While it’s true that some content will never be interesting (Hello, org. announcements), most of what you create can be appealing and compelling.
But first you’ve got to step away from old-fashioned techniques that weigh content down. Like corporate speak. And articles that read like a press release. And information that’s fascinating to initiative leaders but not relevant to employees.
How else can you make internal content really interesting? For inspiration, I turned to the ultimate content experts: marketers. In this Content Marketing Institute piece, Ann Gynn collects great advice on how to make content fascinating. Here are the 5 that are most relevant to employee communication:
- Improvise. If what you’re doing isn’t working, try something else. “It starts with an experimental mindset,” says Kathy Klotz-Guest, founder, Keeping It Human. “It’s time to do things differently so you co-create with (your audience).”
- Listen and customize. Says Matthew Rayback, creative director, Adobe, “The things that will break through are the things that are meaningful and valuable, both of which can vary wildly from context to context. Content (creators) need to listen more to their audiences and adapt their strategies based on what they hear.”
- Have a purpose. “Be helpful. If you can’t be helpful, at least be entertaining. Ideally, your content should do both,” advises Ruth Carter, evil genius, Carter Law Firm.
- Get real. “Produce content that shows real people being real, solving real in less than perfect ways so others can relate,” suggests Bernie Borges, vice president, global content marketing, iQor.
- Be interactive. Writes Michaela Alexis, a LinkedIn trainer, “make everything more conversational. Ask questions, create polls, go live. People may be tired of passively consuming content, but they are craving human interaction now more than ever.”
And one more piece of advice from me: Break out of the box. Just because your organization has “always” created content in a certain way doesn’t mean that approach works anymore. Employees’ needs have changed—so your content strategy needs to change, too.