Should Government Content Be Binge-Worthy?

Up to 90% of organizations use content marketing, and 90% of consumers expect companies to provide content, yet the public sector hasn’t embraced compelling and accessible content as eagerly as its private sector counterparts. The challenge lies in implementing traditional content marketing tactics ethically and professionally. After all, the government is not about producing entertainment but promoting an informed, participatory democracy. So, can government content be more consumer-friendly while maintaining its integrity and purpose?

Recent data shows promise: According to Granicus’ 2023 Public Sector Digital Communications Benchmark Report, government communications engagement rates have increased from 54% to 62% in just two years, indicating growing citizen interest in government content. 

You might think, ‘Isn’t marketing just sales in a fancy suit?’ Why don’t we think about it differently? Is your favorite Netflix show manipulating you or resonating with you? When done right, content marketing in the public sector connects citizens with valuable information that enhances their civic life. It’s less “Mad Men” and more “Information-Age Town Crier.” 

Here are three steps agencies can take to create more engaging government content:

1. Get to Know Your Audience

While we can’t (and shouldn’t) track citizens as closely as streaming services and social media platforms, government agencies can still leverage data analytics to understand community needs. Strategies might include:

1. Analyzing website traffic to understand popular issues. 
2. Tracking social media engagement. 
3. Conducting surveys.
4. Creating citizen personas to drive content creation. 

The goal is to tailor communication strategies to diverse audience segments while maintaining ethical standards and data protection measures. For example, data might show that your community is interested in content related to local parks and recreation, indicating a need for more outdoor activity initiatives and information. 

2. Create and Distribute a Government Content Buffet

Your content strategy should be as diverse as a streaming service homepage, catering to various attention spans and learning styles. Consider:

• Short-form video explainers on social media.
• ‘Town Hall After Dark’ podcasts for multitaskers.
• Infographic breakdowns of detailed policies.
• Detailed reports and guides for in-depth exploration.

Not everyone will engage with everything, but everyone should find content that resonates with them. To maximize reach and engagement:

• Distribute content across multiple platforms.
• Actively respond to comments and questions.
• Repurpose content into different formats.
• Create multilingual content.
• Collaborate with local influencers or community organizations.
• Optimize and maintain consistent publishing timing based on audience behavior.

3. Implement “Binge-Worthy” Strategies

Just as people eagerly consume episode after episode of their favorite shows, citizens can be encouraged to engage more deeply with government content when it’s presented in a more appealing, interconnected way. Consider the following approaches to make government content “binge-worthy”:

• Create a Content Series: Break down complex initiatives into a series of updates for long-term projects. 

→ Example: A city’s multi-part video series on a major infrastructure project, revealing new details with each installment

• Tease Upcoming Announcements: Build anticipation for policy launches or community events and gradually use social media to introduce upcoming initiatives. 

→ Example: A state park system creating a countdown to reveal new trail openings

• Develop Narrative Arcs: Frame long-term goals as ongoing stories with progress updates. 

→ Example: A public health department’s year-long “Healthier Together” campaign, with monthly themed content

• Serialize Educational Content: Break down complex topics into digestible lessons, ending each piece with a teaser for the next installment. 

→ Example: A weekly “FedRAMP Compliance 101” series

• Create Anticipation for Live Events: Use pre-event content to spark discussion and generate questions, building excitement for town halls or public forums. 

→ Example: A “Submit Your Questions” campaign leading up to a mayor’s live Q&A session

The Engagement Payoff of Good Government Content

By applying these content marketing techniques, we’re shaping the citizen-government relationship. We’re moving from one-way information dissemination to a dynamic, two-way conversation that encourages ongoing engagement. We’re developing a more informed and engaged citizenry, creating content citizens actively seek out and engage with regularly, much like their favorite streaming network or social media platform. 

In the process, we’re increasing engagement, improving understanding of policies and initiatives, and improving transparency and trust in government operations.  Who knows? Maybe one day, we’ll be asking citizens, “Are you still engaged?” And they’ll be clicking “yes” just as eagerly as they do on Netflix. 

Jen Nieto is the founder of Civica Growth, a B2G content marketing consultancy helping GovTech companies, government contractors, nonprofit organizations, and industry leaders communicate effectively with public sector audiences. Jen’s unique insider perspective, honed over a decade in federal, state, and local government, allows her to create content for her clients that resonates with and motivates government decision-makers. She holds a Master’s degree in Political Management from The George Washington University and is deeply interested in digital modernization’s potential to make government more responsive, efficient, and collaborative. Off-duty, you’ll find Jen devouring the latest fiction novel or sipping lattes on her patio, possibly doing both at once.

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