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Internal Communities

2 Posts authored by: rachelnebozuk

A Jive blog is an outlet for sharing insights, a vehicle for increasing visibility around a topic or initiative, and a catalyst for collaboration. I find internal stakeholders sometimes have anxiety around blogging so once we get their blog up and running, I often share these tips. They're guaranteed to have clients publishing their first post by the end of the business day.

 

1. Know your audience.

Who are you writing for? Managers? New employees? People who work in a specific industry, department, region or office? Understanding your audience will help you create content that resonates with them.

 

2. Blog about what you know.

Our firm is expertise-driven, so chances are you’re an expert on something—and that’s exactly what you should write about. Don’t keep your knowledge tucked away for fear of giving away your “secret sauce.” Readers want something they can’t get elsewhere, so put it all out there.

 

3. Be yourself.

The best blogs are often informal and conversational. When you write the way you would talk, it humanizes your blog. Your post isn’t as much about what you say as it is how you say it. Be sure grammatical and spelling flubs aren’t detracting from your message.

 

4. Craft a captivating headline.

No matter how great your content is, it won’t get clicks unless it has a catchy headline. Use more action words and verbs and fewer nouns.

 

5. Keep it short.

Readers want to finish your blog in two minutes or less. Aim for 300-500 words, but do what feels right in order to convey your message. Simplify your blog by sticking to a single idea for each post.

 

6. Make it easy to digest—and fun to look at.

Readers love small chunks of information. Break up your post by including subheads or lists. Add visual appeal with photos and infographics.

 

7. Close with a call to action.

Don’t leave your readers hanging. Wrap it up by posing a question and asking them to comment with their own experience or idea. You can also invite them to:

  • visit another site for more information,
  • download a helpful presentation or resource toolkit,
  • watch a relevant video,
  • join or follow your group or space where they can receive the latest updates on your topic straight to their inbox.

 

 

8. Make it easy to find.

Much like a search engine, Jive funnels up content based on a user’s search terms. Take advantage of this by tagging your content with key words and key phrases.

 

9. Be consistent.

Fresh content is what drives traffic to your blog, group or space on Jive. Blogging on a regular basis builds credibility so create a calendar and stick to it. Aiming to publish one new blog per month is a good baseline.

 

Fear of overcommitting? A team blog is a great way to share the workload, include a variety of perspectives and maintain consistency.

 

10. Show your readers some love.

If other people comment on your blog, respond! Answer their questions or simply acknowledge their feedback with a quick “thank you.” This will encourage them to come back.

 

Show your readers you listen to them by paying close attention to their feedback. Let their “likes” and comments guide your future posts.

Here's how to resonate with readers when communicating on an internal platform like Jive:

 

 

 

First, tackle the big questions.
What is the article about? Make sure your topic has broad appeal.
Who is involved? Who should know about it?
When did/will it happen?
Where did/will it happen?
Why did/will it happen?
How did/will it happen?

 

Next, consider the purpose.
What’s the one key message? In other words, what do you want readers to remember after they’ve read it?
Why should they know about it and how will it affect them or their work? What do you want them to do after they’ve read it? And most importantly, why should they care?

 

Add a fresh perspective.
When crafting a message, don’t forget to consider your angle. Is there a something special about this message that will hook readers and make it stand out? Consider putting content into context by framing it with anecdotes or personal experiences.

 

Now, add the detail.
If you want them to take action, spell out what you want them to do.
Who (if anyone) should be quoted? What message should he or she convey?
Are there others who should be quoted or acknowledged? If so, either mention them or provide a list at the end.

 

Sum it all up.
Sometimes it’s easier to write the piece first and add the headline afterward. And sometimes, writing the headline first helps you formulate your message and organize your content. No matter the order you write them in, be sure to include:
    • a headline that captures the essence of the message,
    • a subhead that adds more detail, or
    • a synopsis that sums up the content in one to three sentences.

 

 

Do a clean sweep.
Once your draft is done, edit for extraneous words and nonessential information. Your readers are busy, so the simpler—and shorter—the better.

 

Finally, add the visuals.
If you have relevant photos or videos, don't forget to include them.

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