How to Create Inclusive Content
The last thing you want to do is pull out a person or group of people through your marketing. However many advertisers and writers have made this mistake.
Distinguishing and special words and phrases have become so ingrained in our language that most of us do not see when we use them or the damage they cause.
In this article, I will explain what engaging content really means, why you need to create it, and how to do it in a beneficial way.
What Does “Involved Content” Mean?
Content that is engaging in any type of media (such as blog posts, video, photo, etc.) that engages a wide and diverse audience without leaving anyone alone.
When it comes to blogging, that means words don’t hurt or divide, images represent as many different people as possible, and the structure makes content as accessible as possible (with clear fonts, image alt tags, etc.). Involved content is not a political statement or personal take on topics of social justice.
What Are the Benefits of Integrated Content?
Let us be clear; creating engaging content is the right thing to do. However, there is much you can gain from writing in a way that connects as many people as possible.
In other words, it can grow your business. You greatly enhance your target markets by opening the door to previously disadvantaged communities.
Steps to Creating More Inclusive Content
Even if you think you are already writing in a compelling way, there is probably a chance for growth. The six steps I mentioned below can help even the most experienced content creator to put it all together.
1. See Blind Places
Who are you currently creating content for? That should be the first question you ask yourself as you begin your writing process.
While having a targeted audience can help reduce your focus and improve your PPC campaigns, it will not really benefit any fans when it comes to your content. For one thing, a customer person is not usually equal to all potential customers. If the language and images you use only appeal to certain people, you run the risk of separating potential new customers.
In addition, you should use inclusive language and images in your content so as not to alienate your target audience.
The good news is that as soon as you start writing to a large audience, you will suddenly find that your content is more thoughtful and appealing than any of your competitors. Many marketing efforts are lacking in diversity and engagement, especially when it comes to content marketing. Identifying and repairing your blind spots can inspire new life in your efforts — and help you build valuable relationships with a variety of stakeholders.
2. Make Your Content Available
The way you present your content can be as important as what you say from a participatory perspective. If you want your writing to be accessible, you must first make your entire site accessible.
Start by making sure that screen readers can link to every page on your site, but especially to your blog. Next, make sure the unique text in your photos is appropriate and is not used to include keywords in your title. Screen readers rely on other text to interpret images and other visual content.
To do that, captions must be included in the videos. This does not require much effort. A tool like Kapwing makes it easy to add captions.
That is just the beginning, though. You can do many other things, which I have written in my compliance article ADA website. These include:
• ensures your website can navigate with the keyboard
• reducing excessive movement in design objects
• to ensure that your site does not burn off the body
• to improve the color brightness of your website
• to make sure your site works with all browsers and accessibility tools
3. Use Inclusive Language
The words you use matter. They have the power to inspire, but they also have the power to divide and subdue. When it comes to creating engaging content you have to be careful about the language you choose.
Acceptance of a neutral language should be a minimum. Instead of words like “human” and “salesman,” use “hunkind” and “salesman.” You should also avoid making sexual orientation. Politicians are not always men. The parent is not really a woman. The pronoun gender neutrality as “they” is the safest bet in these situations.
4. Request Audience Input and Additional Assistance
I mean when I say that creating engaging content is a continuous, repetitive process. To do that, you need to have open and honest conversations with your audience and other third parties.
The fact is, everyone has a very different world view, and, in the end, you do not know what you can do.
While these tips are good (at least I like to think so), no one finds the right combination writing at the first inquiry. So encourage and accept the answer. The more you discuss your work freely and invite readers to express their views, the more you can begin to create truly engaging content.
However, it is not just your audience. A sympathetic reader can be very helpful when reviewing your writing to find a negative sentence and a language that is not sensitive. A good editor should be able to do this for you, but there are also services such as Different Writing, which list professional editors who can help.
5. Use Various Images
Stock photographs are commonly known to include white Americans, middle class or Europeans.
That is not good at all if you intend to be diverse and inclusive.
It is not enough to write just in a concise way. People like to see themselves represented in pictures because it makes them feel powerful, connected, and talented. They will better identify your company and product when they see people like you included in your content marketing efforts. It also makes it clear that you are writing directly to them.
Thankfully, there is an easy fix. Make your blog posts special by uploading pictures of people from different domains. That could include people of color, non-traditional families, and people of all ages and abilities.
There are many different stock photography websites that can be used to help.
Another option is to eliminate stock photos completely. Creating your own photos and graphs or adding screenshots to a blog post will allow you to put your personal touch to writing and make your pieces more informative.
6. Write in an Approachable Way
Sharing in your writing is not just about using compound language. The format and structure of your writing can exclude readers.
According to the Organization for Economic Cooperation and Development, half of US adults are illiterate in grade 8. In other words, the language of flowers and intricate clauses will not break it when you write to ordinary people.
• Use short words and short sentences.
• Keep sections short and use many subheadings to make it easier for readers to explore your content.
• Avoid jar jargon, abbreviations, and other special words that the average consumer will not understand.
• Use dots to separate lists of information.
• Write practical tips to keep your writing as short and clear as possible.
If you have doubts about the quality and effectiveness of your writing, use a tool like the Hemingway App. The Hemingway App analyzes your writing and gives you a grade-based reading level. It will also show you long, complex sentences, places where you used the action word, and other stories about your content.