The New Newsletter Is Not a Newsletter at All




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Key Take-Aways

  • Effective communication across your organization increases employee motivation, aligns priorities, and connects everyone to a unified purpose.

  • But newsletters and email blasts are easily disregarded or overlooked in a crowded inbox.

  • Multimedia podcasting is an innovative way to deliver critical messages and announcements from leadership.

  • Connecting your organization through on-demand video and audio can increase productivity and employee engagement.

The newsletter has long been a staple of internal communications. From paper newsletters to digital versions, the formula has remained largely unchanged—a collection of articles and messages from across the organization, sometimes featuring a headshot of the speaker or photo of a product or event. The information these newsletters convey keeps companies connected and informed, fosters a sense of purpose, and can lead to better employee engagement. But those objectives are only achieved when your audience actually reads your newsletter. The stark reality: engagement is quite low.


Newsletters generally perform poorly. . . . click rates (demonstrating actual interest and engagement with an article) are only about 15%.

Newsletters generally perform poorly. Internal comms newsletter open rates average about 60%, while click rates (demonstrating actual interest and engagement with an article) are only about 15% (hppy, “[Infographic] The Benchmark of Successful Internal Email Campaigns”, available at https://gethppy.com/employee-engagement/infographic-the-benchmark-of-successful-internal-email-campaigns). How can you increase engagement so your messages are heard?


Reach Your Audience with Multimedia Podcasting


Video and audio are easy for your audience to adopt. They require less effort than reading to process the same amount of information. . . .

You can leverage secure multimedia podcasting to replace the standard newsletter or even to supplement it. Audio and video help maximize the likelihood of your message being heard because this is the media format most popular on the entertainment side of your employees’ lives. Audio is especially impactful among a commuting workforce. Imagine employees getting their company updates in a succinct morning briefing delivered as a podcast while they commute. And instead of reading that letter from the CEO why not view a video message with a more human touch? Video and audio are easy for your audience to adopt. They require less effort than reading to process the same amount of information, increasing efficiency in communications.


The trends in podcasting and video consumption are clear. Video and audio are already major sources of news.

The trends in podcasting and video consumption are clear. Video and audio are already major sources of news. “Video is the number 1 source of information for 66% of people” (Terry Stancheva, TechJury, “24 Noteworthy Video Consumption Statistics [2020 Edition],”, available at https://techjury.net/blog/video-consumption-statistics). Meanwhile, about 60% of Americans turn to podcasts for news (Danica Jovic, SmallBizGenius, “40 Powerful Podcast Statistics to Tune Into,” available at https://www.smallbizgenius.net/by-the-numbers/podcast-statistics/). These trends illustrate what your audience embraces, providing a compelling reason to try corporate podcasting with both audio and video content.


Practical Tips to Launch Your Multimedia Podcasting Strategy


Multimedia content can cover the same topics as your typical newsletter, but with increased chances of audience engagement. Feature voices from across your organization, sharing the stories about what they are doing, how they are making a difference, and what comes next. Include a recurring segment from leadership, giving employees the opportunity to hear directly from the C-suite. Facilitate a Q&A pipeline to ensure your audience is heard, with audio or video answers that everyone can learn from. These are just a few ways to transform delivery of corporate news without completely upending the processes communications teams already have in place.


You may want to start one or even multiple internal audio or video podcasts to cover these various categories of messages within internal comms. The AIMeCAST platform lets you subdivide your multimedia podcast channel so you can have separate series for corporate news, updates from across the organization, messages from leadership, and the like.


Integrating multimedia podcasting into your current newsletters is a great entry point without a burdensome change in process.

Integrating multimedia podcasting into your current newsletters is a great entry point without a burdensome change in process. You can produce one or two audio or video segments to complement stories and topics you are already covering. As you streamline the production process you can add more stories to the multimedia format. You can also maintain the dual format of digital print with accompanying video or audio, letting your audience choose their preferred method.


The Ultimate Step: A Multimedia News Feed


Designed for the internal communications professional and internal comms teams, the AIMeCAST platform has a dedicated multimedia news feed, making it easy to curate content for an immersive multimedia experience. This is the pinnacle in multimedia corporate communications.


With the ability to combine media formats, such as digital print with accompanying audio or video, AIMeCAST lets you reach your audience in the ways they want to consume content.

With the ability to combine media formats, such as digital print with accompanying audio or video, AIMeCAST lets you reach your audience in the ways they want to consume content. The ability to highlight specific audio and video episodes, link to other episodes or groups of episodes, view live streams within the platform, and even link to your intranet, website, other live streams, or event registration pages will ensure you have all the tools necessary to create an engaging experience for your audience. Finally, by targeting specific news items to groups of users within your organization, the news will be tailored for them and more likely to be viewed.


In a world where people want to hear from you through the same media formats embraced outside the workplace—video and audio podcasts—AIMeCAST is here to deliver your message.


#internalcommunications #internalcomms #newsletter #companynews #multimediapodcasting #corporatepodcasting

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