Content Strategy For Corporate Communications
Corporate communications need a concrete content strategy, prioritized by purpose and audience. But the corporate communications program is typically reserved for large companies. Generally small and medium-sized companies are usually focused on lead generation, whereas large companies will invest in media relations, hosting news events and distributing press releases to the media to garner coverage.
The benefit of a small company communicating with its employees is usually organic. It could be with a Friday pizza lunch or the president walking down the hallway and stopping to talk to the accounting department.
With the introduction and openness of social media where employees, media and investors are online, communication needs to be deliberately prioritized, produced and effective. Today communication is so important that most organizations, no matter the size, will eventually reach a point where they realize they need to invest in building a corporate communications team responsible for these various activities.
What is Corporate Communications?
Corporate communications involve the organization to communicate with internal and external audiences. These audiences commonly include:
- Customers and potential customers
- Key stakeholders (such as the C-Suite, board members and investors)
- Media and general public
- Government agencies and other third-party regulators
- Large suppliers and distributors
Corporate Communications Content Strategy
- Prioritize content. Content that drives established goals clearly communicates strategic priorities and why these are priorities. Write about the company vision and why each employee is important.
- Update outdated content. Repackage and promote old content with updated research or changes making the old content relevant again.
- On hold content. This is content designed for crisis communications, management changes and demands from suppliers. You can create templates to ensure you’re ready and timely with your message.
Plan and Publish Content
Now that you’ve created your topics for your content strategy, the next step for communications leaders is to develop an editorial calendar and plan. For each post or article, choose a goal, such as a specific behaviour change, and target a time for the content to go live. You can design the content by quarterly themes or seasonal activities.
Select the right channels to communicate
The good news is that your employees want you to engage with them. The challenge is to decide where and how to publish. Not everyone is on Facebook and not everyone who is on Facebook consumes content daily. As corporate communicators, we must consider how, when and where our various audiences typically consume content.
- Employees: Most prefer to hear important news from their immediate managers.
- Media: Press release, personal email, phone call, media conference, trade show
- General public: News section on your site, press release distribution, social media and from the media, trade publications, newsletter
Rushing the storey out doesn’t make it a good story or quality content. The content of your corporate communications needs to be aligned with your brand values. Need help in creating a corporate communications content strategy? Contact us, we’re your team!