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How To Create Inclusive Content To Make Your Audience Feel Seen

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How To Create Inclusive Content To Make Your Audience Feel Seen

For diversity and inclusion to thrive in content marketing, they need to be top of mind in every conversation – the ones brands have publicly and the ones they have internally.

While your content team can’t address all possible perspectives in every content effort, they can make great strides by implementing new thinking and processes and developing “muscle memory” for championing diversity in your content marketing.

We spoke at Content Marketing World with African-American Marketing Association founder Michelle Ngome about integrating diversity and inclusion into a brand’s content marketing. Watch the video below for highlights of that conversation. Then, read on for tips from Michelle to turn her advice into intentional actions that deepen customer engagement and drive business growth.

Start internally

Michelle encourages organizations to start from the inside by examining who gets invited to the decision-making table. “A lot of organizations are diverse, but are they inclusive? Do they have [representation of] Black people, Latinx, Asians, American Muslims, neurodiversity, and people with disabilities involved in their marketing conversations?” she asks. “If so, I would like to think they’ll speak up [to help your brand] avoid things that may be sensitive to [any of those] communities.”

A lot of organizations are diverse but are they inclusive, asks @MichelleNgome via @joderama @CMIContent. Click To Tweet

That representation should also extend to those who create the content. If it isn’t possible on your in-house team, Michelle suggests, bringing on a freelance writer or consultant, or partnering with an agency. They can expand your team’s frames of reference and contribute new ideas and perspectives to your storytelling efforts.

If you don’t have the budget to outsource, interview customers or subject matter experts to share their stories and experiences with your content creators, then use your brand’s content platforms to amplify their voices.

Cultivate a welcoming environment

Simply inviting diverse team members to your content planning sessions and strategy meetings isn’t enough. You also need to cultivate an environment where each person feels encouraged and empowered to speak their truth even when it might conflict with the ideas and perspectives held by the majority of the team.

For this, Michelle recommends that team leaders tap into their emotional intelligence and look for ways to make outliers more comfortable expressing their views and experiences.

“It takes a lot of confidence to speak up in a room. If you’re a manager, how are you reading the room? Do you see someone who seems kind of timid? [Engaging them] it might be inviting them to a one-on-one like, ‘Hey, let’s, let’s go to my office’ or ‘Let’s do a 15-minute Zoom call and talk about this.’ They probably do have thoughts – they’re just afraid to speak up,” Michelle says.

Inclusivity often involves managers asking timid team members to talk one-on-one, says @MichelleNgome via @joderama @CMIContent. Click To Tweet

Specific and prescriptive multicultural marketing training can also help shift your team’s mindset, making them more aware of their unconscious biases and motivating them to eliminate biased language and ideas from their content.

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Audit your brand communication

Michelle also suggests companies do a full audit of their communication to identify areas where unintentional imbalances or subtle exclusions may exist. Examine internal messaging as well as the content across all your digital platforms:

“What kinds of content are you sharing on Instagram, Facebook, LinkedIn company pages, and Twitter? What do your messaging and images look like? Is there a healthy balance of perspectives shared in [your] choices of topics and the [faces and voices behind] your messages? Is the language welcoming to all, or does it prioritize the experiences of some groups over others?”

Exploring aspects like these can identify existing inclusion lapses in your brand communication.

Though content marketers may not have influence over some enterprise-level communication, the team can take steps to counterbalance them with more inclusive messaging in the content they create.

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Revamp operational processes

You also can take a few more deliberate steps to implement an inclusive content marketing strategy:

  • Add diversity-related categories to your editorial plan: Note such things as the audience segments the content effort might appeal to.
  • Gather direct insights: Conduct surveys, host one-on-one interviews, meet with focus groups to learn how a BIPOC customer journey may be different from other targeted audience members.
  • Develop a diverse editorial advisory board: Create an ongoing resource to suggest ideas, fresh sources, and speakers from multiple perspectives.
  • Watch your language: Don’t simply write or say that your brand is diverse and committed to inclusion. Show your audience by using descriptive words that reflect concepts like “connection,” “openness,” and “balance.” Aim to use gender-neutral phrases (like they or them instead of he and hers) and refer to sources by their chosen pronouns (if you aren’t sure, ask). Where possible, free your content from biased statements that assume a level of wealth or experience that might exclude some of your target audience.

#Inclusivity can be as simple as using your source’s chosen pronouns. Not sure their preference? Ask, says @MichelleNgome via @joderama @CMIContent. Click To Tweet

Michelle recommends a few resources to sharpen your inclusive language skills, including her company’s Language of Inclusion Glossary and guidance provided by Diversity and Inclusion Work.

Brands like people don’t always handle their diversity challenges perfectly. But remember, there’s room for all kinds of businesses to grow more inclusive. It’s also never too late, even for those that have made high-profile errors in judgment, may have been ill-informed about an issue, or placed their bets on the wrong horse.

 Register to attend Content Marketing World in Cleveland, Ohio. Use the code BLOG100 to save $100. 

Cover image by Joseph Kalinowski/Content Marketing Institute




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Everything You Need to Know About Google Search Essentials (formerly Google Webmaster Guidelines)

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Everything You Need to Know About Google Search Essentials (formerly Google Webmaster Guidelines)

One of the most important parts of having a website is making sure your audience can find your site (and find what they’re looking for).

The good news is that Google Search Essentials, formerly called Google Webmaster Guidelines, simplifies the process of optimizing your site for search performance.

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Salesforce rolls out new edition of Marketing Cloud for small businesses

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Salesforce summer 2023 release: The business executive's guide

Today Salesforce announced Marketing Cloud Growth, an edition of Marketing Cloud designed specifically for small businesses.

With help from AI, this edition makes it easy for marketers to segment audiences, create and execute email campaigns from text to image, optimize campaign performance and create unified customer profiles. It also has a prompt builder that can store and manage known reliable prompts for organizations.

Dig deeper: 70% of SMB marketers willing to pay more for tools with AI or automation

Salesforce developed the new edition by looking at the most common use cases for which small businesses frequenty don’t have the people or resources. This includes things like personalizing campaigns and advanced testing.

The company is also letting small businesses (those with fewer than 200 employees) that have Sales or Service Enterprise Edition “get started with Data Cloud at no cost.” Marketing Cloud Growth will initially be available in the U.S. and Canada and is expected to roll out to Europe, the Middle East and Asia by the end of the year.

Why we care. First of all, small businesses need all the help they can get. This creates an opportunity to start using AI within a centralized marketing workflow rather than importing content from independent generative AI tools. Perhaps it’s also a sign of Salesforce moving to compete with platforms (can we say HubSpot?) that more overtly court SMB clients.

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Elevate Your YouTube Channel: Top 4 Video Editing Tools

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Elevate Your YouTube Channel: Top 4 Video Editing Tools

Elevate Your YouTube Channel Top 4 Video Editing Tools

Launched in 2005, YouTube now stands as the second largest search engine after Google.

Almost 2.7 billion people use YouTube worldwide every month and 87.7% of those users access it on their mobile phones.

Owing to the large number of video content available on the platform, you want to ensure that yours stands out.

To make it happen, you need to master effective content creation tips, use fantastic lighting, and invest in powerful video editing software.

There are tons of editing tools on the market that promise amazing results. 

To help you cut through the noise, I’ve curated a list of the 4 best YouTube video editing software.

Whether you’re a beginner or a pro, there’s something for you. Keep reading.

1. Movavi Video Editor

1708399564 369 Elevate Your YouTube Channel Top 4 Video Editing Tools1708399564 369 Elevate Your YouTube Channel Top 4 Video Editing Tools

Top on the list is the Movavi Video Editor, one of the best YouTube video editing software for beginners.

It enables you to create compelling videos using advanced tools like audio correction, motion tracking, and chroma key without requiring any technical knowledge.

Additionally, you’ll find several ready-made YouTube intro videos and a large library of background music and audio clips.

Although the user interface is easy to navigate, Movavi still provides video tutorials to make you feel confident while editing.

Movavi runs on Windows (versions 7 to 11) and Mac OS X (10.15 or higher).

Key Features

  • AI background remover: Replaces backgrounds without a green screen
  • AI motion tracker: Sticks effects and images on moving objects
  • Precise frame cuts: Makes cuts with precision and attention-grabbing montages in one click
  • Color correction: Boosts colors so viewers can stay glued to your YouTube channel
  • Overlay effect: Offers 13 blending modes to create professional-looking videos
  • 4k resolution: Saves videos in ultra-high quality form
  • YouTube Integration: Saves you time by sharing videos directly to YouTube

Pricing

Movavi offers a generous free plan and three paid plans with different sets of features. Here are the prices for various plans it offers:

  • Free
  • Video Editor: $49.95/year
  • Video Editor + Effect Packs: $155.95/year
  • Video Suite + Effect Packs: $94.95/year
1708399564 966 Elevate Your YouTube Channel Top 4 Video Editing Tools1708399564 966 Elevate Your YouTube Channel Top 4 Video Editing Tools

Usability

Easy to use

Tool Level

Beginner/Intermediate

2. Adobe Premiere Pro

1708399565 365 Elevate Your YouTube Channel Top 4 Video Editing Tools1708399565 365 Elevate Your YouTube Channel Top 4 Video Editing Tools

If you’re looking for the best YouTube video editing software that can transform a basic clip into a ready-to-upload video, Adobe Premiere Pro is your best bet. 

It integrates with all the apps in Adobe Creative Cloud to help you streamline your workflow.

Adobe Premiere Pro boasts an extensive range of features, from color correction tools and visual effects to collaboration tools for teams. 

Also, you can optimize the export settings to preserve the quality of your YouTube videos when you share them online. 

Although Premiere Pro is popular among professional video editors, follow the video steps for beginners provided on the platform to learn how to use it. All you need is a powerful computer and willingness to study the available tutorials.

The app is compatible with Windows (10 or later) and macOS Monterey (version 12 or later).

Key Features

  • Text-based editing: Removes pauses with ease
  • Project templates: Retains assets, colors, and branding across multiple projects
  • Speech-to-text conversion: Automatically creates captions and transcripts in over 18 languages
  • Auto reframe: Automatically detects and adjusts aspect ratios to easily upload videos to YouTube
  • Adobe stock library: Offers access to stock video footage, photos, and over 75,000 audio tracks and remix the length to fit your video

Pricing

Adobe Premier Pro offers two paid plans. Here are the details:

  • Premiere Pro: $29.99/month
  • Creative Cloud All Apps: $59.99/month
1708399565 222 Elevate Your YouTube Channel Top 4 Video Editing Tools1708399565 222 Elevate Your YouTube Channel Top 4 Video Editing Tools

Usability

Has a steep learning curve

Tool Level

Intermediate/Advanced

3. Shotcut

1708399565 295 Elevate Your YouTube Channel Top 4 Video Editing Tools1708399565 295 Elevate Your YouTube Channel Top 4 Video Editing Tools

Available on Linux, Windows, and macOS, Shotcut is a comprehensive YouTube video editing software solution. 

It supports various video and audio files, including AVI, WAV, and MP4.

The video editing software is great for complex projects as it allows you to combine several audio, image, and video files into one video. 

Also, editing on the platform doesn’t follow a chronological order; you can make changes at any point.

Shotcut may not be the best editing tool for new content creators because of the learning curve. 

However, the platform has a video editing guide, including a community of Shotcut users who are willing to assist you.

Key Features

  • Native timeline editing: Supports all video and audio formats, including 4k and 8k resolutions
  • Cross-platform editing: Gives you the option to start a project on macOS and switch to Windows without hassles
  • Video effects: Offers built-in effects like auto-rotate, white balancing, timeline fader, and 360° video filters, without installing any plugins
  • Display and monitoring: Ability to preview videos in low resolution to improve the speed of real-time effects
  • Keyframing: Option to define the start and finish points of effects along the video timeline such as transition, sound, and brightness or contrast

Pricing

 Shotcut is completely free to use as it’s an open-source software solution

Usability

It has a steep learning curve

Tool Level

Intermediate

4. Lightworks

1708399565 259 Elevate Your YouTube Channel Top 4 Video Editing Tools1708399565 259 Elevate Your YouTube Channel Top 4 Video Editing Tools

If you’re looking to create the best videos in a short time, Lightworks is the way to go. 

It’s the best YouTube video editing software for beginners who are willing to learn video editing as they grow their YouTube channels.

Similar to Shotcut, the platform is loaded with all the tools you need to go from a beginner to a pro.

You can edit, color correct, add titles, and more using the drag-and-drop interface. 

Also, it’s compatible with YouTube video format and resolution for ease of uploading content.

All versions of Lightworks can work on Windows (8 and later), macOS (10.14 and later), and Linux.

Key Features

  • Universal timeline: Accommodates video footage of any quality, size, or frame rate
  • Flawless audio editing: Offers various audio effects and the option to sync with video for an immersive experience
  • Visual effects: Offers a simplified suite of over 700 customizable motion graphics and titles for easy to advanced editing
  • Easy export and share: Allows you to share videos on YouTube directly from the platform

Pricing

Here are the pricing plans offered by Lightworks.

  • Free
  • Create: $9.99/month
  • Pro: $23.99/month
1708399565 484 Elevate Your YouTube Channel Top 4 Video Editing Tools1708399565 484 Elevate Your YouTube Channel Top 4 Video Editing Tools

Usability

Easy to use

Tool Level

Beginners/Intermediate/Advanced

Pro Tip: According to Attrock guide, the best video maker can offer training resources for non-technical users. This is particularly designed for video marketers who have no high skills in video creation and editing.

Choosing the Best YouTube Video Editing Software

Getting the best YouTube video editing software shouldn’t cost a fortune. 

Platforms like Shotcut and Lightworks offer free tools for both beginners and expert editors.

However, if your YouTube channel is already monetized and you’re willing to spend money on a super-advanced tool, Premiere Pro will be ideal.

Lastly, if you’re ready to level up your video editing game, try Movavi today. You’ll save money while accessing advanced editing features.


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