Content Marketing: Riding the Wave

7 Ways To Build Sales Momentum

riding the wave Summer is peak season for riding the waves. While surfers consider riding the wave an integral part of their sport, the term also means to take advantage of an opportunity.

Content marketing continues to attract attention and budget because it’s trustworthy and authentic. This is the wave marketers must ride now to build their audience and generate sales.  

To ride the content marketing wave, here are seven steps you need to follow.

  1. Provide value in a fragmented sea of content. Understand that as media options expand, customers will seek useful information from a limited number of trusted sources based on their interests. Further, target audiences have been conditioned to filter out advertising and corporate speak. Therefore it’s critical to provide useful information without extraneous fluff.
  2. Answer every customer question. While Marcus Sheridan of The Sales Lion and Jay Baer of Convince and Convert have been preaching this approach for a while, it’s hard to believe that every marketer doesn’t use it. It’s easy-to-implement, supports search optimization and drives sales. Provide in-depth information by gathering every question that your sales and customer service department tell you about. Be specific in your response. While you may loose some prospects, it will ensure that you qualify and shorten your sales cycle for others.
  3. Offer real time relevant content. Don’t just follow the crowd. Your target audience doesn’t care about another me-too piece of content or product. Change from promoting product to providing solutions to real-time problems. Examine every step of your product use. A mobile device within arm’s reach means your prospect or customer needs answers to the problems he or she has now and you can offer the information 24/7. Therefore, give them information now to start selling them on your brand when they are ready to buy.
  4. Take a page from Steve Jobs and think different. Realize that prospects gather product information before you know that they’re in purchase mode (aka the zero moment of truth). Therefore make your product a star, even if you sell a boring product! Sexy information is in the eyes of the beholder. Get photographers and customers to help you to strut your content’s stuff. Think of GE’s Instagram, Target’s Tumblr and IBM’s Pinterest offerings.
  5. Speak human. Your content needs to be able to reach out and pull your audience in. It needs a personality. This has to incorporate the various elements of your brand so that it contributes to building your name at the same time. Your content must be recognizable based on it’s presentation and attributes.
  6. Be findable across platforms and devices. This means that a website by itself is no longer sufficient. Mobile devices are quickly overtaking computers and PCs so that your content must be readable across devices. Think responsive design so that your information renders correctly. Also, don’t overlook the fact that consumers spend one fifth of their time on social media so that you need to be present there, especially if a connection puts out a product request on social media for a last minute recommendation. If you’re not there, you may be left out of the consideration set.
  7. Give prospects a choice of formats. Not only do you need to think beyond text, but also you must think beyond just having a mobile website. You need to provide information in a range of easy-to-consume formats including video, photographs and presentations. Additionally, you must give mobile owners a choice of mobile web, mobile apps and mobile search.

As you ride the content marketing wave, you need to ensure that your target audience can find and consume your content easily. But it’s also critical to keep an eye out for sharks in terms of competitors and customers on social media and other platforms who may want to detract from your content.

What else would you add to this content marketing list and why?

Happy Marketing,
Heidi Cohen

PS- This column is dedicated to my California nephews who are avid surfers.

Heidi CohenHeidi Cohen is the President of Riverside Marketing Strategies. You can find Heidi on , Facebook and .

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Free Webcast!

Return on Authenticity:
Making Effective Storytelling and Content Performance Align

Return on Authenticity: Making Effective Storytelling and Content Performance AlignJoin the discussion on Wednesday, October 29, 2014 at 10:00 AM PT/ 1:00 PM ET with Nancy Slavin, SVP of Marketing, Macy's Merchandising Group, and Dan Kimball, CMO, Thismoment.

According to research by Nielsen, 70 percent of global consumers trust online consumer reviews and rate reviews as the second most trusted form of advertising. And according to BazaarVoice, when it comes to trust, marketers may as well eliminate their own brand websites as a fountain of customer trust as only 16 percent of US consumers said they trust the content on a brand's website compared to the 51 percent who trust content generated by other users.

Today's digital currency is arguably authenticity, and what attracts customers - especially the digitally dependent, savvy millennial - is not just content. It is the delivery of authentic, unvarnished content from their peers.

Join the CMO Council on Wednesday, October 29, at 10am PST/ 1pm EST for a one-hour webcast that will invite industry experts in content marketing and user-generated content who are effectively leveraging authentic storytelling as part of their content marketing strategies. We will also feature an interactive Q&A session at the conclusion of the speaker presentations.

Register for this Free Webcast today!



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  • Pramod Choudhari

    You cleared some of my doubts through this post ..One serious doubt that i had is whether you should reply to all the customer’s queries or not and i got an answer through your point These are .Excellent suggestions for any content marketer .to use and follow .


    • heidicohen

      Pramod – Understand that if you don’t answer customers’ questions, they’ll probably not purchase from you. Happy marketing, Heidi Cohen

  • Ann Smarty

    Great tips. Very practical tips, like answering questions. Now, do you have a solution to create longer days?

    • heidicohen

      Ann–As a marketer, the easiest way to build your business is to go step by step and help your prospects. As for getting longer days, I can’t do that but recommend better processes and planning as well as time off. Happy marketing, Heidi Cohen