/ Guides / Content Marketing for the Public Sector, 2017 | Granicus
Content Marketing for the Public Sector, 2017 | Granicus
Content marketing focuses mainly on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience and finally, to drive profitable customer action.
Content marketing has become a powerful tool for both private and public sector teams. It can inform, educate and engage audiences effectively, and ultimately impact program outcomes.
Figure out a brief of the top 5 tactics of content marketing for the public sector:
Use your website as a source of content and a way to encourage people to subscribe to alerts.
Add topic-specific relevant to the web pages to increase the number of subscribers. A web overlay can increase the conversion rate by up to 500%.
Measure your success by the increase in page views or unique page views over a period of time.
Provide regular, timely and useful content via your blog to be able to connect with people on a personal level.
Use list posts or “listicles”. They’re a great way to boost engagement with your blog (ex: “5 books you must borrow from the library this month”).
Utilize “Google Keyword Planner” to match the words in your blog header and body copy with what citizens are searching.
In addition to page views & unique page views, monitor the time spent on your site or average duration in Google Analytics to measure the success of your blog.
Personalization is your key to success here. Personalization can help increase click rates from 25 to 30 percent.
So, make sure to add relatable imagery, actionable messaging and strong calls to action.
Infographics can be a great way to present critical and complex information in a visual and accessible way, and can also be shared easily on social media.
The infographic conveys the information at the same time as driving an emotional response through the use of emotive imagery and color.
Video has a unique ability to tell a story in a direct and personal way, often promoting empathy and a deeper understanding among viewers.
The shorter the video, the better. Make sure to produce 2 minutes. This is the sweetest spot.