Marketing to Women: Should Inclusivity and Activism Govern Your Content Strategy?
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In 1964, Bob Dylan released the ever-famous track “The Times They Are a-Changing” from the album with the same name. These song lyrics couldn’t be any truer today than they were more than 50 years ago. But, what’s changing, you ask? Women! And, how brands market to them.
The economic landscape has taken a turn and instead focusing on diversity; women are driving inclusivity – a union of women on a unite front. Women, unlike men, are a dominating force when it comes to purchasing power. They are stronger and fiercely fickle when it comes to choosing a brand to align with and ultimately buy from.
According to Forbes, the spending power of women is greater than the whole economy of Japan. That, my friends, is influence and your brand needs to sit down and take notice. Failing to market to these women can cost you, and if you don’t wield your brand efficiently, it can cost you even more.
Change Is Here And Now!
So, what has really changed?
Women are more dynamic. It is not about catering to a feminine power that is looking to break through the glass ceiling anymore. Women are becoming more involved in the world. They know that their voice matters now more than it ever did before.
Take the #MeToo movement. Women joined forces from all over the world to say in unison that it happened to me and it won’t happen again. Women are no longer divided by race, religion, income, or role. Women, no matter what walk of life they come from, have a bond, an understanding, a loyalty to one another, if you will.
Women after so many years have realized that they have a loud voice that needs to be heard. They have different needs than men, and together they know that they can make a difference. Women have come together and are becoming a force to be reckoned with.
What Does A Woman Want?
But, what does this all have to do with content marketing?
Sure, your brand may sell products that are specifically geared toward women, but are you getting their attention? Does your brand have the values that women can relate to? And, more importantly, are you “changing with the times” for and with women?
What was important to women 10 years ago is no longer important to them today. Women are making the hard choices for their families, and your brand needs to think like a woman, champion their voice, and stand with them in order to reach them.
Women are becoming more involved in politics. They are activists. They take a proactive approach to policymaking. They are in the know when it comes to political affairs. They are the ones that are making an impact in the voting booth.
But, is your brand making a difference with them? If you are unsure, you aren’t!
The New Natural Woman
Women, now more than ever are dissecting the brands that they buy. If your brand doesn’t have the same values, mission or vision as them, chances are they will bypass yours in a heartbeat. Brands that are taking chances and showing women that they also care about what is going on in the world today are reaping the rewards of their efforts.
Brands that pledge for a cause, set a precedence, or take a stance are becoming the new content marketing for women. By employing activism into your routine and voicing concern, acceptance or agreement with the issue of the day can get women to take notice and consider your brand when it comes time to buy.
Women are emotional, empathetic, inspiring, and direct. They know what they want and when they want it. Your brand has to be on track and ready when they strike. Creating a brand that takes the same values that women have now can help you get that second helping. By having your eye on the prize now, you can successfully market your brand to women and win.
Be Every Women
Developing content marketing for women takes some finesse. You need to appeal to their senses, revamp your strategy, and be a leader that they look up to. Having a voice in today’s market makes sense, especially for women that are hypercritical of every move that a company makes.
Do not think for one second think that women are not paying attention. They are! And, with skillful prowess and a masterful eye. They can see right through inauthenticity, and if your content marketing for women falls short of their expectations, you will pay the price.
To fit the new face of women, brands are overhauling their marketing strategy. Take Cosmopolitan. The popular fashion magazine has shifted its content focus to think more like its female readers. Gone is the fluff. Replacing it is hard-hitting political news stories – true journalism at its finest.
Cosmopolitan, in a time when print magazines are shuttering their doors, has amped up its content and revised its pages to include content that women appreciate and gravitate towards. Understanding the issues of women is key, and the once regaled fashion magazine has taken the necessary steps to craft content marketing for women that works.
This is the content marketing that women want! Women want appreciation in total. They don’t want segmentation. They are a collective whole. Inclusive. All-encompassing. Today’s women are bold, brash, and ready to act. They are looking for a brand that means as much to them as they mean to it.
It’s A Woman’s World
It needs to! In this female-dominating climate, your brand needs to find awareness. It needs to look to its women consumer and understand exactly how they will relate to your brand. You have a new job as a company, and you need to seriously consider what your brand is lacking in the women’s department.
Creating content marketing for women that evokes emotion, aligns with the causes that women care about, and provides that empathic voice that women so passionately believe in can make the difference in your bottom line. This is where the real impact is seen. Your content marketing for women matters!
Your brand needs to stand tall and find its soul. What is at the heart of your brand? Do women care? Can you make them care? You need to find the fire that will drive women to your products beyond providing a women-centric offering. Dig a little deeper with your content marketing and find ways to spice up the conversation. Get women involved. Let them see that your brand has the staying power, values, and thought process to evolve right alongside the women that are making a difference every day.
If you think your brand isn’t ready to create content marketing for women, you’re wrong. Without it, you will lose the purchasing power of the one group that can drive your business harder and faster than anything else, if you do it right. And, there’s no time like the present to do it because, “The Times They Are a-Changing.” Are you?
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