At a time when “alternative facts” are gaining more and more traction online, content marketing strategists, particularly bloggers, may want to rethink their use of logical appeals.
If there’s one thing that the last few years of the 2010s taught us, it’s that motivated reasoning is powerful. According to The Conversation, motivated reasoning “is what social scientists call the process of deciding what evidence to accept based on the conclusion one prefers.”
Your company blog is unlikely to be a source of deep controversy, but the point is that appealing to logic may not be as effective as we once thought.
While facts are still an important component of persuasive writing, it’s time to pay more attention to your audience’s emotions. According to Inc., “it’s pathos, which refers to emotional appeals, that moves listeners.”
In this article, we will cover seven crucial content creation tips for writing persuasive blog articles, social media posts and marketing emails.
The Basics of Persuasive Writing
Before we dive into content creation tips, let’s cover the basics of persuasive writing.
Greek philosopher Aristotle identified three persuasive strategies: logos, pathos and ethos. All three can be used to further arguments and can strengthen content marketing strategies.
According to Purdue University, “Logos or the appeal to reason relies on logic or reason.” An argument using logos may use research, data and statistics to guide the audience to logical conclusions.
Ethos, according to Purdue University, is when “the ethical appeal is based on the character, credibility, or reliability of the writer.” By building credibility, whether by acknowledging the writer’s experience or where their work is published, an audience will find a writer’s argument more persuasive.
Pathos is focused on emotion and, according to Purdue University, “appeals to an audience’s needs, values, and emotional sensibilities.” By evoking certain emotions, such as hope or anger, a writer can better motivate their audience to take a certain action.
Aristotle considered logos to be the superior mode of persuasion. However, he lived in a time without social media and a 24-hour news cycle. While logos is an important component of any persuasive argument, let’s focus on the power of pathos and ethos.
“Aristotle claimed that we are more likely to believe people who we perceive as trustworthy, or those we believe have an appropriate set of moral values,” Inc. explains. “This means if you can successfully convince an audience that you understand their concerns, they’ll be more sympathetic to your views.”
In an era where the truth of a situation is up for debate in the court of public opinion, your content marketing must appeal to your audience’s emotions. By developing a strong emotional appeal, you will also build credibility with your audience. If your brand is perceived as trustworthy, you can grow a loyal, ever-expanding audience.
Seven Persuasive Techniques To Incorporate In Your Content Marketing Strategy
Whether you’re blogging, writing quippy social media or compelling marketing emails, these content creation tips can help you write more persuasive copy.
1. Appeal To Your Audience’s Emotions
How can pathos be used in content marketing? Intuit MintLife recommends “using emotional experiences to relate and convince people.”
If you’re blogging about a social issue or moment in pop culture, take your audience’s side. When writing marketing emails, don’t focus on the product or service you’re selling. Instead, play to your readers’ pain points and explain how your product can improve their lives. Show your audience you understand them and they will be more apt to trust you.
Remember, an emotional appeal will only succeed if you truly know your audience as well as their stance on the issue, event or phenomenon you’re writing about. Before you get started on content creation, Inc. suggests answering the following questions:
Information courtesy of Inc.
Sustainable fashion brand Reformation uses social media to show their young customer base that they sympathize with the climate anxiety Gen Z and Millennials experience. Recently, the brand shared an image of bare feet that read “Shoes suck.” The post, which went on to explain how most shoes contain “a ton of gross stuff,” reflects the anger young people feel about climate change and their frustration with politicians and corporations’ contribution to said concerns.
Reformation uses content marketing to show young people they are on their side, making it easier to win them over.
2. Establish Your Authority
As mentioned above, your audience will likely see you as an authority figure if you can prove you understand them. However, there are other ways to use your content marketing strategy to establish your authority.
For starters, advertise your experience. What have you achieved in your career? According to Mashable, “If you’ve ever published a book or built a successful company, you are considered an authority. Developed an app? You are an expert.”
Think back on career milestones, your education and any certifications you’ve earned. When creating content for social media, highlight these achievements.
