Effective content marketing is the methodology of effectively communicating ideas through long form content. Used principally for engaging with prospects and clients, it’s uses also stretch into employee engagement and internal communications methodology.
Indeed, much of internal communications is based on structure and process with less thought put into how much information team members actually require, and how often. By using basic marketing ethos, and content marketing strategy, businesses can build powerful hubs of communication, giving employees a more complete picture of various initiatives, benchmarks and successes within the organisation. It also an opportunity to reinforce various alignments, such as quarterly targets, industry foci and technological initiatives that are affecting the organisation externally.
To be fair, many organisations send out ad hoc updates, with the view that as long as something is being done to communicate with staff, it’s better than nothing. This is true, but only just, and proactive organisations are putting systems in place to ensure consistent and meaningful content gets in front of employees.
Video, is an important tool and one that will become more and more prevalent in both social media, content marketing and employee engagement over the next few years. The now limitless amount of tools available to create engaging, and visually stimulating video content, means that CEOs, divisional leaders and thought leaders can make simple presentations to staff in an easy to digest way, without a huge time commitment.
In order to appeal to all styles of learning, transcriptions from videos can also be shared online, creating long form written content with little effort.
Possibly the most important tool in getting compelling content to the masses, is the content calendar. A simple project management tool, with benchmarks in place – such as who is responsible for what and when it is due – think editing, filming, releasing, and so forth. It begins with distribution dates and work backwards from there. This means that not only will content go out on a regular basis, but there won’t be the last minute panic and time consuming film, edit, re-film, re-edit, re-edit, re-film, finally send, that anyone who has ever completed a rushed video can relate to.
By combining organisational knowledge with simple technology, and even more simple benchmarks, the internal communications initiative can prove to be more than simply interactive, it can be engaging, and stimulating. By bringing employees in to the updates on a more regular basis, and in a compelling way, it increases initiative and stimulates conversation around key company goals.

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