HOW TO CREATE CONTENT THAT IS MORE INCLUSIVE

Being an individual from a certain ethnicity, it is natural for your content to
resonate more with a target group of people than with others.

Engineers like some of us will understand the popular “Engineering life” jokes,
while others pretty obviously won’t.

In the content, space, we are sometimes required to break these barriers and
present something which is inclusive for a wider community.

Different countries, professions and even cities have their idiosyncrasies that
will be relatable only to a select group of people. How then, can one make their
content more inclusive in general?

UNDERSTAND YOUR TARGET AUDIENCE

64% of people tend to trust brands more if their diversity/culture is
represented. Many of them also find a representation of varied cultures more
authentic than a generic template for the brand.

Ever seen Indian Universities advertising with a bunch of international students
in a grassy campus very different from the actual one?

That is a prominent example of non-inclusive advertising which is alienating the
diversity of the majority of the target audience.

YOU WILL NOT KNOW EVERYTHING, AND THAT’S OKAY

Inclusion not only drives intent for purchase but also makes your content
diverse and more interesting in general. However, it is not practically possible
that you celebrate every festival in the world or even know about each one. But
it isn’t impossible to make an attempt to accommodate diversity with your
content.

A few months ago, fashion bloggers were made fun of for doing “Halloween looks”
without ever having celebrated it, but if their demographic reach included
people who related with the same, that was probably a great attempt at
inclusion.

FOCUS ON REPRESENTATION AND SHOWING A CONNECTION

Do you have followers from the tech community? Or perhaps new businesses? You
could have a majority of professionals in your audience base that are different
from your profession. Try to focus on representing their ideas through your
content as a writer.

Peripheral topics such as branding for business folks, technical aspects of
marketing for the tech community, etc can help you establish a genuine
connection without looking like you’re trying too hard.

Inclusion makes your content open for wider audiences with many diverse ideas to
cater to.

Let your content inspire different sections of your target audience and try to
relate with their professions, cultures, and the community as a whole.



Posted by Sudeshna Ray on Facebook
link: facebook.com/groups/425528658008369/user/1316149603/