Crafting Inclusive and Relatable Content
Valentina Rojas • June 3, 2021
It’s no secret that our nation is increasingly diverse. In fact, groups that once were considered minorities, now represent the majority of our population. With that in mind, what does “inclusive content” mean? Simply put, it is content that serves and resonates with many people with different characteristics, backgrounds, and identities. It is content that truly reflects the diverse communities that make up the world we live in.
There are a few steps you can take to make your audience read, listen and see content that makes them say “yes, this brand is speaking to me, I can relate with this, and I can consider what they are offering.”
Acknowledge the many faces of diversity
As the old saying goes, there is no “one size fits all” approach. Diversity means a lot more than gender and ethnicity – it includes age, location, sexual orientation, socio-economic position, learning abilities, and beyond. Besides, more often than not, audiences are not homogeneous groups.
Revise tone and language
Keep empathy, context, and nuance top of mind when drafting your message. Show your audience that you recognize their unique characteristics, values, and personal journeys.
If you are trying to reach a specific group who prefers another language that’s not English, go beyond the simple translation of content. Authentic and personalized content will help you better connect with your audience. After coming up with a phrase, caption or slogan, put yourself in your audience’s shoes to understand how it could be interpreted.
Have you ever had trouble relating to ads, TV, or other media because it told stories of people with lives that were vastly different from your own? If so, you’re not alone. Now, imagine what a differentiator it would be if your content incorporated real and diverse voices. If you are thoughtful about the images, videos, and visuals that represent your brand, you will make people feel empowered and heard.
Crafting inclusive and relatable content isn’t an easy task. But when you do it transparently and genuinely, it will have a powerful impact on your brand, employees, customers, and the community.
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