Writing Content Internal Audiences Want to Read
Truth time: This year has brought with it an abundance of canceled moments. But there’s no postponing timely communication with internal audiences. In fact, it’s critical to keeping these groups informed, engaged and aligned. No matter the moment or issue—from global health crises and important social movements to CEO transitions— here are five ways to write content internal audiences will want to read.
Know who you’re talking to. (Like really know them.)
Is it chief executives? Board members? Employees? Every audience is driven by different goals, motivations and challenges so get to know what these are for each group. As part of this, anticipate what questions each group might ask, and identify how they prefer to receive information. This will help you craft and deliver communication pieces that resonate. (More on this next.)Answer the burning question: WIIFM?
If there’s only one question you anticipate, this is it. What’s in it for me? is the key question internal audiences ask when processing company news. (Not unlike how a customer views a brand marketing message.) Get ahead of it by addressing exactly what the news means for them. If you’re doing no. 1, then this should be a fairly simple exercise.Don’t bury bad news. No excuses—just don’t.
Always lead with the news. Even if it’s not super great. This helps avoid confusion (“wait, what’s happening?”), shows respect for your audience and signals you aren’t trying to mislead or hide information. And, when you put the news out in front, you have more time to address WIIFM, along with any benefits or positive change ahead.
Sound like a real person.
Companies don’t write or speak—people do. So, don’t be afraid to let your messages sound human. Infuse personality, empathy and anecdotes. Remove stiff, stuffy language and jargon. Your audience will appreciate this, strengthening their connection to the organization.
Have a clear call to action.
Don’t leave your audience wondering what’s next. Clearly communicate what they can expect and identify any actions they need to take. Include directions like timing and deadlines, and where to go for more information. If you’re delivering your message verbally, send a written follow-up communication reiterating these action items.
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