There is no doubt about it – content marketing works. It works to attract an audience, to build trust and to make sales.
But why does content marketing work so well, and how can you use the knowledge of why it works to your advantage?
I believe there are three main reasons content marketing works so well.
- The Law of Attraction
- The Power of Authority
- The Law of Reciprocity
Let’s take a look at each of these, and see how they can apply to your life and business.
The Law of Attraction
There has been so much written about this topic that I’m almost tempted to not use the term “law of attraction”. Almost.
I want to be clear, when I say “law of attraction” I’m not talking about some 16 year old guy sitting in his basement dreaming about girls and then getting asked to the prom by the prettiest girl in town.
That is fantasy.
What I am talking about is this – the people who want to hear your message will naturally be attracted to what you share.
You see, there is no denying that like things are attracted to each other. That’s good news, because it means that your audience, your perfect audience, is out there right now just waiting to hear what you have to say.
They just need to find you, and you need to find them.
And that is why content marketing is the way to go!
With content marketing you have one job, create the best content you can and then let Google and the other search engines bring your audience to you.
Don’t get me wrong, there is more to it than that. Much more. We will cover those steps in our upcoming articles.
For now, know this – it has been proven time and time again that creating great content (be that writing, curating, podcasting or another “ing”) works and works well.
The jury is in. Content marketing works by attracting your audience to you so they can get to know you, like you, trust you and buy from you.
So what about authority? Can you be an “authority”, and expert?
The Power of Authority
What, or who, is an authority?
Some people believe an authority is the one person on earth who knows that most about a particular topic.
Some people believe that you need a degree, diploma or other piece of paper to be an authority.
Here is what Dictionary.com has to say about who is an authority.
“An accepted source of information, advice, etc.”
How about the word “expert”? Here is their take on that.
“A person who has special skill or knowledge in some particular field”
Those are good. Here is my personal definition of someone with authority.
“A person with knowledge of how to accomplish a specific task who shares that knowledge with me“.
- My doctor is an authority to me because he helps me live healthier.
- My CPA is an authority to me because she helps me manage my money.
Those seem a little obvious, so let’s look at a few more.
- Michael Hyatt is an authority to me because he teaches me about building my platform.
- Seth Godin is an authority to me because he teaches me how to market my products better.
- Ray Edwards is an authority to me because he helps me learn to be a better copywriter.
- Zig Ziglar is an authority to me because he taught me how to set and reach goals, stay motivated, and more.
- Tom Hopkins is an authority to me because his information super-charged my sales career like nothing else.
- Paul Myers is an authority to me because he helped get my copywriting career started.
See the trend? Authorities, in my book, are those with specialized knowledge that help me accomplish my goals.
I do not care if they have a degree or not.
I never met any of the people listed above in person.
I only know this – I had a need and they helped me fill it.
And this is the only thing that will matter to your audience as well.
I want to sell you on the idea that you can be an authority.
It’s true. You can be an authority to those who need your help right now.
Consider this …
- When you write an article explaining what an autoresponder is you clear up confusion for the newbie online marketer.
- When you curate the five best articles on weight loss you save time for the person who needs to learn to lose weight.
- When you share your review of a book on Amazon you bring insight to people who are considering buying the book and investing their time to read it.
Look at that again – clearing up confusion, bringing insight, saving time … these are the things people want. And you can deliver them!
I believe this with all my heart, because I’ve seen it happen hundreds of times.
If you get into the content marketing business you will become an authority to those who need what you share.
It does not matter if you write the content or curate the content. All that matters is that you publish it and help others.
The Law of Reciprocity
It’s Saturday night and you are out to dinner. You come up to the restaurant, which has two sets of doors, an exterior set of doors about five feet in front of the interior set of doors.
As you step up to the first set of doors a person walks up, opens the door and gestures you through.
You step through, and arrive at the second set of doors before he or she does.
What do you do?
- Wait for him or her to open the second set of doors?
- Open the second set of doors for him or her, in response to the first set being opened for you?
I’m betting you chose the second option.
Humans are built this way – if someone does something nice for us we want to reciprocate and do something nice for them.
Hence, the Law of Reciprocity.
When you get involved in content marketing you are opening the first set of doors. You are opening your heart, your mind and your kindness, and saying to the world “Walk on through, I’ve got this one”.
When the time comes for you to walk through a door of your own, be that selling your first product or taking a survey or asking for help, the people you helped will be right there waiting.
I know, because I’ve been working this way for 14 years.
It works, if you follow Zig Ziglar’s wonderful advice …
“You can get everything you want in life if you will just help enough other people get what they want”.
Content marketing works, and works wonderfully well, for three simple but profound reasons.
- The Law of Attraction
- The Power of Authority
- The Law of Reciprocity
Content marketing works. Now it’s time to make it work for you.
With content marketing you share, you don’t beg for sales.
With content marketing you grow and help others grow too.
With content marketing time becomes your ally, with every article, webinar, video and podcast adding to your inventory of knowledge and your ability to help more and more people.
And those are beautiful things indeed!
