Inclusive content doesn’t require your brand to enter the realms of social politics.
It simply requires you to create content that better resonates with an audience of varying backgrounds and experiences.
Why’s this important?
Well, aside from the need to elevate diverse voices and accommodate all abilities, inclusive content is important because it makes for better content marketing. How? Let’s explore…
Inclusive content is better content
The purpose of content marketing is to reach and engage an audience through the creation of relevant, useful content. Do so successfully, and you’ll provide genuine value to a target audience, building brand trust and strengthening consumer-brand relationships as a result.
With this considered, the benefits of inclusive content really speak for themselves. By writing content accessible to a wider range of people, you’re not only writing to a larger audience, but also ensuring that you’re providing genuine value to that larger audience.
But don’t just take our word for it. According to a study from Accenture, approximately 70% of millennial consumers are more likely to choose one brand over others if that brand demonstrates inclusion and diversity.
Ensuring you understand inclusivity and how it relates to your content first requires an understanding of implicit (or unconscious) bias.
The thinking behind implicit bias is simple: sociopolitical factors contribute to us all having attitudes or stereotypes that unconsciously impact our everyday thinking and actions.
When it comes to creating content, then, it’s essential to be aware of your own implicit bias, and the impact this can have on the way you write and distribute your content.
Ensuring your content is inclusive
Ensuring your content is inclusive requires you to ask more questions, think from different perspectives and challenge more than you did before. But how does this translate into content creation? Here are a few useful pointers to get you started:
Know your audience
No, we don’t just mean knowing the age and gender of your target demographic! On the contrary, inclusive content requires you to really know your audience. What are their educational backgrounds, financial statuses, core values and physical abilities, for example?
Be sure to delve deeper into what makes your audience tick, too. The emphasis should be on learning their linguistic and cultural cues, needs and values - not just their browsing habits!
Avoid generalisations, stereotypes and assumptions at every stage, as this will inevitably hinder the value of your content, while also running the risk of becoming insensitive - so when it comes to inclusive content, do it and do it right.
Champion diversification and representation
Killer content is all about value. Valuable opinions, valuable tips, valuable information. With this in mind, limiting the perspectives of your content is a sure-fire way to limit its value - after all, it’s only one side of the coin.
In the interest of ensuring your content provides as much value as possible, champion diversification and representation in your content, both when researching and putting (digital) pen to paper.
This is particularly important when using examples. Think to yourself: ‘does this example best represent the experiences of my audience?’. To remain conscious of this at all times, avoid assigning unnecessary characteristics to examples wherever possible.
For example, perhaps you’re writing content that uses an example of a family. In this instance, it would be important to understand that family structures are diverse, and that the typical nuclear family setup is unlikely to resonate with all of your audience.
Likewise, perhaps you’re writing a business article and are utilising industry insiders as a means of research. In this instance, you could consider interviewing a female BAME professional - not for the sake of inclusivity, but from a genuine place of wanting to gain unique and diverse perspectives on the points at hand.
The internet is full of white male insights on business, so amplifying a fresh minority voice not only ensures your content is inclusive, but also ensures greater value through providing a wider, more considered exploration of the topic at hand.
Remember: it’s more than words
No, not the Extreme song.
Remembering it’s more than words means understanding that inclusive content extends far beyond your linguistic choices. Wherever possible, you should also look to ensure your content is accessible to all.
From alt text to font size, layout to captions, try to be as accommodating as possible to those with sight and hearing impairments. To learn more about how your blog design can contribute to this, we recommend checking out this handy blog post.
Inclusive content is the hallmark of a contemporary brand and is the key to creating high-quality, high-value content for all. For a helping hand ensuring your inclusive content is hitting all the right marks, get in touch with Paragraft today. We can’t wait to hear from you.