Content communication is a strategic, measurable and accountable business process that relies on the creation, curation and distribution of useful, relevant and consistent content. The purpose of it is to engage and inform a specific audience in order to achieve a desired citizen or stakeholder reaction.
In line with our mission to help government and the public sector strengthen communities and improve the well-being of citizens, contentgroup’s methodology has one ultimate aim: to help.
Content communication is designed to address the specific needs and problems of our clients and their audiences. It is proven to build trust, and instil a message with credibility and reliability.
At the commencement of a project we establish its scope, which becomes the foundation of the work to be done. We determine our objective, compile a list of potential outputs, a list of the results and outcomes we will achieve, and determine our limits and exclusions. We also develop and agree on an appropriate governance model and identify the players that are capable of impacting the project. At the end of the define stage, a project plan is delivered that includes the agreed scope, project governance model, a risk register, a detailed schedule of delivery and reporting requirements.
2. Planning and design
During this phase, we review all of the relevant background materials and conduct an objective appraisal of the strengths and weaknesses of the client’s current approach to the problem at hand. This includes stakeholder engagement and evaluating the effectiveness of current communication products and channels. We run a consultation phase which can take in one-on-one discussions, group interviews, individual, internal face-to-face interviews and external face-to-face interviews. The design of the content communication plan brings together work completed in the initiation phase. We workshop with the client’s team, guided by contentgroup’s evidence-based method, which has a particular focus on understanding the wants and needs of the client’s audience. We work together to assess the most effective channels – both off-line and online – to reach these identified audiences. From this we develop the strategic content communication plan, which will include everything from objectives and a plain-English explanation of the story we’re seeking to tell, to measurement, evaluation and benchmarking.
3. Execution and evaluation
Finally, we implement the plan and create the content required to meet the needs of the program. contentgroup has a highly skilled and experienced team, with extensive backgrounds in television broadcast and online and offline journalism and content production. So, products such as video, audio, stills, text and graphics will be produced by the in-house team and any expert collaborators who we feel will execute the project to its fullest potential.
As priorities, challenges and context changes, we adapt to ensure we are on track to meet the agreed objectives on time and budget.