MARTECH MINUTES: 7 Strategies to Infuse Diversity into Finance Content


Diversity is vital in every facet of life and must be so in finance content. Understanding this, infusing diversity into your finance content is essential to appeal to a broader audience spectrum and reflect the various demographics that form our nation today.

Recently, Digital Wealth News interviewed Teresa Leno, the CEO and Founder of Fresh Finance. Her insights on how organizations must incorporate diversity into their finance content—from articles and accompanying images to social media, print, and video are invaluable.

“The days of finance-industry commercials showing a white male driving a sports car because he is engaged with XYZ Wealth are long over. People want to see themselves represented—whether a mixed-race family, a gay couple, or a female investor. Marketers and advisors alike must be aware that people want to do business with an organization as diverse as they are and see themselves represented,” says Leno.

During our interview, she shared seven practical strategies for organizations to infuse diversity into their finance content. These strategies are theoretical concepts and actionable steps outlined here for our readers.

  1. Understand your audience.

The most crucial aspect of creating diverse finance content is understanding your audience and their varied needs. This understanding is especially relevant in the finance industry, where distinct demographics often have different perspectives on experience and sometimes financial practices. Researching and grasping these differences will enlighten you on the distinctive financial habits among various groups and enable you to create content that resonates with them.

  1. Engage diverse specialists

One critical strategy Leno highlighted is the importance of engaging diverse specialists who bring diverse perspectives to create finance content that resonates with various audiences.

“Different ethnic groups may approach money management differently. In some households, women are responsible for managing money, paying bills, saving, etc. In others, men take on the role of money management. Representing these differences in marketing content is essential,” adds Leno.

  1. Diversify Topics

When developing finance content, stretch beyond traditional topics such as budgeting and investing. Explore subjects relevant to distinct groups, like the financial ramifications of immigration, gender pay disparities, or minority entrepreneurship. This flexible approach allows you to attract a broader spectrum of readers and viewers.

  1. Inclusive Language

The language used in finance content can either attract or repel potential audiences. Opt for an inclusive tone of voice that caters to all, irrespective of the reader’s level of financial literacy. Avoid jargon and complex terms that may alienate novice investors. Instead, break down complex financial concepts into easily understandable information.

“Inclusive language can also mean your organization’s website has Google translate installed or blog content written in other languages, such as Spanish. We now see multi-lingual commercials with the same information but produced for various audiences, which is a step in the right direction for our industry.

Words can also be inclusive when they’re easy to understand. Multiple languages often have different words that mean similar things. Therefore, make reading your blog or watching your video easy and enjoyable,” comments Leno.

  1. Highlight fulfilling Stories

A great way to demonstrate diversity is by showcasing fulfilling stories from diverse individuals. Whether a female entrepreneur who has successfully navigated the demanding world of startups or a Hispanic immigrant who has built a disciplined business, these narratives resonate with and inspire audiences that relate to these stories.

  1. Incorporate diverse imagery

“Images play a significant role in content presentation. It’s vital to include infographics and images featuring people from different cultures, sexual orientations, professions, and skin colors. A diverse visual representation must supplement your written content, too, making it more inclusive and relatable,” says Leno.

  1. Cultural sensitivity

Cultural norms and values influence many financial practices and attitudes. Being aware of these differences and demonstrating sensitivity to them in your content can help build a strong relationship with diverse audiences. This strategy also helps to respect and value diversity among your audience, fostering inclusivity.

Finance content does not solely rely on well-researched information and specialist insights; it must include diversity infusion, reflecting the broad range of individuals that make up our society. By exercising cultural sensitivity, organizations can ensure their finance content effectively reaches and resonates with a diverse audience.

Leno adds, “Diversity within finance content is not only good practice; it’s also evidence of the evolving inclusive global financial landscape.”

Contact Fresh Finance to learn more about their enterprise MarTech SaaS content tool for firms with 25 or more advisors

Teresa Leno worked as a financial advisor and experienced firsthand the importance of financial education to help clients make more informed decisions before a crisis. Through her experience, Fresh Finance was started as a financial content marketing solution to help advisors validate their expertise through sharing content.