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Posted: Mon Dec 23, 2024 8:23 am
..StoriesResourcesTopicsResearch InsightsTraining & EducationEventsDiversity and Content Marketing: How Brands Can Be More Inclusiveby Ann Gynn| Published: June , | High-Level StrategyEditor’s note: We’re sharing this diversity article originally published in January given its timeliness to current and important conversations.A content marketer searches for a stock image to accompany a blog post titled The y Young Professional in Our Industry Should Know.The first result for “business” appears:Knowing the importance of diversity, the marketer scans the image.Women? Check.Men? Yes.
African Americans? Yes/probably.Whites? Yes/probably.Other taiwan mobile numbers minorities? Maybe.Young people? Yes.Middle-age or seniors? No.Office workers? Yes.Industrial workers? No.Satisfied with the racial and gender mix and OK with the lack of age and worker-type diversity given the topic, the marketer includes the image with the article. Now, that’s an image that will appeal to the target audience and allow the post to demonstrate the brand’s commitment to diversity.Not so fast. Truly diverse and inclusive content – the kind that resonates consciously and subconsciously with your audience – requires far more than an image.
It requires thinking more deeply, from your audience research to your team structure, from your style guide to your user experience.Truly diverse and inclusive #content requires more than an image, says @AnnGynn via @cmicontent. #inclusion #diversityShare on XWhy content marketers should careYour audience members want to see themselves in your content and no single image can convey that. More importantly, they want to know that you see them – physically, geographically, psychologically, etc. They want to make sure you get their needs, their pain points, their thoughts.
African Americans? Yes/probably.Whites? Yes/probably.Other taiwan mobile numbers minorities? Maybe.Young people? Yes.Middle-age or seniors? No.Office workers? Yes.Industrial workers? No.Satisfied with the racial and gender mix and OK with the lack of age and worker-type diversity given the topic, the marketer includes the image with the article. Now, that’s an image that will appeal to the target audience and allow the post to demonstrate the brand’s commitment to diversity.Not so fast. Truly diverse and inclusive content – the kind that resonates consciously and subconsciously with your audience – requires far more than an image.
It requires thinking more deeply, from your audience research to your team structure, from your style guide to your user experience.Truly diverse and inclusive #content requires more than an image, says @AnnGynn via @cmicontent. #inclusion #diversityShare on XWhy content marketers should careYour audience members want to see themselves in your content and no single image can convey that. More importantly, they want to know that you see them – physically, geographically, psychologically, etc. They want to make sure you get their needs, their pain points, their thoughts.