Transforming the digital landscape is a noticeable priority of the Jamaican Government including the management and dissemination of public information. This transformative process is currently led by the newly minted Minister of Information, Senator the Hon. Dana Morris Dixon, whose personal digital strategy, founded on strong content marketing principles, is one to watch during her tenure.
Senator Morris Dixon, since her political career began in 2023, has focused her digital strategy on producing high-quality, video-based content which doesn’t just highlight her work but provides a space for Jamaicans to understand in simple terms, the work of the Government.
Her strategy differs slightly from that of the Members of Parliament who are keen on their personal branding for constitutional favour and even that of Prime Minister, the Most Hon. Andrew Holness who has engaged Jamaican youngsters online by highlighting what makes him the better candidate to lead the country and the progress of key projects taking place.
Senator Morris Dixon’s content strategy takes an educational approach that not only makes her increasingly likeable but offers a unique avenue for the younger Jamaican population to appreciate some positive news that may not be carried by mainstream media.
Her almost quirky, yet elegant and welcoming delivery of weekly updates may just establish a strong and unprecedented digital impact among the populace if she continues on this path.
Here are two of my favourite content pillars within her strategy:
She talks directly to her audience and invites engagement
It’s not uncommon to see clips of Government Ministers doing their daily tasks while their editor slaps text on screen to communicate a message. However, Dr. Morris Dixon takes it a step further and speaks directly to her audience, in almost all her videos. Her tone often remains conversational and welcoming, as if you had just bumped into her in the supermarket and she’s catching you up on Governmental affairs.
This is exactly the human-like experience that needs to be translated from Government Ministers to citizens. Coupled with this, is her constant invitation to citizens to engage and communicate with her. This form of reinforcement is not only refreshing but offers a semblance of trustworthiness because people love to make their voices heard.
She engages other Ministers - and they keep it simple
Dr. Morris Dixon further nurtures her audience with important snippets from other Government Ministers on matters of importance in the public domain. The quick and simple communication of Government updates is a clever way of keeping certain news top of mind, especially since reading long-winded captions is the last thing anyone wants to do on digital platforms.
What I’d love to see going forward:
The digital landscape is constantly evolving and it’s getting harder to capture and hold the attention with content that is primarily educational. It’s important then to diversify the formats in which content is shared with the nation online. I encourage the Senator’s digital and communication team to factor in the following:
Long-form content: Perhaps reformatting or repurposing the Jamaican Information Service’s (JIS) Get the Facts programme as a weekly podcast digitally.
YouTube Optimisation: Properly optimise JIS’s YouTube page and video titles to better suit SEO best practices and improve its Google Search Rank.
Improve Senator Morris Dixion’s Bio descriptions across platforms with relevant and appropriate links.
Provide a forum where questions pulled from across platforms are answered directly by the relevant Minister or most appropriate person.
Like with all things in life, it takes a trial and testing period before the right results are reaped. Personally, I’m looking forward to seeing the growth of Senator Morris Dixon’s digital reputation and how her content will evolve and impact the nation to fulfil the Government’s overarching digital objectives.
Chanel is a trained Communications Specialist, with a special focus on Digital Content Strategy and Writing for multimedia and traditional platforms. Her career began in print journalism before she transitioned into television production and then content strategy.
From her years of experience working in broadcast media and production, her love for the power of content kept growing and she eventually began to provide freelance content writing and digital management services to several local and international brands.
Her main works included digital management, content strategy development, ghostwriting, feature, creative and blog writing.
For queries email: thecontenthubmedia@gmail.com
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