Creating meaningful, connected communications is at the centre of CPL One’s partnership with the Institute of Leadership, says director Lucy Oakshott.
I was recently invited to speak at an Institute of Leadership (IoL) members’ reception, at historic Warwick Castle.
The occasion was an opportunity to reflect on how we help professional organisations such as the IoL evolve their content strategies, and ensure the partnerships we build with them remain purposeful. Here are a few thoughts from the day.
Four steps to stronger communication
CPL One’s approach to content creation is built on four essential principles: planning, community, storytelling and distribution. These steps not only underpin our collaboration with the IoL, but also offer valuable lessons for any organisation or professional looking to strengthen their communications and connections.
1. Planning: creating a roadmap
Every successful communication strategy begins with clear planning. CPL One maps content themes to the IoL’s goals, priorities, events and community ethos. This ensures the Institute’s member magazine, Edge, and its content hub, Edge Online, are visually engaging and strategically aligned. With a clear roadmap, content has rhythm and purpose; without one, it risks becoming noise.
2. Community: listening and evolving
Community is at the heart of CPL One’s work and that of the IoL. We continually track how members read, watch and interact with content in order to evolve what is produced. The Edge print journal now includes more member voices, profiles of award winners and a dedicated ‘In conversation with’ feature, which spotlights young and emerging leaders. By inviting multiple perspectives and celebrating achievements across the membership, the content builds a genuine sense of connection and belonging.
3. Storytelling: the power to inspire
As Apple’s Steve Jobs once observed: “The most powerful person in the world is a storyteller.” CPL One’s expert writers, videographers and designers focus on uncovering and sharing stories that resonate with audiences. A standout example is the Edge interview with Dame Sue Campbell, former head of women’s football at the FA, which explored her leadership journey and her role in transforming opportunities for women and young people in sport. The principle behind this approach is simple: clarity comes before polish. When the story is authentic and well defined, the ‘telling’ naturally follows.
4. Distribution: meeting audiences where they are
In a world of competing channels and platforms, even the best story has little impact if it doesn’t reach its audience. The launch of Edge Online ensures IoL members can access content anytime, anywhere. Effective distribution means understanding where the audience is most active and meeting them there – whether through full features, teaser snippets, or collaborative posts that amplify reach. Flexibility in format and channel increases visibility and engagement.
Creating content that connects
CPL One’s work with the IoL is guided by a clear philosophy: plan with purpose, listen to the community, craft stories that resonate, and deliver them through the right channels.
The goal is simple – to create content that connects, informs and inspires the Institute’s members throughout the year. This focus on meaningful connection makes Edge and Edge Online trusted and valued parts of the leadership community.
If you are interested in talking to one of our team about how we can support your content ambitions, please get in touch.
