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Friends of Search 2025 > Make Inclusion The Default: Actionable strategies to make your content more inclusive while avoiding FOMU (yes, FOMU)
Internationally acclaimed speakersPrestigious award showDrinks & Bites12th edition

Make Inclusion The Default: Actionable strategies to make your content more inclusive while avoiding FOMU (yes, FOMU)

Purna Virji

14:10 - 14:40

Inclusion is a constant work in motion. The more we learn, the better we can do. And we’re all still learning. No one gets it right all the time — accidental exclusions are inevitable. But that doesn’t mean we let the Fear of Messing Up (aka FOMU) hold us back.

Inclusion needs to be a default consideration. The content we put out into the world helps shape perceptions. It can either make people feel seen or emphasize their invisibility. It can break or reinforce harmful stereotypes. Without a conscious effort, we’re more likely to be stuck doing the same old things. Which aren’t necessarily the right things.

How do you make your marketing more inclusive? In this highly actionable and real talk, Purna will share tactics and strategies you can put into play straight away, including:

  • How to focus on accessibility
  • How to mind your language
  • How to make your creatives more inclusive
  • And hidden dangers that may be lurking in content that’s not thought of as “content”

Purna Virji

Principal Consultant, Content SolutionsLinkedIn

Purna Virji is a globally recognized content strategist and the Principal Consultant, Content Solutions at LinkedIn. Based in Philadelphia, Pennsylvania, she previously led global learning and thought leadership programs for Microsoft and is also an award-winning former journalist. A regular top-rated international keynote speaker, she has been featured in publications including The Drum, TNW, Marketing Land and Adweek. She has been recognized as an Adweek Young Influential, the Search Personality of the Year by the US Search Awards and the most influential PPC Expert in the world by PPC Hero. Virji is also an Honoured Listee on the Marquis Who’s Who 2023 list.

Having worked at a social media network, a search engine advertising platform, agency-side and in-house, at global corporations and start-ups and in television as a talk show producer, Virji has gained a unique, holistic perspective on content marketing only a rare few have. Over the past two decades, Virji has marketed content as a creator, storyteller, program manager, SEO, publisher, instructional designer and brand evangelist. High-Impact Content Marketing is her first book.

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