Most of the online businesses these days serve a global customer and client base. All major metropolitan cities have people not just from different corners of the country, but also from different parts of the world. You wouldn’t like to alienate a particular community while implementing your content marketing strategy. If your demography includes people from different cultures, you need multicultural content marketing.
According to this NewsCred blog post, 37% of America’s population consists of minorities and the overall minority population will exceed 50% by 2050. In terms of business, according to the blog post, these 37% account for $2 trillion purchasing power. Considering the fact that the buying power of the minority groups has doubled in the last 10 years you can easily make out how important it is to target people from different cultural backgrounds through your content marketing.
This is not just the case in America. Easy availability of transport has made it possible for people to move to different regions within the country and around the world with little fuss in almost every non-conflict, peaceful country. Every major metropolitan city in the world has people of multiple ethnicities, cultures and races with immense buying power. You neither want to alienate them nor you want to exclude them in your content marketing. But how do you make sure that you incorporate a multicultural, inclusive content marketing strategy?
Use the demographic data at your disposal, as rightly explained in the above-mentioned blog post. People from different cultures prefer different content consumption platforms. For example, Latinos and Blacks are more likely to use Instagram compared to whites. The same communities are less likely to use Pinterest.
Different communities celebrate different festivals and occasions – use these opportunities to send them tailored email greetings and publish blog posts and articles on how your business can help them enjoy more. You can also use social media content updates to reach out to particular communities using demographic targeting available these days in almost every social media channel.
Well, this reminds me, I must find out similar stats for India (adding to my Todoist list).
Anyway, multicultural content marketing doesn’t mean creating neutral content that caters to a wide spectrum so that a particular community doesn’t feel excluded. This may help – playing safe – but it won’t do much good for your targeting efforts.
A good example of multicultural content marketing is the Google doodles. You must have something different for your country, but in India, Google.co.in based on different cultural events and birth anniversaries, creates different doodles. For example, this was the Google doodle that they published around the Holi festival in 2015:
