Developing a content marketing strategy for government

Developing a content marketing strategy for government

As content marketers, our job is to keep up with the topics being discussed in government and pay attention to the content marketing activities being delivered by government departments.

A lot of government departments are not only creating some incredible content, but are also beginning to match this content development with more reliable content distribution strategies.

Without developing a robust content delivery strategy departments have traditionally missed a crucial piece of the content marketing puzzle.

In episode 17 of contentgroup’s InTransition podcast, Brody Dorland, founder of DivvyHQ said, “everyone should have a process in place that can deliver your content effectively.”

Brody offered four valuable insights, all of which should be considered when beginning a content marketing project.

Be specific

Develop a strategy which understands the needs of your audience. As Brody says, “be the Panadol for their pain.”

Having a clear understanding of the demographic, search behaviours, media and social media consumption habits of your audience will create a clear picture for the project. Only then will you know when to speak to them and in what voice to speak to them in. At contentgroup, we make sure that our strategic objectives are SMART:






The UK Government is leading the way in their content marketing activities. They use the OASIS model, a series of steps that can help bring order and clarity to planning campaigns:







Either one of these of models will help make the content marketing planning process simpler and easier to remember.


Consistency is a fundamental tenant of content marketing. As we say time and time again:  we are all in the publishing business. For publishers, consistency is key.

Over time, your audience will come to value and appreciate that consistency. They will grow to love your content and love the fact that you deliver that content, be it a blog, e-mail newsletter or podcast on the same day, at the same time, week after week.

To help you maintain a high level of consistency, Brody’s company DivvyHQ offers a great editorial tool, built to help marketers and content producers stay organised and successfully execute content marketing initiatives.

Measurement & Evaluation

While the project is taking place it’s important to measure how it is performing. This allows you to understand the nuances in how visitors are interacting with your website or any content you’re producing.

It’s equally as important to set targets, using those exact metrics. For example, if you’re planning to produce a podcast series and would like to have 1000 listeners within the first month, you will need to shape a strategy centred on that target.

Start small

Given the enormity of government departments this may all seem like a daunting task, but our advice is to start small.

Once you’ve done the research on your audience and developed a strategic plan, the next piece of the puzzle is to set targets that will allow you to be accountable as the project progresses.

Understandably, government departments are risk-averse because there is a lot on the line, but starting small can help to mitigate any risk. Test out the process, find out what works and what doesn’t work – and scale up accordingly.

Be sure to check out contentgroup’s InTransition podcast, for more valuable insights in to content marketing in government.

[soundcloud url=”″ params=”auto_play=false&hide_related=false&show_comments=true&show_user=true&show_reposts=false&visual=true” width=”100%” height=”450″ iframe=”true” /]


Each week a staff member puts pen to paper to write about an aspect of content communication that speaks to them, and hopefully, informs you. This is a space where our passion for writing, learning and sharing information comes to shine.

Leave a Reply

Your email address will not be published. Required fields are marked *

Subscribe to our newsletter!

Subscribe to our newsletter!