Content Marketing Blog mint

Content Marketing Blog

"How's It Going?"

An Email Subject Line that Called for Action Against Racial Inequality 

The changes that have occurred since the May 25 death of George Floyd have been ground-breaking. On Juneteenth, the AP Stylebook changed to capitalize Black when it’s used in a racial, ethnic or cultural sense. Statues that glorified white supremacy have come down. Millions of dollars have been pledged to fight racial inequality at every level. School Boards are rethinking how they’re using local police. These changes are certainly overdue. One viral email from a Goldman Sachs managing director demonstrates that every person and business needs to address racial inequality. Content is such a big part of your marketing strategy, it pays to take a deeper look into your own emails, blog posts and other marketing material.

A Private Correspondence Turns Viral

Frederick Baba, a managing director at Goldman Sachs, sent out an email to a few colleagues explaining his experiences as a Black man growing up in the United States. The subject line was simple, “How it’s going…” The email was widely forwarded around the bank. It’s being reported that practically all 38,000 Goldman Sachs employees saw the letter. It has since been posted as an Op-Ed piece at Bloomberg.com. The email describes a personal account of racial discrimination by Chicago police and provides context for other incidents around the country. Baba concludes his email with actionable points that the finance community can practice in support of racial equality and show solidarity for the movement, instead of just showing empathy.

How Can Your Business Content Be More Diverse and Inclusive?

Baba’s email is a great example of relevant content that is sharable. Although he wasn’t writing to a customer base, his internal email has brought a lot of awareness to the Goldman Sachs brand. He’s addressing diversity in a way that goes beyond it being a buzzword. Many times, the office talks about being inclusive and diverse, but the managers never go beyond talk. Or, diversity becomes a checklist of making sure each picture includes a person of color, an older person, etc. Diversity goes much deeper than that. It’s no longer about lip-service; lasting, positive actions must follow.  

When it comes to writing content for your website, inclusive language is not just important, it’s essential. This style of writing avoids discriminating by not using slang or bias in your content. It’s a shift in how you create job descriptions and marketing material to be impartial and to remember that not everyone is like you. The Conscious Style Guide is a great place to get resources to avoid ageism, sexism, racism and other -isms that have been the norm for generations. Inclusive language makes everyone feel welcome. If you are in the healthcare industry, here is a great resource to help guide your communications using inclusive language

The Benefits of Diversity and Inclusion

The advantages of having a diverse workplace are immeasurable. Diverse teams tend to be more creative and are better equipped to find more efficient solutions to business challenges because of their collective and varied experiences. Community relations improve with a diverse workforce that is integrated and committed to the communities in which they operate. A diverse team brings local market information to reach different demographics. Beyond all the benefits though, inclusivity is quite simply, the right thing to do.

Creating quality content doesn’t have to take up hours of your time each week. The SEO writers with MintCopy provide content for your website that is relevant, SEO-friendly, engaging, and inclusive. Contact us for more information on our services and to see what we can do to boost your online presence.

Use our online form to get in touch. You can also follow us on FacebookLinkedIn, and Twitter to stay up-to-date with the latest content marketing trends.

Resources:

Share


Recent Posts

Sheetal Pinto - 8/4/2022 06:00

And Why It's Important!

Featured snippets on Google are valuable digital real estate for your content marketing assets. These snippets are quick answers to search questions. Although snippets are designed to provide answers for the user without having to clickthrough to the page, Hubspot found that content with a snippet had a higher click-through rate of 2x or more, making this search feature important to your SEO strategy. If you can get your copywriting featured as a snippet, it builds your authority and visibility.

Sheetal Pinto - 7/21/2022 06:00

But Your Audience is Looking for Value!

Events can be a great way to promote your brand but getting people’s attention in the current landscape can be difficult. Start with an extensive content marketing plan that entices your audience to attend your event because they see VALUE in it. Here are useful content tips for event marketing.

Sheetal Pinto - 7/7/2022 06:00

Move Over 'Engine'; It's Time for 'Experience'

Work smarter, not harder can be applied to many different situations. Content marketing relies on artificial intelligence, but even so, your content can work smarter for your employees and customers. The key is using best practices and the right technology for SEO and copywriting.

Sheetal Pinto - 6/16/2022 06:00

Use the Right Content Nails!

‘Cinderella' is the classic rags to riches story. Her sisters wanted to marry the prince, but just dressing up as princesses wasn't enough. Nothing the sisters did could make the prince choose them. The glass slipper had to fit. The real match happened when the slipper fit perfectly. Content marketing is much like that fairytale perfect fit. Personalized content can be that perfect fit. Here's how to use the data you have about your customers to make the content fit.

Sheetal Pinto - 6/2/2022 06:00

Don't Rely on Endless Spreadsheets for Keyword Optimization

Phil Frost, Founder and COO of Main Street ROI, says, “Successful SEO is not about tricking Google. It’s about PARTNERING with Google to provide the best search results for Google’s users.” Google indexes information to provide relevant search results, not to make marketing easier. When you keep that in your mind as part of your content marketing strategy, you can use keywords to support your SEO strategy to provide engaging content that delivers value to your audience.

Sheetal Pinto - 5/19/2022 06:00

What You Need to Know

If there’s one thing you can count on, it’s that Google is going to update its search algorithm. Some experts estimate that Google makes 500 to 600 updates annually, or once or twice each day. Most of these changes don’t have a significant impact on your SEO strategy, but every now and then, one comes along that can have serious repercussions. Learn more about two new features of Google search that help users verify and evaluate search results.

Sheetal Pinto - 5/5/2022 06:00

Google, one of the largest companies in the world, relies on artificial intelligence for hundreds of it projects. It can seem a little hypocritical for Google to tell businesses that they can’t use AI-generated content on their website. Back in 2010, Google’s John Mueller said that using automated translation tools to create content for your website “could be viewed as being against our Webmaster guidelines.” Here we are, over 10 years later, and Mueller just tweeted that “content generators have been around since the start of the web…Most sites…don’t need help creating low-quality content.” There’s a big discussion in the SEO industry about AI-generated content.

Sheetal Pinto - 4/21/2022 06:00

One of the toughest things about creating content is coming up with ideas. You can research keywords all day long, but if you can’t come up with topics around those keywords, your content may fall flat. If your in-house copywriter is struggling to keep up with a content calendar, you might be thinking about working with a content agency. Use these questions to prepare for a meeting with the project manager or as starting points to create your own content. 

Sheetal Pinto - 4/7/2022 05:54

There just isn't a 'softer' way to say this; it's bad. Duplicate content, as defined by Google, “refers to substantive blocks of content within or across domains that either completely match other content in the same language or are appreciably similar.” Google highly recommends avoiding duplicate content. The key reason is that the ranking of the page on search engine results may suffer. This means, your audiences will not find your content, and when they do, they are unlikely to consider it useful. Understanding how Google handles duplicate content can help you elevate user experience and create a better content marketing plan.

Sheetal Pinto - 3/24/2022 06:00

Modern customer expectations have dramatically changed over the past few years. Although the pandemic certainly influenced customer behaviour in many ways, customers were already trending towards transparency and social responsibility from the companies they patronized. Creating content that shares your values and mission can bring your audience together to support your brand. Here are some ways to create connections to your audience through content marketing.