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In July, more than 200 companies stopped advertising on Facebook. These companies include Adidas, Clorox, Verizon, Unilever, Diageo, and even Starbucks, Facebook's sixth largest advertiser.
The reasons for the withdrawal centered on Facebook's policies on hate speech and racial injustice, as well as the platform's non-inclusive content.
Creating content and implementing non-inclusive digital marketing will have an impact on your company's reputation and directly on your sales. Now is the time for business owners and executives to have the tough conversations about diversity because that's what your consumers expect.
One of the best ways to turn any of your casual social media followers into a paid customer is to create content marketing that the consumer can use to identify with your messages. 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 their skin – it's also about their age, gender, and beliefs. They identify and connect when they see a brand's news through content that is progressive, open-minded, and not afraid to acknowledge social issues.
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Several brands practice inclusive content marketing – and this affects their impact and the way their businesses are built. Here are three examples of lessons any business owner can use to implement inclusive content marketing.
Procter & Gamble
Procter & Gamble (P&G) brands include Tide, Dove, Gillette, Pringles, Kellogg & # 39; s and many others.
In 2018, P&G produced an Emmy Award-winning commercial called "The Talk". The ad told the stories of generations of colored mothers teaching their children about racism.
At the end of the ad, this text is shown in capital letters: "Let's all talk about 'The Talk' – so we can end the need to have it."
Lesson: Powerful storytelling is an opportunity to stimulate difficult conversations.
People feel insecure and frustrated during difficult conversations. It's not uncommon for emotions to prevail. Using storytelling to create inclusive content is one way to take the load off your consumers' guards. Stories can be opportunities to highlight different races, genders, and beliefs in an understandable format.
Not to say that you should take the band-aid approach to highlighting people of color so that you feel inclusive – your consumers know the difference.
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Instead, make a consistent effort to highlight including examples and stories on your social media, blogs, podcasts, videos, and newsletter 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". This publication conveys marketing and content trends to businesses. In a 2018 post, Google published data on diversity and inclusion in its marketing.
The main takeaway from Google was that their creative work did not reflect the real world and that diversity in marketing is a challenge that more companies must take on together.
Since then, Google has consistently launched thought-provoking campaigns that span different races, genders, and backgrounds. Here is an example.
Lesson: Inclusive content is more than a one-time check mark.
Content is one of the best ways for business owners to demonstrate expertise. While your credentials are great, your customers want you to prove that you know what you're talking about before they invest their time and resources in you or what you're offering. Your content speaks first.
As you create inclusive content, review, re-evaluate, and re-evaluate any content you post for inclusiveness. Inclusive content marketing doesn't meet a quota. It ensures that each content contains different genders, skin colors, ages, regions and socio-economic status.
Regular reviews like Google's can help you find various blind spots and ways to keep your content effective over the long term. Your content is the forward-looking 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 1971 company's example, "I want to buy the world a Coke" is one example. The ad brought people of different races and ethnicities together to promote a common love for their product.
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Since then, Coca-Cola has embraced inclusive content. From the “Share a Coke” campaign to the “A Coke for Everyone” ad on the website, you can see the company's values and mission for diversity and inclusion.
Lesson: Represent your company's 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 their customers' trust in the abuse of inclusive content and marketing.
You are building a business for a reason
That reason is likely to be bigger than generating revenue or being better than your competition. Your followers will become clients and clients evangelists when they understand and accept 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 appeal to consumers today and stay relevant, entrepreneurs should prefer inclusive content marketing.
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