What do you do when someone scratches your back?

You scratch theirs in return. (Unless, of course, you’re a psychopath.)

That’s how humans work. When someone does something nice for us, we feel a strong urge to reciprocate by doing something nice for them. 

This is known as the ‘law of reciprocity’ – and it partly explains why content marketing can be so effective.

If your small business keeps giving value to people in the form of helpful, relevant, interesting content, those people will feel the urge to reciprocate.

How? By buying from you and giving you referrals.