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.

Know your competition, but don’t try to become them

One of the foundational activities I love to do with my clients is to look at similar businesses or organizations to see what they're doing and whether it's effective.

The goal isn't to emulate them or even to get inspiration. It's about finding gaps in the marketplace that could be filled with my client’s business offerings or through communication and marketing differentiation.

Being different is GOOD. After all, if every company presents itself in the same way, what's the point? Imitation may be the sincerest form of flattery, but it's not going to show how you're different. And your strength lies in what you do differently.

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.

Authentic inclusion and activism aren’t tied to a calendar

One of my favourite things about raising a “Gen Z” kid is how outspoken he is about marketing nonsense. Leading up to Pride Month, he mentioned the inevitable rainbow washing that was coming several times. While he may only be 14, he already knows when he sees something disingenuous.

And this applies to far more than our 2SLGBTQIA+ friends. It stands equally for BIPOC, disabled folks and every other historically marginalized group. Inclusion and activism aren’t marketing strategies. You either do it for real from the core of your business, and your business values, or you're not being authentic.

Here are some brands that get it.

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!

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