5 insights that confirm content marketing is for government
I’ve been to dozens, if not hundreds of presentations, lunches and dinners to gain insights, knowledge and to network, but none have really hit home as much as the one I attended today.
Khali Sakkas (@KHALIC), Insights Manager at iSentia, gave a fascinating and insightful presentation that screamed content marketing at the International Association of Business Communicators (IABC) Canberra Chapter (@IABCCanberra) monthly lunch.
Content marketing is coming and its coming quicker than ever.
Just ask iSentia, who bought Australia’s largest content marketing agency, King Content, last month.
And although Khali’s presentation today was not labelled ‘content marketing’, all of her messaging and takeaways were straight from the content marketing play book.
Khali had too many worthwhile insights to talk about in one blog, but here are my top five:
- Measurement and Evaluation in the digital age is king
Measurement and evaluation in the public relations world has always been sketchy. Advertising Equivalent Value (AEV) was always the benchmark and it was an unfair assessment of the value of work to a client. In the digital age everything can be measured and it’s a game changer.
Finally you can accurately track what is working and what isn’t working, how many people you have reached, how they have engaged with your content and whether that engagement is making a contribution to the business objectives (more on this later).
- The UK Government shows that content marketing works
We have talked about the UK Government’s transformation of their communication channels multiple times on the contentgroup website, and today’s presentation used the same case study to show how the UK Government are world leaders in this space.
Not only have they significantly cut their budget (by centralising communication and upskilling their employees), but they have been able to measure and evaluate what has worked and what hasn’t worked as they better explain government policy and decisions to their citizens.
If you are a government employee it’s worth visiting their website to learn more.
- Communication objectives must link to business objectives
A simple insight, but extremely powerful.
For too long communication objectives have been too far removed from business objectives. They must be aligned to achieve results.
- Your objectives have to be smart
Not only must your communication (or content marketing) objectives be linked to your business objectives but they must be SMART (Specific, Measurable, Achievable, Realistic and Timebound). Making your objectives SMART, and then hitting your objectives, is a great way to show value to your Director or client when you are reporting.
- The same story now comes in multiple versions
Story telling is at the heart of content marketing.
Khali made an extremely valuable point that the same story can now be told in multiple ways and using multiple forms of content. It creates a whole new way to tell your story (whether that be through text, stills, graphics, video or audio).
Telling a story is now possible in a plethora of different ways, but as Khali pointed out, it is also now possible to measure and evaluate your story across multiple platforms.
A big thank you once again to the IABC for organising Khali to present and also to Khali for the insights she offered.
I would encourage everyone, but particularly those in the government communication space, to learn more about the power of measurement and evaluation in the digital age.