target strong headlines

As a communicator, you need to deliver a balance of content that connects to the company's objectives, strategy and business priorities. But how do you know if your content is hitting the mark or contributing to overload? Follow the steps below to do a quick and easy headline analysis.

One Collect your content
Gather all the articles and messages you have provided to employees for a recent time period (for instance, one month or one quarter). Make a list of the headlines and/or subject lines. If you have an intranet site, you can do this quickly by going to the news archive page and capturing the headlines.
 
Two Categorize your headlines and subject lines
Go through the list of headlines and subject lines, and organize them into a few key categories, such as:
  • Financial results/performance
  • Key initiatives
  • Regional news
  • Awards and recognition
  • HR and benefits

Track how many headlines you have in each category.

 
Three Compare your content to your business priorities
Now do a quick analysis.
  • Which categories have the most articles?
  • Do these high-volume categories match up with your business priorities?
  • Are there any business priorities missing from your list of categories?
 
Four Make a plan
Use this analysis to plan your business content for the next month or quarter. Ask:
  • How many articles/messages are needed in each category for a good mix?
  • How can editorial gaps be filled so all business priorities are included?
  • What key events on the horizon might be communication opportunities?

Map out the content you are going to need, and when you are going to need it.

 
Four Share the plan
Once you have created this plan, share it with your colleagues and contributors to let them know what business content your employees need going forward.
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