A growing number of companies are finding significant value in creating a content schedule within their organisation.
Essentially, this means making the employees the audience, and leveraging content to build a more engaged team. A team that feels emotionally committed and connected to the cause, and loyal to the brand.
This approach is a key part of making employees genuinely want to brag about the company they work for.
So, what can businesses do to motivate, incentivise and excite their employees, by establishing and delivering an internal content strategy?
Get big on ‘strategy’
Start to think like a publisher. Consider what the next 12 months will look like for your audience. What are the big milestones? What is most likely to engage them, and what should therefore be an essential part of any content that is being delivered?
Too often, companies communicate with their employees on a reactional basis. Instead of having a considered strategy that can be measured and improved, they have a mechanism for press releases.
Be consistent
Engagement comes over time when publishers do the right thing on a regular basis. An audience will need to start expecting content to be delivered so that it begins to form part of their lives.
With this in mind, companies should build and stick to delivery schedules, whether that is a monthly, quarterly, bi-annual release. Having a structure, and being disciplined with it, will give readers the gift of anticipation and help them know when to expect their next hit.
Put your audience first
Work hard to discover what makes the people within the company tick. This may be best driven via an HR team, along with marketing and key stakeholders, who will have much of this information. What kind of details get people excited? Is it company news, employee benefits or financials, or even lifestyle? Then look at how they want to receive this information.
Are benefits within the business under-nourished, with small take up? Case studies on those people who are engaging with benefits could be a good route for supporting take up. Human stories sometimes resonate on a higher level that straight ‘what you need to know’ features.
Think about your audience and drive everything that’s relevant, interesting and valuable to them.
Commit to your cause
Do people brag about working there? For HR teams looking to bottle up and unleash some of the goodness that content strategies are bringing to the business to consumer world, there is good news. It is possible to replicate the process. It just requires a commitment of energy and focus to the cause, as well as a level of planning and measuring.
Think like a publisher. Put the reader first, and keep a keen eye on what will make them want to receive content and accept it as part of their working life issue after issue.
If you’d like help with your internal content strategy, you can get in touch at info@goldsanddigital.com, or on 020 7287 9233.