Content Planning

Creating a content plan

Content is king. It not only drives employee adoption but long-term engagement. Too many organizations underestimate its importance and the amount of time it takes to create a content plan that supports your digital workplace solution.

Building a Content Plan

Why build a content plan?

A well-defined content plan helps you execute your overall content strategy to keep your digital workplace content valuable and relevant. Your content plan ties your entire digital workplace strategy together. Without relevant content (at both the global and solution level), all the planning and work to create your visual design, site structure, navigation, and wireframes quickly become irrelevant. 

Sounds extreme, doesn't it?

A digital workplace without great content is just an empty shell.  It has no real purpose and your employees won't use it. Remember, every time an employee visits your digital workplace, it's for a specific reason. They might visit to read company news, collaborate on a project, or look for knowledge and expertise within the organization. Whatever the reason, employees come to your digital workplace to accomplish daily tasks as efficiently and effectively as possible.

Guiding principles for valuable content:

  • Publish content that is easy to find
  • Publish content that is relevant
  • Update content regularly so it doesn't go stale or become outdated 
  • Use descriptive titles, headings, and summaries so employees don't waste time searching for the information they need
  • Apply content rules and policies for drafting, publishing, and governing

Where do you start?

Your content plan starts at a global scale, enabling your Content Creators/Publishers across the digital workplace and aligning with the goals and objectives of your digital workplace plan and overall content strategy. It also drives business outcomes and the employee behavior you are trying to achieve through your digital workplace. To get started, Igloo recommends building two types of plans:

  1. Global content plan: A plan for the entire site that impacts all users and equips all Content Creators/Publishers, Administrators, and other stakeholders with the documentation they need to deliver valuable content that serves a purpose. 
  2. Solution/Channel content plan: A plan focused on a specific solution or channel, such as a Newsroom or Onboarding Center, that only impacts users interacting with that solution. These plans are ideal for addressing the needs of target audience groups and use cases. 

Your content plans should address the stages of a typical content lifecycle within a digital workplace: 

  1. Assessment (e.g. audits)
  2. Planning (e.g. guidelines, purpose) 
  3. Creation (e.g. writing, approvals)
  4. Publication (e.g. moderation, notifications, curation, labeling)
  5. Maintenance (e.g. measuring success, ownership, reviews, archiving) 

Here are five questions to consider when building a successful content plan that aligns to the typical content lifecycle:

  1. What content should be created and why?
  2. Who will create the content?
  3. How will the content be created? 
  4. Where will the content be published (and where will it need to be surfaced, if needed in multiple locations)?
  5. How will the content be managed and governed?

Sample Content Plan

Here is a sample Content Plan for a corporate blog channel or a Newsroom Solution: 

Corporate News Channel/Newsroom Solution 

Objective(s) 
(What is the purpose of this channel?)

This channel provides a centralized location where employees receive news and updates related to corporate-wide happenings, changes, organizational updates, and other company news that impacts all employees. 

Goal(s)
  • Improve corporate communications across the company and departments
  • Improve corporate transparency between staff and executives
  • Increase the overall understanding of our corporate strategy by employees  
  • Build trust and loyalty with employees
  • Create and publish content that impacts all employees
  • Ensure all employees are up-to-date and aware of organizational changes and developments
  • Engage employees through announcements related to corporate events 
  • Keep the company well-informed through effective communication efforts
Desired Outcomes (KPIs)
  • Increase in employee awareness related to corporate strategy, organizational changes, etc.  
  • Increase in industry knowledge among employees 
  • Decrease in the number of employee questions about company-related information 
  • Decrease in confusion and questions about company events, including dates, times, and locations 
  • Increase in employee engagement around company announcements
  • Increase in employee loyalty 
Channels 
(applicable if you're building a plan for a Newsroom Solution, instead of a single blog channel)
  • Corporate news
  • IT news
  • HR news
  • Marketing news
Owners
(Who is responsible for governing and managing this channel or who is the Space Administrator of this Solution?)
Primary: Corporate Communications
Secondary: Senior Leaders as needed if the content aligns with their area of focus
Publishing FrequencyWeekly (at least one article per week, with room to include "breaking news" as needed)
Publishing Process
(Who writes, edits, and publishes the content?) 

Content Creators: Communications Specialists (Ghostwriting applies as needed, depending on the topic of the post)
Review and Approvals: Senior leader who is the subject matter expert for the topic being communicated or Human Resources; Corporate Communications team member to confirm alignment with brand guidelines
Content Publisher: Moderation required.
Moderation
The channel(s) will be moderated by the Corporate Communications Manager.
Label Strategy
  • Corporate Communications Label Group 
  • Industry Themes Label Group 
Archiving Policy
News articles to automatically be archived according to the Global Archiving Policy. 
Notification Frequency
Instant subscriptions (All Employee Member Group); to be set by the Site Administrator

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