That which is more important than a corporate publication

Lyudmila Sarycheva
Lyudmila Sarycheva

Lyudmila Sarycheva, Editor-in-chief of the Modulbank’s “Delo”, co-author of the book “Write, cut”.

EDITORIAL POLICY

Editorial policy provides rules for working with text in a company, including what tone to use in communications with clients, how to arrange the order of a message, and what words to use.

The Editorial policy of ModulBank helps scale down editorial staff’s work: an employee from any department can avoid contacting the editor for text, and can instead read the editorial policy and write the text himself, which as a result will be of standard quality. Editorial policy of Modulbank describes the principles and rules for working with text and also serves as a PR tool.

If the company writes a publication without using editorial policy, there is a risk of disappointing the client.

Content marketing is terribly fashionable. Companies are blogging, launching newsletters, being published in online journals. But in my experience working with corporate text, there are things which are both more important and more useful: I advise starting with these.

MESSAGES FOR CLIENTS

If a company has customers, it most likely communicates with them. And it probably uses sms messages, letters, scripts, chat messages and push notifications to do so.

The online edition is not read by all customers, and articles are published in it 1-3 times a week. On the other hand, clients receive messages from the company every day. Therefore, they have a stronger impact on the client experience and company reputation than the blog.

DECENT RATES

The Modulbank has counter-rates in large type and without any asterisks. These decent rates reduce the burden on support services, allowing clients to make an easier decision in opening an account; the bank thereby creates a reputation for being open and humane.

This is how the rates of the Modulbank look: services are described in simple language, without asterisks, and the font is large.

This is the last section of the rates: instead of asterisks or footnotes, simply frequently asked questions.

Rates are what work immediately: the client studies the cost of services and makes a decision. The publication, on the other hand, brings in customers in the long term: first the potential client reads the article, then half a year later he or she subscribes to the social network, three months later the website, and perhaps opens an IP and settlement account another five months on. Or perhaps not. This is difficult to track and difficult to manage, which is why rates are more useful in the near future than a blog.

THE PUBLICATION, ONCE EVERYTHING WAS ADJUSTED

The problem of a corporate publication is that it creates a company image. If this image is only supported by the blog, the client will be disappointed. Therefore, I advise focusing first on the internal text infrastructure, and only then starting a blog.

In some situations, it is useful to immediately launch a corporate publication. For example, if a company urgently needs to occupy an expert niche in its field. But I believe that if you simultaneously begin to establish a comprehensive text infrastructure in the company, the benefits will be far greater.

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