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 (opens in a new tab) Facebook post message (opens in a new tab) 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 (opens in a new tab), Be a police officer and study music (opens in a new tab), Little girl holding dog (opens in a new tab) , E-sports player (opens in a new tab)、Cosplay (opens in a new tab) and Go to the mountains to learn kung fu (opens in a new tab) 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.
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 (opens in a new tab) to the fan page. Later, it triggered a media report (opens in a new tab) trend, which further enhanced the image of the police.
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/ (opens in a new tab)), 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 (opens in a new tab) 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 (opens in a new tab)
83909
83248
2013/12
Police Department─NPA Commissioner’s Office (opens in a new tab)
179948
183448
2015/04
Police Department─Police Department Personnel Office (opens in a new tab)
12221
12294
2015/07
Keelung Police Department─Keelung Police Xinyun (opens in a new tab)
9297
9247
Not specified
Taipei City Police Department─Taipei Polis (opens in a new tab)
35694
37953
2015
New Taipei City Government Police Department─New Taipei City Police are great (opens in a new tab)
108142
107673
2014/02
Taoyuan City Police Department (opens in a new tab)
40635
40824
2013/03
Hsinchu City Police Department (opens in a new tab)
20358
20182
2013/12
Hsinchu County Police Department (opens in a new tab)
21490
21349
2012/06
Miaoli County Police Department (opens in a new tab)
16316
16127
2012/05
Taichung City Police Department (opens in a new tab)
23429
23841
Not specified
Changhua County Police Department (opens in a new tab)
23374
23438
2014/05
Chiayi City Government Police Department (opens in a new tab)
15122
14463
Not specified
Tainan City Police Department (opens in a new tab)
32953
33674
Not specified
Kaohsiung City Police Department (opens in a new tab)
317275
329168
Not specified
In addition to the Taiwanese police who are so dedicated to content marketing, the Detroit Police Department (opens in a new tab) also uses content marketing to deepen their impression on the people. The video below of Detroit police officers participating in the Running Man Challenge (opens in a new tab) and dancing with the public has been viewed more than 9 million times. The video (opens in a new tab) 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 (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)”
★ How to produce high-quality and attractive content? Please don’t miss the online course “Content Power: The Super Power of Building Brands (opens in a new tab)”
★ Photo Credit: NPA Director’s Office Facebook Fan Page (opens in a new tab), Kaohsiung City Police Department Facebook Fan Page (opens in a new tab), Detroit Police Department Facebook Fan Page (opens in a new tab)
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
Next step
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Vista Cheng speaks and runs workshops on AI workflows, writing and content systems for companies, schools and public agencies.