Aside from emotional appeals to climate anxiety, Reformation proves they can walk the walk on sustainability. When the company received a Climate Neutral certification, a label “earned by companies that offset and reduce all of their greenhouse gas emissions,” they celebrated on Instagram. Not only do their climate-conscious followers feel understood by the brand, they know Reformation is truly a leader in the space.
Mashable also suggests fostering ties with prominent organizations: “If any of your articles have been published in popular offline or online publications, display that content on your social media accounts.”
When it comes to blogging, consider including an author’s bio at the beginning or end of your article. TNW recommends using this space to elaborate on your experience in the industry, such as “your educational background, any awards that your business has received and other publications that you write for.” Consider these tactics when writing marketing emails, as well.
3. Use Data To Back Up Your Messaging
Your content marketing strategy can’t rely on just facts and logic to persuade your audience. However, using logic alongside pathos and ethos can strengthen your overall argument.
“Logical claims that are supported by data are much more persuasive compared to opinion pieces,” says TNW. “Including solid evidence supporting your claims will help to persuade the reader about the validity of your arguments.”
Reformation’s Instagram bio boasts, “Being naked is the #1 most sustainable option. We’re #2.” Such a bold statement requires some supporting evidence. That’s why they create content that highlights their sustainability measures. For example, a recent Instagram post featured a Reformation dress and the caption “The Immy Dress saves 5,421 gallons of water compared to average dresses.”
Whether you’re blogging, creating social media or writing marketing emails, help the reader draw logical conclusions and provide evidence to bolster your most important or most surprising claims.
4. Build Your Credibility
To improve the credibility of your own brand, reference reputable, outside sources in your content marketing strategy. When writing a blog article, simply cite information from prominent publications, websites or other blogs that furthers your argument. According to TNW, “the content and opinions of those credible websites [will] improve the reliability of your article.”
Using outside sources to build your credibility is especially important when blogging. By adding outbound links to your content, you can also improve your website’s search engine ranking. Check out this blog post for more information on outbound links.
You should also consider leaning on your existing customers to build your credibility. According to Intuit MintLife, “Humans can be easily persuaded by following the actions of others.” Create content that highlights customer ratings, reviews or testimonials. This technique is called “social proof.”
“Social proof is the concept that people will follow the actions of the masses,” SproutSocial explains. “The idea is that since so many other people behave in a certain way, it must be the correct behavior.”
Kayla Itsines, co-founder of the personal workout app Sweat, frequently uses social proof to promote her products on social media. Recently, Itsines shared Instagram photos of a customer before and after she started her workout program. The now-toned customer also submitted a quote gushing about the effectiveness of Itsines’ products, which the influential trainer shared alongside the photo.
Use social proof in your content marketing strategy to build the credibility of your product, service or brand. Prospective customers will take comfort in knowing you earned the approval of other patrons and will be more persuaded to buy.
5. Avoid Using Buzzwords And Jargon
Buzzwords are overused and quickly lose their meaning. Jargon puts you at risk of pushing prospective customers away. Both can cloud your writing and distract from your message and call to action.
Many content marketers rely on buzzwords or jargon to impress their audience, but most times they are a failed attempt to build ethos. So, cut the jargon and get to the point. This will force you to write more original and more meaningful content.
If that sounds complicated, Hootsuite recommends “[writing] to an 8th grader.”
“Do the work. Say something real,” Hootsuite continues. “Practice on your kid, mom, or any outsider to tell your important and useful message.”
This content creation tip may sound lackluster, but trust us, it really works.
Reformation’s home page aims to assert their commitment to sustainability, however they use unclear language like “We’ll be climate positive by 2025” and “Don’t be so neutral.” Their competitor Outdoor Voices, on other hand, clearly states their purpose using claims like “Outdoor Voices is on a mission to get the world moving” and “That’s why we create high quality products for recreation.”
Outdoor Voices’ messaging is easy to understand and feels more transparent than Reformation’s. So, leave the jargon out of your content marketing strategy and aim for transparency. This way, users will be more likely to perceive you as trustworthy.
6. Use Scarcity To Push Users To Act
According to Intuit MintLife, “Scarcity is the idea that limited quantities, expiring time limits, and exclusive offers increase the value of a product.” Scarcity of a product, service or deal creates a sense of urgency to act.
