Scott Alexander is the Digital and Content Marketing Lead at the City of Boroondara in Melbourne, Australia, a local government with a population of over 170,000 residents. Scott Alexander manages a team of 9 content creators for both internal and external communications. Prior to working for local government, he worked in content creation and social media management in the production industry for companies such as Madman Entertainment and Media World Pictures. Scott has written and produced multiple award-winning short firms. In this episode, you learn: the marketing funnel of local government, how to target content to the right part of the funnel, and the types of content and channels which are getting the City of Boroondara the best results.