Breaking the Communications Logjam: Content, Content, Content

Part II of IV

Creating content

Part I | Part II | Part III | Part IV

The most important way to get a handle on your communications is to “get real” about how many communications you’re actually handling, and then break these publications into categories. Let’s return to the list of publications that most churches have that were listed in Part I.

  1. Church Bulletin
  2. Social Media
  3. Website
  4. Sermons
  5. Audio-visuals for services
  6. Miscellaneous posters/hand-outs related to classes
  7. Print newsletter
  8. Bulletin Inserts
  9. New Member materials
  10. Special publications for special services (Easter, Christmas, funerals, etc)

These are the ten separate publications that SLC has found most churches produce throughout the year. To manage this much, we encouraged people to break the content into a more-manageable list of categories. In the case above, we reduced the material down to three:

  • Educational (teaching information for new members, theological information for sermons, spiritually uplifting materials for newsletters and special events)
  • Audio visual (graphics for Sunday service, photos to place in newsletters [print and electronic], designs for signs)
  • Pragmatic (Details of events, special days [birthdays, anniversaries, etc], and assorted events happening in and around your congregation.

And now that this has been done, the magic can happen.

Write to the Categories

Instead of writing to 10 separate publications, target your writings to your, in this case, three categories. How do you do this? There are many approaches. But the two best in my experience are the following.

  • Create a Blog. It’s the modern-day answer to the diary. Only better. Get a free blog at, and start writing. It’s a great way to organize your educational materials, for example. Thoughts on books you’re reading; drafts of sermons your writing; notes on conferences you are attending; and on and on. It all can go in there. It can be public or private. And it allows you to easily tag your articles for easy re-discovery, and categorize each piece. You can integrate graphics, video, links, whatever you need. When writing, keep your short-term goals in front of you, but a blog gives you the opportunity to write more long-term, as well, knowing that you can return and use the material later.
  • Keep a REALLY GOOD Calendar. Online calendars leave us no excuse for failing to keep track of everything going on in our lives. Find the one that works for you and use it. Every special date, every event, music used in worship, everything (with one exception–see below) should go in it. This “pragmatic” tool will provide a great deal of your content. For your bulletin, your newsletters, your members and newcomers. The work done to set it up and maintain it will more than pay for itself in the time you save search for it every time you need that information for a publication.

Think Like an Editor

If you’ve ever been around a newsroom, you know that editors are hard-nosed people. They have to be. With an abundance of material coming at them, and little time to prepare content for publication, they can hardly afford time to write thought pieces, or deal with pieces not directly related to what’s immediately happening in the world around them.

And you need to bring the same discipline to your church publications. Here’s how.

  • Get Organized. Before you write one more word this week, identify and implement an editorial calendar. It is good to keep this separate from the master calendar discussed above. There are many good ones out there. For a list of 14 free ones, visit this post at The Daily Egg which provides an overview of each. You’ll want to play around with these to find one that suits your needs, but find one and use it.
  • Every Word Counts. As a writer myself, I’m often asked by people, “How do I become a writer?” My answer is simple. First, write. And Second, make every word you write, count. With your editorial calendar in place, you can see all the material that needs to be filled in the weeks and months ahead. As you write, make every word count by addressing the issues coming up.
  • Re-use. Just because you’ve used material once doesn’t mean you can’t use it again. Use it, and abuse it. If you write a sermon on hunger, this material can be reused throughout the year in bulletins, educational pieces, and resource materials. You’ll need to edit it, of course, but better to spend 10 minutes editing something you’ve already written to make it fit another medium, then spend 60 minutes re-inventing the material from scratch.

Cut and Stitch

While you will never get away from writing one-off pieces for your publications, following the steps above will decrease the amount of original writing you do.

Rather than creating content, you will spend your time cutting and stitching together the information that you have already pulled together.

And any writer will tell you, it’s easier to edit something for publication–even if it isn’t particularly good–then to create something from whole-cloth.

How Much Time?

I know what you’re thinking. This seems like a LOT of work.

To set it up, it is. But once things are up and running, you will easily find the time required to produce materials for you many publications cut in half, at least, if not more.

Your publications will have a more consistent feel, gathering information becomes much easier, and your creativity will flow more easily. Add to that the time you save, and most organizations find it to be a no-brainer.

SLC can work with you to establish a more-streamlined publication schedule. Drop us a note, and let us show you just how affordable it can really be.

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