Non-profit organizations thrive best when they expose themselves truthfully through media outlet, in short they become transparent. The content should always have at least a bit of content that can make readers to make a stance or create awareness or give a reason to respond at least. What is the purpose of content if does not serve any of the mentioned purpose in non-profit organizations?
Now, the content shall be developed to serve these purposes. How these purposes can be more effectively met? In order to make a person make a stance, we shall give a reason to take such a stance. Our content shall be targeted in such a way that it encourages the benefit and realistic outcome of taking stance. In order to create awareness, an astounding fact can shake the person in remembering the fact that creates effective awareness so that chance of follow-up action increases. If the content is not strong enough to generate awareness or create stance, then at least it should create a connection with the audience to be read, such content help to accumulate information in audience’s mind that can motivate to change, later, when audience is ready.
Generally rich, visually empowering and astounding facts make the content successful for non-profit organizations.
What is government? They are group of people chosen by public (in democratic environment) to serve the community. Let us believe, hypothetically, that government is actually perfect. In such a scenario, the purpose of government would be to make a community (i.e. a country) run smoothly internally and externally. Due to the complexity in the internal and external structure, the content would be needed to be filtered. Creating awareness in order to maintain order in the community will be the sole purpose of government at every cost. Now, let us consider to keep the power becomes the central approach or at least a major concern for government. They would need to make the content even less transparent, because nothing remains same and since chaos always exist in imperfect society, government would need to make the content highly political in nature to soothe the major section of the society to keep away from chaos and in return it keeps them in power. The absolute truth would have existed in individualistic, perfect society. Now let us combine this theory on the content strategy. Content strategy for the government will be simple: Keep the content clean, straight-forward, not trying something unusual and also not trying hard to impress until or unless, the content goes against their vote bank. The usage of visually attractive content shall be kept to minimum and should be used when necessary. For example, if the focus is young generation, the visually rich content may be useful, but again nothing over the top shall be used.
Private sector is out there to make us pay more than the cost of their product or service. Not bashing them in any way, but consumerism exists most in democratic environment. How does this consumerism work? Create a sense of deficiency in the sub-conscious mind of human-being. Creation of this requirement can be done if the analytical skill of the content is of higher intelligence quotient. If the content becomes successful, it creates higher absorption need. Alright, so in order for the content to be successful, it needs to be made in sophisticated manner that does not directly reveal the purpose but subtly create the need. It can be done best through a good balance of visually gratifying content that matches up with the written content. For absolute private sector (for profits sector), it is impossible to be create absolutely clean, transparent content. The understanding of human psychology plays an important role to write a successful content.
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