We are biased, even the most open-minded amongst us.
Nobody talks about bias better than Dr. Jennifer Eberhardt in her much-acclaimed book “Biased.” We hold biases based on so many characteristics from gender to race to height. Dr. Eberhardt narrates her story of how she was body slammed by a police officer on the top of the roof of her car for driving a car in Boston that had its registration in her mother’s name. Later, a meta-analysis of 18.5 million traffic stops across the US between 2010 and 2016 done by her graduate student, Nicholas Camp, showed that when “black drivers are pulled over, they are more than twice as likely as white drivers to have been stopped for an equipment violation (broken light, expired tag etc) than a moving violation.”
The stereotypes in our heads are generations old and social media makes us more biased. Today, it’s easy to spread what’s wrong faster than what’s right.
Everyday biases at work can stunt careers and prevent opportunities for growth. In an article in the Harvard Business Journal “Are you aware of your biases?” leadership coach Carmen Acton tells us why she had shunned a smart employee from good projects because she assumed he was not fit to do the job because he didn’t have a college degree.
Understand your biases before you start launching your Diversity, Equity and Inclusion work. Being aware of oneself is the first step towards a journey that includes everyone and excludes none.
Smart content marketers are helping us make purchasing decisions in a world dominated by low attention spans.
Content marketing helps you meaningfully sell your product or service on the Web, especially in business to business (B2B) marketing. According to Michael Bremmer, Vice President of Newscred, compelling content and a helpful attitude will deliver solid business results.
Businesses that educate their buyers and help them in their journey will make better results. Those that self-promote and create content for the sake of content will die as someone will strive to give an authentic voice.
Content marketing has blurred the lines between marketing and sales. The modern-day sales rep is now a smart content marketer who helps influence a buyer’s purchasing decision using new tools and a helpful attitude. Content marketers are educating buyers, building long-term relationships and closing deals without the help of traveling salesmen, using data analytics and persona-based research.
With most buyers doing 80% of their research online, there are fewer opportunities for traditional sales folks to intervene. The “delayed engagement,” among prospects offers content marketers opportunities to help in conversions.
In our cluttered world with lots of unwanted information, how can we help our buyers? Bremmer suggests 3 tips to excel in a world dominated by unwanted content:
1. Stop promoting your business. Instead, create content for real people, your buyers.
2. Be the best answer on the Internet for whatever business you are in.
3. Delight your buyers by being the most helpful and be the best educator in your space.