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.
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.”
Consider This:
HEAR THIS:
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.
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.
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.
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.
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.
Brand
Archetypes
You can’t tell a story if you don’t first understand your role in the narrative. This immersive workshop identifies an archetypal persona for your brand that informs creative choices, from voice and tone to look and feel.
Manifesto
Consistency in branding is often as simple as getting everyone on the same page. This aspirational messaging serves as both a rallying cry and a touch point for the heart of your brand story.
Pillars
If a brand story is a house, pillars are the weight-bearing beams. Whatever the medium or ask, these topics demonstrate value and differentiators that matter to your key audiences. CSG develops thematic manifestos and exemplar messaging to establish the pillars for all future print and digital content marketing efforts.
Messaging
Matrices
Certain messages will need to be delivered time and time again to provide prospects the information they need to keep moving down the funnel. Messaging matrices streamline that process. Everything from pain point and solution messaging to employee value propositions can be distilled into clear, concise building blocks to be used to quickly create a variety of content.
Style Guide
After completing all foundational content work, CSG packages that information up into a single, easy-to-use reference document to quickly bring writers and designers up-to-speed.
Content Calendar
And Journey-Based
Editorial Planning
To ensure every piece of content supports the overall content strategy, CSG develops content calendars that capture editorial initiatives, SEO priorities and customer journey-informed needs — all in support of key business objectives.
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.
With foundational content in place, content marketing strategy and execution take on a rapid cadence that allows for a balance of proactive and reactionary content. Given the structure and guidance of the foundational content work, CSG can develop a content strategy to support any business initiative or medium.
We believe in a holistic approach that pairs long-term initiatives with near-term goals to ensure the content you create works for you on multiple fronts and supports the bottom line.
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