How to Be More Inclusive in Your Content Marketing

Writing for an inclusive audience has little to do with politics or public relations, and everything to do with knowing your target customer as a smart marketer. For some companies, the thought of rebranding to a more “woke” version of their existing selves is enough to incite some skepticism.

“We’re not social justice warriors.”
“What if we say the wrong thing and our customers get upset?”
“How much is this going to cost us?”

Other companies may choose the path of least resistance and sprinkle a few images of “diverse” folks on their website or marketing collateral and call it a day. Unfortunately, either approach isn’t quite the most effective for organizations looking to commit to a more inclusive content strategy. 

If you’re wondering how—or even why—your content needs to be more inclusive, here's a place to start.

Why is Inclusivity Important in Content Marketing?

Conversations surrounding diversity, equity, and inclusion (commonly referred to with the acronym “DEI”) aren’t simple. They are, however, necessary for any company looking to stay relevant for the general public. In 2019, Google, IPSOS, and the Female Quotient collaborated on a survey of over 2,500 US consumers and asked for input on DEI in marketing. The survey revealed that 64% of consumers are more likely to take a purchasing action after seeing an ad they perceive to be diverse or inclusive. Similarly, a Microsoft study for The Psychology of Inclusion and the Effects in Advertising found that 63% of respondents viewed brands that represent diversity in ads are more authentic. Nearly two-thirds of respondents in both research studies viewed DEI in a positive way, and brands are taking notice. 

It’s our job as marketers to keep the pulse on what encourages our audiences to consume our content and, ultimately, the elements that drive their purchase decisions. The statistics that favor DEI-rich content are staggering. Yet, some companies may still express a hesitation to make an outward commitment to DEI, not because they don’t believe in it, but because they don’t know how to go about it.

And that’s OK!

At Comma, we recognize that authentically inclusive content—the type of content that audiences perceive as well-intended and genuine—goes beyond a surface-level commitment to diversity. Each piece we write thinks critically about your internal organization, your organization’s tone and writing style, and the user experience of your audience and readers. 

There are a few ways we approach writing for an inclusive audience, and we’d love to share some tips with you!

Five Ways to Be More Inclusive in Your Content

1. Recognize the difference between diversity vs. inclusion.
   While the concept of inclusion is way too complex to capture in one sentence, Vernā Myers, VP of Inclusion Strategy at Netflix, describes the difference between diversity and inclusion like this: “Diversity is being invited to the party; Inclusion is being asked to dance.” Often, diversity and inclusion are lumped together, but the former only refers to the spectrum of human differences that exist among us (gender identity, race, ethnicity, health, and ability, among others), whereas the latter refers to the intent of individuals or systems to actively include and support this spectrum of differences. So, diversity is the “what,” and inclusion is the “how.” We want to focus on the “how,” including using inclusive language, thinking about accessibility for a user browsing a website, and using diverse sources that consider different points of view.

2. Use inclusive language.
   REQ put together a fantastic comparison guide for “this or that” language choices to opt for in your writing. Examples include:

   1. Instead of using “disabled” or “handicapped person,” use “person with a disability.”

   2. Instead of using “crazy,” use words like “unbelievable” or “over the top.”

   3. Instead of using “he/she” pronouns, try using “they.”

   4. Instead of using “minorities,” try “underrepresented groups” or “people of color,” depending on the context.

3. Think about your website user experience for the visually impaired.
   If your website uses several images or infographics, consider tagging them with ‘alt-text.’’ Not only could this boost your search engine optimization (SEO), but it also facilitates browsing for those who may not be able to view the screen.

4. Be open to feedback.
   The topic of inclusion requires an open dialogue—and an open mind. As marketers, we’re constantly reviewing our social media and online presence to see what our audiences are thinking. If someone provides feedback on your DEI efforts, engage in the conversation. And better yet, employ the diverse perspectives of internal folks at your company as well. Here at Comma, each piece of content we produce gets two sets of eyes. This isn’t only for grammar and spelling but also for getting two individuals’ perspectives on the piece before sending it out to clients.

5. Consider adding a conscious style guide or section to your internal marketing.
   Author Karen Yin created the Conscious Style Guide as a resource to help conscious writers better understand what to say and how to say it in a manner that uses respectful language. Encourage your marketing team to use inclusive references like this one or add a DEI section to your existing brand guidelines to adhere to a more conscious content strategy.

Redefining Diversity and Inclusion for Content-Conscious Brands

Inclusive marketing requires deliberate intention. It’s not enough to feature BIPOC (Black Indigenous People of Color) in stock photos or write a paragraph of web copy highlighting a loose pledge to corporate social responsibility. In their online learning platform, Salesforce released a module dedicated to Inclusive Marketing Principles, which includes a definition for inclusive marketing: “We define inclusive marketing as creating content that truly reflects the diverse communities that our companies serve. It means that we are elevating diverse voices and role models, decreasing cultural bias, and leading positive social change through thoughtful and respectful content.” I think this definition encapsulates how DEI transformation doesn’t have to be an all-or-nothing practice. Any brand can choose to commit to inclusion and take incremental steps to reach this goal. 

One of my favorite recent examples of inclusion done right, especially in a historically underrepresented industry, is Chidiebere Ibe, a medical student, and illustrator in Ukraine. Ibe tweeted an image showing a Black fetus in the womb of a Black pregnant person, followed with the caption: “I’m black, and black is beautiful! Diversity in medical illustration; [m]ore of this should be encouraged.”

The seemingly simple illustration that could, in theory, be found in any high school college textbook elicited quite a reaction from Twitter, with one user saying, “I’ve literally never seen a black [fetus] illustrated, ever.” The reason the image earned such a viral response was because many readers echoed the feeling of that Twitter user. A lack of BIPOC representation permeates so many industries—healthcare, in Ibe’s case—and we all have a responsibility as marketers to change this narrative.

With a genuine commitment to inclusion, your company can also take intentional steps toward integrating marketing practices that speak to diverse audiences. Content marketing is a ready-made way for your company to get started on that commitment. 

Are you looking to integrate inclusivity into your business content? Our writers are here to help. Schedule a free consultation with the Comma Copywriters team, and we’ll work through the many (authentic) ways your brand can practice diversity, equity, and inclusion.