Making diverse and inclusive marketing content cannot be reduced to attaching an image to a blog post. The audience, no matter how diverse the image, will never see themselves nor called to action by just an image. Diverse content should include people beyond the scope of your audience, as it has been found that people respond to it. This does not all have to be done in a single post. Researching your audience, and reflecting that research over a series of topics is the easiest way to achieve inclusion and diversity. Most important in this process is to look at your own team, and make sure that your own institutional diversity reflects the goals you are trying to achieve.
- To really connect with your core audience you may need to eschew stock photos that don't speak to your customers from an ethnicity or geographic standpoint.
- More than half of your potential buyers are more likely to click on it they see diversity in your pics.
- Even getting the job sector matters, because your buyer needs to believe you recognize who she is.
"Truly diverse and inclusive content – the kind that resonates consciously and subconsciously with your audience – requires far more than an image."