By: Mathumitha* & Shweta Verma**
What kind of world do we want to live in? And who will create it? We want to receive empathy, to be included, and to be respected for who we are. How can all this happen? Is it enough to wait for others around us to change their behaviors? Or, can each of us create an empathic world by bringing such behaviors into our lives as well?
One way to do this is by writing more and talking more about empathy, diversity, and inclusion.
Is conversation and content on empathy, diversity, and inclusion important? Yes! There is no doubt about it. But when people want to talk about it, they also need to learn further about it. Hence, the more content you create, the better it is. Let’s understand this further.
WHO needs content on empathy, diversity, and inclusion, and WHY?
The answer to this is: EVERYONE!
Why? Because of the following two reasons:
1. The majority want to have meaningful relationships and perform well at what they work on. This requires us to communicate with each other, build connections, and learn skills. To do this, we need life skills of empathy, and inclusion, as well as acceptance of diversity. Therefore, everyone in this world needs content on empathy, diversity, and inclusion. The content has to be inclusive to all, including children, teachers, parents, persons with disabilities, and people who do not have English as their first language.
2. We are interdependent throughout our lives. Hence, interactions will always take place with people who are similar as well as those who are not so similar to us. Everyone is unique in their own way. We cannot afford to consider someone as not equal or not worthy of respect and empathy. There will always come a time when we need to seek support from each other. Hence, everyone needs to understand human diversity in the world.
Therefore, Ginny’s Planet is spreading out the word that “Being Different Is Okay and Nobody is an odd-one-out”.
What can you create as content on empathy, diversity, and Inclusion?
Firstly, remember that everyone has their own learning styles and the kind of content that they automatically opt for. Some may like to read up more, while others may like to look at short quick videos. Someone may want long explanatory videos, while another may look at a quick bullet-points list. Some may prefer to look at photographs, infographics, and posters. Some may like to read academic content with credible research while some may want to read experiential posts from people’s own lives- or do both. Therefore, you can create a variety of content! It could be posters, blog posts, videos, podcasts, infographics, illustrated information, user engagement posts, and so on.
What are examples of good content?
1. It fulfills a need: Good content focuses on what your consumers or readers need. Content is good if it offers some value to your reader, whether in terms of teaching something to your reader or your reader likes the content and its presentation.
For example, in this blog, 8 Ways to Teach Empathy to Kids the writer shares an explanation and tips on Empathy and how to teach it to kids. So this is good content for parents and teachers trying to integrate empathy into their interactions with children.
2. It is accessible for all: Good content is accessible content. Accessible content allows people to access information on the web/ blog with and without disabilities. Accessibility means that people with disabilities can equally perceive, understand, navigate, and interact with your content and your page.
3. It is reader-friendly. Good content is readable content. Keep your sentence short and use simple words. To make your content easily understandable to anyone, you can rely on
- Shorter Paragraphs
- Headings and Sub-headings
- Lists or Points
- Simple language
Is creating a blog post or poster enough? What next?
No, Creating a blog post or poster is not enough to reach the target audience. We need to follow up on the ‘creating’ part by distributing the creation. Otherwise, who would read or see what you have created? Therefore, you need to share your creatives through methods that include:
- Promoting the blogpost in the blogging communities.
- Adding enough keywords in your blog for better reach to the audience.
- Sharing your creation on social media platforms where you already actively engage with your audience.
- Use terms and hashtags that help your creation come up in searches when people are looking for content like yours.
Some of the key terms you should know are explained below.
Key Terms that you must know while working on content
A campaign is a series of planned activities that happen over a period of time. For example, Ginny’s planet ran a campaign on the 3rd anniversary in June 2022. The main objective of the campaign was to promote our brand and spread information on a cause that we working on. So, we created a series of newsletters, team videos, blog posts, and a series of social media posters with our core products that help in triggering conversations on empathy, diversity, and inclusion.
Content Marketing is a strategy used to attract, engage and retain your audience by creating valuable content. The main objective of content marketing is to reach the target audience and increase brand awareness, sales and engagement. Content can be of various kinds, as we have talked about in the initial section of this blog post. According to the strategy and target audience, the content is created and distributed.
A keyword is a word or phrase that defines what your content is about. If or when people search for that keyword in Google, the search engines help to find that page on your website. Keyword research is the process by which you research popular search terms people type into search engines like Google, and include them strategically in your content so that your content appears higher on a search engine results page.
