Powerful and effective marketing communications is based on a "content value exchange” whereby organizations engage prospects, customers and influencers through relevant and purposeful content in exchange for their attention, engagement and patronage. At Communications Strategy Group (CSG®), we leverage our deep understanding and network of influencers in the industries we serve to create, package, distribute and promote compelling and impactful content to and through influencers on behalf of our clients.
Learn more about how CSG's passion, award-winning track record and real-world experience can create targeted measurable content-based influencer relations campaigns, including PR, online PR, and social media, that tie directly to the overall marketing and strategic objectives of your organization.learn more learn more
In order to engage influencers and customers, intimate knowledge of your industry landscape is imperative. Communications Strategy Group's practice areas are composed of dedicated teams of people who are deeply knowledgeable and passionate about the industries they serve.
Intel & Insights
What is Content Value Exchange and 7 Reasons Why Your Audience Cares
Want an engaged and loyal audience? You need to give before you get.
That’s the premise of the Content Value Exchange: If you deliver content that serves your audience by educating, entertaining or otherwise providing value, they’ll give you something in return, like their attention, advocacy, contact information or, ideally, their business.
One of the earliest examples of an effective content value exchange is the Michelin Guide, first published in 1900. Designed as a handbook with useful suggestions about where to stop for gas, lodging and food—more travel sells more Michelin tires, after all—the guide took on a life of its own and is now the most prestigious restaurant rating system in the world.
You don’t have to create the next Michelin Guide, but before your organization develops a content piece, it’s important to make sure that it will provide something of value to its intended audience. CSG has developed the 7-point guide below to help you determine whether a content piece is adding value.
7-Point Guide for Creating a Content Value Exchange
If, while walking through the questions above, you have trouble identifying the value you’re providing to your audience or find that your messaging is too sales-centric, you likely need to rethink your content piece or conduct further research to better understand your audience.
The content value exchange is meant to nurture long-term relationships, not short-term success. In order to execute an effective content marketing strategy, organizations must understand their customers’ needs and interests as well as the values they share with their target audience. Then, they must use that knowledge to produce consistently useful content pieces over time. This approach demonstrates to prospects and customers that you’re a trustworthy, knowledgeable partner who aims to help—not just sell.
Marketing and communications professionals should continually evaluate the results of their content efforts. How is the content being used? Is it being shared? Strategies should be readjusted if the content isn’t connecting with the right audience or evoking the intended response.
Identifying themes or topics that will present the greatest value to your prospects can be challenging. Conducting keyword research will provide a deeper understanding of search trends and help identify content ideas while guiding keyword optimization. Persona research can also help illustrate who your customers are and the interests and values they hold. While personas are certainly helpful, it’s important not to make assumptions or overgeneralize your target audience.
Finding the right content mix can take time, and it varies from organization to organization. Depending on your brand, your target audiences, and your business goals, you might create the most value with blog posts; other companies might better connect via e-books, videos or case studies.
The customer lifecycle or conversion journey should also play a role. Certain content formats are more appropriate for building awareness while others are more effective for fostering engagement or generating leads and conversions. Your content strategy should address all stages of each persona’s journey, guiding the consumer to the next relevant step.
The content value exchange can play an integral role in establishing and strengthening relationships between an organization and its stakeholders, using thoughtful, high-value content development and distribution to connect all parties around a set of shared values.Learn More »
CSG Purchases Van for Local Nonprofit
Since day one, Communications Strategy Group (CSG®) has had an emphasis on giving back. As our team continues to grow, we now have even more opportunities to support causes within our community. To address these opportunities, CSG just launched a philanthropy committee comprised of members from each practice. The committee meets once a week to discuss potential donations and volunteer opportunities for our team.
The committee particularly looks into supporting causes our employees are passionate about. CSG recently purchased a van for Foraged Feast, a local nonprofit that Education Practice team member Dany Rossman is involved in leading. The organization works with public spaces, private homes and local farms to collect food for shelters and other nonprofits that support the underserved.
When CSG learned Foraged Feast needed additional help transporting produce to those in need, we found a van to help the organization carry larger quantities of food across town. “Adding another vehicle increased our impact exponentially—it gives us the ability to collect an additional 40,000 extra pounds of produce a season,” Dany told CSG. “The extra market collection now puts food into the hands of an additional 266 people every day.”
Later this month, members of the CSG team will join Dany and Foraged Feast to harvest apples and pears in a nearby orchard and deliver them to the less fortunate.Read More »