Communications Policy + Content Calendar: The Easy Plan For Engagement
An easy way to guarantee successful content creation (and engagement!) is to look at your communications policy + content calendar in tandem.
WHY IS THIS IMPORTANT?
The communications policy tells content creators what type of information belongs on which channel, and the content calendar organizes which channels are used for messaging campaigns.
LET'S SEE HOW THEY WORK TOGETHER
The communications policy is designed to answer, "What guidance do we have surrounding communication distribution?," and it covers everything from channel use, to response time commitments, to the use of emoji's and the dreaded ALL CAPS.
Furthermore, the content calendar is designed to answer, "When and where do we distribute this information to create engagement?"
First, let's look briefly at the communications policy.
Communications Policy Deep Dive
Many organizations have several channels, including email, newsletters, intranet, chat, Loom, YouTube, and so on.
Understanding WHAT information belongs on WHICH channel, helps you identify the most effective way to deliver your messages.
Depending on the guidance you have within the communications policy, content creators will know where to deploy brief 'promo' content, medium-length overviews with bullet points, or detailed content with information about intent, drivers and desired outcomes.
Once content creators know which type of information is expected on each channel, they can go to their next resource, the content calendar.
(You can download this document template by clicking on the image)
Now that we understand the communications policy, let's look at the content calendar.
Content Calendar Deep Dive
As you can see from the image below, the content calendar is informed by the communications policy, among other tools and activities.
The type of calendar; format, level of detail, complexity, will depend on your specific organization.
As a rule, we recommend using the simplest tool possible for to reach your desired outcomes, and often, that's a basic spreadsheet with a tab each for annual campaigns and months (13 total).
There are many free templates available on the internet, and in some cases, you may have a content calendar built into your communication management software.
Whichever template you use, be sure to list the various communications channels and platforms you have to work with.
Your communication will differ on each platform, though it will all support the same root message. See the example below for more details.
WHAT DOES THE COMMUNICATIONS POLICY + CONTENT CALENDAR PROCESS LOOK LIKE?
We'll use a familiar scenario for this example, announcing benefits enrollment. Let's look at a process template and then a process example.
PROCESS TEMPLATE:
The Root Message: The base message you need to communicate.
The Communications Policy: Identifies your communications channels, like the following list, with the associated guidance for each channel.
♦ Email - detailed information and reporting or complex questions longer than a paragraph
♦ Newsletter - brief, bite-sized promos with links to more details, driving readers to the intranet
♦ Intranet - medium-length overviews with FAQ links and bullet points, plus a "Need more info?" feedback mechanism connected to a specific human/department/inbox
The Content Calendar: Visually assists content creators with scheduling messages on various channels without creating overwhelm or message overlap (multiple messages during the same period)
PROCESS EXAMPLE:
For this example, a short campaign would look like:
Root Message: The benefits enrollment period is coming up and employees need to review their status during a specified period.
Communications Policy: Using 3 channels: email, newsletter, and intranet, craft 3 messages varying in style according to the policy.
♦ Email Example -
"The benefits enrollment period is coming up so it's time to review your benefits status!
WHY THIS MATTERS
This year's benefits package was assembled with you in mind. We used feedback and survey responses to find programs that support your needs and educational opportunities and focus on professional development.
Some of the highlights include:
- Changes in childcare
- Transportation stipends
- Dental plans
- A new vision plan provider
- LinkedIn Learning access
- ...and so much more.
LEARN MORE
A complete guide will be available to help you navigate changes in the benefits package. This benefits guide will be available on March 15 and you will receive instructions for downloading the document by March 13.
The dates of enrollment are April 1 - April 30, so be prepared to ask your questions and make changes during that time. Please be sure to review the materials to get the most out of this amazing package.
NEED MORE INFO?
If you have questions, Nancy Smith is the point person for this program and her contact information is..."
♦ Newsletter Example -
"The benefits enrollment period is coming up! Be sure to review the materials using this link <<hyperlink>>. More details can be found on the intranet homepage."
♦ Intranet Example -
H1 Headline: Targeted Overview of this Year's Benefits Enrollment
Body: The benefits renewal period is April 1 - April 30!
Review plan details now using the FAQ links below. For the full summary of benefits, download the .pdf here. <<hyperlink to summary doc>>
- Topic - Changes in Benefits <<hyperlink to FAQ>>
- Topic - Dates of Enrollment <<hyperlink to FAQ>>
- Topic - New Vendor Information <<hyperlink to FAQ>>
Need more info? <<hyperlink>>
Content Calendar: With the messages created, look at the content calendar to establish timing to prevent overwhelm and strengthen engagement over various channels.
Plot these messages in a series to create a messaging campaign which will reach your workers regardless of their 'at desk' status.
THE BOTTOM LINE
- When content needs to drive action, sharing the right information on each channel is critical.
- Each channel has a purpose which is clearly identified in the communications policy.
- The content calendar is a visual tool to help design the cadence of channel use.
- Internal audiences have different communication preferences and they use channels in different ways.
- To ensure high engagement, tailor communications so staff knows where to find the information they need, in the way they want. Communications policy + content calendar = high engagement.
FOR MORE INFORMATION...
Contact us today at 202.415.6987 or info@L12Services.com if you want to enhance collaboration and engagement. Together, we can create an environment that drives success through effective communication.
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