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In July, more than 200 companies stopped advertising Facebook. These companies include Adidas, Clorox, Verizon, Unilever, Diageo and even Starbucks, the sixth largest advertiser on the social network of Mark Zuckerberg.
The reasons for the pushback centered on Facebook’s policies on hate speech and racial injustice, as well as the non-inclusive content of its platform.
Creating content and implementing digital marketing that is not inclusive has an impact on your company’s reputation and directly on your sales. Now is the time for business owners and executives to have tough conversations about diversity because that’s what their consumers expect.
One of the best ways to turn one of your casual social media followers into a paid customer is to create marketing content that the consumer can identify with your message. They read, hear or look at content that makes them say, “Yes, this business understands and speaks to me. I want what this business offers. “
Creating inclusive content is a modern and essential strategy if you want your consumer to identify with your brand’s core values. It’s more than the color of your skin, it’s also about your age, gender, and beliefs. They identify and connect when they see a brand’s messages through progressive content, are open-minded, and aren’t afraid to spot social issues.
Different brands practice inclusive content marketing, which affects their impact and how their business is built. Here are three examples of lessons any business owner can use to implement inclusive content marketing.
Procter Gamble (PG) brands include Flood, Taube, Gillette, Pringles, Kellogg and many others.
In 2018, PG produced a commercial with the Emmy Award “The conversation”. The ad told the stories of mothers of color across generations teaching their children about racism.
At the end of the ad, this text appears in capital letters: “Let’s all talk about ‘The conversation“(” The Conversation “) so that we can end the need to have it.”
Lesson: Powerful storytelling is a great way to stimulate difficult conversations.
People experience uncertainty and frustration in difficult conversations. It’s not uncommon for emotions to dominate. Using storytelling to create inclusive content is one way to get your consumers’ attention. Stories can be opportunities to highlight different races, genders, and beliefs in an understandable format.
Rather than highlighting people of color to make them feel inclusive, make a consistent effort to highlight inclusive examples and stories on your social media, blogs, podcasts, videos, and brochure content. Use inclusive storytelling to demonstrate the value of your business through the various forms of content you create.
In 2013, Google launched an online platform called “Think with Google”. It is a publication that conveys content and marketing trends to companies. In a 2018 post, the tech company released data on diversity and inclusion in its marketing.
The main finding from Google was that its creative work did not reflect the real world and that diversity in marketing is a challenge that more companies must face together.
Since then, Google has consistently launched thought-provoking campaigns that span different races, genders, and origins. Here is an example:
Lesson: Inclusive content is more than just a single checkbox.
Content is one of the best ways for business owners to show their expertise. While the credentials are great, your customers want you to show that you know what you’re talking about before investing their time and resources in you and what you’re offering. Your content speaks first.
If you create inclusive content, review, review, and re-evaluate any content you post to determine if it is inclusive. Inclusive content marketing doesn’t have to meet a quota. The point is to ensure that all content includes gender, skin color, age, region and different socio-economic status.
Regular reviews like Google’s can help you find blind spots in diversity and find ways to keep your content effective over the long term. Your content is the front-end representation of your brand. So make sure it is the reflection you want.
As one of the best-known brands in the world, Coca-Cola led the way in introducing inclusive content marketing.
The company’s 1971 book “I Want to Buy the World a Coca-Cola” is one example. The ad brought people of different races and ethnicities together to promote a common love for their product.
Since then, Coca-Cola has embraced inclusive content. From the “Share a Coke” campaign to the “One Coke for Everyone” ad on their website, you can see their values and mission around diversity and inclusion.
Lesson: Represent your business values through content that engages the full range of your audience.
The world is different from 1971, but one selling principle is the same: people buy from someone they know, like and trust. Big brands like Facebook are losing customer trust because they misuse content when it comes to inclusive marketing.
You are building a business for a reason
That reason is probably more important than generating income or outperforming the competition. Your followers become customers and customers become evangelists when they understand and buy the vision and mission at the core of your business.
Multicultural consumers make up 40% of the US population and spend $ 3.2 trillion. To engage today’s consumers and stay relevant, entrepreneurs need to engage in inclusive content marketing.