How to promote diversity through your support programme’s content strategy
Diversity, inclusion and genuine representation are all vital elements of successful startup support. Here are a few tips to help you get it right.
Understanding your audience and providing diverse, effective content that genuinely resonates is vital if you’re looking to bring in new clients, broaden your appeal and better deliver startup support.
At Inkwell, we’ve seen the positive impact of diverse content first-hand. Through running The Pitch, we connect different founders, businesses and investors with consistently impressive results, and have recently worked with Innovate UK to maximise the reach of the Women in Innovation programme.
Thanks to social media and instantaneous online information, it’s never been easier to find and listen to differing perspectives. There are thriving communities across every facet of the internet ready and willing to share their stories.
Tailoring your support programme’s values to better promote and encourage diversity is essential, but how do you effectively represent these various viewpoints? Here are a few best practice tips that’ll help you to authentically champion diversity.
Ensure you authentically represent relevant perspectives
Making sure to include a broad spectrum of ideas and points of view throughout any content campaign may seem glaringly obvious, but it can be all too easy to overlook.
This is especially true if you’re a public sector support programme that lacks a wide range of ages, ethnicities and backgrounds simply by way of staff numbers. Examine your team’s makeup and ask the following:
Is there any potential for unconscious biases or gaps in social awareness?
Are you using diverse imagery throughout your campaigns, encouraging open communication and adopting inclusive language?
Have you made an effort to accommodate customers with access needs?
Have you pushed for accessibility throughout your courses, programmes or products?
If not, consider altering your workflows to better facilitate these varying groups and needs.
If you’re in need of inspiration, we’ve previously explored how to take tangible action to promote accessibility within a startup programme, whether that’s through role models, introducing relevant schemes, or accessible design.
Develop a diversity quota that has intention and purpose
With that being said, you should always be mindful of your target audience and develop your content around their specific needs. Diversity throughout any company or programme must be authentic and not an act of self-service.
Avoid tokenistic inclusion that doesn’t add value to your brand or customer base. Casting as wide of a net as possible without a core purpose will dilute your intentions. Audiences can sniff out disingenuous content a mile off.
A lack of focus behind your content runs the risk of corporate pandering that may potentially sour the consumer trust your support programme has spent time building.
Always be open, inclusive and accessible, but in a way that is appropriate for what you deliver and suits your company.
Avoid assumptions and use language correctly
Accidentally making assumptions or misrepresenting specific groups of people is a mistake that brands routinely fall into.
As previously mentioned, it’s common for support programme initiatives to only employ a handful of people. This can sometimes lead to echo chambers of shared experiences and viewpoints. You might miss an angle on a social issue you’re discussing without realising, for example.
Language is a vital part of this representation, whether it be labels, pronouns, or specific terms for different cultural nuances. Be sensitive to the wording that each group or topic dictates and use it correctly.
If you’re in the mood to learn more, we’ve previously written about how to use language to boost early-stage startups and build strong community support. Try to survey and test your content where possible.
Be on the lookout for generalisations and sweeping statements in your copy. Ensure that you’ve the knowhow before you jump into any given trend.
Obtain feedback from a wide range of people, ask questions about their responses and determine how your approach resonates.
Are you well versed on the topic you’re exploring?
Have you sufficiently researched your subject matter?
Are you using the right language in the right places?
Use interactive content that encourages engagement
If you’re running a support programme that offers specific benefits, consider creating interactive polls, quizzes or surveys to better understand the demands of your audience.
More personalisation lends itself to greater accessibility. This, in turn, promotes wider appeal and inclusion.
Clients and customers that feel listened to will support your work and provide feedback. The more data you’ve to work with, the greater your chance of success.
Need more extensive advice on building out an online community for your business? Check out our guide to get you started.
At Inkwell, we’re experts in creating content that engages startup founders and support programmes across a spectrum of industries and professions. Get in touch with the team to discuss how we can help drive engagement..
