Content managers have a monumental task ahead of them. Planning, creating, tracking, and analyzing content and related metrics across global corporate communications takes time and effort, especially for small teams.
What’s the easiest way to streamline this process while ensuring high quality content? Let’s take a closer look at three tips that will make your job easier.
Tip #1: Create a Content Strategy
Content created on the fly can come off feeling disjointed over time. Instead, use a big-picture strategy to ensure consistent messaging and effective targeting. Talk to different groups, sources, and stakeholders, both as content source and viewer. Consider the core topics and categories for your strategy — go broad, then drill down into a long-term plan that changes and adapts based on promotions, launches, and seasons. Additionally, be sure to think of your cadence of each content category based on its quantity and frequency which will undoubtedly evolve once you get going.
Tip #2: Define Success Metrics
What’s your content goal? On the web it’s about getting subscribers, creating click-through actions and driving social media sharing, but in corporate communications it’s a bit trickier. Develop your big-picture goals, then look at how you can track success metrics for those. In many cases, these metrics can be hard data derived from analytics results on conversions. Even more vague goals, such as “inform employees” or “reinforce the brand” can be tracked through various feedback gathering techniques. Whatever the goal and metric, the important thing is that you integrate trackable numbers into your strategy so you get hard proof about how well your strategy is working.
Tip #3: Get Feedback
Metrics and analytics can provide you with valuable macro insight, but what about on an individual level? This is where user feedback can be extremely helpful. This can be achieved through quick email surveys or even internal meetings that double as focus groups. Ask participants what they want to see, what content they enjoyed the most, what connected with them, and what perhaps didn’t work. These can be as simple as five-question surveys with easy numerical ratings, and can even be embedded with QR codes or shortened URLs.
The staggering fact here is that as of last year, 60% of communication professionals don’t even measure their internal communications, according to IABC.
These three tips can build an effective foundation for your content management experience. In fact, putting the upfront effort in can save you time later on and even allow you to explore ideas such as content automation. Once you execute these steps consistently, you’ll most certainly see an uptick in results and measurable success — tangible returns that you can propagate into even bigger success down the road.