6 tips to get your content program off and running

Get your content program up and running

Building a content marketing strategy takes time and effort to ensure that the finished product is easily implementable and ultimately successful.

But once you have your content marketing strategy signed off for your department or organisation, the challenge of starting your publishing can often seem like a daunting task.

Questions or statements we often hear at contentgroup include: “Who is going to help me? I can’t do all this by myself.” “Where am I going to source all my content from?” “What content should I publish on what day?”

Our mission at contentgroup is to work with public sector communicators to create and distribute valuable, relevant and consistent content to a clearly defined audience. It’s what we love doing.

Here are six tips to get you started with your content publishing process.

  1. Whatever you decide to do, be consistent.

Make sure that in creating your content you are booking an appointment with your audience at a particular time each day, week or month.

In this crowded, noisy world the only way we will get our story through is if we keep telling it and we keep telling it consistently.

  1. Don’t try and be everywhere

There is so much choice. Try and resist being everywhere. Choose the channels that will get the best results and work them hard.

Potential to be distracted is great. But if you are going to open a channel, have a plan and participate. I use the analogy of a juggler. They start with two balls, then three, then four, then five, etc.

  1. Make the content valuable.

Low value content damages your reputation. Know what you want to accomplish but be clear in looking at the task from the view of the audience.

Don’t just press Publish on content that will not provide your audience any value.

  1. Use your team

Government departments, agencies and national federations are content factories. They are full of great stories and great people.

Don’t think you have to run the publishing schedule by yourself. Encourage all the story tellers in your area to get involved and book in a time to gain their insights.

  1. Build your capability

Think of the skills of content creation and distribution and acquire them.

This can be as simple as undertaking tutorials online or enrolling in face-to-face training courses.

When you have the capability to take photos or video and have learnt the ins and outs of different online platforms it’s a different world.

  1. Measure your content

Measuring the performance of your content on a monthly, if not fortnightly basis, is one of the most important steps in your publishing process.

Understanding how effectively your content is performing lets you make informed decisions on future content to create.

Follow these six steps and the task won’t seem as daunting. If you would like any more tips, or some of these explained please feel free to email me at david.polglase@contentgroup.com.au


David is the Head of Consulting at contentgroup and possesses a love of writing. While he could write and talk about sport all day, his focus is now on helping public-sector clients tell their stories.

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