There’s a vital lizardy lesson for comms pros here - adapt or you’re on a slippery slope down a bumpy tree…
“Developing great digital content is vital to engage with your staff. The majority of employees own smartphones, use social media and constantly see great (as well as rubbish) content. We’re bombarded with 10k-plus messages each day,” says Darren Caveney, creator of the communications industry resource Comms2Point0 and digital communications specialist.
So put your internal work in that context and our content needs to work much harder to stand out in a crowded market.
Strategy must be king of your jungle
Reflect natural habitatsWhere do your audiences prefer to consume their content?
Do you know how much is viewed on mobile versus pc?
Which of your channels
Preserve environments by owning your own platforms“As social platforms continue to evolve and 'probably' charge us increasingly in the future I worry about how
But what happens in two years when prices have gone up and budgets have gone down?
Owning our own platforms is vital. Every organisation will be different but if you have an intranet then it should offer first-class content and if you email employees then treat it like you would an important external campaign.”
Expose a human sideThe benefits of face-to-face contact can be lost through digital media. Developing a human face to the content you share can help to overcome this. Organisations need to show authenticity and personality and this can be reflected in their content.
Show who you are by dropping the barriers of industry language and polished, unnatural images. Share stories that show what’s important to your organisation, build trust through your content by showing what you stand for and align your values with your audiences’.
This video from Mansfield Police demonstrates the point beautifully as an officer plays the piano for an elderly crime victim. Human, heartwarming and perfectly unpolished… (super spot, Dan Slee ;-) )
Push the boundaries to cut through the swampThe digital landscape is literally swamped with content – for it to cut through, it needs to be creative, offering its audience a reason why it deserves their interest. Take the initiative to disrupt the status quo and do something unexpected...
Rather than creating run-of-the-mill comms around IT security, we created this animation for the University of Manchester’s Cyber Security Campaign – something that would stand out, convey IT security messages in a new and engaging way and create an immediate sense of intrigue.
In fact, not keeping pace could be downright dangerous for your organisation. "The cost of falling behind with how people want to consume media is that your organisation will be at best irrelevant and at worst seen to be actively not caring," writes Dan Slee in this recent post on Comms2Point0 about comms predictions for 2018.
"For our digital content to continue evolving effectively we need to use the data and metrics available to us to refine the media we’re creating, check what works and what doesn't, stop sharing content that doesn’t engage and start testing new things."
Grow slow, evolution won’t occur overnight“Give yourself time to succeed,” says Darren. “Through the Comms2Point0
trying new things, helping two-way dialogue to happen and leaving those bygone brown lizards behind.
Although the differences between how we communicate through traditional media and the digital landscape can often be subtle ones – quality over quantity, strong messaging and audience empowerment will always apply – adopting the points above will help to keep us at the top of our tree.