#63 Case study: content marketing with local government in Melbourne

#63 Case study: content marketing with local government in Melbourne

Scott Alexander is the Digital and Content Marketing Lead at the City of Boroondara in Melbourne, Australia, a local government with a population of over 170,000 residents. Scott Alexander manages a team of 9 content creators for both internal and external communications. Prior to working for local government, he worked in content creation and social media management in the production industry for companies such as Madman Entertainment and Media World Pictures. Scott has written and produced multiple award-winning short firms.

Scott discusses how his local government are using content marketing to reach residents.

In this episode, you learn:
2:04 Scott tells his story about how a small marketing budget forced him to start content marketing
4:57 The marketing funnel of local government
7:50 How to target content to the right part of the funnel
9:26 Why the City of Boroondara turned the comms department into an agency model
12:40 Who do you assign the responsibility of story leads?
13:40 Why you should have a ‘skunk works’ in your department
18:37 What types of content and channels are getting the City of Boroondara the best results?
25:01 The importance of digital literacy skills
25:33 Why your organisation should create a ‘Content Club’

Download transcript

Selected links:

Connect with Scott Alexander on LinkedIn

Learn more about the City of Boroondara. Website | Facebook | Twitter


  1. Emma Roborgh : June 10, 2016 at 1:42 pm

    Great article David, thanks for sharing your takeaways from the event!

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