Genesys Internal Communications Strategy
Just producing great content isn’t enough. Audiences have to actually see it if it’s going to serve any purpose for a business and its marketing team. There are a lot of ways to make that happen—paid promotion, search engine optimization—but a crucial and oft-overlooked tactic is supporting go-to-customer teams with content and enablement to make sure they know how best to use it.
I built a strategic approach to internal communications that leveraged new and existing channels to ensure that newly created content was being delivered to GTC teams promptly and with the context needed to be able to get the most out of it. I outlined a number of actions that should be taken immediately, as well as a plan for future changes that we could focus on after solidifying initial steps.
For a sampling of the strategy, scroll down!
What was included?
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How should a piece of content be shared? One way I determined that was by dividing types of content into tiers, and then apportioning the communications tools we had by tier so that the most critical and in-depth content was promoted most heavily.
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This email, sent every other week to the full marketing team as well as other cross-functional teams, presents all the work the content marketing team has done over that two week span. It explains what each piece of content is and why it matters, how it’s being used, who is being targeted and why, and the part of the buyer’s journey it supports.
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The content marketing team used SharePoint websites to document and share strategy and process with colleagues so everyone understands why they’re doing the things they're doing, and to promote individual pieces of content. Through this strategy, the ability to frequently update shared content and determine what content most deserved attention both were improved.
