How to Use Content Marketing For Internal Communications

As a B2B organization, you know how important content marketing is to attracting the right audience, growing revenue, and building a household brand. Quality content increases website traffic, improves your brand’s reputation, and boosts conversions. 

However, content marketing isn’t solely about how your brand relates to its audience. It is also crucial for building a solid internal communications strategy. This article will show you five content marketing tactics to incorporate into your internal communications strategy. 

1. Create an Internal News Blog

Most companies look at blogging to attract organic traffic to their website through search engine result pages and demonstrate thought leadership. But blogs can also be valuable resources for your team. As part of an internal communications strategy, an internal blog can:

• Increase employee engagement: Giving employees a chance to share their insights and read informative posts from other team members increases engagement among your employees. It helps to create a sense of “unity” in your workplace. 
• Enable knowledge sharing: invite specific subject matter experts to create blogs and articles about specific relevant topics as part of your knowledge-sharing efforts. Staff can even create how-to articles for new team members.
• Improve employer branding: an internal blog covering critical topics related to your company culture, employee value propositions, and accomplishments is a great way to attract the attention of potential employees and convince new talent to join your team.

You can even publicly share some of the content your team creates to strengthen your employer brand and attract new traffic to your website. For instance, Today Digital shares internal blogs that share updates with its employees and the wider public.

2. Design an Employee Newsletter

Nearly 75% of employees say they miss important business updates. When your organization has many moving parts, it can be hard to keep employees in the loop on business changes. 

That’s where an employee newsletter comes in. Rather than waiting for news to spread organically in your business, create a newsletter, just like you would for an external content marketing strategy. 

Internal newsletters are a single source of truth for crucial business updates, closing the information gap. To make the most of your newsletter:

• Segment your audience: send general news updates and announcements to everyone, but create “segments” for more specific updates relevant to certain groups. For instance, your entire marketing team doesn’t need to know you’ve installed a new accounting system. Segmenting your audience stops you from overwhelming staff with irrelevant info.
• Keep it simple: your employees usually struggle with limited time. Don’t overwhelm them with too much information at once. Use your newsletter to highlight critical updates and information they must know. You can always include links to internal documents and articles for those who want more information. 
• Make it enjoyable: to make the newsletter more interesting, add plenty of images, videos, and valuable data. Use attractive templates to ensure your brand personality shines through. 

Here’s a great example of an internal newsletter from Wyr to inspire you. 

3. Experiment with Different Content Types and Formats

In the early days of the Internet, most companies built their content marketing strategy around one thing: text. They created articles, eBooks, whitepapers, and blog posts to rank higher on the search engine result pages for specific keywords.

In recent years, however, companies have discovered other content types, like video, that generate audience engagement. HubSpot even found that video is now the most popular and effective media format for marketing. 

Bring this knowledge into your internal communication strategy. Go beyond blog posts and newsletters to experiment with: 

• Videos: Educational guides on brand personality and company culture, how-to guides for specific software and tools, or behind-the-scenes videos. 
• Podcasts: Internal podcasts featuring interviews with major members of staff or subject matter experts from throughout the team. 
• Images: Photos of team outings, infographics showcasing your latest accomplishments and data, or simple animations. 

Here’s a great example of a video from Apple that offers insights into its company culture.

4. Create a Social Media Wall

A social media wall displays content from your social media feed on your website. While it’s primarily a tool for engaging prospective customers, it’s also a great way to share updated content with employees and show off company initiatives. 

You can use a social media aggregator like Juicer.io to curate business updates and news, event information, and even employee recognition posts into a beautiful social feed for your team. Juicer has LinkedIn, Instagram, Twitter, and TikTok aggregators, allowing you to pull and display content from over 15 channels. It’s easy to use — with full feed moderation and customization options. 

5. Host Online Events for Employees

Just as you can host video events on YouTube and other channels to teach customers about your products and services, you can use online events to strengthen your internal communications strategy. 

For instance, you could host an awards event for your top-performing employees, showing them how much you appreciate their input and hard work. According to Harvard Business, lack of recognition is the number one reason employees leave a business. 

You could also:

• Host online events that share insights into your mission, vision, and company goals and the steps you’re taking to achieve them. 
• Create webinars and online educational experiences for your employees that help them expand their skills and develop their talent. 
• Run online networking events to bring team members from different departments and locations together. 

You can even share snippets from these events online as part of your employer branding strategy. For instance, in 2024, PWC highlighted the champions of its “Solvers Challenge” event on LinkedIn. 

Use Content Marketing Tactics to Elevate Internal Communications

According to some studies, when employees are connected through good internal communications, a company’s productivity rates can increase by up to 25%.

Just as the right content marketing strategy can help you build better relationships with your audience and improve your reputation with customers, it can also enhance your internal communications strategy. 

Lay the building blocks of a successful internal communications strategy with the content marketing tips we’ve shared. Not sure where to start? Use Juicer to create a beautiful social media wall for your company first. Then, scale from that point based on your business setup and preferences. 

Try Juicer.io for free!