Content Operations for Internal Communications and Employee Engagement

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When talking about content operations, many people assume — often incorrectly — that content is merely for consumers. However, there are other content use cases, too. Among them are internal communication and employee engagement. 


Discussing its recent survey, Gallup reported that employee engagement ”needs a rebound” in the US. In 2022, only 32% of employees in the US said they felt engaged. Gallup’s ultimatum definitely makes sense. 


Fortunately, content operations can help improve employee engagement and drive a company’s bottom line. But what is content ops, and how does it relate to internal communication? In this guide, you’ll learn all about it.


Understanding Content Operations for Internal Communication

Let’s talk about internal communication first. Within a company, internal communication refers to the transmission of information between individuals and departments. Typically, internal communication channels include: 


  • Email

  • Messaging apps, such as Slack or Microsoft Teams

  • Intranet 

  • Employee newsletters 

  • Team meetings


How do content operations tie into this? Internal communication is largely focused on keeping employees in the loop. What better way to do this than with content? In this case, the main function of content operations is to ensure that the right information reaches the right people at the right time. 


Doing so will eventually also increase employee engagement. For instance, you could talk to them about career progression or development. Or, you could share information about promotions and bonuses. In fact, 71% of millennial workers say they value the latter. Creating content around topics that interest employees is a sure-shot way to boost their engagement. 


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Key Components of Effective Content Operations

Effective content ops should have the following components: 


  • Content strategy: Your content strategy will highlight the goals and objectives of your internal communication efforts. It will also outline your target audience and the types of content you’ll create and distribute. 

  • Content creation: Next, decide which type of content you’ll create. You can send out an internal newsletter to showcase company achievements and upcoming events. Maybe write intranet articles around employee success stories and industry trends. Another option is to host webinars or conduct interactive workshops on skill development, stress management, and team-building. 

  • Centralized repository: You also need a digital asset management (DAM) system to store and access all the content you create. Set access permissions and metadata tags for easy retrieval. 

  • Workflows: Content operations typically involve several people or teams. A well-designed workflow allows you to assign tasks and manage team members’ contributions from start to finish. 

  • Content automation: You can automate several content operations tasks like scheduling and distribution with CMS tools. 


Leveraging Technology for Content Operations

Speaking of automation and DAM systems, technology should be at the forefront of your content operations. Let’s look at a few examples. 


Example 1: Content Distribution  


There are quite a few channels you can use to share content with your employees. Some examples are Slack channels, emails, or intranet. Instead of manually sending content through each channel, use an automation tool to schedule and distribute content. 


Example 2: Collaboration 


People creating and reviewing content for internal communication need to be on the same page. That’s where collaboration tools like Trello and Slack come in. These teams can also use Zoom for video conferencing or Smartsheet for approvals and reviews. 


Example 3: Asset Management 


Content is an asset, perhaps even among the most valuable ones when it comes to internal communication. A system where you can store this asset is a must-have. Besides, you should be able to view all versions of the content in case you need to tweak or repurpose it. 


A DAM system can help you achieve this. For instance the following features are critical

  • Integration with Salesforce, Microsoft, Mailchimp, WordPress, and more

  • Support for various content types 

  • Creative workflow capabilities and secure brand portals 

  • Role-based access for internal and external stakeholders 


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Measuring the Impact of Content Operations on Employee Engagement

Once you’ve put an internal content strategy in place, the next step is to measure it to see if it’s doing the job or not. Key performance indicators (KPIs) for employee engagement generally include: 


  • Employee satisfaction score (ESS)

  • Employee turnover rate

  • Employee retention rate

  • Absenteeism rate

  • Employee productivity

  • Employee net promoter score (eNPS)


For qualitative metrics like ESS and eNPS, you can create a ranking system from 1 to 10 and ask employees to rate their satisfaction or likelihood of recommending the company as a workplace. These scores can further be measured against a baseline to track progress.


Taking it a step further, gauge how employee engagement impacts ROI by looking at the results of your internal content strategy. Did it improve productivity? Did it reduce absenteeism? If so, by how much? Similarly, a low turnover rate would mean less money spent on recruiting and training new employees. Together, these measurements can give an insight into the effectiveness of your content operations.


Overcoming Challenges in Implementing Content Operations

Companies often face roadblocks while implementing content ops, such as resistance to change, privacy concerns, lack of resources, and lack of buy-in from upper management. Here are some tips to overcome these challenges:


  • Collaborate with different departments to get everyone on board. Explain the potential of content operations in improving employee engagement and how it can benefit each team.

  • Create a privacy policy to address any concerns around data collection and usage. 

  • Secure enough resources, whether it’s budget for software or hiring additional team members. Make a strong case for why content operations are necessary and the potential ROI they can bring.


Even with these steps, getting the higher authorities interested can often be the biggest hurdle. The best approach, in this instance, is to start small. 


Start with just one department first. Employ content operations in their daily tasks. Then, measure the results in a set period, like three months. Now, you have something to show to any naysayers — concrete evidence of the impact of content ops. Numbers can often do the trick when words can’t.


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