Blog: 3 steps to creating engaging internal content

3 steps to creating engaging internal content

August 17, 2015

Let’s be honest. Reaching your internal audience is easier said than done.

We’ve all experienced the numerous email blasts that never get read, the newsletters that are never opened and the reader surveys that go unanswered.

Regardless of the size of your company or the channel through which you communicate, the success of every piece of content being read, watched or listened to, depends on the answers to the following three questions:

What do you want your audience to know?
What do you want them to feel?
And what do you want them to do about it?

If you don’t have clear answers to these questions, don’t even bother. So how should it be done?


Help them know by keeping it practical

Ensure your audience knows – and remembers! – your key message by starting where the story gets interesting.

Approach your written content like you would approach a face-to-face conversation.

For example, if you bumped into David Beckham during your regular weekend shopping trip, the first thing you’ll mention at work on Monday is your little encounter with Becks.

After that bombshell, no-one will be interested in the great boots you found in the sale, so why tell them?

Help them feel by keeping it personal

Who are you talking to?

Will the new guy in the finance team be as touched by your message as the engineer who’s been working with the company for more than 20 years?

People relate to people, so use real people to tell your story. And tell it in the correct tone of voice.

Help them to do by keeping it interesting

Introducing fun ways of communicating is the first step to inspiring people. Why would any employee read a 10-page newsletter if they’re struggling with an influx of emails just to get their day-to-day job done?

The only way to gain your readers’ trust is by giving them something that others can’t.

Filter out the ‘noise’ and keep messaging simple yet effective. Will a 30-second iPhone video have more impact than a 500-word article? Can one or two images with short captions tell the story?

And give subtle links to the boring stuff. It’s much easier, for example, to share a quick quote on great customer feedback rather than beating the same old drum about the company policy of ‘putting customers first’.

Before typing your first sentence, always ask ‘what’s in it for them?’

If the answer isn’t clear, reconsider the message and the channel entirely. And before clicking ‘send’ on that mass email, watch this: