Content Marketing Blog mint

Content Marketing Blog

It's Time to Stand Together Against Racism

Your Content Must Reflect Diversity, Inclusion and Equity

The peaceful and not-so-peaceful protests in the past few weeks following the tragic death of George Floyd have revealed the systemic racial division across the United States. Fortunately, people all over the world, including here in Canada and several European countries, are recognizing that we have to work together to fight racism. We must speak out against police brutality, racist policies, and bigotry. Our children need to be taught to be kind and fair, regardless of race, skin colour, gender, or socio-economic status.

As a business, you can take a stand, by promising to be more diverse and inclusive in creating content. Remaining silent and relegating to the sidelines is showing complicity in the injustice around us. It’s time to show support by speaking up, not by turning a blind eye and keeping silent.    

What Does Diverse and Inclusive Content Look Like?

In 1971, Coca-Cola gathered young people from around the world to sing their famous, “I’d Like to Buy the World a Coke.” At the time, it was a ground-breaking phenomenon because it brought people of all races and ethnicities together. Over 40 years later, when the “Share a Coke” campaign came out, Coca-Cola continued its commitment to diversity by including ethnic names on their bottles. Inclusive and diverse content includes people of all types. Dove Beauty products did it well in 2004 when they began their “Campaign for Real Beauty.” An inclusive and diverse platform isn’t a checklist of items, but an underlying attitude of celebrating all races, ages, genders, and any other demographics that matter to your brand.

Building a Diverse and Inclusive Content Marketing Platform

Your content can’t be a knee-jerk reaction to recent events. It’s not enough to create one or two posts that identify your commitment to standing against racism. Racism has been a problem for generations. We can use the current issues as a catalyst and address the situation through content, but real change will only come through building a diverse and inclusive platform. Here are some ways to do this within your organization:

  • Offer training on multiculturism or look for multicultural marketing strategists.
  • Do a content audit that looks at diversity or the lack thereof, to know where to build diversity into your marketing strategy.
  • Identify implicit bias, which is the unconscious stereotypes that impact and shape our decisions about other people.

Style and Grammar Matter

Writers and editors can’t assume that they know and understand the correct terms to identify race. When creating inclusive content, you may be wondering is it “black” or “Black”? Or should it be African-American? The correct answer isn’t easy. The Associated Press Style Guide calls for black to be in lower-case letters, but it also has a new section relating to race coverage. The Chicago Manual of Style lets the author decide. Some believe that Black should be capitalized when it is used in a racial context. When editing, it’s important to look at content and make sure that what you are saying is inclusive. Here are some resources:

Shift Your Thinking to Make Long-Term Changes

Many well-meaning businesses are using the current climate to demonstrate support, but without lasting commitment to inclusion and diversity, nothing will change significantly. Good content marketers will need to recognize implicit biases in their content and work hard to make changes. Don’t just say that your business is going to change. Actively work to be more diverse and inclusive in your content.

Get diverse viewpoints to elevate your content strategy from the context of increasing inclusivity by partnering with MintCopy. Our team of SEO writers provide quality content that a diverse audience can appreciate. We support your content strategy to let you focus on your business.

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.

Reference articles:

https://contentmarketinginstitute.com/2020/06/content-perpetuate-racism-inequity/?elq_mid=464&elq_cid=86464

https://contentmarketinginstitute.com/2020/06/diverse-inclusive-content-marketing/

http://abundantcontent.com/favorite-writing-resources-why-capitalize-black/

Share


Recent Posts

Sheetal Pinto - 7/9/2020 06:00

Sharing Your Brand Story through Content

In today’s marketplace, it’s not enough to have a great product or service. The best brands go much deeper and connect to consumers on an emotional level. Just think about the brands you personally love and buy. Talkwalker, a social analytics firm, just released its list of the world’s favorite brands. You’ll probably never guess which international icon tops the list - Lego. Other brands that made the top 10 were - The Container Store, Celebrity Cruises and Four Seasons Hotel. Most people played with Lego as children, which is one reason we connect so readily with the product. As adults, we buy Lego for our children and maybe even invest in some of their kits for ourselves. It’s a brand we love because it’s part of our story. Every brand on the Talkwalker’s Top 10 list has at least one thing in common. They all use storytelling to connect with consumers as part of their brand love message.

Sheetal Pinto - 6/30/2020 06:02

Build Your Brand with Employee Generated Content

Getting your audience to notice your content is easier said than done. Your message is one of thousands seen each day. Breaking through the noise is a challenge, even for the most beloved brands. Content is the lifeblood of your SEO strategy and a way to provide information about your brand. Modern customers don’t only face a mountain of promotional content, they’re also cynical. One way to reach an audience is through employee generated content. In fact, you may be already be reaching your customers through EGC without even realizing it. Let’s explore this type of content and its benefits.

Sheetal Pinto - 6/25/2020 06:00

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.

Sheetal Pinto - 6/18/2020 06:00

Your Content Must Reflect Diversity, Inclusion and Equity

The peaceful and not-so-peaceful protests in the past few weeks following the tragic death of George Floyd have revealed the systemic racial division across the United States. Fortunately, people all over the world, including here in Canada and several European countries, are recognizing that we have to work together to fight racism. We must speak out against police brutality, racist policies, and bigotry. Our children need to be taught to be kind and fair, regardless of race, skin colour, gender, or socio-economic status.

Sheetal Pinto - 6/11/2020 06:00

In any major building project, it’s a banner day when the cornerstone is laid. The cornerstone determines the entire scope of the foundation for the building. Cornerstones are often engraved with the date and major players in construction. How does this process translate to an SEO strategy?

Sheetal Pinto - 6/4/2020 06:00

Make Sure Your E-Commerce Content is Search and User Friendly

Under COVID-19, more businesses are having to focus on their e-commerce platform. Traditional marketing is no longer sufficient for most organizations. If you’re building your e-commerce site to compete in the marketplace, you need to focus on quality content. SEO content drives search, which brings customers to your site. Content that is relevant to customers converts into sales. Customer engagement on your website boosts your SEO results. Content will be the driving force behind your digital marketing efforts as you transition your brick and mortar business to compete online. 

Sheetal Pinto - 5/28/2020 06:00

Make Sure Your Email Marketing Content is Ready Too!

If your business is getting ready to reopen as coronavirus restrictions lift, you’ve got a lot of things to consider. Being proactive can save you some steps and protect your brand’s image under the new normal. As you’re buying more sanitizer and cleaning supplies, getting inventory ready and confirming details to reopen your onsite business, make sure to check your digital marketing status. Emails that aren’t sensitive to customers or provide tone-deaf communications can embarrass your business and reduce your response rate. Your audience is being bombarded with emails about COVID-19. Keep your message from being deleted in an over-crowded inbox by getting your digital marketing strategy in order before you reopen.

Sheetal Pinto - 5/21/2020 06:00

…Empathy

Most organizations in the world today are trying to figure out what is the new normal. Consumer behavior is changing. We saw it after Hurricane Katrina, the Great Recession of 2009, and 9/11. Smart businesses adapt their marketing to these changes. Whether it’s social media, print or email, your communication needs to be sensitive to your consumers. Empathy should be the overarching theme and tone in your emails during a crisis.

Sheetal Pinto - 5/14/2020 06:00

If it's Too Long to Read, it's Too Easy to Ignore!

The Neilson Norman Group, a company that studies user-experience, estimates that most users, on an average web page, only read a maximum 28% of the words. According to NNG, “more realistically, users will read about 20% of the text on the average page.” New users tend to read less, while an established audience may read more. Longer content isn’t always consumed by the reader. The TLDR syndrome, otherwise known as “too long; didn’t read,” is real. The solution is finding ways to keep the user engaged, rather than just posting shorter articles.

Sheetal Pinto - 5/7/2020 06:00

How to Maintain Quality and Communicate Positively

Even though many states are beginning to lift shelter-in-place regulations, COVID-19 will continue to be a major influence on consumer priorities and business trends over the next few months. The way you market your business and communicate with customers should reflect your brand and the current state of the economy. Here are content marketing guidelines that you can use to stay relevant to your audience and still maintain a strong online presence.