Scarcity can be used in most any content marketing strategy, however, it’s particularly popular on e-commerce sites. Have you ever been browsing an item online and noticed it was marked as “last one left”? Other websites let users know how many other people are viewing a certain item. Tactics like these can lead to quicker conversions.
Scarcity can be applied to many different forms of content marketing, so don’t be afraid to experiment! When blogging, write about upcoming sales and make it clear they are for a limited time only. In social media ads, post about limited-edition products or services. In marketing emails, offer deals to those who sign up for an event or buy a product before a certain time and date.
7. Be Likeable
This content creation tip may seem a little silly, but it’s important to project a warm and friendly persona whether you’re blogging, on social media or sending marketing emails. Intuit MintLife explains, “We’d much rather buy something from a friendly salesperson than a rude one. That’s because likable people are easier to talk to, relate to, and simply more enjoyable.”
So get out there and make some friends! If you’re not sure where to start, Mashable suggests talking “to people how you would interact with them at a cocktail party.” Keep things professional, but don’t be afraid to show off your charismatic side.
It’s also important to be helpful. Mashable states, “Give people things they want – For example, if you know somebody is looking for research studies on mobile app marketing, and you come across some information, share it with that person.”
Reformation also uses their social media to respond to customer service requests. Recently, the brand shared a photo of one of their dresses, to which a customer inquired when they would be restocking the piece in the comments. Reformation promptly replied “We’re working on it, join the waitlist for a restock alert.”
Reformation did more than simply reassure the user the dress would be back soon, they gave them useful information to act on.
Business online video content is a cost-effective marketing tool
The use of business online video content in companies’ sales and marketing mix has slowly increased over the years. It’s now on a rapid pace upward. Businesses have quickly found that having a business video marketing strategy is critical. Integrating a steady stream of business online video content is tough but rewarding. This video advertising, sales and marketing process can build awareness, engage customers, convert leads and drive sales. NOTE: If you don’t yet have a business video marketing strategy, check out “One video is not a business video marketing strategy“
Both B2B and B2C purchasers want information quickly. Business online video content is more valuable to them than websites that are only filled with text.
Why should you invest in online video content for your business? Why get a business video marketing strategy in place today? This video says it all:
Aberdeen released a report titled that showcased companies that have a business video marketing strategy and integrate business online video content into their workflow experience:
- 27% higher click through rate
- 34% higher website conversion rates
- 50% higher revenue growth rates year-over-year
- 63% more company revenue attributed to marketing
- 85% support lead generation
- 123% more likely to adopt a lead
Benefits of Business Online Video Content
Studies show that having a business video marketing strategy, to use video content, has a lot of benefits to your business. Here are some core business objectives that you will realize with a business video marketing strategy:
- Boost brand awareness – with the right content planning and business video marketing strategy, your videos will gain audiences. And online reputation will surely help you turn your leads into high-paying customers. Sounds interesting, right?
- Increase online engagement – people find videos more interesting than lengthy text or captions. Develop concise and captivating video content, and you’ll definitely catch more attention and increase engagements. It can also generate leads, let’s not underestimate the power of social shares.
- Videos can explain more – having a video marketing strategy can help your audiences understand more about your business, may it be a product or services. It can explain enough and deliver a lot of information in a short period of time. Giving your audiences what they need without feeling bored can make a huge impact.
- Cost-effective – investing in high-quality videos can make your business stand out and attract potential customers. Be sure to collaborate with an agency that has vast experience. Because your video content can live a long time, you can also repurpose it for future use and that makes it cost-effective.
Conclusions on Business Online Video Content
Be sure to check out the full report from” to learn how you can achieve higher website conversion rates, higher revenue growth rates year-over-year and more fresh leads by establishing a business video marketing strategy and integrating business online video content into your tactics.
Looking for some guidance to create a business video marketing strategy or maybe you wanted to get started with your business video content? We work with businesses that are just starting out or are eager to add more video content into their sales and marketing communications.
We’ll see you in front of the camera!
The post Business online video content is a cost-effective marketing tool appeared first on MultiVision Digital.
6 Methods to Incorporate Your Email Marketing and Social Media Strategies – Business 2 Community
Here’s the truth…
Two of the frequently used and merged branches of marketing in the digital space are email marketing and social media promotions.
