Smarter Signage Strategies for Higher Ed –
Join the Session!By Tim Vaughan
— November 7th, 2016
If your internal communications challenge is to create engaging content for readers who just happen to be employees, then a content strategy for your internal communications newsletter is a very important part of ensuring you get that engagement.
An employee email newsletter will succeed, no matter who it is aimed at, once it ticks at least a couple of the boxes of either being interesting, informative, entertaining, or easy to read and navigate.
By tailoring newsletter content specifically to items that engage your employees you will see an increase in engagement and this will grow over time.
However, as internal communicators we know that content production isn’t as straightforward as that. Budgets for amazing video, professional photography, gamification elements, and so on, just don’t exist for most IC teams. Not to mention the time it takes to write, edit and get content clearance approval.
So how do you come up with a content strategy for employee newsletters that allows you to connect and engage but doesn’t cost the earth?
We’ve explored this from a number of angles in webinars with some of IC’s thought leaders in the area – user generated video, co-creation, social collaboration, and infographics and visual content.
Another highly effective strategy is to tie your content to a major project (with a comms program or initiative behind it) that the organization has prioritized. For example, this could be an ERP (Enterprise Resource Planning) implementation campaign, change management program or wellness initiative.
As excitement around the campaign grows, launch and follow-up events take place, employee and project manager-generated content become more readily available. It is this excitement that will sustain you through the (sometimes!) long slog of creation, and it's part of what gets your audience to share, share, share.
This was something Brittany Kruk and John Martin, Walgreens Boots Alliance were able to do when tasked with supporting a huge international change management program.
One of the great things about the world of internal communications today is that there are so many brilliant and cost-effective (free or nearly free) apps and technology available to the savvy communicator. You can download an app and generate content efficiently, at low or no cost. The question, though, is which technology to use and when to use it?
I have created a list of 7 of my favourite content-generating technologies that I hope you find helpful. Please feel free to email me with yours and we can share even more great ideas.