We’ve all heard that diamonds are forever and that the little sparklers are a girl's best friend, but did you know that diamonds are worth only a fraction of what consumers are asked to pay for them?

How is it that one company manages to keep convincing us that diamonds are so valuable? The world's diamond trade is essentially dominated by one formidable power – De Beers – which controls the lion's share of worldwide diamond trade.

The notion that diamonds are extremely rare and valuable is based on decades of marketing. But why would a company pay people not to sell their product?

De Beers, of course, wants to perpetuate the notion that diamonds are rare and therefore expensive. And it seems to be working – diamonds are still regarded as being a great investment that keeps its value “forever.”

So just what can bloggers learn from the diamond empire?

• Perception is everything: Diamonds are coveted because their marketing has branded them so.

If you want to increase the perceived value of your blog, try working towards increasing the number of comments your postings get – comments and feed subscriptions are the only barometer you have for your blog's success.

• Know your market: Don't spread yourself thin by wasting time, energy and money on advertising and social activity. Focus on your desired readership.

• Be there or be square: brand your blog as the "It" thing to read. Here too, the more subscribers you get through social media, the better. Make sure to make your readers feel engaged.

• Maintain professional ethics: Don't market something you don't believe in. People will realize that you're dishonest and then your reputation will be ruined. 

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