Owning the Margins: Content Strategies to Reach Your Shadow Audience
As digital marketers, we invest the majority of our time optimizing our work to resonate with the largest swath of people in our target audience. But this focus on the majority can give us tunnel vision and leave revenue on the table from folks that live outside the majority. Brands can make small shifts in their content and SEO strategy that will build loyalty from marginalized audiences without alienating everyone else.
After this session, you’ll be able to:
- Identify opportunities to reach marginalized consumers
- Communicate the value of marginalized consumers to your peers and leaders
- Optimize your content to build loyalty with marginalized consumers