Prioritizing diversity of sourcing in your content
With recent news and emphasis in the media on diversity (and the sad lack thereof), systematic and systemic discrimination, and the need for companies to prioritize inclusivity in their business, you’ve likely been rethinking how your company is currently running, and what changes you need to make.
An area that’s often unfortunately overlooked, as business owners make their way through revisions to their hiring practices and procedures, putting guidelines in place to ensure the marketing media and copywriting they use are more inclusive and representative, and surveying current and past employees for feedback, is prioritizing the diversity of sourcing in your content.
(This also means we need to look at our own content and avoid language that can inadvertently harm. We’re not covering that here, but Radical Copyeditor is an excellent resource for you to follow on this topic!)
Here’s the thing: when you go and look at the available books about business and marketing, they're overwhelmingly written by cis white men.
So are the quotes we tend to share.
So are the articles coming up in Google when we need to reference a stat, or pull some material.
And, while there can be a lot of value in what they share, there aren't as many varieties of perspectives.
But you know what? There's no shortage of people out there you can turn to for information and inspiration on running your business.
Increasingly, I find myself seeking out people who are more like me, who aren't out to build a huge business empire and are instead content with setting a profit goal that allows them to cover their expenses and maintain a comfortable, fulfilling lifestyle.
So, that's what you'll start to see from me more and more this year. And while I look for articles to share or quotes to pull on this general theme of anti-hustle culture, my goal is to provide a variety of perspectives.
That same diversity in sourcing is available in almost every field, for any and all content you want to share. It’s just a matter of taking the time to find it.
You get to choose how you utilize media.
You get to choose the books you reference and the videos you watch and share.
You get to select the quotes you pull to reinforce your message.
So, be intentional about it, and prioritize diversity.
Getting started diversifying my business bookshelf
My first priority when I decided to make this a goal for myself was diversifying my business bookshelf.
And, it’s no surprise I found some incredible hidden gems!
For example, #Savvy Business Owner by Savy Leiser, who wrote the book specifically for small business owners who don't resonate with the “BossBabe” mentality.
As for why I chose this book (besides the description), Savy's a woman small business owner in the LGBTQ+ community who isn't afraid to call out the BS scammers and business advice out there – she does it all the time on her YouTube channel.
While I wish I could give you a full list today, this is my starting place and I'll share more soon.
Look for a follow-up post about Savy's book with some of my favourite takeaways!
In the meantime, I’d love for you to consider the books that are currently on your shelf, and how you could add in some variety. Or, if you’ve already moved through this process and have some recommendations for me, don’t hesitate to leave me some suggestions in the comments.
Of course, it's not just about books either.
Let's talk social media
Books are a good starting place because that seems to be where we often turn to find help if there's a topic we want to take a deep dive on.
But the content you consume online matters, too.
I've really carefully curated who I follow and interact with on my social accounts so I never have to see people like Gary Vee or Tony Robbins and others like them. I don't like what they stand for, or the unhealthy actions they encourage people to take.
Instead, I'm all about following smaller creators who help me get stuff done smarter, faster, and with more intention.
Whether it's making a decision about software, learning how to use software, taking in an expert opinion, or even motivational content, I want to see diverse people, expertise, and backgrounds filling my feeds.
Consider this for yourself. What does your social media feed currently look like?
Do an audit of who you’re following to assess how much variety you currently have, and where you want to improve.
Redefine who speaks to you
One of my favourite marketing strategy quotes comes from Michael Porter, who's considered THE strategy guy when it comes to marketing.
Porter says, "The essence of strategy is choosing what not to do."
I don't think I'll ever not love that quote because the focus of most businesses is what TO do. I remind my clients all the time how that singular focus leaves muddy boundaries that are easily wiped away by adding more and more and more to their list.
When I look at the quotes that come through my feeds and the quotes I use in my content, they often reflect the same limited backgrounds, expertise, and perspectives.
That's why I'm looking for new sources of inspiration.
I started by getting some canvases made of new quotes that I love and want to see in my office every day.
"I’ve learned that making a living is not the same thing as making a life."
~ Maya Angelou
"Don’t compromise yourself. You are all you’ve got. There is no yesterday, no tomorrow, it’s all the same day."
~ Janis Joplin
"We teach girls to shrink themselves, to make themselves smaller. We say to girls, you can have ambition, but not too much. You should aim to be successful, but not too successful. Otherwise, you would threaten the man."
~ Chimamanda Ngozi Adichie, We Should All Be Feminists
We all have our own valid perspective and opinions, and of course it’s okay to abide by those and find content that reinforces how you feel.
However, we also want to ensure that:
We’re not blocking out *just any* other opinion or perspective that differs from ours.
We often need to expose ourselves to alternate points of view in order to grow and learn.
However, once we learn that we don’t vibe with what someone is sharing, it’s okay to curate your book collection or social media feed so you can avoid their content (see: my Tony Robbins example).
We’re prioritizing diversity.
Within the scope or perspective of what we like to learn and share about, the sources you’re retrieving content from should have different backgrounds.
The most popular doesn’t always mean the best. In fact, it rarely does.
Take the time to look a little deeper, to broaden your perspective, and to find new people and businesses you can share with the world.
Our values remain at the core of what we’re sharing.
Whenever we look for a quote to share or a book to read, it’s important to ensure that who this person is and what they stand for align with our values.
Consider the relationship that is formed in the minds of consumers between who we’re quoting or sharing about and ourselves! It’s hard not to draw a parallel when you see someone pull a quote from someone who had questionable ideologies.
Do your research, and be conscious and diligent with your choices when you’re sharing so you don’t inadvertently turn away customers.
I have another blog all about this coming out soon! Stay tuned.
Where to begin diversifying your sources of information
So, how can you begin diversifying your sources of information and inspiration? Here’s where I suggest starting.
Ask for recommendations. Search online and on social media, or ask members of your audience or your friend and family groups if they have suggestions for you on people to follow, businesses to support, and books to read.
Look to small bookstores for local authors. If you find the same big authors and creators constantly being promoted in your space, it’s time to get local. Whose voice is not being heard? Whose content is not being shared?
Be intentional and make time to find diverse people to follow. Curate your social media feeds consciously so you don’t have tunnel vision. I’ve found this gets easier over time because my favourite creators will often share and reference their favourites, so I can check them out and follow if it’s a good fit.
Examine whether the people you follow align to your values. As you learn more, edit more. Audit who you follow on social media regularly based on what they post, and who they share content from. Content can be a great look into the values and perspective of a person or business. Know your values, and don’t be afraid to stick to them – even if the person in question seems to be praised by everyone else around you.
Look deeper than follower counts or bestseller lists. More fame and recognition doesn’t automatically make someone smarter or more credible to you. And, while there might be nothing wrong with someone who has a lot of followers or who has made the bestseller list, and you might want to continue following their work (nothing wrong with that!), don’t stop there. Take the time to dig a little deeper so you have a wider range of perspectives to pull from and to inspire your content.
Remember, this isn’t about being perfect. No one is.
It’s about being thoughtful when it comes to the content you’re sharing, the books you’re filling your bookshelves with, and the creators or business owners you’re aligning yourself with (intentionally or inadvertently) by promoting their ideas or ideologies.