7 Make Your Content Influential

Is your content compelling for your customers?

INFLUENCE IS THE NEW POWER—IF YOU HAVE INFLUENCE, YOU CAN CREATE A BRAND.

—Michelle Phan, YouTube personality

THE FORCE WILL BE WITH YOU. ALWAYS.

—Obi-Wan Kenobi

When you make your content effective, you earn the opportunity to influence your customers. Your content becomes like the Force in Star Wars. If you master it wisely, you can have a powerful positive impact. How can you make the most of that opportunity? Principles from rhetoric and psychology can help. Let’s walk through these principles and techniques to apply them to your content.

Rhetoric: The Study of Influence

Despite its practical value, rhetoric is a lost art. We don’t learn it in school, especially ...

Get The Content Advantage (Clout 2.0): The Science of Succeeding at Digital Business through Effective Content, Second Edition now with O’Reilly online learning.

O’Reilly members experience live online training, plus books, videos, and digital content from 200+ publishers.