--- title: The Power of Content Marketing in Government with Shannah Hayley (2016) description: We revisit our conversation with Shannah Hayley, Director of Communications and Community Outreach for the city of Plano, Texas. image: https://blog.govcommsinstitute.com/hubfs/Copy%20of%20From%20The%20Vault%20(1200%20%C3%97%20627%20px).png --- Talk to us [![fb](https://blog.govcommsinstitute.com/hubfs/facebook-brands.svg)](https://www.facebook.com/govcinstitute) [![li](https://blog.govcommsinstitute.com/hubfs/linkedin-brands.svg)](https://www.linkedin.com/company/govcomms-institute) [![tw](https://blog.govcommsinstitute.com/hubfs/twitter-brands.svg)](https://twitter.com/govc_institute) [![in](https://blog.govcommsinstitute.com/hubfs/instagram-brands.svg)](https://www.instagram.com/govcommsinstitute/) [![logo-white](https://blog.govcommsinstitute.com/hs-fs/hubfs/logo-white.png?width=197&height=40&name=logo-white.png "logo-white")](https://contentgroup-19617054.hs-sites.com/home-2) [![GCI Horizontal Logo](https://blog.govcommsinstitute.com/hs-fs/hubfs/GCI%20%20Horizontal%20Logo.png?width=197&name=GCI%20%20Horizontal%20Logo.png "GCI Horizontal Logo")](https://blog.govcommsinstitute.com/podcast/the-power-of-content-marketing-in-government) - [Podcast](https://blog.govcommsinstitute.com/podcast) - [About us](https://www.govcommsinstitute.com/about) - [Contact us](https://www.govcommsinstitute.com/contact) [Back to blog](https://blog.govcommsinstitute.com/podcast) # The Power of Content Marketing in Government with Shannah Hayley (2016) [![](https://blog.govcommsinstitute.com/hubfs/GovComms%20Institute%20Logo-01.jpg)  GovComms Institute Team](https://blog.govcommsinstitute.com/podcast/author/govcomms-institute-team)  | Jul 19, 2023 11:12:39 AM [From the Vault](https://blog.govcommsinstitute.com/podcast/tag/from-the-vault) ![](https://blog.govcommsinstitute.com/hubfs/Copy%20of%20From%20The%20Vault%20(1200%20%C3%97%20627%20px).png) In this episode of Govcomms ‘From the Vault’, we revisit our insightful conversation with [Shannah Hayley](https://www.linkedin.com/in/shannahallowayhayley/), which took place at the Content Marketing World 2016 conference in Cleveland, Ohio. Shannah is the Director of Communications and Community Outreach for the city of Plano, Texas, with responsibilities in strategic planning for all aspects of the city’s communications, marketing and community outreach. Along with David Pembroke, she discusses how local governments can capitalise on unfavorable incidents and utilise content marketing to enhance social awareness for their communities. Shannah shares her successful strategy which turned a disparaging comment from the reality TV show "Real Housewives of Dallas" into a powerful marketing tool. When a cast member compared Plano to an uncomfortable conversation, Shannah seized the opportunity to transform it into a clever marketing campaign. She embraced the phrase "It's a little Plano in here" and turned it into a meme of civic pride, effectively raising awareness for the city through content marketing. > “It started a whole campaign of ‘It's a little Plano in here,’ and that was a saying that popped up in our community…” - Shannah Hayley. By capitalising on unfavorable incidents and utilising content marketing, Shannah demonstrated how local governments can increase social awareness and turn challenging situations into positive exposure. LinkedIn - [https://www.linkedin.com/in/shannahallowayhayley/](https://www.linkedin.com/in/shannahallowayhayley/)  --- ###### About the Author GovComms Institute Team ### On the same subject ### [EP #98: Thinking like a system](https://blog.govcommsinstitute.com/podcast/thinking-like-a-system) [Howard Parry-Husbands](https://blog.govcommsinstitute.com/podcast/author/howard-parry-husbands) [David Pembroke](https://blog.govcommsinstitute.com/podcast/tag/david-pembroke), [Organisational communication](https://blog.govcommsinstitute.com/podcast/tag/organisational-communication), [System Thinking](https://blog.govcommsinstitute.com/podcast/tag/system-thinking), [Howard Parry-Husbands](https://blog.govcommsinstitute.com/podcast/tag/howard-parry-husbands) ### [EP #107: How to explain communications](https://blog.govcommsinstitute.com/podcast/how-to-explain-communications) [Merrin Fabre](https://blog.govcommsinstitute.com/podcast/author/merrin-fabre) [Best Practices](https://blog.govcommsinstitute.com/podcast/tag/best-practices), [Organisational communication](https://blog.govcommsinstitute.com/podcast/tag/organisational-communication), [Merrin Fabre](https://blog.govcommsinstitute.com/podcast/tag/merrin-fabre) ### [EP #103: Communication from the cockpit](https://blog.govcommsinstitute.com/podcast/communication-from-the-cockpit) [Chris Huet](https://blog.govcommsinstitute.com/podcast/author/chris-huet) [David Pembroke](https://blog.govcommsinstitute.com/podcast/tag/david-pembroke), [Organisational communication](https://blog.govcommsinstitute.com/podcast/tag/organisational-communication), [COCKPIT terminology](https://blog.govcommsinstitute.com/podcast/tag/cockpit-terminology), [Chris Huet](https://blog.govcommsinstitute.com/podcast/tag/chris-huet) [![GCI Horizontal Logo](https://blog.govcommsinstitute.com/hs-fs/hubfs/GCI%20%20Horizontal%20Logo.png?width=200&height=41&name=GCI%20%20Horizontal%20Logo.png "GCI Horizontal Logo")](https://blog.govcommsinstitute.com/) A global platform for government communicators. - SITE MAP - [Home](https://www.govcommsinstitute.com) - [About us](https://www.govcommsinstitute.com/about) - [Contact us](https://www.govcommsinstitute.com/contact) - LEGALS - [Privacy Policy](https://www.govcommsinstitute.com/pirivacy-policy) - [Terms & Conditions](https://www.govcommsinstitute.com/terms-and-conditions) - CONTACT US - [+61 2 6273 0232](tel:+61%202%206273%200232) - [govcomms.institute@contentgroup.com.au](mailto:govcomms.institute@contentgroup.com.au) - [Level 3, 2 Mort Street, Canberra, ACT 2601 GPO Box 2381, Canberra, ACT 2601](https://goo.gl/maps/4iAFuvdJ1KbTe28CA) - Copyright © 2020 contentgroup Theme designed by [Markentive](https://www.markentive.com/)