Why Land O’ Lakes creates—then breaks—its internal content rules

Learn the secrets of the agricultural co-op’s internal communications.

Conversations about new communications channels tend to run along the following lines, says Juliana Wallace, who leads internal communications at Land O’Lakes.

Communicator A says, “Let’s have blogs—leader blogs. Leaders should blog.”

Communicator B replies, “Totally! Where should [the blogs] go?”

Wrong, wrong, wrong, Wallace says. The discussion should begin thus:

A: Let’s have blogs.

B: Cool. What for?

In other words, start by establishing a strategy, Wallace says in the Ragan Training talk, “Plan for the unplanned: How to make, then break, your intranet content strategy rules.”

“Why would you have a blog?” Wallace asks. “How does that fit your content strategy? How is that going to accomplish your goals?”

Rather than rush out a new communications vehicle, pause to strategize, Wallace says. “It’s really thinking about that ‘why?'” she says.

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