Truly diverse and inclusive content – in other words, the kind that resonates consciously as well as subconsciously with your audience – requires much more than an image. It involves thinking more deeply, from your target audience research to your team structure, from your style guide to your user experience. In other words, you need to have everything in mind when you consider your content marketing.
Your audience members would like to see themselves in your content marketing and no single picture can convey that. Even more important, they want to know that you see them – physically, geographically and psychologically. They want to ensure that you get their needs, their pain points and their thoughts. However. your audiences aren’t constantly thinking about themselves. They want to see more than one kind of person or voice in your content.
Inclusivity isn’t merely a buzzword to throw around for the duration of staff meetings. It’s not just the correct thing to do in a world which is growing more diverse every day. When you make your content marketing increasingly inclusive, you connect with new customers and stand out from other organisations. Bottom line: being more comprehensive and diverse helps grow your business.
Why Authentic Inclusive Content Is Essential
A 2017 survey shows some significant shifting attitudes by consumers. Striking a chord with consumers is now no longer about serving them images of perfection. Consumers choose images that truthfully portray the world around them, in contrast to a perfected version of the world offered by digital marketers.
Consumers want to be seen. In addition, they want to be incorporated into the image of the brand. This is the greatest reason why organisations have to work towards achieving a consistently representative ideal.
Gone are the times of the token nod to consumers at the edges of who a brand feels it serves. Digital marketers have to put out diverse as well as inclusive ideals that touch on all the worldly possibilities that make a consumer, from sexual orientation, to race, gender, age, body size as well as location.