Communications Strategy Group's (CSG®) Professional Services Practice provides strategic public relations advice and tactical execution for its clients, leveraging its unique combination of industry expertise, carefully calibrated content marketing and influencer relationships to achieve its clients’ business objectives.
The CSG professional services team is composed of the industry’s brightest communications professionals who are well versed in the challenges, opportunities, themes and trends within each segment of the professional services industry with a core focus on legal, accounting, architecture, engineering and construction. The team is adept at:
- Securing media coverage in industry trade publications and national business media outlets, such as the Wall Street Journal.
- Creating and placing compelling, targeted content for audiences ranging from attorneys to consumers to HR professionals and the business c-suite.
- Increasing visibility through strategic business development, thought leadership and content marketing strategy and execution, including e-newsletters, blogs, awards, white papers, expert profiles, proposals, speaking opportunities and more.
- Leveraging social media channels, such as LinkedIn, to improve sales and foster engagement with current clients and prospective clients. We’re at the forefront of digital public relations, employing native advertising and sponsored content opportunities.
- Developing a deep understanding of your industry, audience and expertise to connect you with the right contacts for practice growth and client development.
- Our metrics dashboard allows you to take a measured approach to capitalize on success and improve on challenges, so that you always know the exact return on your investment in Communications Strategy Group.
- Wolters Kluwer
- Crowe GHP Horwath
- Proformative: CFO Community
- Rivet Software
- Certified 506
Understand the Challenges of Being an ExecutorAugust 30, 2015
It's not unheard of that clients ask advisors to be an executor of their will.
"It means you've established a pretty good relationship," says Bill Conway, principal at WealthCounsel.
However, as flattering as it may be, advisors should pause before simply saying yes.
Although serving as a client's executor is not against FINRA policies, it may be forbidden to do so at your firm.
"The best thing to do is probably to call ahead," Conway explains. "It's the kind of question you can ask a compliance officer."
For advisors barred from serving as an executor, Conway says they can try referring the client to someone else or a trust company if they need those kinds of services. "I think, from a practical matter, saying, 'Thank you, but no thank you,' is a viable option," he says.Read More »
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.
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 To Attend CONVERGE 2015; Plus, Three Must Attend Legal Conferences in 2015
Communications Strategy Group's (CSG®) professional services team is hitting the road in 2015 to attend the Above the Law CONVERGE conference on March 18, 2015 in New York. CONVERGE is taking on a modified format in 2015, bringing successes from the 2015 Attorney@Blog conference to combine technology, bloggers, digital media and law together. We look forward to learning more about privacy, reputation, communications strategies and emerging trends at this year’s event.
Unable to attend CONVERGE? Here are a few other legal industry events to consider attending in 2015. Attending a conference or tradeshow is any easy way to network with like-minded individuals, quickly get up to speed on the latest trends and find inspiration, which is why you will likely find the CSG professional services team at one or more of these events this year.
- Legal Marketing Association Annual Conference – April 13-15, 2015, San Diego, CA: The LMA annual conference is great venue to learn best practices from others facing similar challenges across the legal industry.
- American Bar Association TECHSHOW – April 16-18, 2015, Chicago, IL: Brett Burney, chair of the 2015 ABA TECHSHOW planning board, shares his top reasons for why should attend the event in this Legal Talk Network podcast.
- WealthCounsel Symposium – July 13-27, 2015, San Diego, CA: The annual WealthCounsel Symposium is the premier event for trust and estate attorneys, covering everything from estate planning and practice management to wealth transfer and special needs planning. WealthCounsel is a CSG client.