Who says that no one will read the announcement of the government decree? Let’s learn content marketing from the police fan page [Updated on April 2]

Do police agencies also do content marketing?

For friends who are used to seeing commercial advertising copywriting, this should be very refreshing. Just the NPA Director’s Office [Facebook post message](https://www.facebook.com/NPA4U/photos/a.827 for police college admissions) 869690584027.1073741828.818773044827025/1590813940956261/?type=3&theater), it attracted 14,000 likes, more than 4,400 shares and more than 1,000 comments. This kind of outstanding achievement should make friends who work hard every day to manage social content very envious!

The NPA Director’s Office has carefully built a fan page for content management. It has accumulated nearly 180,000 fans so far, which is much more than the number of fan pages of ordinary small and medium-sized enterprises. Some netizens even praised the editor’s skills in the NPA Director’s Office. He is now qualified to be one of the top three editors of Taiwanese fan pages, along with All Union and Forbidden City Boutique.

Generally speaking, government agencies are burdened with a large performance of “publicity of government orders”. Therefore, the copywriting is usually considered by the public as a rigid type of “Why are you talking about official language again?” and “Who wants to read it if it is so serious?” However, the NPA Director’s Office strives to get rid of such stereotypes and use lifestyle and interesting content presentation methods to change the image of the police as tough and fierce in the minds of ordinary people.

This change has made the original rigid propaganda of government decrees more relevant to people’s daily lives. Not only can fans feel more empathetic and willing to understand the content of the message, but they are even willing to actively forward it, achieving a word-of-mouth publicity effect of “Selling without Selling”.

Well, what techniques does the NPA Administrator’s Office use to make people happy to become fans? “Content Hacker” helps you summarize the following three key points of content creation, which are worth learning together!

1. Present event information in an interesting way:

It is completely different from ordinary school admissions propaganda. They deliberately take a different route. The NPA Director’s Office uses [imitation of famous magazine covers](https://www.facebook.com/NPA4U/photos/a.827869690584027.107 3741828.818773044827025/1590813940956261/?type=3&theater), [Be a police officer and study music](https://www.facebook.com/NPA4U/phot os/a.827869690584027.1073741828.818773044827025/1591922940845361/?type=3&theater), [Little girl holding dog](https://www.f acebook.com/NPA4U/photos/a.827869690584027.1073741828.818773044827025/1593780683992920/?type=3&theater) , [E-sports player](https://www.facebook.com/NPA4U/photos/a.827869690584027.1073741828.818773044827025/159773789359 7199/?type=3&theater)、[Cosplay](https://www.facebook.com/NPA4U/photos/a.827869690584027.1073741828.8187 73044827025/1599662863404702/?type=3) and [Go to the mountains to learn kung fu](https://www.facebook.com/NPA4U/photos/a.827869690584027.1 073741828.818773044827025/1601485813222407/?type=3) and other alternative styles, posting 6 posts in a row, making the police college recruitment brochure eye-catching and making everyone willing to help repost it, fully achieving the purpose of recruitment promotion.

[](https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEg5HzANy_7GLrPiZM91Gn2HTHgchtfFcjWLrK3axImJUJp15HjhTOPgP8MhZ5fCqNhk3uI ZocXwRDhANhf3YgemhiBRvUEvpn9jbIdHzRNtOyB5egxGMJtGJ3FQqCq16UocYKacj aNoiKzQ/s1600/29244125_1593780690659586_5526069982921752576_n.jpg)

2. Use true stories to gain emotional recognition:

The influence of true stories is greater than you and I can imagine. In March 2018, the mother of a deceased young police officer sent a message to the NPA Director’s Office after seeing an advertisement for police academy recruitment, mentioning an experience in which her elder brother changed his place in the police academy for his late brother. After obtaining the consent of the original PO, the NPA Director’s Office shared to the fan page. Later, it triggered a media report trend, which further enhanced the image of the police.

[](https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEj40fQd8PYuC3CAYaKs-w5NWdzDWc-To0c0qnvRESIjDFDJ 0jkSG2D9VWXUwyt66dk4yUOJCWjiNlGEdUzl8M71kEuSRzdvCj1qZmiN10Ih5uSwdZ-M-rxiFBbl3T33Rnol61WaZMqrKFEr/s1600/3.PNG)

3. Use live video to make the audience feel the same way:

The lives of ordinary people are very regular, and it is rare to encounter critical incidents such as jumping from buildings, clearing the way for pregnant women, and shootings. The NPA Director’s Office has compiled live videos shot by the police themselves (https://www.facebook.com/NPA4U/videos/1565906996780289/), allowing the public to experience the urgency of these incidents and the round-the-clock service process of the police. Although this kind of live video is usually not bright enough and has severe hand vibration, it is more convincing than ordinary text narrative content, giving fans a more intuitive sense of the scene and better understanding of the dangers involved in police law enforcement.

