Videos Make it Stick

If you want your employees to feel like they are being attended to, part of something big, or simply just want to convey a message to them, consider the following. According to Ragan, 75% of employees are more likely to watch a video than reading text, and that's what Publishares quickly began doing a lot of since the pandemic.

Before Covid, a lot of the work we did was aimed more towards the external communications strategies of our customers. We made videos, created blog articles, and edited existing content our customers created. We still do that, but initially, to our surprise, there were a lot of companies who came to us for internal content creation. Where were they before? Why were they coming to us now? We did our research and decided that video content was the best route to pursue the impact these customers wanted to attain with their internal audience.

Happy Employee, Happy Life

According to McKinsey & Company, there is a 20 to 25% increase in productivity in companies where employees are connected with one another. Connected employees are crucial to company productivity, and before Covid, this was much easier to do. Even the simple gestures of having coffee together in the morning made a big difference in employee productivity. Now that a team coffee break is no longer an option, the socialized community experience must be re-imagined.

74,72, and 13

These three numbers are crucial to understanding what to do. Let's start with the first one.

According to tribal impact, 74% of employees feel like they are missing out on company news. They do not know what is happening beyond the narrow list of personal tasks. This stat is dangerous. Publishares understood that we could turn this number around. But the buck doesn't stop here. We've worked with companies like Bank Hapoalim, The Jewish Agency, and Fiverr to help create internal blog content that makes an impact and facilitates a community atmosphere.

72% of employees do not understand the company strategy of their organizations, and only 13% are actively using an internal communications program. These numbers support the fact that everyone is busy now from home, and distraction is a much more significant risk. Employees will not take the time to read long blog posts if they have a pipeline that they can't keep up with. We encourage all of our customers and you, the reader, to understand and invest your time in creating video content that is encouraging, informative, and slightly even encroaching on personal space. After all, your company is like a big family. It only makes sense that the content treats them like one.

The post Internal Communication is Crucial Since Covid: Video Content is the Only Way to Flatten the Curve appeared first on Publishares.

There is a local newspaper in the small town of Dunn, North Carolina. It's a town of only 14,000 people. Yet, the paper called the 'Dunn Daily Record' has the highest penetration rate in the United States.

Everyone Wants a Copy

The Daily Record manages to average a 112% monthly sales penetration rate on their paper. That’s more than one copy for each resident. That means that either there are residents buying the paper who are buying more than one copy because they don't like sharing or even more intriguing, people from outside the town want to read it too. No other publication in the country has a market penetration rate this high.

It's hard to explain such a success. We are talking about the United States after all. Most people, especially in small white-collar American towns, have internet, cable, smartphones, and unlimited access to information across the board. So why would they all read the same paper?

The reason for this success starts with the founder of the paper Hoover Adams. According to the book "Made to Stick," Adams was "born with ink in his blood." One of his first dips into journalism was as a freelance reporter in high school, and by 1950, he formed a paper of his own.

Local is the Way to Go

Adam's tenure as founder and publisher of the paper was 55 years, and his philosophy was always consistent. When translated into brand marketing, this philosophy can significantly impact companies looking to do the same with their own demographic.

Adams believed that newspapers must be "relentlessly local" in their coverage. In 1978 he wrote a memo to his staff. "All of us know that the main reason anybody reads a local newspaper is for local names and pictures, and that's one thing we can do better than anyone else."

Other papers held this priority, but none made it the core focus of their entire workforce.

This is precisely the kind of theory I want to instill in my customers at Publishares. I want to help them plan their brand content like a publishing house. I want them to think of their audiences like the small community of Dunn, North Carolina, where the only thing that matters is the names and pictures of influential figures and stories that interest the local market.

So, when you work with me, consider this, you are much more than another company that wants to write a few blog articles or release some media. I want to turn you into a publishing house that earned the trust to influence everyone in your respective market through great content.  It doesn't matter whether you are a non-profit, government organization, or high-tech company. Every organization has a community that is hungry for relevant stories that are focused on that community. Your readers want to know the names of influential people and see images that interest them. You want them to know and trust that the best place to get the information they are hungry for is from you. Your company can make that difference, and you could be the Daily Record of whoever it is you want to reach.

The post How a Small-Town News Paper Retains a 112% Success Rate and Why Brand Marketing Should Take Note appeared first on Publishares.