Ep #13: Knowing what your audience wants through effective measurement

Audience measurement
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Another episode in our solo masterclass series, this week David takes you through the processes of ‘measurement and evaluation’ within the contentgroup Content Communication Methodology and using audience measurement.

Though the benefits are apparent, this process is often left till last minute or left out completely. This episode addresses a variety of the misconceptions that are held against measurement and ways to start implementing measurement in your own projects.

Some benefits include the ability to target your audience better, communicate with stakeholders effectively, create and track goals and objectives, and using the information gathered to improve future projects.

“We test, and we learn, in service of our audience.”

Liked today’s episode? Register to our Content Communication Masterclasses to learn firsthand the value of measurement and evaluation in government communication.

Discussed in this episode:

  • The growing streams for communication
  • Measurement and evaluation as a tool to increase capability
  • A step-by-step guide to implementing M&E
  • Audience as priority one, two and three
  • M&E as spending more time now to spend less time later

“Your content is in a hyper competitive world, you have to make sure that that content is relevant to that audience, and is delivered to them in the channel that they prefer, at the time that they want it, in the format that they want it. Now, it’s a big challenge and it’s a big change and it’s why this capability needs to be built over time, but that’s where government has to get to.

Government has to become better at telling their stories so they can start to rebuild the trust deficit that there is in democratically elected institutions around the world.” – David Pembroke, Founder and CEO of contentgroup


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.

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