How Inclusivity Can Supercharge Your They Ask, You Answer Content (Content Lab, Ep. 55 ft. Ramona Sukhraj)

So much of They Ask, You Answer — and inbound marketing in general — is centered around one big idea: The buyer has changed. And you don't have to be a sales or marketing mastermind to recognize this.

We, as consumers, don't shop the way we once did. We don't research our next big buy like we did ten or even just five years ago, nor do we just rely on the shop around the corner to meet all our needs.

Today, we are customers of brands and businesses around the world, and as marketers, we are, in turn, speaking and selling to customers around the world as well.

But customers aren't just shopping differently.

You see, even domestically, buyers look and live differently than they did years ago. In fact, experts predict that by 2044 groups formerly seen as “minorities” in the United States are going to collectively reach majority status.

This is why, if you want to maintain and scale your business into the future, diversity, equity, and inclusion (DEI) are essential in your marketing and They Ask, You Answer content. 

You may be wondering, how in the world does DEI affect my They Ask, You Answer content? What could that possibly change?

Take these examples, for instance:

• Depending on the geographic location of your ideal customers, they may not be asking "Big 5" questions using the same words. 
• As you improve your business website user experience, you need to remember some users may have vision or hearing difficulties that could affect how they consume your content.
• If your customer comes from an under-represented group, they may be asking different questions than other buyers. 

Those are just three ways companies need to challenge the assumptions they hold about their ideal customers when developing their content marketing strategies.

With this in mind, for this week's episode, I joined John Becker and Liz Moorehead for an open, honest conversation about diversity and They Ask, You Answer.

Editor's Note: At the time of recording, Ramona Sukhraj was IMPACT's Manager of Demand Generation. Her title has since changed.  

Listen to the episode

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Related resources

• Inclusive marketing: Why modern buyers must to see themselves in your brand
• 5 quick changes to kickstart your inclusive marketing in 2021
• 15 stunning inclusive marketing examples to inspire you
• Inclusive UX: What it is and 11 smart examples from brands leading the way
• Data: 'Funny' seniors imagery is not only demeaning, it's inaccurate

Until next time! 👋