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Imagine Mr Roboto reading from a piece of paper, rattling off words like leverage, synergies, strategic, and capabilities. Nothing kills content more than buzz words, corporate jargon and a tone that comes off as impersonal and robotic...and that's just the beginning.
These tips can help take the “corporate” out of your content.
While corporate content can’t always be filled with pithy one-liners and humorous commentary, its objective should be to engage employees, even beyond the article, blog post, email, video, etc. These tips can help you do just that.
1. Ask yourself if you’d stop and read/watch/listen to it. In other words, keep your audience in mind. If your answer to the question is no, ask yourself why. If your answer is yes, ask yourself why…and take note. You’re reading/watching/listening to it because you have to; you’ll have to try a LOT harder to grab your employees’ attention.
2. Lose the corporate lingo and buzz words. While some use of this is necessary (very minimally), it’s safe to lose it for the most part. If you’re truly keeping the audience in mind, do you think this really resonates with them?
3. Answer the question, “Why should I care?” for different audience segments. You can’t personalize or even segment every single piece of content, but when you can, do it. Yes, it takes more time and effort, but the result is far less corporate and far more personal.
4. Create an emotional connection. Does this sound familiar? You’re watching one of those Publix commercials when someone walks in while you’re blubbering, “I’m not crying…you’re crying.” Appealing to emotions makes your content relateable and helps employees connect to it. It’s THE tenet for storytelling and why it’s so effective.
5. Invite your audience to participate. This can take shape in a number of ways and depends on the objective, topic, channel and audience. Employees want to be part of the conversation so give them opportunities to do that with your content. This can create new conversations, uncover new content topics and help you measure your content engagement.
What tips would you add to the list?
We get it. Creating and delivering content that employees are compelled enough to engage with is an ongoing challenge...but we're up for it! We’ve been on both side of this coin – the employee and the communicator trying to break through the clutter.
Bronn Communications, LLC can be a resource for your internal communications needs.
Bronn Communications is an Atlanta-based internal communications agency that helps companies reach and engage their most important audience and brand advocates—employees.