Industry Insights

Why You Should Create a Journey for Your Content

“Content is King”.  I know, I know, we have all heard this phrase. But let's face it, it still rings true today and content is king.... or to put it differently, “something preeminent in its class”. Why you may ask? There are several reasons, the first being what is considered the “new black” of marketing – Content Marketing. Content marketing is a tactic which involves the creation and sharing of online material - such as videos, blogs, and social media posts - that do not explicitly promote a brand but is intended to stimulate interest in a topic, trend, industry, products and/or services. Another reason content takes the crown, is that media has become ever increasingly easier for everyone to access, at any time and in various forms. Whether it’s a podcast to listen to on a morning commute, a video to watch on a break or an article shared on Facebook, customers are not only eager to consume content, but they want to receive it in many ways. Finally, advertising is eclipsing digital advertising such as banner ads, which are showing a decline in an effective return on investment. Consumers are using ad blockers to deal with the uptake in advertising, and businesses need to find creative ways to reach their audiences. 

Content is not just for marketers. It informs, educates, entertains and can open a whole new world outlook. Businesses need to understand content comes from every touchpoint of the business, including customer service, sales, human resources, marketing and/or product development. However, without the right strategy or journey, your content may not truly reign and siege over all the channels – and its audiences – as it was truly born to do.

When businesses think of “journeys”, they often think of customer journeys, a product journey or simply a marketing funnel. Businesses often don’t think of a Content Journey. Understanding the mapping out of your content journey is key to ensure the overall success of your content marketing strategy. A journey typically measures three main benchmarks: Awareness, Consideration and Decision. When it comes to content:

  • “Awareness” would be traffic to your content
  • “Consideration” would be the clicks on your content
  • “Decision” would be reading and viewing of content, and subsequent actions such as going to your site, reading more articles or even engaging in the purchase cycle.

Therefore, much like that old philosophical question, "If a tree falls in the woods and no one is there to hear it, does it make a sound?” The same concept can apply to your content. You invest a significant amount of time and resources on developing truly engaging and valuable content for your audience. But do people see it? If you publish a bunch of content on your blog, but no one can find it, is it really making an impact?

Keep in mind, 72% of B2B buyers are turning to Google to begin their research, furthermore, according to GroupM, 86% of searchers conduct non-branded queries to begin their research. This proves that consumers – aka your audience – is looking for answers to the everyday questions they have or a problem they want to solve.

They aren’t looking for your brand because they likely don’t know your brand, yet.

Introducing Content Journey as a Service (CJaaS)

From CMSC Media, this new service will take your digital content assets and turn it into a leads funnel for your business. CMSC Media will audit and inventory all your specific content – such as press releases, blog posts, case studies, product reviews, webinars, white papers, podcasts, etc.,  and develop a strategic plan to deploy your content on CMSC Media's news channels, taking viewers on a journey that provides an optimal return on investment for the content created. Through a strong team of business analysts, seasoned tech-reporters, and content writers, they can co-produce content to fill any gaps that are identified. Combined with a targeted audience ready to consume that content, businesses can finally experience a tangible and continual return on investment.

CMSC Media has become an extension of many businesses' digital marketing and product teams. Their content journeys have helped multiple businesses in various industries to find new consumers and tap into a much larger audience. Additional benefits include:

  • Faster and more cost effective to have CMSC Media co-produce your content.
  • Instant access to thousands of targeted viewers daily on CMSC Media's popular news channels.
  • Strategic selection of marketing services from our list of CJaaS options to instantly plan out a content journey without the high-risk, and high-costs associated with traditional hit-and-miss content marketing methods.

The Content Journey as a Service (CJaaS) has multiple components you can pick and choose from including content marketing, video marketing, live event marketing as well as digital PR services to reach their audience.

Their audience includes:

  • Users:124K
  • Sessions:118K
  • Duration:2m 57s
  • Home Visits:83,200

Conquer with Content

Call on CMSC Media to strategize and write engaging topics or simply share content your team has already created. Their top-tier content marketing team will determine the best platforms to expose to a larger audience to increase ROI potential.

Options include:

  • Original Articles
  • Original Articles with Video
  • Syndicated Posts
  • Case Study Articles
  • Permission-Based Content
  • Product Review Articles
  • Content Advisory Services
  • Sponsored Infographics
  • Sponsored Links
  • Large & Small Banner Ads

Be Victorious with Video

Video is a very popular medium today to disseminate content and reach your consumers, however, this medium can be tricky to do right. CMSC Media can be your partner and bring a video strategy to your digital marketing approach and can work with your team to host/create webinars and podcasts.  

Options include:

  • Audio & Video Webinars
  • Audio & Video Podcasts
  • Podcast Guest Appearances
  • Podcast Sponsorship
  • For video/audio content pricing, please reach out to our team.
  • Video Content Inquiry

Be the Leader with Live Event Marketing

Do you create custom content for or at live events? Partner with CMSC Media’s tech reporters to generate original content on the event of your choosing, or on location at your event, their reporters will conduct video interviews and news coverage of the event. The best part? No crew needed. CMSC Media provides all the cameras, lighting and sound equipment!

Options include:

  • Live event appearances
  • Event promotion articles
  • List your event on our site

Dominate with Digital PR

CMSC Media’s digital PR services include marketing campaigns, brand management, integrated marketing programs, influencer relations, content creation and curation and social blasting. But, unlike other digital PR firms, CMSC Media has the power of their own news media channel. This is a guaranteed audience and exposure to thousands of viewers.

Options include:  

  • Content advisory services
  • Pay-per-click ad campaign'
  • Search engine optimization (content)
  • Research and data analysis
  • Ad design
  • Tailored PR campaign to influencers

Are you ready to start the journey? The Content Journey that is! Contact CMSC Media’s team today and discuss the options available and receive a free estimate.

Lynette Sawyer

Lynette Sawyer

Lynette Sawyer is a Web Project Manager for Falcon-Software, a digital web agency founded in 1994. For the last 13-years Lynette has been in various digital capacities and her expertise goes beyond Project Management. Lynette brings experience and knowledge in graphic design, marketing communications, project management, product management and engagement.

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