Corporate communications encompass every aspect of how you plan, produce and convey
the key messages that will come to define your brand.
The importance of corporate communications
Suffice to say, getting your corporate comms right is highly important if you want to succeed at the key stages of your journey as a company, from starting out and scaling up to securing a position of authority and respect in your sector.
It also covers much more than just what you publish on your website. Social media marketing, email newsletters, content for third-party publications and even internal communications such as company updates all fall under the banner of corporate communications.
Four types of corporate communication to be aware of
Corporate communications come in many forms. It’s not just about what you say, but how you say it. This covers both the language and tone you use and the medium you choose to get your message across. Different channels will be better suited to some forms of messaging than others, so it’s vital to know what your options are when setting out on any digital campaign. With this in mind, here are four of the most common types of corporate communication you need to be taking into consideration.
Your approach to communicating as a business can take many forms. For starters, every business will need some form of written content. This can come on the form of:
- Press releases
- Website copy
You can also connect with various audiences – including customers, employees and internal stakeholders – through the spoken word. To do this, you’ll need to combine an engaging, concise script with compelling visuals. This type of content includes:
It’s even possible to communicate while barely using words at all. In fact, visual content is proven to be more effective at quickly engaging an audience, so you mustn’t overlook this form of content. Key types of visual media include:
- Custom graphics
- Visual branding
Corporate communications do not have to be aimed at potential customers. They also have a key role to play in delivering clear concise, messaging to employees, partners and other stakeholders. For larger enterprises in particular, getting this internal messaging right is vital in improving performance, keeping people engaging or attracting new investment. This can include:
- Company news and updates
- Training materials
- Team and social information
A complete corporate communications strategy
The extensive range of communication options on offer means there are plenty of ways to plan and tailor your messaging, depending on who you’re talking to and what you’re talking about.
Press releases and promotional videos could be the way to go when you’re launching a new product, for example, while personalised emails are an excellent way to engage leads and support them along each step of the purchasing journey.
An effective strategy is likely to cover a wide range of the above content types depending on which part of the sales funnel you’re targeting. This is something that’s especially important for businesses where buying cycles tend to be longer, such as B2B firms. For these companies, keeping potential customers engaged with interesting content at every stage of the buying cycle is essential.
Ultimately, if you get your corporate communications right, you’ll be better-placed to succeed and grow. With extensive experience in the content marketing sector, Axonn offers a selection of services and capabilities to help you optimise your corporate communications and convey the right messages to the right people. We can support your efforts to engage with your audience through words, video and imagery.