In this guide, we’ll learn six ways to integrate the two strategies for a more holistic marketing campaign for your business.
6 methods to incorporate your email marketing and social media strategies:
1. Advance social media pages on your email newsletters
Run an email marketing and social media strategies campaign designed specifically to turn more of your subscribers into your social followers.
When creating your newsletter, apply stunning designs and highlight the perks of following your social media account.
To see if you sent an interactive email with this integrated social media tactic, check your email reporting results. See which metrics, such as click-through rates, new subscribers, etc., increased and decreased, and work on refining your promotional messages.
2. Include social buttons that are applicable on your emails
This practice is among the most common ways of weaving your email marketing and social media strategies.
Doing these lets your subscribers know that you’re on the social platforms they’re also in. It even entices them to follow you there for more exciting content and offers and engage your other followers.
Display your social buttons (or logos) prominently and appropriately on your email newsletters in the same way Jimmy Choo did:
Display social buttons in your emails to invite your mailing list to follow you on social media. Source: Jimmy Choo.
Jimmy Choo placed these clickable logos at the bottom of its marketing email but surrounded them with white space to make them more noticeable.
Armani shows us another perfect example:
Prominently showcase your social buttons to direct subscribers to follow you there.
Armani wrote a call-to-action (CTA) at the bottom of its promotional email, telling subscribers to follow their social account, “Giorgio Armani.”
Like Jimmy Choo, Armani also displayed clickable logos of its brand pages on Facebook, Twitter, and Instagram and put plenty of negative space around each of them.
Follow those same tactics to ensure your readers quickly spot your social buttons.
3. Ask your social media followers to sign up for your emails
Grow your email list by inviting your followers to subscribe to your promotional emails.
To do that on Facebook, visit your page and hit “Create Call-to-Action.” From the dropdown menu, choose “Sign up” and add your website’s URL.
Goldieblox did exactly that on its Facebook page:
Invite followers to join your mailing list through “Sign up” CTA buttons on your Facebook page.
With a single click of these social CTA buttons, you can extensively grow your mailing list and email engagement, and customers can painlessly subscribe to your emails.
4. Add your mailing list to your social networking platforms
This method allows you to target your subscribers with more promotional messages on a different platform, increasing your sales and conversion opportunities.
Through uploaded mailing lists, you can follow your subscribers, understand and interact with them better, run targeted, personalized advertising campaigns on social media, and more.
For instance, Facebook’s Custom Audience feature lets you define your target audience from your uploaded email list:
Upload your email list on Facebook Audiences to target your subscribers on the social site.
On Twitter, you can also create tailored audiences through the platform’s Audience Manager. Click “Create New Audience” and select the option for uploading your mailing list from your email marketing software:
Upload your email list on Twitter to target your subscribers on the platform.
Something to note: these platforms require you to create business or ads manager accounts before proceeding with setting up your social customer list.
Sign up for one as prompted when you’re on their Audience Manager sections, or voluntarily prior to visiting those pages.
You should also have your email list ready for uploading to smoothen the custom audience creation process. So, if you’re considering updating your mailing list for social media, do it first.
Now that your email list is incorporated into your social media, you can efficiently monitor both marketing campaigns and harmonize, share, and dive deeper into your followers’ and subscribers’ data.
If you’re using social media management tools or customer relationships management (CRM) software with email integration features, you can accomplish this task more smoothly.
With your subscribers targeted on your social campaigns, you can amplify your customer engagement and marketing performance on email and social media platforms.
5. Make use of “share-with-your-network” links
Insert share-with-your-network (SWYN) links into your promotional emails. This tactic lets your email subscribers share your messages with their social networks without leaving their inbox.
Specify which parts or how much of your emails are incorporated in your subscribers’ shared posts. These can be your sale announcements, voucher offers, product videos, and other content pieces.
Here’s an example by LastObject:
Encourage subscribers to share your email content using SWYN links.
LastObject shared a quote by Emma Watson and encouraged its subscribers to share it on Facebook, Twitter, and Instagram by clicking on the SWYN links.
