From the blog

Authored by our expert staff and industry-leading guest writers, our blog equips you with the news and know-how you need to succeed in content communication

A few insights for Public Sector Innovation Month

It’s a fitting time to explore the notion of innovation within government departments. During my days as a public servant, almost everyone I came across revered the word ‘innovation’. Being able to ‘innovate’ or ‘be innovative’ was the holy grail of public service achievements. But often these endeavors failed, because nobody could seem to agree on what innovation actually is, or what it means. I’ve picked through a number of recent reports to get a better idea of what it means to innovate – here’s what I found.

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Speechwriting for government: predicaments and principles

Arguably, there has never been a more important time for speeches – particularly from those with an authoritative, trusted and educated voice who can help inform the public and media discourse, correct its inherent misconceptions, and promote community confidence in government. As such, there also has never been a more important time for the speechwriter, particularly those in the public sector. While the speechwriting profession is well-established in the United States and the United Kingdom, it is comparatively less developed in Australia. contentgroup’s new resident speechwriter takes us through why.

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The undeniable power of the influencer

Using influencers to promote your brand is the modern-day equivalent of word-of-mouth recommendations. As audiences, we tend to trust them more than brands (often the same brands they’re working for) and feel more personally invested in a product or message when someone we like is delivering it. Writing a marketing plan without including an influencer strategy is like flying to Paris and not visiting the Eiffel Tower – it’s just not the done thing. contentgroup’s very own Sarah Ferlitsch, an Instagram influencer in her own right, tells us why.

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Your ‘WHY’ is your bullseye

All too often I come across organisations that focus all their efforts on what they want to say and how they will say it. They frequently overlook the fundamental basis for all communication activities – the purpose, the rationale, the WHY. The why is your bullseye.

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Why I don’t like Twitter (and why you don’t have to either)

Facebook and Twitter, or facebookandtwitter (said with one breath) are synonymous with social media; they’re the real MVP’s, the go-to guys. They’re complementary, different, yet equally influential powerhouses that have rightfully dominated the social media landscape since the dawn of time. But here’s the thing: I just don’t like Twitter. I don’t like it for myself, but I like it even less for clients who are seeking to use social media to achieve their business objectives. Here’s why…

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