4. Getting Started: Consolidate

Consolidating your essential communications

Sometimes in our rush to get information out, we send email after email. But identifying a few essential communications, which you can do on your own or with our “Audit” and “Evaluate” exercises, allows you to prioritize recurring communications in a way that serves your audience even better. 

Once you’ve identified a few communications that are essential to your key audiences, the next step is to reflect on them, prioritize a short list that can be recurring updates, and think about what content you will need to curate, consolidate, or create to support each. If three feels like too many, start with one. 

Communication #1:   _______________________________________________
Goal:                              _______________________________________________ 

Audience:                     _______________________________________________

Cadence:                       _______________________________________________
Collaborators:              _______________________________________________ 

Key content:                 _______________________________________________
 

 

Communication #2:   _______________________________________________
Goal:                              _______________________________________________ 

Audience:                     _______________________________________________

Cadence:                       _______________________________________________
Collaborators:             _______________________________________________ 

Key content:                _______________________________________________

  

Communication #3:   _______________________________________________
Goal:                              _______________________________________________ 

Audience:                     _______________________________________________

Cadence:                       _______________________________________________
Collaborators:             _______________________________________________ 

Key content:                _______________________________________________

Then, for each communication, set up a 30-minute brainstorm with your key collaborators. Share what you’re working on, what you’ve learned from the surveys, and how they fit into the project. Together, agree on the goal, cadence, and recurring content of each communication. 

How to think about your goal: Each communication should serve a purpose for readers. Consider:

• This will become the go-to source for _________________ information.
• Our readers will no longer need to seek out  ____________________ . This update delivers it.
• This communication will be known for _____________________________________________ .

How to think about your cadence: Each communication should create a habit with readers. That means it needs to arrive on a rhythm that they can expect — like weekly. Consider:

• What are the essential details the “audit” and “evaluation” uncovered for this communication?
• How often do those details change or evolve?
• How often will your readers need those details to remain productive in their decision making?

How to think about timing: Ideal send times and days will vary communication to communication. Often, an early morning send ensures readers have a few focused minutes to spend with what you send. From there, consider how it can align with what else is going on in their week:

• Does this communication help you align on priorities? Consider a Monday-morning send
• Does this serve as a pre-read to a key meeting? Consider sending it 24 hours in advance.
• Does this recap weekly progress? Consider sending it Friday morning.
• Etc.

How to think about your content: Your “Audit” and “Evaluate” exercises will help you drill down on the types of content your readers value most. From there, it’s about staying accountable to that useful mix and planning ahead for each edition you send. 

• Try using this content planner to map out your first few editions. 

Before you leave the brainstorming session, set a goal for when you will publish your first edition of each of the three essential communications you’ve chosen to prioritize. Set your first deadline no more than two weeks away — urgency and accountability guarantee success! 

For three minutes, free write. Where do you still feel uncertain? What do you still have questions about in one or some of your essential communications? You’re not alone! Share them with your HQ account manager when you’re finished, and we can help fill in the gaps.