In addition to the NPA Director’s Office, other local police units in Taiwan have actually spent a lot of energy and effort in producing content and actively communicating with the public. Among them, the capabilities of the Kaohsiung City Police Department are even more astonishing. The number of fans has reached nearly 330,000, which is almost twice as many as the NPA Director’s Office!

The Kaohsiung City Police Department also used live [video] (https://www.facebook.com/KaohsiungPolice/videos/1303798839764432/) to truly show the process of catching drunk driving, which made the public “feel” and left messages of support under the post. It can also be seen from the video that in addition to following the entire filming process, the editor also spent a lot of effort on post-production editing and adding subtitles in order to perfectly present the hard work of the police in handling the case and win the recognition of fans.

The following are relevant statistics conducted by content hackers on the official Taiwan Police fan page for your reference:
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.tg td{font-family:Arial, sans-serif;font-size:14px;padding:10px 5px;border-style:solid;border-width:1px;overflow:hidden;word-break:normal;border-color:#999;color:#444;background-color:#F7FDFA;}
.tg th{font-family:Arial, sans-serif;font-size:14px;font-weight:normal;padding:10px 5px;border-style:solid;border-width:0px;overflow:hidden;word-break:normal;border-color:#999;color:#fff;background-color:#26ADE4;}
.tg .tg-lqy6{text-align:right;vertical-align:top}
.tg .tg-i3cd{font-weight:bold;background-color:#38fff8;color:#00009b;vertical-align:top}
.tg .tg-yw4l{vertical-align:top}

Official Facebook fan page

Number of likes (2018/3/18 reference value)

Tracking number (2018/3/18 reference value)

Establishment time

Police Department─Police News Cloud

83909

83248

2013/12

Police Department─NPA Commissioner’s Office

179948

183448

2015/04

Police Department─Police Department Personnel Office

12221

12294

2015/07

Keelung Police Department─Keelung Police Xinyun

9297

9247

Not specified

Taipei City Police Department─Taipei Polis

35694

37953

2015

New Taipei City Government Police Department─New Taipei City Police are great

108142

107673

2014/02

Taoyuan City Police Department

40635

40824

2013/03

Hsinchu City Police Department

20358

20182

2013/12

Hsinchu County Police Department

21490

21349

2012/06

Miaoli County Police Department

16316

16127

2012/05

Taichung City Police Department

23429

23841

Not specified

Changhua County Police Department

23374

23438

2014/05

Chiayi City Government Police Department

15122

14463

Not specified

Tainan City Police Department

32953

33674

Not specified

Kaohsiung City Police Department

317275

329168

Not specified

In addition to the Taiwanese police who are so dedicated to content marketing, the [Detroit Police Department] (https://www.facebook.com/detroitpolice/) also uses content marketing to deepen their impression on the people. The video below of Detroit police officers participating in the Running Man Challenge and dancing with the public has been viewed more than 9 million times. The video of the New York Police Department at the same event also has more than 6.1 million views.

In addition to maintaining law and order, modern police officers actually have a lot of extra work that they have to perform (such as designing pictures, dancing, shooting while chasing people, editing videos and adding subtitles when they return to the police station, and uploading videos to social media after editing…), which is really hard work. Police colleagues have really worked hard, please don’t begrudge your encouragement!

At the same time, don’t forget that after reading the wonderful police story, don’t forget to apply the three key points of the police agency’s content marketing to your own content marketing. Only telling sincere and touching stories is an important help for content marketing.

★ How to learn how to make presentations and use them for content marketing at the same time? Please sign up now for the Content Hacking Lecture Series (CHL6): [How to use presentations for content marketing] (https://www.accupass.com/go/chl6)

★ Want your blog to be seen by more people? Come and sign up for the “Advancing Content Power” webmaster course.

★Vista Reading Club April Special: “The Most Productive Year”

★ How to produce high-quality and attractive content? Please don’t miss the online course “[Content Power: The Super Power of Building Brands] (https://hahow.in/cr/content-power)”

★ Photo Credit: NPA Director’s Office Facebook Fan Page, Kaohsiung City Police Department Facebook Fan Page, Detroit Police Department Facebook Fan Page

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Further reading

• “Create popular content marketing power, practical social copywriting class from novice to professional” Questionnaire experience: The course structure is rigorous and the content is very useful
• Want to write great social posts? Develop a social media content strategy first
• To write great social posts, master five key elements

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