Website visitors from both desktop and smartphone users have begun to show a downward trend due to shifting habits to social media. This phenomenon reflects a major change in the way people consume information. Social media offers fast, accessible and often more interactive content compared to traditional websites. This has resulted in a decline in traffic to news and public media websites, forcing them to adapt to stay relevant.

Difference in audience behaviors is also worth paying attention to. Mobile visitors expect shorter and simpler contents. Desktop users tend to be more patient and are prepared to spend longer time consuming in-depth and complex readings. On the other hand, smartphone users prefer content that is quick to read and to the point. They want concise information, attractive visuals, and swift navigation.

We received a brief from an environmental news platform to develop their next content strategy, in order to stay relevant and maintain the latest updates of environmental issues. This task required C4C to not only understand the needs of different pools of audience, but also integrate important messages about environmental conservation into various effective content formats across multiple platforms.

However, different sets of audiences from a different platform pertain to different behaviors, particularly in reading articles or contents. Audiences of a website tend to look for more detailed and analytical information, while social media audiences seek contents that are mostly shorter, easier to understand, and emphasize more on its visuals. This difference requires a careful approach in creating content that can bridge the two needs without alienating either group.

We therefore crafted a strategy to bridge different audience groups without creating a distance between the two articles or content. Their future contents should be designed in such a way that it can be easily customized for different platforms. Long content published on a website may need to be accompanied by an engaging summary to be shared on social media, with displays and infographics that clarify key points.

C4C audited the client’s website and social media, before proceeding with a workshop to assist them with strategy execution
C4C assisted the client in following steps:

1. Communication audit for their website and social media
We did this by looking for trends. Is the number of website visitors increasing or decreasing? Then we compare with social media performance, is there a similar trend? In addition, we also look at what types of content get higher engagement. From these steps we concluded that the website and social media audiences are different and also expect different types of content. The results of this audit provide deep insights into audience behavior and preferences, informing us on how to develop the strategy.

2. Assist the client in deciding their next content strategy
We facilitated a workshop with the client to help them see from their audience’s point of view. Participants were asked to imagine how their website’s front page would look if it was printed on a tabloid. This allowed them to picture what type of contents that are ideal for their audience.

During the workshops, we also discussed the difference between their website and social media audiences to look for the common threads of the audiences’ needs and roles. The workshop was aimed to involve all participants in developing a content strategy that caters to different audiences in mind.

3. Mentoring session to execute to strategy
To ensure the strategy is properly implemented, we set up a mentoring session. The session includes technical training, and content adjustments according to the feedback received from the audience after the launch.

C4C provides consultation services for public media to improve their content strategy
We are happy to receive positive feedback from the client and see how our work helps them in making Indonesia less sucks. This is also one of the largest communication audit projects we did, involving millions of data from various platforms. This success demonstrates the importance of a structured and data-driven approach in developing effective and relevant content strategies in the digital age. By understanding and integrating the needs of different audiences, public media can remain relevant and influential in delivering important messages to the public at large.