How to Use Global Content Marketing Tactics for Internal Communications

When we talk about content marketing, we share tips and advice on strategy, audience building, distribution, and ROI. We discuss the content we create and who we are targeting, but we rarely do so in the context of internal communications.

Whether we work for a large enterprise or a small start-up, internal communication is a critical function. Especially for companies running global content marketing programs, it’s critical to establish internal communication channels between teams. This will ensure that everyone knows the latest information about content processes, frameworks, methodologies, and best practices.

One solution: use content marketing tactics internally. Email newsletters, content hubs, and apps are all great ways to solve internal communications challenges and keep employees and partners aligned.

Using Email Newsletters for B2B Internal Communications

In large multi-national organizations, internal communications takes precedence. Without first aligning your internal stake-holders, the hand may not be talking to the foot, and for sure, you’re burning cash on non-critical functions, potentially at cross-purposes.

Announcing company-wide launches, needs to start internally first.

Best practices include working with both the internal communications and HR develop an internal bi-weekly content marketing newsletter.

Why send a newsletter to employees? Why not just use existing internal sites or collaboration tools? Here are some of the reasons:

• Internal newsletters reduce email overload. Instead of sending multiple, one-off notices, an email newsletter is a more efficient way of distributing information.
• Internal newsletters are trusted sources. Especially when coming from an established leader, internal newsletters are seen as impactful and relevant.
• Newsletters break down silos. Email newsletters can encourage conversations among employees belonging to different countries, divisions, or departments.
• Internal newsletters help build champions. A continuous flow of information to the right employees will facilitate change and accelerate adoption of new programs.
• Newsletters supplement other forms of communications: Although we had our own section on the company intranet and regular video conference calls with main stakeholders, the newsletter was the most successful and impactful tool.

Increase internal awareness of company-wide intitiatives helps to create an company that feels on the same page and where every employee understands how they fit.

Here is a sample outline:

• Main editorial update
• Link to the editorial calendar
• Content roadmap: what marketers should expect in the following weeks
• Links to curated content produced in the previous two weeks: big rock content, social media posts, blog posts, whitepapers
• Voices from the countries: interesting stories and best practices from the countries participating in the content marketing program
• If available, news on marketing initiatives and overarching corporate campaigns
• Executive summary of content performance and KPIs
• Who to contact to get information about content marketing initiatives

Having a steady stream of communication – never missing a deadline, even if collecting content from different teams and sources was a challenge – helps convey the same message across all geographies. AJ Huisman of YContent, an expert in global content marketing programs, suggests to “establish clear lines of communications and to secure mutual understanding beyond the time zones. Also, a proper internal communication plan will help to get to that point faster.”

Using Email Newsletters for B2C Internal Communications

An email newsletter can also be an effective tool for collaborating with partners. Let’s take the example of a large global insurance company, Francken Insurance.

They had to solve this problem: How to inform local agents on a weekly basis about the new content that was available and ready to be shared around the globe.

Despite a digital platform connecting remote agents across the enterprise, the company decided to launch multiple newsletters, one for each country piloting the content marketing program. (The company started a regional marketing program with two countries, one in Europe and one in Asia, before going regional and then global.) The central team created the newsletter template and design, and produced the weekly corporate message and editorial.

Then, each country had the option to personalize content to secure a closer and more intimate connection with local agents.