How to apply this one psychology trigger to 10x your content marketing results

In this episode, I’ll show you how to get more massive results in content marketing by applying this psychological factor. 

Stay tuned, because, in the end, you get to apply psychology in different ways, whether you’re creating content, or promoting it to publishers. 


In social psychology, reciprocity is a social norm of responding to a positive action with another positive action, rewarding kind actions. 

Because you give value, you can get value in return. Though not necessarily you have to expect this to happen all the time, it’s human nature to return the favor. 

Reciprocity is commonly used in marketing and has its term as co-marketing, which is basically using techniques in which two brands or businesses promote each other’s products or content, gaining a mutual benefit. 

How to Apply Reciprocity to 10x Your Content Marketing Results

So how can this be applied to your existing content marketing efforts? Let me give you some actionable tips in this episode.

Reference other people’s content you want to associate your brand with

The key to getting more natural backlinks to your website is not tied straight to the actual promotion of your content, but rather on the back end when you’re still planning to write the content. 

As you plan and research for content ideas, you’ll come across publications and blogs you can source out content for references. This is when you should be planning out how to incorporate these references to your content, in such a way that you leverage reciprocating linking to them, with future hopes to connect to them and later on, land some backlinking opportunities. 

You ask yourself and your team this question, what brands I am trying to associate myself with or my organization I’m working with?

It could be “brands”, it could be thought leaders in your space, it could be publishers and technical experts.

The thing is, when you identify them, it’s easy for you to create content naturally referencing these people and entities. 

After publishing content, it is best to tell them that you mentioned them in your posts. 

And by referencing other entities or publishers, there are three options you can do:

Reference it on your own works – on your blog.

Or cite their content on your external content – like your regular contribution to industry publications. 

Or do both of these two. 

What you’re trying to do here is you’re giving more value to them, essentially if they’re really giving value to your readers, as they have in-depth information on their content assets.

A quick way to tell them you mentioned them is simply just tagged them on your social media posts once you promote your content. It is an easy notification. 

Another way to reciprocate other people and increase your content marketing results is to:

Include quotes from micro-influencers in your content

Micro-influencers don’t have much following compared to established authors and personalities in your space, but if you’re working with a lot of them, there are a lot more reach and visibility you can gain in terms of content promotion. 

These micro-influencers are easy to work with – more receptive than high-authority publishers, so you can expect quick responses from them.

And if you’re already an established brand, an enterprise let’s say, you’ll have an advantage over them, and can offer a lot more buy-in from a branding perspective, who doesn’t want to be featured in an enterprise blog? 

One note to make here is to consider the relevance of the niche of these micro-influencers before pitching emails to them, as you don’t want to go too broad or too thin with your relevance targeting. 

And one of the important pieces of applying this reciprocity trigger to your content marketing campaign. 

Collaborate with non-competing similar-sized brands for big content assets

The way to increase the effectiveness of your content marketing campaigns is to ensure you sustain credibility by offering up-to-date relevant information to your readers. 

The way to do that is to get insights from other brands on topics you can collaborate with.

Of course, it’s understandable that you won’t go reaching out to competing brands, but rather with non-competing brands of similar sizes as yours.

It’s a win-win situation. You get potential customers from their end – their established following. They also get yours. 

One technique I’ve recently seen is how Ahrefs create their big assets. Tim Soulo of Ahrefs, from last month, scheduled a call to discuss some updates in link building. The organization he is working for, Ahrefs is a SaAs marketing tool, I own an agency – in other words, we’re not direct competitors. But we do have tangent customers. 

He recently updated their big content asset, “Beginners Guide to Link Building’, with some latest insights from practitioners in the SEO industry, including me, Alex Tachalova of Digital Olympus, James Norquay of Prosperity Media, and other prominent marketers. 

It’s a reciprocity principle applied. Given I’m included in the big content asset, I’ll heavily promote it on my social profiles, plus share it to my networks whenever they need references on link building. 

ahrefs link building guide

ahrefs link building guide mention

So there you go, you discovered 3 ways to apply reciprocity to 10x your content marketing results. 

Before you go, I have a special gift for you.  if you’re looking for ways to build backlinks to your online store or you’re stuck as to what link building strategy to use for your website, simply go to the description of this podcast episode. 

Go to either of the two resources I shared there. One resource is a blueprint that I and my team have used to scale ink building for clients and another resource for link building opportunities in the eCommerce space.  Go and grab those resources so that you won’t have to worry about how to do link building for your website. 

For more link building and content marketing tips, be sure to subscribe to this podcast to get notified of the latest episodes. Just click the “Follow” button. See you in our next episode.