Does your article move the needle on any of these objectives?
Does it help employees to do their jobs more effectively? Does it make them feel connected to their peers or part of a vibrant culture?
Purposeful content that is clearly aligned with your company's mission is more likely to engage employees (and win the approval of senior management).
Respect your reader's time
"I didn't get time to read that"
Lack of time is one of the major reasons your content goes unread.
With so much competition for their attention, employees often put internal communications on the back-burner.
Instead of lamenting this fact, look at ways you can lighten the cognitive load:
Make headlines clear and specific so that readers know what they're getting into - this free headline analyzer can help.
Have a point and get to it quickly - don't be that person who tells meandering, pointless stories that never seem to go anywhere.
Avoid slabs of text and use plenty of white space.
Break up the content with scannable headings, videos, images and pull-quotes.
Drop the jargon and use every day conversational language.
Take time to proofread (typos not only reflect badly on your credibility but they break the reader's flow).
We've already looked at ways to personalize content based on employee personas but actually writing about people is another sure-fire way to improve engagement.
Tell stories about individual employees and demonstrate their value to the business. This doesn't have to be 'heavy' content - you can ask employees to describe their morning routines, give their productivity tips or share favorite recipes.
Also, write articles that bring customers into focus - this helps employees to see why their work matters and goes a long way to fostering employee engagement.
Use faces in your imagery - and, where possible, choose real people over stock photos.
According to Sally Hogshead, author of the New York Times Bestseller, Fascinate
Faces are so key to our survival, in fact, that we're born to be fascinated by them.
Get the message out
So now you have a persona-driven, easily digested, people-focused article with a catchy headline and fascinating imagery. Well done!
The next step is making sure people know about it.
Take care to add the relevant keywords, meta-data and #hashtags so that your article can be pushed out to the appropriate channels or found via search.
When you share the article on your intranet's social network, be sure to @mention individuals who might find it particularly useful.
Although you want to avoid broadcast email - you might consider sending out a round-up of the month's best articles.
What engagement strategies have worked for you?
We'd love to hear about your successes in the comments below.