Here are four ways, according to the article, that marketers can use their budget to build trust and drive revenue:
- Diversified spending. “Your content marketing isn’t just about what you say; it’s where you’re saying it”. Byron Allen, the founder of Allen Media Group, earlier suggested brands allocate 5-15% of their media spending on Black owned media.
- Create a diverse team. “To make more of an impact with your content marketing, look at who is impacting your content. Research from McKinsey shows that the more diverse your team, the more they can anticipate shifts in customer’s needs and consumption patterns.”
- Do good with your budget, platform. “Consider how your marketing budget or advertising platforms can be leveraged to support underserved voices.”
- Plan for the entire year. “You can’t build trust if you only make an effort around important events. It’s critical that your marketing strategy and spend is inclusive throughout the year and not just for ‘buzzworthy’ moments, like Black History Month and Juneteenth.”