Clicking the Instagram button, for instance, led to this page, where subscribers can like, comment, repost, share as a story, send to a friend, and more.
SWYN links make it easier for your subscribers to share your email content on social platforms.
Make your SWYN links profitable by offering at least two network sharing selections. Also, position your buttons in highly visible areas of your email, so your readers don’t miss them.
6. Create a Facebook group exclusive for your mailing list
Everybody wants to belong to a restricted community, especially when it has low entry barriers. This makes private Facebook groups ideal when merging your email marketing and social media strategies.
Give your email subscribers special access to your brand’s members-only Facebook group. This evokes a sense of exclusivity and comradeship, motivating them to connect seamlessly with like-minded followers.
You can embed your Facebook group link in your promotional emails, so when your subscribers click it, they’re immediately directed to request access or accept your invitation to join.
Additionally, to make your Facebook group thrive, regularly publish meaningful content and spur interaction with and among your members.
Encourage them to share how they used your products, how your brand made a positive impact in their lives, and so on. You can even post announcements of an upcoming sale or giveaway and post live videos.
Adorn Cosmetics presents a stellar example:
Insert exclusive Facebook group invitations into your emails to grow your social following. Source: Adorn Cosmetics.
Adorn Cosmetics placed a one-sentence invitation for their subscribers to join their exclusive VIP Adorner community on Facebook.
Clicking “here” then leads their readers straight to this private Facebook group page, where they can hit the “Join Group” button to enter:
Creating an exclusive Facebook group for your brand entices your email subscribers to join. Source: Facebook.
What’s great about this strategy is you can wield another social-and-email integration tactic from it. You can grab pieces of user-generated content (UGC) from your Facebook group and showcase it as social proof.
Infuse UGC into your email marketing content or other social media blasts on your page. This boosts your credibility and captures more customers.
Integrate your email marketing and social media campaigns now
Email and social media can initially appear like opposing forces, but when you harness them both, they can band together to supercharge your customer reach and relationships at every point in your funnel.
Experiment with your implementation of these methods and continually monitor and adjust them as needed to get the maximum performance results for your business.
Creative Ways to Use Direct Mail Marketing For Your Business
Direct mail marketing may be a thing of the past but it is a great option if you want to increase your market reach without taking too much out of your budget. If you can do it correctly, you can get a high response rate from your potential customers. Making it work all comes down to creativity and innovation. Now, if you are having a hard time coming with unique ways to use direct mails to promote your business, then here are some ideas to get you started:
You can use snail mails to send information on the latest discounts offered by your company. In most cases, your potential clients would be grateful for it. While you’re at it, consider including coupons that are exclusive to recipients of your direct mail campaigns.
To entice people into buying your products, you can send them samples through your direct mail campaigns. Even though this is an expensive way to get your products out there, the number of sales that you can generate from it will outweigh the cost when done properly.
Physical mail campaigns can be used to send announcements to both potential and existing customers. This not only lets them know that you care for them but also keeps them up-to-date with the latest products, and services that you are offering as well as the latest developments in your company.
Brand and Image Reinforcement
Since this medium gives you the opportunity to convey certain types of images through the use of visual presentation, reinforcing your brand and market position would be easier. Now, this may require you to invest in your mail designs but the results would benefit you in the long run.
Quick Response Codes
If you want to increase the response rate of your campaigns, then you should consider including QR (quick response) codes in your letters. They can be scanned using smartphones, which makes them easily readable. Through these codes, you can take your customers to your website, your product pages, and even have them download an app your company just made. The possibilities are endless.
Unique Designs and Texture
One of the common disadvantages of using snail mail for business promotions is that it can be perceived as junk mail by clients. You can get around this by adding unique designs and texture to your letters. This will make them stand out and help attract the attention of your leads and customers. However, this might require you to spend more time and even money on design creation.
If you want to persuade people into buying your product, you have to gain their trust by building credibility. Physical mail campaigns can help you out with this. Through your campaigns, you can send articles you wrote and demonstrate your expertise in the industry that your company is in.
While using direct mail would make most startups cringe, its effectiveness has been proven through the years. It can help catch the attention of your market and gain trust along the way. With a bit of creativity, this approach to business marketing will serve you well in the long run.
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