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When we talk about WIIFM, we’re referring to the acronym “What’s In It For Me?”, which roughly translates to “What benefits will I get out of this?” or “What motivates me to engage?”. This is the mindset we expect from the target audience when they’re presented with content such as a white paper, a webinar, etc. This concept highlights the importance of meeting individuals’ expectations in content marketing by using effective copywriting and relevant calls to action. For example, the title “5 Tips to Quickly Improve Your Conversion Rates” takes the WIIFM principle into account.

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