I began my process by locating key concepts in the IC Thrive blog that would align with the following goals:
- Increase online traffic, through SEO-driven visibility.
- Provide a ‘first steps’ reading path for our target audience, which equips the audience with the terms needed for organic exploration of the blog
- Ensue that content is written in modular parts – ideally, at a level that can be re-used across social media
I was ecstatic to find the IC 101 series, and used this as my anchor point.
Keywords
Targeted based on likely issues a client organization would come to explore or solve, with some examination of the IC Thrive Style Guide and website to align with key value provided:
- Internal Communications
- Employee engagement
- Strategic communications
- Internal communications content plan
Extension Strategy:
To further the reach of this blog, I would look towards developing backlinks and leveraging social media. The blog as a whole can be broken up into a series of posts best fit to Twitter or LinkedIn, and distributed over time.
For example –
Finding it hard to engage your employees in a hybrid workplace? Take a look at our Best Practices for Effective Communication in the Workplace. Here, we walk you through a roadmap that you can use to develop your communications practices from strategy to content to analysis. For each step of the way, we provide a template resource. When you’ve learned about each phase of internal communications, take our assessment to see how your efforts rank.
To develop backlinks, I would look towards finding contacts in a broader internal communications community – with groups like the Institute of Internal Communication, mirrored content could find its way to those just starting out in the field. I would then look towards adjacent associations in Human Resources, Communications, or Marketing as possible channels of delivery.
Your workplace has changed in the past 18 months…
The world of work continues to change in light of the COVID-19 pandemic, and you’re dealing with new business challenges. You might be working with a remote team, running communications in a restructured workplace, and providing frequent updates to maintain employee engagement. It’s tough to deal with these changes, but you know you can make a real difference. You just need the tools to make it happen.
We’re IC Thrive. Since 1999, we’ve been helping teams like yours with best-in-class tools for internal communications. From large-scale organizations like NASA and the Mayo Clinic to tight-knit local teams and businesses, we have expertise in developing and delivering the tools necessary for a team to build cohesion and to thrive.
Internal communications can be a complex and fast-paced environment. With our Reach and Source software solutions, find the best-in-class tools to message your team, make resources available, and build your organization’s story. To make your internal communications journey easier and more fulfilling, we have developed a large library of content to help you dig into emerging business challenges. Below, we’ve also outlined where we think you’ll find the best place to start.
IC 101: Your Introduction to Internal Communications
The challenges ahead of you are diverse. To help you explore the best solutions, we’ve developed IC 101: a blog series dedicated to sharing internal communication best practices. This series was developed using research-driven principles from Simon Fraser University, in conjunction with learnings developed by key opinion leaders in the field. Use IC 101 to develop your own internal communications content plan and strategy.
Get started with Internal Communications Strategy
Start with our Best Practices for Effective Communication in the Workplace. In this article, we walk you through a best practices roadmap that you can use to develop your practices in 7 key areas. For each step of the way, we provide a template resource. When you’ve learned about each phase of internal communications, take our assessment to see how your efforts rank.
Then, explore our introduction to Internal Communications Strategy. First, learn more about each of the 7 key areas fits together within the internal communications landscape. Second, explore how a communications mandate and alignment will help cohere communications between leadership and the organization as a whole. Finally, learn about the nuances and elements of successful communications strategies and plans.
Continue the journey and learn about How Employee Engagement & Internal Communications Connect. Here, we introduce you to the development of employee engagement through well-structured internal communications, and provide key strategies that help support the development of a healthy communications environment. Then, we close by exploring practical methods to help team members engage the workplace.
Target your audience – the first step towards employee engagement
Some teams prefer face-to-face meetings. Meanwhile, others prioritize digital accessibility. Find out where your team fits, then learn about how to develop an appropriate convergent source of information – what we like to call ‘the single source of truth’.
After an introduction to the core concepts feeding into internal communications, explore our article on Workplace Communication Channels. In other words, these are various ways you communicate with your team. Here, we outline a four-step process that guides you to map out the flow of information in your organization, so that you can evaluate the best channel that will work for specific circumstances.
Now, Meet your internal audience. Start by learning about how to develop two-way employee engagement, and how you might seek their assessment of pain points that you can help to solve. Then, take it to the next level by learning more about how to build your audience of colleagues into a cohesive community.
Finally, round out your understanding of your team’s communications needs with our best practices on audience analysis. Our article on Audience Analysis for Corporate Communications introduces you to the practice of audience segmentation. From here, you can assess how different groups within your organization prioritize communications, and tailor your internal communications plan for optimal impact.
Develop and deliver your content plan
Now that you’ve developed a plan aimed at the needs of your colleagues, where do you start with developing the messaging?
Consider our article on How to Create High-Quality Content for Your Internal Communications Plan. First, we bridge the gap from auditing your communications channels and developing your strategic plan to building your content calendar. Then, we close with initial thoughts towards tone and voice, and how this reflects on your organization’s identity and brand.
Proactive, personal, and focused – the ideal internal communications plan can help keep your team inspired. Our guide to create content that inspires employees to do their best provides an overview of how to develop an employer brand that faces inwards, and how tone, planning, and feedback each play into making a communications environment that not only delivers what your team needs to know, but also provides them with a place where they know they’ll be heard.
Now, you might have a strategy ready, with content prepared for delivery. Your audience is waiting – but when do you deliver? We recommend our article on how timing is everything. First, we outline factors like the time of day and the frequency of your communication. Then, learn about contextual timing and how it can become a key tool in your communications toolbox.
What’s next?
We’re happy to have helped you find your footing in the world of internal communications. Our blog has many more resources to help you explore best practices, and to build a healthy communications environment. We encourage you to search through our blog using some of the key concepts you’ve learned about with us here. Finally, if you’d like to learn a bit more, or have an idea you’d like to work with us to explore, we’d love to hear from you!