Author: Heidi Cohen

Heidi Cohen is an actionable marketing expert. As president of Riverside Marketing Strategies, Heidi works with online media companies and e-tailers to increase profitability with innovative marketing programs based on solid analytics. During the course of 20 years, Heidi has obtained deep experience in direct and digital marketing across a broad array of products including soft goods, financial services, entertainment, media entities and crafts-oriented goods. Heidi shares her actionable marketing insights on her blog. Find Heidi Cohen online at Twitter @heidicohen, LinkedIn and Facebook.

By heidi-cohen published August 3, 2011

7 Tips for Diving into Content Marketing

Small and medium-sized businesses tend to be challenged when it comes to content marketing. They often have a more limited headcount and fewer resources available to augment marketing that’s not directly linked to sales and promotions. While practical, this can be shortsighted because it overlooks how content can support the purchase process.

To help your firm jump into content marketing in a way that fits your business and available budget, here are seven tips other businesses have used to effectively add content to a marketing plan.

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By heidi-cohen published June 29, 2011

Who Will Create Your Content? 10 Essential Content Creation Skills

With the expanded use of content marketing, the big question for most companies is “Who will create the content?” Like any other business initiative, a good starting point is to look at your goals and related strategies in developing a well-crafted editorial plan for content creation.

To produce the necessary content, it’s useful to assess the complete set of skills needed for robust content creation. You may well find that you need new employees, consultants, freelancers, agencies, or a combination of these options to meet your content creation and marketing strategy goals.Continue Reading

By heidi-cohen published May 25, 2011

Make Your Content Mobile-Friendly

Is your content marketing mobile-friendly? Before you answer, look at these five salient mobile marketing drivers.


Smartphone ownership rises
U.S. Smartphone ownership is expected to reach a tipping point in the U.S., according to Nielsen.Continue Reading

By heidi-cohen published April 27, 2011

7 Ways Content Marketing Can Reduce Costs

Before jumping onto the bandwagon that content marketing is just another cost, understand that Americans spend over 10 hours a day consuming content across media platforms. To reach your target audience, it’s critical to be where they are. Creating content across a variety of media formats that are integrated into an overall marketing plan can efficiently meet a range of prospect and customer needs while eliminating duplicate efforts and reducing costs.Continue Reading

By heidi-cohen published March 30, 2011

7 Reasons to Add QR Codes to Content Marketing

QR codes
(or Quick Response codes) condense information into two dimensional op-art squares that connect offline media to online content via a smartphone. Also known as mobile tagging, QR codes act like URL references on offline media and other flat surfaces.Continue Reading

By heidi-cohen published February 28, 2011

12 Reasons to Put Blogs at the Center of Your Content Marketing

Blogs are the optimal choice for your content marketing hub because they’re content chameleons combining the strength of social media with old-fashioned print-publishing functionality. The reality is that in today’s content-driven world, while you may view yourself as a marketer, you’re really a publisher.  You must provide relevant content for your prospects, customers and the public who – according to Ipsos’ research – spend over 10 hours a day consuming media.Continue Reading

By heidi-cohen published February 2, 2011

21 Real Blog Metrics Your Company Needs to Track

Blogs no longer get the same buzz as their newer social media cousins, Facebook and Twitter. That said, blogs are at the heart of social media, especially if you’re involved in content marketing. Chris Brogan refers to blogs as your social media outpost because blogs supply the content that drives social media conversations. In 2011, eMarketer projects that roughly two out of five companies will create a public-facing blog.Continue Reading

By heidi-cohen published December 15, 2010

How to Keep Bloggers Engaged

One of the biggest challenges for any blog, whether it’s corporate, group or personal, is to keep the momentum going. Let’s face it: writing, which is at the heart of blogging, is hard work and it takes motivation to continually produce new content. If bloggers don’t have an internal motivation propelling them forward to compose content, the blog tends to be challenged.

To keep your blogging team on track and producing high-quality content here are three tactics to adapt to your company’s specific needs. (For help on your corporate blog here are nine tips on getting started and here are some insights on how to organize your blog team.)Continue Reading

By heidi-cohen published December 6, 2010

How to Organize Your Blog Team [Hint: It’s NOT Just Marketing!]

A lot of content marketers have started or are thinking about starting a blog. Why?

One in three US companies use blogs for marketing purposes. This helps these firms reach the roughly 50% of Internet users who regularly read blogs according to eMarketer’s research.

A corporate blog can support the sales process and help your search optimization efforts. Therefore it’s useful to integrate a blog into your website and your content marketing strategy.Continue Reading

By heidi-cohen published November 24, 2010

9 Must-Have Elements for Company Blogs

Congratulations, your company has decided to start a blog and you’ve been appointed to guide it. What do you do?

Before you jump in and get someone in your web department to develop the site, take some time to think through the major strategic elements. This is a critical step to ensure your blog is in line with your brand and/or company.  Here are nine planning steps to help you develop a blog that will meet your firm’s objectives.Continue Reading