Unifying the needs of different site readers and social media content in public media
Confidential
2023
Website visitors from both desktop and smartphone users have begun to show a downward trend due to shifting habits to social media. This has resulted in a decline in traffic to news and public media websites, forcing them to adapt to stay relevant.
Difference in audience behaviors is also worth paying attention to. Desktop users tend to be more patient and prepared to spend longer consuming in-depth readings, while smartphone users prefer content that is quick to read, to the point, with attractive visuals and swift navigation.
We received a brief from an environmental news platform to develop their next content strategy, in order to stay relevant and maintain the latest updates of environmental issues. This required C4C to understand the needs of different pools of audience and integrate important messages about environmental conservation into effective content formats across multiple platforms.
C4C audited the client's website and social media, before proceeding with a workshop to assist them with strategy execution
1. Communication audit for their website and social media
We looked for trends, whether website visitors were increasing or decreasing, and how that compared with social media performance, and examined what types of content get higher engagement. We concluded that the website and social media audiences are different and expect different types of content.
2. Assist the client in deciding their next content strategy
We facilitated a workshop to help them see from their audience's point of view, asking participants to imagine how their website's front page would look if it was printed on a tabloid, and discussing the differences between website and social media audiences.
3. Mentoring session to execute the strategy
To ensure the strategy is properly implemented, we set up a mentoring session including technical training and content adjustments based on audience feedback after launch.
C4C provides consultation services for public media to improve their content strategy
This was one of the largest communication audit projects we have done, involving millions of data points from various platforms, demonstrating the importance of a structured and data-driven approach to content strategy in the digital age.