A hashtag is a word or keyword that has a preceding #(hash symbol). It is used in social media posts to help people to find a relevant topic. For example, if you look at #empathy on Instagram will bring you all related content with this hashtag in one place. So, if you want to be visible in this search, your post should also carry #empathy. This is how hashtags help creators to better reach their target audience.
A tip: Use Camel Case to enhance the accessibility of hashtags
Another reason to use hashtags is the optimum use of space! On Twitter, you have limited space to write a caption. Only 280 characters, to be exact. On Instagram, longer captions aren’t always the most effective. Same with Facebook, Pinterest, LinkedIn, or any other platform. Less is more. These are the top 5 hashtags on Instagram:
- #love (1.835B)
- #instagood (1.150B)
- #fashion (812.7M)
- #photooftheday (797.3M)
- #beautiful (661.0M)
Search Engine Optimization (SEO)
Search engines are one of the best sources of valuable traffic to your website. To retain more organic traffic, you need to optimize your content according to search engines. The main objective of SEO is to increase the visibility of your website in an organic way.
The core three types of SEO are on-page, off-page, and technical SEO:
- On-page SEO: Optimizing the quality and structure of the content on a page. Content quality, keywords, and HTML tags are the key to on-page SEO.
- Off-page SEO: Getting other sites, and other pages on your site to link to the page you are trying to optimize. Backlinks, internal linking, and reputation are your off-page MVPs.
- Technical SEO: Improving your site’s overall performance on search engines. Site security, UX, and structure are the key here.
An influencer is someone who promotes the brand and is able to persuade a lot of other people, for example, their followers on social media, to do, buy, or use the same things that they do. Partnering with influencers allows you to gain the trust of their audience and also the brand will reach a wider audience.
Top 5 tips to increase the visibility of content on empathy, diversity, and inclusion
- Always add Alt-text: Alt-text is the written description of your images and videos. Always add Alt-text in your images and videos. It helps people who use the gadget with voice commands or those who use screen readers to access content on webpages.
- Add Keywords and Hashtags related to often searched terms by your target audience. Add information on most searched terms in the domain of empathy, diversity, and inclusion. These terms may change across the year. For example, near the International Day of Persons with Disabilities (in Dec), you must add #IDPD to your content.
- Create content according to what the audience needs. Check what are people asking on different forums, such as Quora. It would be good to create something that answers the common questions that people ask.
- Keep the content engaging and reader-friendly: e.g. of quizzes or other campaigns .writing in short sentences and adding tips, etc.
- Add a Call to Action button, that tells the audience what to do next (i.e. after going through your content). For example, should the audience will contact/ register with you? It helps people to communicate with you if they need it.
As everyone wants to be included and treated with empathy, it makes sense to also learn how to do this. Hence, the content that you create on empathy, diversity, and inclusion will always be in demand. Someone is always searching for it. Enhance your perspectives on the topic that you are close to, learn skills to create content, and apply strategies to distribute it to your audience. You can look at the way content is shared and distributed on Ginny’s Planet platforms: Website | Facebook | Twitter | YouTube | Instagr
About Ginny’s Planet
Ginny’s Planet is a social enterprise Co-founded by Dr. Shweta Verma in 2019. The brand runs on the core value of helping our teachers and parents to teach their children to become independent, smart, and better leaders by equipping them with a deep understanding of empathy, diversity, disability, and inclusion. Dr. Shweta and the team design events, workshops, and products to help guardians & schools to develop kids’ mindsets and evolve as adaptive and flexible human beings. They work with schools to organize workshops for children and teachers.
About the authors:
*Mathumitha is working as Digital Media & Technology Executive on Ginny’s Planet. She started her journey with Ginny’s Planet in 2021 as Mom-Intern- Digital Marketing. Now, Mathumitha is part of the team that plans and executes content marketing campaigns on Ginny’s Planet. She also loves to create things and is always keen on art and craft activities.
**Shweta Verma is a social entrepreneur & a social work professional. She is Ph.D. (Social Work) in resilience & has two decades of work experience in the field of disability rights & mental health. Shweta is co-founder of Ginny’s Planet- a social enterprise that spreads empathy, respect for diversity, the spirit of inquiry, and inclusive practices.