Welcome back to the fifth Digital Round Up of 2022! While these blogs are usually more upbeat and informational, I would be remiss if a few topics were not covered this May. Since April’s edition, the world has experienced even more tragedy. From 2020 to now, I think it’s safe to say no one could fathom a world in which we face more challenges through an ongoing pandemic, but unfortunately, communities around the globe are being affected by some major current crises. To name a few: the Russian invasion of Ukraine, increased gun violence in America, reproductive rights debates, and discrimination against minority ethnic groups. So, while the first two article’s I’ll review are not necessarily veiled by adversity, I will be relating them to current events.
In this blog, Alisa Smith outlines several tips for incorporating inclusivity into your content. In the middle of National Accessibility Month, I appreciate that Smith shares multiple ways to optimize content for both audio and visually impaired searchers. As she wrote in the introduction, inclusion is all about diversity, from disabilities and accessibility to culture, economic background, and more. When reading this piece, I was constantly reminded how we are in charge of choosing who is represented in content, how, and why. We are the agent for inspiring global change, regardless of how big or small your business is. Representation matters.
Following off the same content train as above, Margarita Loktionova covers the how, why, and when of small business content marketing. I found this guide very thorough for entrepreneurs, especially when discussing organization and goal evaluation, however, I would argue that every business should prioritize content marketing. Organic ranking is beneficial for any size company. In relation to the topics discussed above, it’s never too early or too late in the creation of a business to incorporate content into your marketing strategy. If you feel passionate about a current event or cause that relates to your business’s values, start today!
Now we get into the heavy articles. Gartner’s Ewan McIntyre goes into detail about how marketing leaders of every industry and location have to be prepared to react to the invasion of Ukraine. In fact, this very instance is why there should be a game plan of sorts for addressing future crises. These five steps outline how to deal with media, communications teams, budgets, strategy flexibility, and building scenario plans. Just like now, many companies (including governments) are having to implement these steps.
Unless you live under a rock, the most prolific reproductive rights law in the United States, Roe vs. Wade, may be overturned by the Supreme Court. This news was leaked to the media and caused several companies including Apple, Amazon, and Citigroup to address their employee benefits. While addressing hot-topic issues like the abortion debate, corporate social responsibility experts recommend large companies set an example for protecting the health of their employees. While this comes off as a purely political issue, I believe positioning views on abortion as a matter of health relates to the public more effectively: it removes the bipartisan agenda and presents all employees as humans, not party members. Do you think large companies should be speaking about these topics or is it inappropriate?
As much as it pains me to cover this event, it would be an act of ignorance to disregard the most deadly shooting to date that occurred in Uvalde, Texas, merely days before the NRA’s Houston conference. Statistics show that the US has, by a landslide, the most school shootings of any developed nation. So why is this? Besides looser legislation for gun sales and ownership, large firearms corporations’ marketing strategies are to blame. Not only are they marketing to populations such as children, but they also encourage the purchase of dangerous automatic firearms to anyone who can hold one. Marketing is a powerful tool and should be used wisely.
I know that many people in other fields of work look down on advertisers, marketers, and public relations specialists, because “it isn’t a hard job.” Believe me, I’ve heard it many times. But amidst these difficult times our communities and economies face, I’d like to remind you that our jobs are extremely important. We are responsible for communicating essential information and I believe these articles reviewed above exemplify how our functions affect the world around us.
My main takeaway is that if you work for or represent a company that maintains a specific stance on any issue, regardless of political opinion, keep these tactics in mind and remember that the way you share your brand matters.