Brands look to reach a wider audience, while audiences seek brands that reflect the diversity of today’s society. Can these two things coexist?
The answer is YES, and it’s through inclusive marketing content.
Inclusive marketing is essential for building connections, improving brand loyalty and expanding a brand’s audience.
In this article we’ll be going through some actionable strategies that you can use that resonate with EVERYONE.
Table of Contents
What is Inclusive Content?
Inclusive content is any and all marketing material designed to acknowledge, embrace, and celebrate society’s diversity. However, it’s important to remember that this goes beyond surface-level representation or tick-box exercises. To authentically connect with people of all background, brands have to be committed to inclusivity and embed it into their overall brand strategy all year long.
The Impact of Inclusive Content
Inclusion in marketing has a profound effect on brand perception and audience engagement. Studies show that 64% of consumers take action after seeing an ad they feel represents them. By prioritising inclusivity, brands can enhance trust, foster emotional connections, and stand out from competitors.
7 Inclusive Content Marketing Strategies
Here are seven practical strategies for incorporating inclusivity into your content marketing efforts:
1. Identify Diverse Audience Segments
Understanding your audience is the foundation of any successful marketing strategy. Conduct thorough research to identify underrepresented demographics within your target market. Use tools like surveys, focus groups, and data analytics to uncover insights into their preferences, needs, and challenges.
Always make sure to work with the community you’re trying to reach or represent, instead of assuming what they might want from your brand!
2. Use Inclusive Language
Language shapes perceptions. Ensure your messaging avoids stereotypes, respects all identities, and uses gender-neutral terms when applicable. Tools like inclusive language checkers can help you spot and correct unintentional biases.
3. Make Sure Visual Content Meets Accessibility Standards
Visual inclusivity is vital. Use diverse models, showcase varying body types, and include people with disabilities in your campaigns. But additionally, ensure all your visuals are accessible by providing alt text for images and videos and offering high colour contrast for better readability.
4. Use Diverse Voices
Your content should reflect the world’s many perspectives. Collaborate with writers, videographers, and creators from diverse backgrounds to ensure authenticity. Incorporating varied viewpoints strengthens your storytelling and builds credibility with your audience.
5. Collaborate With Diverse Influencers
Collaborating with influencers is an amazing way to tap into the world of inclusive marketing. Partnering with influencers from different communities helps you reach new audiences authentically. Ensure that these collaborations align with your brand values and support meaningful representation, and make sure this focus on diversity doesn’t stop at one single campaign.
6. Ensure Accessibility Across All Digital Channels
As we were mentioning above, accessibility should be a priority across all your platforms. Apart from alt text, make sure you use closed captions for videos, implement website accessibility tools, and offer text alternatives for multimedia content. These adjustments make your content more inclusive and accessible for everyone!
7. Measure the Impact of Your Inclusive Content
Track your progress by analysing key performance indicators (KPIs) related to inclusivity. Monitor engagement rates, audience feedback, and demographic reach to understand the effectiveness of your strategies and refine your approach.
Inclusive Content Examples
Looking for inspiration? These campaigns showcase the power of inclusive content done right:
Strongbow ‘Lost in Translation’
We worked with Strongbow on this campaign where they focused on inclusivity by addressing the humour and challenges of navigating life in different ways. They worked with a really diverse group of creators, including some Disabled creators, resulting in some amazing results! Learn more here.
Adidas Runner 321
Adidas has been focusing on inclusivity for a while, and in this campaign they celebrated neurodiversity and inclusivity in sports, featuring marathon runner Chris Nikic.
Estée Lauder #MyShadeMyStory
This TikTok campaign showcased diverse beauty standards by inviting users to share their unique journeys with Estée Lauder products.
Conclusion
Incorporating inclusive content into your marketing strategy is a powerful way to connect with wider audiences and demonstrate your brand’s values. To dive deeper into consumer research and actionable insights on diversity and inclusion, explore our inclusive marketing services here.
Inclusivity isn’t just a trend—it’s the future of marketing. Start implementing these strategies today to create meaningful connections with your audience and ensure your brand stands out in a diverse, dynamic world!
