Do you want to build better content? Let’s start with inclusion.
Destinations have a story to tell. Whether it’s horseback riding through an oak-dotted ridge in Branson, listening to the rollicking sounds of jazz in New Orleans or the thrill of skiing down a snowy slope in Vail, destinations bring purpose to place.
To provide better context to this purpose, we must keep the traveler in mind. Readers who recognize their identities and experiences within content are more apt to explore destinations with a sense of trust and hopefully encourage them to return.
In this post, we’ll walk through a few mindful ways to create expansive, inclusive stories.
Define Your Content’s Purpose
If you’ve watched a Pixar movie, you likely have noticed its vibrant narratives and seamless execution. Did you know it takes six years, on average, to create these films?
Early in the Pixar process, writers and animators build a storyboard. Creatives think about the characters: Their hopes, their limitations, and their lived experiences. Together the team asks: What are the character’s interests? How would they express themselves? Where would they go?
Like Pixar geniuses, start with a pause for reflection to establish a clearly defined purpose supported by research. As you welcome the traveler into a well-worded world, ask yourself:
- What biases or privileges might I hold that could affect my writing?
- How can I increase my understanding of these audiences?
- Can I collaborate with others who may be more familiar with this audience?
- What might this traveler want to know, and where might they want to go?
