Prioritizing diversity of sourcing in your content

With recent news and emphasis in the media on diversity (and the sad lack thereof), systematic and systemic discrimination, and the need for companies to prioritize inclusivity in their business, you’ve likely been rethinking how your company is currently running, and what changes you need to make.

An area that’s often unfortunately overlooked, as business owners make their way through revisions to their hiring practices and procedures, putting guidelines in place to ensure the marketing media and copywriting they use are more inclusive and representative, and surveying current and past employees for feedback, is prioritizing the diversity of sourcing in your content.

Your marketing needs more than one perspective: the importance of diversification in marketing

It’s no surprise that consumers expect more from the brands they’re supporting.

Recent years have shone a light on the broken and unethical systems that are in place in our society and the general public, particularly younger generations, want to support brands who are instead demonstrating values like diversity, accessibility and inclusion.

As business owners, it’s our job to respond to this public demand, and ensure we’re making authentic diversity and accessibility a priority in our marketing. (Not just because it’s being demanded, but because it’s the right thing to do).

Here are a few common issues that I see far too often in marketing.

Content, MarketingJasmine IrvenAugust 29, 2022diversity, inclusivity, inclusion, authentic, authenticity, marketing strategy, Marketing, voice, brand voice, activism, contentComment

Case study: Don’t write "how-to" articles that aren't helpful

There are probably hundreds of millions of marketing-related articles out on the internet. A big portion of those articles are "how-to" guides for various activities us marketing types like to encourage business owners like you to implement.

The problem is that way too many of these articles have little to no real value in them.

Let's break down the points of one of these articles and instead review what real value looks like.

Your marketing isn't annoying to your people

One of the more common issues clients raise about creating and sharing content (especially repurposing content or repeating ideas) is the fear that their audience will be annoyed.

Let me put your fears to rest: if people in your audience are annoyed, they aren't your people.

If anyone shares that they are unhappy or annoyed with your content, they aren't the right fit for you!

3 important questions your content needs to answer

You need to approach all of your content, particularly your sales pages, thinking about how what you’re writing is going to serve the reader, and plant the seed that working with you or purchasing your product is potentially their next step.

Good content is about more than simply being well-written. It’s about providing your readers with the answers to the questions they’re searching for.

Here are 3 critical questions your content needs to answer.

ContentJasmine IrvenJune 3, 2022sales messages, sales, conte, content plan, content curation, content, content creation, selling, MarketingComment

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