Ever wonder if the content you are posting is being read? And, do you find yourself curious if the content you are putting out there is not only being read, but also having an impact on your organization?

In today’s digital world, each of us probably receives hundreds of emails each day. Two retailers that I regularly purchase from are notorious for sending multiple emails in a single day. I can tell you that I usually read the first email they send, but I ignore the others. I tend to be drawn to ones that have a unique subject line and are well-written.

In any case, creating compelling content can be overwhelming. Don’t let it be. Use some of the tips below or all of them, whatever works best for you and your organization. Creating good content is an art form and like any masterpiece, these things take time to develop.

1) Choose relevant subject matter. One thing I do as a writer is stay up-to-date on current trends and best practices. Not only do I read articles online, I make a point of asking other writers what they are hearing about or projects that they are currently working on. The thing about the digital world is that it is always changing. Chances are that that article you wrote on the company blog last month could use a fresh update this month.

Consider putting together a content theme that can be used throughout your communications channels. Here at NISM we have done that with our “Meet and Greet” series to introduce you to our SMS professionals and the work that they do. Our basic format is the same for each profile, but we do take a look at the answers we receive from each individual and highlight items accordingly.

2) Connect with your audience through storytelling. If you read my work regularly on this blog, you’ll notice this is something that I try to do each time. I tend to introduce an example of something I have experienced that relates to the topic at hand to connect with you. I recognize you have limited time and what I say and the way I write matters. Whenever I write something, whether it be a blog post, an email or talking points, I try and put myself in the audience’s shoes. If I was the person receiving this email, what would I want to know? Not only would I want to know the basic information, but I’d want to know why this information is relevant to my life. And if you think like your audience, chances are you will start connecting with them, too.

3) Think beyond traditional communications channels. What does this mean exactly? Try using an infographic to display information instead of a just writing a traditional email. Venngage and Canva are two great programs that you may want to consider. Or, write an email but include a video link to acquire the reader’s attention. Better yet, use a subject line that is outside the box. Remember that your goal is to get your audience to actually want to view the content you are posting or sending. Don’t make it challenging for them. Often times you don’t need to re-invent the wheel, either. I encourage you to ask your colleagues about ways they have developed content in a way that may seem unconventional. Don’t be afraid to take risks in this area when appropriate.

4) Analyze your content regularly. Sure, you can put a read receipt on emails. You may want to invest in software that analyzes the metrics of your content for you. Politemail and Google Analytics are two examples. Once you get a sense of which content is being read by your audience, then you can adjust your strategy accordingly. Make it a priority to analyze your content at the beginning of each month as well as throughout the month as much as possible.

5) Be authentic. Know who you are as an organization/individual and commit to producing the best content you can. Some of the most successful organizations not only adapt to changing circumstances, but also remain true to their core values. Audiences can tell whether content is being sent to them just to be sent or because the content matters to them and to the organization they interact with.

What are some ways you have found to produce effective content for your organization? We’d love to hear your stories.

Want to learn more? Check out our upcoming Social Media Marketing Certificate and at the same time get your free download on Creating a Compelling Content Calendar.

Author: Amy Berger

Amy Berger is a corporate communications writer based in Minnesota. Previously, she spent over ten years working for state and federal government and brings a unique perspective of how best to utilize communication methods. She’s a big believer in evaluating communications strategies on a regular basis and finding new ways to deliver information. Amy has a Bachelor of Arts in Political Science from Gustavus Adophus College and a Master’s in Business Administration from the College of Saint Scholastica.

Connect with her through Linkedin https://www.linkedin.com/in/amy-berger-m-b-a-85b3149/
and Twitter @amykberger