Creating Inclusive and Diverse Content Marketing

Creating Inclusive and Diverse Content Marketing

Posted on: 1 June, 2020

When advertising a business or service, you want to appeal to as wide of an audience as possible. From various ages, genders, and ethnicities, you can appeal to just about any demographic with the right marketing skills. However, appealing to these demographics entails more than simply representing them.

In order to attract various groups, your content must be written with these demographics in mind. This requires a heavy amount of audience research and analysis and building a marketing team with this same diversity. Through various changes, adaptation, and building a strong marketing team, you can create a robust business for many customers. Maximizing your userbase not only helps with creating the most business but expanding it even further.

Defining “Inclusion” and “Diversity”

In order to understand creating inclusive and diverse content, you should understand the meaning of both inclusion and diversity. For one, inclusion and diversity do not mean the same thing, nor are they synonymous.  For business, diversity defines the “what,” which would be who is hired in your workforce.

Employing various people of culture, gender, ethnicity, and age helps increase this diversity. Inclusion, on the other hand, would define the “how”—being what these workers contribute to the business. You can have a diverse workforce, but if only select employees are heard, then it fails to be inclusive.

Creating this diversity and inclusion of your platform may not be an easy task initially, but it can be achieved in various ways. From shaking up marketing teams to encouraging new content, your business can be both diverse and inclusive to new audiences.

Building an Inclusive Platform

So, you know you need to create a diverse team as well as provide inclusive content, but how? Firstly, you should analyze and consider your current audience—is it enough? Do you want to expand it further, and will you need new employees for that audience? You must consider what kind of audiences you want to appeal to and who can communicate with them efficiently.

This is where the importance of creating a diverse team matters and must be considered. A business should hire both men and women, the young and old, and a wide array of ethnicities. By not only building this workforce but also assigning proper roles to them, your inclusiveness increases. If your platform has recently begun expanding to new audiences, you should amend past content to reflect it. Link to webpages these audiences might be interested in previous content or add new details to inform them.

If you want to build an audience, also build your website as a “one-stop source” for a variety of people. Provide articles regarding different people and classes, and link them in a cohesive, accessible manner to easily find information. However, on top of building diversity and inclusion, do not force the idea of being diverse and inclusive. Trying too hard to act inclusively can not only turn audiences off but even offend them and create a backlash. Rather than focusing on simply being inclusive, focus on the potential opening for new content and the input of all team members.

Why Should You Care?

With all the research, hard work, and resources it takes to diversify workforces and include others, many may ask: Why should any business care so much about diversity and inclusiveness? The fact of the matter is that more often than not, people want to see themselves represented in some form. They want to be represented geographically, physically through images, and psychologically through words. Most importantly, people—especially minorities—want to be understood and be seen in the eyes of others.

Additionally, people want to hear about more than just themselves but also about the other people around them. They not only want to see how others compare but also hear voices outside of their own. In fact, statistics have shown that people warm up to inclusive advertisement—strengthening a brand’s perception and effectiveness. Ultimately, creating diverse and inclusive content marketing not only attracts an audience but can maintain one moving forward.

Encouraging diversity and inclusiveness will help your business, build a strong team of employers, and build an assorted, loyal audience. Through services such as law firm marketing, social media management, and blog distribution networks, Actionable Agency can help. By offering many marketing solutions and web development for law firms across the country, we extend their reach and develop their business. At Actionable Agency, we can provide an analysis of your current strategy and website of your firm to help formulate new solutions. For more information, call us toll-free at (855) 206-9689.

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