Internal Communication Business Case

With the right information, the writers putting your strategy into action will produce authoritative content that engages the right people. On the other hand, without everyone getting clarity on what the plan is and how to execute it, you can be less certain it will work. Don't underestimate how integral internal communication is to making your content strategy work.

• Giving information
• Gathering information
• Clarifying issues and points
• Influencing action

All four of these things need to take place with the writer to ensure your ideas are fully realised. The first step, giving information, is simple: you explain the idea behind your strategy, its purpose, and what you want it to do.

Have you seen any studies you want to include? Any similar ideas that you want to influence your content? That's what gathering information is about. It's also an opportunity for your writer to feed back any ideas that could be relevant; whether it's something they've done for a previous client that would work for you or an example they have found that one of your competitors is doing.

Clarifying issues and points is important on both sides. For instance, you need to understand what resources are available, what the writer is capable of or when you can expect content to be delivered. Similarly, the writer needs the chance to ask questions about niches in the plan that may seem clear to you but that they might not understand.

If you have a question or something you feel needs explaining, always do it sooner rather than later instead of just waiting for the content to be completed and then having to send it back for corrections. The writer will not always be able to bend to your needs immediately and you might face delays. In a worst case scenario, the time may even pass when your well thought out plan is relevant.

Throughout all of this internal communication is the chance to influence action. Those involved in a content strategy tend to have different levels of expertise when it comes to executing ideas and things to include. Listen to each other and use the opportunity to influence people on what you know.

What's the most effective method?

With the technology available, there's no reason not to get in touch as and when you need to and different methods have different benefits.

Meeting in person tends to be the best way to communicate ideas, ask questions and generate a good rapport with those you're working with but geography may not always allow that. Your next most effective method, then, is to arrange a conference call to discuss your ideas in full.

After that, if you have any suggestion that you want to include then giving your writer a quick call will ensure it happens. Email also has its benefits in that it's a way for everyone involved to have important points in writing so they're easy to refer back to. It's the next best option, too, if your schedules don't align for a call.