Todays consumers and companies are turning to brands they trust when choosing where to spend their dollars. To build trust, marketers have long turned to content marketing to help connect with and engage their customers. In fact, 96% of the top-performing B2B content marketers have said their audience views their brand as a credible and trusted source.
Yet where some marketers have missed the ball is not recognizing that trust and inclusivity go hand in hand in todays marketing world.
Two business partnership coworkers analysis strategy with discussing a financial planning graph and company budget during a budget meeting in office room.
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Lets look at the research:
- 38% of customers are more likely to trust brands that show diversity in their advertising.
- 64% of customers were found to have taken some action after seeing an ad they considered to be diverse or inclusive, according to The Female Quotient.
- 71% of consumers say they would be willing to spend more money to support products and services from a brand they trust.
So, yes, inclusivity and trust are essentialbut how do you bring them into your content marketing strategy? The answer isnt just delivering top-notch marketing; its in how your company spends its marketing dollars. Lets dive into four ways to realign your marketing budget to build trust while driving revenue.
Diversify your media spend
Your content marketing isnt just about what you say; its where youre saying it. As Byron Allen, the founder, chairman and CEO of Allen Media Group so poignantly pointed out in AdAges Black-owned media upfront earlier this year, there isnt a bank in the world we can deposit your words.
Allen advised brands to allocate five to 15 percent of their media spend on Black-owned media. He also explained how it is key to include Black-owned media in your marketing spend in a way thats sustainable, meaningful and long-term.
Invest in diverse teams
To make more of an impact with your content marketing, look at who is impacting your content. Research from McKinsey shows that the more diverse your team, the more they can anticipate shifts in customers needs and consumption patterns.
This same advice applies to outsourcing. For example, rather than simply being mindful about using diverse stock photos, consider where youre getting your photos from. Consider using sites like CreateHER, TONL or Nappy that are known for representative images.
In another example, take Verizon. Earlier this year, Verizon announced a commitment to spend 30% of its marketing operations budget on diverse-owned video, experiential and print production firms. This financial commitment helps increase inclusivity in Verizons marketing and positively impacts the entire industry. Media companies are getting in on the inclusive action too.
Use your platforms or budget for good
Consider how your marketing budget or advertising platforms can be leveraged to support underserved voices. One way weve made this happen at Forbes is through Forbes EQ (Equity Quotient).
As part of Forbes Representation and Inclusion practice, Forbes EQ is a content marketing space dedicated to amplifying the voices of underrepresented communities and sharing their powerful insights and storiesfree of chargewith Forbes highly engaged audience of entrepreneurs, business decision-makers and philanthropists.
Our second flight recently launched, and were proud to welcome brands like Lumin, MLT, Malomo, Cashdrop, Wellory, Returnships.org and National Diversity Council to share their stories. Read their insights, or nominate a deserving organization for our next flight.
Budget year roundnot only during Black History Month
You cant build trust if you only make an effort around important events. Its critical that your marketing strategy and spend is inclusive throughout the year and not just for buzzworthy moments, like Black History Month and Juneteenth. After all, not having a long-range plan is one of the four top reasons that D&I programs fail.
By adopting a more long-term approach, you focus on authenticity rather than opportunity, which is more likely to build trust among your target audience. The more continuous your efforts are, the greater the likelihood youll reflect and connect with your customers all year and not just seasonally.
Read Also: 10 Fast Facts To Consider In Your Content Marketing Plans
Storyteller Spotlight
Deloitte provides audit, consulting, financial advisory, risk advisory, tax and related services to public and private clients spanning multiple industries.
As one of Americas best employers for diversity (making it to #28 on Forbes list), theyre also known for providing customers with inclusive content marketing to help them move forward. What do they do differently?
Having been a BrandVoice partner since 2017, Deloitte continued their partnership with Forbes in 2021 with another branded content campaign. Rather than just focusing on leadership trends, they focused on the trends that affect leaders themselvessuch as diversifying the workforce, gender equality, inclusion, mental health, sustainability and more.
Something else that made their content stand out? They included more than 40 contributors from across their company to share their insights.
From how to win women back into the workforce to Gen Zs demands for accountability to rebuilding with gender equality, Deloittes content builds trust by sharing insights into the issues that matter most to customers. (And it proves that trust worksDeloittes BrandVoice content has already surpassed 2 million page views in the first half of 2021.)
See Also: Deloitte BrandVoice Content Hub
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