The quote above comes from an article on his website titled Increase the Persuasive Momentum of Your Conversion Funnels. Persuasive momentum refers to the progressive decision-making process that aligns your customers’ goals with your business goals. That there are three elements to persuasive momentum; relevancy, value and a call to action. In order to increase conversion, Eisenberg says you must address needs at every step in the buyer journey.
Online platforms give digital marketers the unique opportunity to create and deliver this kind of content to their audience on a regular basis (and with relatively low production costs). Instead of paying a premium for traditional airtime and advertising, an SEO optimized blog article or product page can be posted on a company website and attract relevant users via a Google search. Further, a content marketing strategy goes beyond conventional advertisements in the sense that—in line with the definition above—it provides active value to its audience (versus the limited value of an advertisement in itself).