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When developing quality content for corporate communications, you want it to be clean, professional and compelling while conveying a unified message across channels. Here are three ways to achieve those goals.

1. Perform an audit of existing content

Redundant, obsolete and trivial (ROT) content is the corporate communicator's enemy. It bogs down your channels (like an intranet), polluting your audience's searches with stuff they don't want or care about. If a search for the schedule for your company's big annual event turns up 2013's schedule as the number one result, users can become frustrated and stop looking to you as a source of information.


For this reason, take time to periodically sift through all the content lurking on your various channels and get rid of what's no longer useful. If information isn't relevant to your audience but still must be maintained for other purposes (such as compliance) consider using a file archiving tool like HubStor.

2. Ask questions

As a corporate communicator, it's too easy to get so close to the content that you can't tell the forest from the trees. Many a communicator has ended up spending tons of time and energy building up content on a subject only to find out it's not what people were interested in. All content takes up real estate on your channels, a portion of your audience's attention and resources from your team.


Make sure every piece of content is pulling its weight by asking questions of your audience and your team. Find out what your audience is looking for. Ask your team continuously if their content is as engaging as it could be. Encourage your team to ask questions of you, too. Without reimagining, you'll never innovate. If you never innovate, your communications efforts will quickly grow stale.

3. Use a file synchronization tool

Tools like Google Drive, OneDrive and Dropbox allow teams to collaborate on documents without the messiness of multiple independent versions and constant emails back and forth. Using a synchronizing tool will help streamline these efforts and prevent duplicative work. A tool like this is especially important if your projects require legal disclosures. Over time, disclosure requirements will change, and you can end up in hot water if there are out-of-date documents with insufficient disclosures floating around. If your business requires robust document version control, consider SharePoint or Huddle.


And don't forget to consume — not just create — quality content. Let good examples lead you to success.

Michelle Messenger Garrett is an award-winning writer, content creator and public relations consultant with more than 20 years of agency, corporate, startup and Silicon Valley experience. Her articles have been featured in Entrepreneur, and she’s a regular contributor to leading PR blogs Ragan’s PR Daily and Muck Rack. Garrett was named a Top 100 PR Influencer by Onalytica and was recently named to the board of the newly formed National Organization of Women in PR USA. Her blog was recently named a Top Small Business Marketing Blog.

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