How to create an annual report
5 tips to reach a bigger audience for your annual report
Yes, your annual report is finished! So what's next? The question we often get from many clients after publication is: how do we ensure the report gets read? Good question! But it's being asked at the wrong time. Because to ensure your annual report receives the attention it deserves, you should already have this goal in mind while creating the report. In this final blog of the series 'How to create an annual report,' we give you 5 tips to reach a bigger audience for your annual report.
Tip 1: Write with your stakeholders in mind
Approach the annual report just like any other communication piece. Consider your target audiences and your message beforehand. This is equally important for the annual report. Your report comprises different sections, each appealing to different audiences. Determine for each section which target audience(s) or stakeholders the specific content is relevant to, and tailor the content accordingly.
Tip 2: Make it interactive
More and more annual reports are being published digitally (for instance, using tools like our Reporting). This gives you the opportunity to add extra elements to your report. Think of videos, interactive infographics, or image comparisons. Utilise these elements to make the annual report more interactive and thus more appealing to read. Don't forget about regular images either. Good photos are still a valuable addition to your text and enhance the readability of the report.
Tip 3: Tell the story behind the numbers
People love stories. That's why storytelling is so popular in marketing. And the same applies to your annual report. So, tell the story behind the numbers. For instance, through interviews or videos. You could also create a narrative in the form of a timeline.
Tip 4: Use ambassadors
The previous tip was about storytelling. Idea: let your stakeholders tell these stories. Your employees, clients, tenants, customers—whichever applies. If they are featured in the annual report with a compelling story, they are likely to share this story, and thus your report, online with their family and friends. This way, you create ambassadors for your annual report.
Tip 5: Make content for social media based on your annual report
Every story or interactive element in your annual report is suitable for a social media post with a link to your report. Consider elements like a timeline, an infographic, or, as mentioned earlier, an interview. So, while creating your annual report, keep in mind the opportunity to turn it into a social media post.
How many people actually read the annual report?
For a PDF and print version, it's indeed difficult to measure how many people read the annual report. However, with an online annual report, tracking statistics is straightforward. Use tools like Piwik PRO, Google Analytics, or similar programs to measure visitor statistics. Based on these statistics, you can identify what works well and what you can improve next year. Also, track where your visitors come from. By adding UTM codes to the links you share across different platforms, you'll see precisely through which channel and which post your visitors arrive.
In this series 'How to create an annual report,' we've shown you what should be included in an annual report, how to gather all the content, and how to reach the widest possible audience with your report. If you have any questions about creating an annual report after reading these blogs, feel free to contact us!