Content that is inclusive of diverse cultures and abilities is essential for effectively marketing your study programmes and services to students around the world. But what does inclusive content marketing involve? Here we uncover strategies for developing inclusive content that resonates with your target audiences, in order to boost engagement, enhance reputation, and drive conversions.

Speak you audience’s language

Acknowledging linguistic diversity is essential in content development, especially in the international education industry. In order to appeal to a global audience, establishments should share content in multiple languages, focusing particularly on those most spoken by their target audiences. Apart from this, make sure the language level used is understandable to various nationalities, for example, by considering differences in terminology and avoiding excessive use of jargon. It’s also advisable to localise the imagery and examples in your content for relevance in different cultures. 

Respect cultural values and experiences

Content should reflect an understanding and appreciation of your audience’s cultural backgrounds, so avoid assumptions and stereotypes. Instead, focus on stressing common goals around things like education and self-improvement – aspects that transcend cultural differences. Use inclusive language, images and stories that don’t marginalise groups, and if in doubt, consult with cultural ambassadors on what would be well-received or offensive.

Enhance accessibility 

Everyone should be able to engage with your content, including those with disabilities, so it’s important to follow web accessibility guidelines. For instance, provide text transcriptions or captions for multimedia and use inclusive design principles around colour contrast, font and navigation. Implementing these changes will significantly enhance user experience (UX) – a key element in increasing conversions. 

Creating inclusive content is an evolving process of continually improving how you create and distribute content. Once you’ve mastered it, your establishment’s content marketing strategy will become more engaging to diverse audiences, ultimately breeding trust and business success in the field of international education.

Written by Stephanie Clark