Awareness. Conversion. Conversation.
Why Does Content Marketing Matter?
Content marketing is a chance to meet consumers where they are and stay top of mind even when you can’t be face to face. Consider this: 82 percent of consumers have made a purchase as a result of content marketing. And if that wasn’t enough reason to put an end to the theory that content marketing strategy is a “nice to have” and not a “must have,” hear this: 70 percent of B2B buyers fully define their needs before engaging with sales, and nearly half of those buyers identify a specific product or service before ever reaching out.
As traditional sales and marketing techniques become less effective, there’s an opportunity for brands to provide relevant and useful content that educates, solves problems and clarifies next steps for prospects and customers alike.
When executed correctly, a robust content marketing strategy will not only help move prospects through the sales funnel, but also drive organic traffic, build brand awareness and eventually, cultivate brand champions.
It’s been said that stories are the human medium — they’re how we communicate meaning, convey importance and share emotion. If building a successful brand is all about connection, the content you create is how you spark that kinship. Communications Strategy Group (CSG®) approaches B2C and B2B content marketing from a holistic perspective that marries foundational sources of truth with replicable content creation systems to ensure what we call a Return on Content.
We believe that delivering Return on Content requires a combination of guiding principles to promote efficiency, relevancy and engagement.
☑ Content with intent
Modern content strategy demands more than content for the sake of content. CSG’s content strategists develop measured and sophisticated inbound marketing and content marketing programs informed by customer journey analysis and behavior design to ensure that every piece of content has a purpose and supports movement down the sales funnel.
☑ Write once, use many times
Sometimes more is more. We’re not enemies of brevity, but we’d rather deliver a whitepaper, a blog, emails, digital ads and social posts than a whitepaper without supporting materials. We plan content that translates across mediums to ensure we maximize every topic and effort in service of your business goals.
☑ Right message, right audience, right time
The best written piece of content in the world won’t count for a thing if the right people don’t see it. At CSG, we don’t write anything without first considering our audience. Our editorial calendars are customer journey-inspired and our CTAs are hyper-focused on the action we need customers to take next.
☑ Customer lifecycle meets content lifecycle
You wouldn’t propose on a first date and we won’t go for the hard sell in the discover phase of a customer’s lifecycle. We develop content to meet customers where they are and solve the problem of the moment. Need to educate your target audience? There’s an infographic for that. Need to grow your audience? Social content can win you new eyes. Need to get a warm lead to finally reach out to sales? Email nurture is on your side.
Get in touch to learn more about our content marketing services.
SEO analysis and content optimization
CSG develops content aligned with SEO best practices and recommendations to ensure targeted keywords are prioritized to promote search engine discoverability.
Foundational content, like the company story it captures, lives and breathes and can be refined and expanded over time, but the initial effort streamlines all content marketing strategy and planning and ensures the process and results are replicable.
There’s a time and a place for any piece of content. CSG taps into a deep understanding of the customer journey from both a tactical and emotional perspective to plan and develop content that meets needs, provides value and, ultimately, supports movement down the funnel.
Content Marketing and Public Relations Inspire Mothers to Seek College Degrees
Address their biggest internal barriers to pursuing higher education — time, money, and confidence — and illuminate a path to achievement.
Using Content Marketing to Inspire Behavior Change that Saves Lives
Meet consumers at key points in their daily lives with authentic, relatable content that speaks to their most closely-held values.
Branded Content Studio Generates Engagement at Leading Financial Services Conference
Creative content powers a range of strategic outcomes from increased corporate exposure and credibility to enhanced business development prospects.
Do you have an agency that gives you a great idea or new perspective every call or meeting? We do — and it’s CSG. With a deep bench of big thinkers that scaffold a strong communications plan effortlessly, they mix traditional approaches with cutting-edge strategies and techniques that take your plan to the next level. Communications framework development and content marketing has been a powerful differentiator.Brenda Andolina Director of Global PR, Fisher-Price and Thomas & Friends
The CSG financial services team has a deep understanding of the financial planner community and professional. They’ve been a fantastic partner in helping us rethink our business model and content strategies.Ron Zwerin CMO of Financial Planning Association
We knew we were hiring a top PR firm, but CSG offers so much more. It is the McKinsey of communications firms. Their team helped us define and achieve our most audacious and important goals. Hiring CSG was one of the wisest business decisions I've ever made.Chad Troutwine CEO, Veritas Prep
Insights. Influencers. Intellect.
Customer Journey: A Content Marketer’s Most Crucial Ingredient
At its core, content marketing is all about two things: connection and conversation.
Five Questions with: Robert Rose
Robert Rose, author and founder of The Content Advisory gave us his thoughts on the state of content marketing today.
Behavior Design Dispatch: Motivation + Ability = Better Lead Nurture
At its core, lead nurture is about one goal: Getting people to take action.