2018 was a big year for content.

There has been an undeniable increase in demand for content from the government and the public sector. The communication and creative industry rose to the ranks and responded accordingly.

And so, we content creators created content. Loads of ‘stuff’. Perhaps too much.

Everyone got a piece of content. A colleague’s word count on a content project topped the charts at a hefty 170,000 words or 605 pages. A recent campaign saw us creating over 340 social media posts over the span of three months.

As I wrapped up client projects for the year, it was difficult not to spend some time reflecting on the work I’d done.

So here I am, ruminating to the answers of questions like: Did the content we create truly serve its purpose? Did it meaningfully engage, shift behaviours or change minds? Or have I just helped my client create more ‘stuff’?

Because the truth is that most content produced – particularly for the web – ends up filling the gaps like ships that sail into the night.

Before we head into 2019, this is a call to all government communicators to pause and reflect by asking, “Was my content in 2018 effective?” It’s a big question that may not be answerable right off the cuff, but challenging yourself is an important start.

contentgroup is holding a free webinar about auditing the effectiveness of your content strategy, including how to get your content right in 2019. Register here.