Be real and relevant. Go to where your audience is. Let the audience see themselves. Talk about things they won’t hear anywhere else. Appeal to their hearts. Give them something to respond to. Entertain them. These are some points to keep in mind as you create content to attract a following and to showcase your brand.
I am working on a strategy for a large organization that wants to increase its public profile to its external stakeholders, and to increase engagement among its employees who are spread out across Canada. Dual goals, but the same type of content can appeal to both groups and get the job done.
The key in developing the content is to show the authentic self of the organization. This can be achieved by using some corporate type postings, like official news releases and content from newsletters, as well as the spontaneous postings from employees. In fact, that makes it even more real since readers can see the same message come through in the content, even though the tone may vary.
The brand of this organization is its culture of collegiality, dedication to service, and love of Canada. That’s easy for the employees to talk about, since they live it every day. Photos and notes of site projects, team successes, awards, and employee participation in charity events, like the United Way, are published regularly. At a corporate level there are also project successes and cases of external recognition by industry which demonstrate the brand.
The channels of choice are Facebook, Twitter, LinkedIn and YouTube. Video content typically garners a very high readership and lends itself to many opportunities for internal employee engagement. One recent idea emerged from the many instances of upcoming employee retirements. Peers wanted to recognize these dedicated long-timers for their commitment to the organization. The Communications Team provided an interview template enabling these individuals to create their own video interview about what it was like to work with this organization. A communications staffer then does a bit of post-production tidy-up on the piece and posts it to our YouTube channel and Facebook page. We reference these postings on Twitter, to drive people to those sites. This works well since it is recognizes that employee’s long service, others can benefit from that person’s career advice, and external people can really get a feel for the corporate brand.
You are well on your way to achieving your communications goals if you give people the type of content they want to see, in the format they want to see it in.