10 Tips for Creating A Great Mobile Content Strategy
Tip 1: Choose the Right Medium For Your Content
The beauty of a mobile app compared with email is that you can create a fully immersive experience. Apps allow you to use embedded video, audio, pictures, carousel banners, and various document types. This opens up the possibilities of how you can create and share content, which means you can ensure you are sharing messages in the most impactful way possible.
FOR EXAMPLE: Bad news from the CEO shouldn’t be sent out in a written post with no control over tone. It should be a video where you see the emotion and hear their authenticity.
Tip 2: Empower More Communicators Across Your Organization
While internal communications should always be the one steering the ship (your strategy), that doesn’t mean that they have to be the single voice for all messages. An app like theEMPLOYEEapp has a permission structure that allows you to give specific posting permissions to other individuals across your organization. This builds trust in the message because it always comes from the subject matter expert.
EXAMPLE 1: Our client NFI has opened up publishing rights to 450 leaders and managers to improve the localization of content. This helps the internal communications team focus on top-down and corporate-level messaging.
EXAMPLE 2: When your executive leaders have the ability to post their own messages, this allows them to take a selfie-style video message right on their phone and share it easily. Unlike in the past when the IC team ghost wrote for the C-Suite, this shows employees that it really is the executive leader behind the messages.
BONUS: Internal comms pros are always strapped for time! This helps you empower your trusted contacts in other departments (like HR) to share their messages themselves. But like we said before, you can control who they post to, to what folders, and more.
Tip 3: Consider a 360 Degree Approach
Mobile really makes it easier to build towards a campaign strategy. Your update can live in your PDF newsletter, it’s own post (perhaps a quick video), in a banner, and you can have a Q&A session calendar invite all through one platform that your frontline has access to.
Tip 4: Maximize Your Push Notifications
Mobile apps have most other channels beat when it comes to targeting push notifications and selecting what content gets one. One of my favorite strategies is using just one push notification to alert employees to multiple pieces of content in their news feed. So, when planning a content calendar I might have one need-to-know piece of content to share on Monday (e.g. shift notes, the weekly newsletter, etc.), but I also have a recognition piece on the employee of the month and an in the news story. I can use one push for the need-to-know content but already have the nice-to-know stories in the news feed. This helps not only show employees that we only push the important, mission-critical content, but also the push shows them that the app has been updated and there is other new content to engage with.
Tip 5: Updating and Editing Content Strategies
Ever sent an email and then the typo jumps out at you? We have all been there. If you rely on email to communicate internally, then you have to send a follow up email correcting your mistake.
But in an app, you can edit without alerting the world of the error. And there are even more strategic ways to use this functionality. Take the COVID-19 policy updates that IC pros dealt with in 2020. Recommendations and policies were changing so fast that it was difficult to keep up with the updates and could be confusing for employees trying to figure out what post had the most current information. But with a mobile app, you could continue to update the PDF on the same post and change the date.
Tip 6: Lose the Formality
One thing I like about apps is that they leave room to have more fun with content. We always say, “your news feed should reflect your culture.”
FOR EXAMPLE: At theEMPLOYEEapp, one of our core values is ENJOY. So, if our news feed was nothing but PDFs and policy updates, that would not exactly be a fun channel that employees wanted to use (although we’d likely need those documents for work). Instead, our internal EMPLOYEEapp is full of employee recognition, get to know the team videos, in the news stories, our latest marketing content, and more. All that in addition to things like our KPI dashboard (we also value accountability), HR documents, and more day-to-day business updates.
But beyond the content itself is the tone. Our clients are able to represent different individual voices from the frontline and corporate.
Tip 7: Would You Click On That?
A natural extension of tip #6 is thinking about post titles and captions strategically. And when you’re able to be less formal and include more engaging content, you’re able to have more fun with the titles of posts.
And so when we do consult sessions with our clients, we’ll ask them to think about the user experience. If an employee was scrolling through the newsfeed, would they want to click on your content? Unlike email, you can draw them in with content thumbnails, captions, and a title—three chances to get someone to stop scrolling.
Tip 8: Rock That Editorial Calendar
We LOVE a good content calendar. Whether you’re just using excel or a premium solution, you want to get organized. This helps you plan content out in advance—which is helpful for creating videos or podcasts—and also work with cross-functional stakeholders on their campaigns. This helps track what content is getting a push notification, what groups it’s going to, and more.
Tip 9: Check The Analytics
We would be remiss if we didn’t include measurement in a blog about content strategy best practices. To really have a great content strategy, we recommend checking analytics throughout a campaign. This lets you pivot if needed. But at the end of the campaign, also do a post-mortem on how everything performed. This is really how content strategy can evolve in an intentional way. And it works best when you combine charts and data with qualitative feedback.
Tip 10: Ask the People
Whether it’s a survey or just your focus group, find a way to get a steady stream of employee feedback. When considering your content strategy for your mobile app, you want to avoid making assumptions about what your employees want. Sometimes we assume employees want a lot of stories or things we think would be engaging. Some big revelations for clients have been that employees really love the cafeteria menu, they want their schedule, they want easier access to self-service portal, and they want employee dog photos.
Give the people what they want.
At the end of the day, your internal communications content strategy should revolve around hitting business goals. Your content should reflect your values and be stepping stones on the path to achieving your corporate purpose and mission. And your employees’ unique needs should be met. That might feel like a tall order, but we can help. If you want to learn more about theEMPLOYEEapp and how we can help take your content strategy to the next level, request a demo.
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