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How to Make Your Content More Inclusive - INBOUND 2019

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Certain language can come across harmless to some people, but exclusionary, unwelcoming, and alienating to others. Learn how to spot the biases that frequently find their way into marketing language, replace them with alternatives that lead to stronger, clearer messaging, and cultivate a wider, loyal, and enthusiastic audience.

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How to Make Your Content More Inclusive - INBOUND 2019

  1. 1. HOW TO MAKE YOUR CONTENT MORE INCLUSIVE E M I L Y T R I P L E T T L E N T Z #INBOUND19 @ E M I L Y T L E N T Z
  2. 2. 2 @EMILYTLENTZ | #INBOUND19 | BIT.LY/INCLUSIVE-INBOUND
  3. 3. MICRO- AGGRESSIONS Brief and commonplace daily verbal, behavioral, or environmental indignities, whether intentional or unintentional, that communicate hostile, derogatory, or negative slights and insults toward people in marginalized groups Discrimination in favor of able-bodied people ABLEISM @EMILYTLENTZ | #INBOUND19 | BIT.LY/INCLUSIVE-INBOUND
  4. 4. @EMILYTLENTZ | #INBOUND19 | BIT.LY/INCLUSIVE-INBOUND
  5. 5. @EMILYTLENTZ | #INBOUND19 | BIT.LY/INCLUSIVE-INBOUND
  6. 6. • bipolar • blind • crazy • cripple • deaf • duh • dumb • grandfathering • guys • handicap • idiot • insane • lame • manning/manned • manpower • master/slave • mental • minority • moron • OCD/ADD • psycho • stupid THE LIST W O R D S T O L O O K O U T F O R @EMILYTLENTZ | #INBOUND19 | BIT.LY/INCLUSIVE-INBOUND
  7. 7. @EMILYTLENTZ | #INBOUND19 | BIT.LY/INCLUSIVE-INBOUND
  8. 8. • bipolar • blind • crazy • cripple • deaf • duh • dumb • grandfathering • guys • handicap • idiot • insane • lame • manning/manned • manpower • master/slave • mental • minority • moron • OCD/ADD • psycho • stupid THE LIST W O R D S T O L O O K O U T F O R @EMILYTLENTZ | #INBOUND19 | BIT.LY/INCLUSIVE-INBOUND
  9. 9. • blind • crazy • cripple • deaf • dumb • grandfathering • insane • lame • manpower • master/slave • stupid THE LIST W O R D S W E H A D M I S U S E D @EMILYTLENTZ | #INBOUND19 | BIT.LY/INCLUSIVE-INBOUND
  10. 10. INCLUSIVE, GENDER-NEUTRAL LANGUAGE Examples: use “folks” or “people” rather than “guys”; “staffed” or “handled” rather than “manned”; “go-between” rather than “middleman,” etc. Avoid ableist language (e.g., “crazy,” “OCD,” “blind,” “lame,” “insane,” and so on). @EMILYTLENTZ | #INBOUND19 | BIT.LY/INCLUSIVE-INBOUND
  11. 11. • Quoting SMEs from underrepresented groups • Soliciting diverse images • Captioning videos • Aiming for broader representation in illustrations and testimonials • Improving web and product accessibility in general @EMILYTLENTZ | #INBOUND19 | BIT.LY/INCLUSIVE-INBOUND
  12. 12. IDENTIFY THE WORDS YOU WANT TO HUNT FOR FIND WHERE YOU’VE USED THOSE WORDS EDIT THOSE INSTANCES WITH MORE PRECISE, NEUTRAL LANGUAGE UPDATE YOUR STYLE GUIDE @EMILYTLENTZ | #INBOUND19 | BIT.LY/INCLUSIVE-INBOUND
  13. 13. @EMILYTLENTZ | #INBOUND19 | BIT.LY/INCLUSIVE-INBOUND
  14. 14. @EMILYTLENTZ | #INBOUND19 | BIT.LY/INCLUSIVE-INBOUND
  15. 15. @EMILYTLENTZ | #INBOUND19 | BIT.LY/INCLUSIVE-INBOUND
  16. 16. @EMILYTLENTZ | #INBOUND19 | BIT.LY/INCLUSIVE-INBOUND
  17. 17. WHEN WE CAN CHOOSE BETWEEN UPSETTING SOME PEOPLE VERSUS UPSETTING NO ONE … WHY WOULDN’T WE CHOOSE TO UPSET NO ONE? @EMILYTLENTZ | #INBOUND19 | BIT.LY/INCLUSIVE-INBOUND
  18. 18. 15-25% OF PEOPLE WORLDWIDE EXPERIENCE SOME FORM OF DISABILITY @EMILYTLENTZ | #INBOUND19 | BIT.LY/INCLUSIVE-INBOUND
  19. 19. @EMILYTLENTZ | #INBOUND19 | BIT.LY/INCLUSIVE-INBOUND
  20. 20. @EMILYTLENTZ | #INBOUND19 | BIT.LY/INCLUSIVE-INBOUND

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