"Content Hacker" accepted an exclusive TV interview: How to convey a positive image to the hard-working Taiwan police through content marketing?
How popular is Content Marketing? So popular that “Content Hacker” was interviewed by TVBS News!
★ TVBS News Report: Popular School Departments! Number of applicants for police college reaches 10-year high (opens in a new tab)
Content Marketing Creativity from NPA Director’s Office
In mid-March, in order to help promote the enrollment of the police college this year (2018), the Facebook fan group of the NPA Commissioner (opens in a new tab) Office of the Police Department posted a series of posts to “promote” enrollment with interesting pictures. These six posts each used imitation magazine cover (opens in a new tab), Learn Music (opens in a new tab), Little girl and dog (opens in a new tab), e-sports player (opens in a new tab) ,Cosplay (opens in a new tab) and No need to go to the mountains to learn kung fu (opens in a new tab) and other funny styles are in great contrast with the traditional serious enrollment advertisements, and are closer to the preferences of young friends; in the end, it received more than 36,800 likes, and received a lot of responses and praise from netizens.
“Content Hacker” noticed the wonderful content marketing operation of this series, so he wrote an article “Who said no one will read the government announcements? Let’s learn content marketing from the fan page of the police agency” to share with all friends. Unexpectedly, this article was taken seriously by TVBS News, which specially arranged an interview with “Content Hacker” today to talk about how the Police University and Police College use content marketing to create a positive image and expand enrollment.
Content Marketing Essentials Worth Learning
In this exclusive interview, we once again emphasized what are the great things about the editor of the NPA Director’s Office, and what are the key points of content marketing worth learning?
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Interesting: Due to the imitation and comedy of a large number of Internet celebrities, interesting messages have become the most acceptable style for young people.
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Touching: [Response] from a deceased police officer’s mother(https://www.facebook.com/NPA4U/photos/a.827869690584027.107374182 (opens in a new tab) 8.818773044827025/1592074780830177/?type=3&theater), tells the story of a deceased police officer’s brother who re-qualified as a police officer to realize his brother’s dream. The NPA Director’s Office obtained the authorization and published the touching story content, which moved parents on the Internet and attracted the media to report and spread it.
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Live: The NPA Director’s Office and Kaohsiung Police Department (opens in a new tab) use live videos shot by the police themselves to let the public understand the actual behavior of the police sacrificing themselves to protect the public while on duty. Not only It arouses people’s disgust towards illegal cases (opens in a new tab), and also drives understanding and support for the hard work of the police. These videos greatly enhance the positive image of the police and pave the way for future enrollment at the Police University and Police College.
This information not only has a positive impact on short-term police recruitment, but also helps to establish the long-term image of the police. Even if the admissions season has passed in the future, the long-tail effect of positive image will continue to be exerted, indirectly adding points to the future enrollment of police universities or police colleges.
Negative teaching materials for national army recruitment
Compared with the successful recruitment of police officers through alternative content marketing, in early March, a female officer of the National Army assisted in posting a [recruitment message] on Facebook (https://www.facebook.com/photo.php?fbid=2 (opens in a new tab) 012328028783170&set=a.486423888040266.132202.100000179768066&type=3&theater), but it brought a lot of negative responses. The reason is:
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Unofficial identity: The NPA Director’s Office posts as a fan group of an official organization, which has a certain degree of fairness and credibility. However, the female official posted it in the form of personal post (opens in a new tab), which can only be regarded as an “assist” at best, and the accuracy and reliability of the message will be questioned.
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The connection is not strong enough: The duty objectives of the national military units are different from those of the police units, and they have fewer points of contact with the masses than the police. Therefore, not everyone can understand the relevance of the service content of the national army to the people. Therefore, in the messages of female officers, it is difficult to generate sufficient [relevance] with recruitment (https://www.vista.tw/en/blog/one-of-the-content-operation-lessons). In addition, the narrative content of this post using the beauty card is somewhat different from the traditional impression of male friends when they served in the military, and it is not easy to resonate. On the contrary, this has made many people recall the “not so good” memories of their past compulsory service in the military, widening the gap in understanding and making it difficult for them to respond positively to the post.
In the future, we suggest that when using content marketing, public departments or enterprises can learn from the practice of the NPA Director’s Office: give priority to the message style that the target audience is accustomed to receiving, and carefully study the correlation between the message and the target audience, and then design and arrange the distribution of the content to achieve the purpose of publicity.
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This TVBS TV News (opens in a new tab) interview is expected to be broadcast around 10 to 11 pm on April 3. If you have seen the TVBS news exposure, you are also welcome to provide your experience to “Content Hacker”. Please leave a comment below this article.
★ TVBS report website: Popular schools and departments! Number of applicants for police college reaches 10-year high (opens in a new tab)
★ Photo Credit: Vista Photography, NPA Director’s Office (opens in a new tab), Hon-Lin Chen’s personal Facebook page (opens in a new tab)
☛ Want to learn how to use newsletters for content marketing? Come and sign up for “Content Hacking” April Lecture (opens in a new tab).
★ Want your blog to be seen by more people? Come and sign up for the “Advancing Content Power (opens in a new tab)” webmaster course.
★Vista Reading Club April Special: “The Most Productive Year (opens in a new tab)”
★ To improve your content power, please don’t miss the online course “Content Power: The Super Power of Building Brands (opens in a new tab)”
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Vista Cheng speaks and runs workshops on AI workflows, writing and content systems for companies, schools and public agencies.
