph API. More broadly, think about the imagery and language in your content marketing and whether it’s aligned to your audience. If your marketing data indicates that your audience is largely Hispanic, having content and imagery focused on Swedish personas will simply not resonate.

Scarcity. Whatever you have to offer, there’s a way to make it scarce. It could be a time limited special offer, or a limited quantity. It could be your time and knowledge in a consulting capacity about a subject matter you have expertise in. Find a way to bring some scarcity to what you have to offer.

Is Dr. Cialdini’s checklist the definitive answer to making your content marketing more powerful? No. Is it part of the answer? Absolutely. Try it out with your own content marketing, integrate his principles into what you’re doing, and see if you can create some similar results.

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The free social media marketing ride is over. Now what?

Here’s a simple, painful truth: the free ride in social media marketing is over. We’ve known that this was coming for some time – there’s no such thing as a free lunch in the long-term, though there are the occasional free snacks. But the days of dining at someone else’s expense? Over. Facebook is almost purely pay to play now for brands, and the rest of the networks are so crowded or noisy that getting free attention is difficult. The next generation of networks? Even harder to reach, much less market on. We have to accept that the last 15 years have been an anomaly in free markets and capitalism, a fantastic run of disruption in which there was briefly something for nothing.

So what’s a marketer, especially a small-time marketer without Fortune 500 budgets, to do? Just give up and find a different job? Hardly. What we must do is reacquaint ourselves with a simple principle that we’ve lost sight of in the last 10 years: pay as you go.

Slackershot: Money

Pay as you go is simple to understand: it’s marketing that pays for itself. Nothing could be simpler or more sustainable than buying into bigger and bigger forms of marketing with the revenue you generate. As a simple example, when I launched my second book, Marketing Red Belt, I made a few sales right away. Those sales gave me a small amount of revenue to work with, and I went and purchased a little bit of advertising with those dollars. The advertising was finely tuned and targeted to hit a bigger audience that I knew would convert. That advertisement went on to generate a few more dollars. This process repeated itself over and over again, and continues to this day.

So how do you go about this process? Assuming you have a business model that involves actual revenue, simply carve off a portion of every sale towards your marketing budget. It might be a penny. It might be a million bucks. If you don’t yet have a revenue model, now would be a good time to get one. I’d start by recommending affiliate marketing. There are a ton of programs out there that are reputable, run by exchanges like Commission Junction, Shareasale (affiliate link, duh), and the grand-daddy of them all, Amazon Associates. If you have any kind of audience at all, you’ll be able to find a product or service (even if it’s not yours) that can generate a little bit of revenue. That revenue can then start to power paid social media and create the virtuous circle of paid media marketing.

Pay as you go is within reach of every single marketer on the planet who is willing to put a little effort into identifying what your audiences actually want. Let the lazy folks wallow in lament about the free ride being over, and start powering up your marketing with pay as you go today!

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How to tie online ads to offline sales with Google AdWords

Google made a very important announcement about AdWords and its offline conversion tracking tool a little while back. Put simply, it issues a click ID on every ad click that is sent to your website so that you can then take any leads generated and track them by that click, then eventually upload that click data back to AdWords to find out which ads resulted in actual sales, not just leads.

Old money sign

The example cited was inputting the click ID into your sales CRM so that a lead that’s been worked by a sales person or outside of the clickstream can still be tracked back to the original ad. Fairly straightforward and very important, since you ultimately want to know if an ad has performed, even if your sales cycle is long or complex.

There’s a bigger picture than this, however. That click ID could be used in a variety of different ways to radically change and improve your offline business. Let’s look at 3 potential use-cases.

1. Hook click ID to coupon redemption. When a click goes through your website to a printable coupon, stamp the click ID on the coupon. That way, retail sales can be tracked back to redeemed coupons. This is fantastic for brick and mortar retailers who need to bond offline and online. The coupon number is the click ID, and now you know exactly which ads are bringing the customers who are making real purchases.

2. Hook click ID to membership systems for winbacks. Got a member who has lapsed? When you run ads, tie the click ID to membership IDs to see who came back because of your ads. This is fantastic for membership sites, especially if you’ve already got an existing database of lapsed members you are trying to remarket to. This also helps you understand whether ads were part of the winback cycle or whether they are ineffective for reaching existing members.

3. Run an analysis of your database for sales with and without click IDs. Do people who come in via advertisements spend less or more than people who come in via other methods? This will give you insight into your offline funnel.

The power of click ID cannot be overstated very much. It transforms Google’s AdWords from aggregate data down to personally identifying information that you can use to examine any individual order that comes in via the AdWords channel, and that’s a huge deal.

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