What is Content?
In this age of content marketing that has led publications to call certain ads “paid content,” those of us in government need to broaden our ideas about what “content” is. Many of us get it, but some agencies may also be missing opportunities because they don’t even grasp that content is a broad and fluid thing.
Everything is content, not just words on a website. The federal agencies we commonly highlight fully get that and understand that a variety of content can achieve a goal. It can be:
- A 400-page whitepaper
- A two minute video
- A 30 sec vine
- An interactive quiz
- A blog post
- An hour documentary
All of it is content and all of it is—or can be—effective at communicating, depending on how it is deployed and what the audience is. The true value of content is how people will engage with it.
This month, on DigitalGov, we’re going to take a look at the power of our federal content, specifically:
