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The Ultimate Inbound Marketing Strategy Playbook 2022

Free Guide:

The Ultimate Inbound Marketing Strategy Playbook 2022
Read the Guide
The Ultimate Inbound Marketing Strategy Playbook 2022
Free Inbound Marketing Playbook
View The Ultimate Inbound Marketing Strategy Playbook 2022
The Ultimate Inbound Marketing Strategy Playbook 2022

Free Guide:

Take your inbound strategy to the next level

  • Master the 7 principles of highly effective inbound marketing
  • Dramatically improve your inbound sales
  • Get more buy-in at your company

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

The core principle behind They Ask, You Answer is that buyer has changed a lot in the last 10 to 15 years. These changes, however, are not limited to just buying behavior. 

By Ramona Sukhraj

Ramona Sukhraj also recommends this free guide: The Ultimate Inbound Marketing Strategy Playbook 2022.

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

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. 

Free Guide: The Ultimate Inbound Marketing Strategy Playbook 2022

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 a 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 creating content.

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

🚨Subscribe to Content Lab on Apple Podcasts, Spotify, and Stitcher.🚨 

Related resources

Until next time! 👋

The Ultimate Inbound Marketing Strategy Playbook 2022
The Ultimate Inbound Marketing Strategy Playbook 2022

Free Guide:

The Ultimate Inbound Marketing Strategy Playbook 2022

Take your inbound strategy to the next level

  • Master the 7 principles of highly effective inbound marketing
  • Dramatically improve your inbound sales
  • Get more buy-in at your company

Topics:

Content Marketing
Diversity & Inclusion
Published on July 29, 2021

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