How To: Inclusive and Accessible Content Marketing
Content marketing is a vital component of any tech business’s marketing strategy. The content you create drives lead generation, defines your branding, establishes your market share and positions you as a thought leader in your slice of the industry.
As marketers, we need to be as intentional with this content as possible.
Even though that may sound obvious and agreeable, many of us exclude certain individuals or entire groups of people with our choice of words, the imagery we use, and in the way we display the content on our websites.
In this article, we’ll explore what inclusive and accessible content looks like, why these elements are critical aspects of a successful marketing strategy, and how to be sure the content we create is authentic and nurturing to a diverse target audience.
Defining ‘Inclusive’ and ‘Accessible’ Content Marketing
To fully understand the advantages of more inclusive and accessible content, let’s define these terms within the context of digital marketing.
Inclusivity in digital marketing refers to the practice of creating content that welcomes and embraces diverse audiences. This includes people of different genders, ethnicities, backgrounds, and perspectives.
LinkedIn has a free inclusive language guide filled with tips and recommendations that can serve as a checklist for marketers who want to keep aware of the do’s and don’ts of content wording that can sometimes be subconsciously ingrained into our communication. This type of resource can help prevent the use of hurtful phrasing in a piece of content which can put a stain on your brand’s reputation.
Accessibility in this same context would refer to the design and presentation of content and specifically the way it’s consumed and understood by those who want to access it. This term generally refers to the segment of your audience that might have disabilities such as visual or hearing impairments.
Tools like Axe are great for evaluating the accessibility of your site or your mobile app. This chrome extension can be added to your browser for quick access allowing you to test all aspects of your site, ensuring that you’re fully compliant with Web Content Accessibility Guidelines (WCAG).
Why Inclusive and Accessible Content Matters for Your Marketing Strategy
Integrating diverse perspectives into the content you produce as a brand allows for more buyers to identify with the messaging and solutions you offer.
On the other hand, neglecting to be inclusive with your content and disregarding its accessibility can cut your business off from a wide range of potential consumers.
Consider these findings:
According to a Think With Google survey, 64% of participants said they took some sort of action after seeing an ad or promotion that they considered to be inclusive.
In a 2021 survey conducted by Facebook, diverse representation was the winning strategy for ad recall on more than 90% of the simulations that were run.
Statistics reported by Hubspot predict that this year alone, digital products in full Web Content Accessibility Guidelines (WCAG) Level 2 compliance are expected to outperform their market competitors by 50%.
Given these statistics, what adjustments can you make to your content marketing strategy to be a more forward-thinking and relatable business?
Creating a More Inclusive Content Marketing Strategy
Yesterday’s buyer persona has changed. Where brands once felt comfortable having their representation fit a certain mold, it’s widely known that the typical consumer looks and behaves much differently than they did before.
The buying power of minority groups in the U.S. is booming– from $4.2 trillion in 2020, it’s now projected to reach $7 trillion by 2025 (Insider Intelligence).
Here are some ideas on how you can structure your content marketing strategy to be more inclusive and effective.
Keep Your Marketing Team Diverse
A diverse team brings a wide range of perspectives, experiences, and cultural insights to the table, which can lead to more creative and innovative content ideas.
This gives your team a better ability to understand and connect with diverse target audiences, create content that resonates on a deeper level, and fosters stronger customer relationships.
Use Diverse Imagery
Visual representation that reflects a variety of races, genders, abilities, and backgrounds helps your audience feel seen and valued. This inclusivity can foster a stronger sense of connection and relatability with your content, making it more likely that diverse audiences will trust your brand.
Showcasing diversity in visuals can broaden your content's appeal and resonance, ultimately contributing to increased engagement, brand loyalty, and a more positive brand image.
There are some great stock image sites that focus on offering culturally diverse images– sites like Tonl, for example, are a great resource.
Stay ADA Compliant
When making sure your content is accessible to every segment of your audience including those with disabilities, keep the following in mind:
Ensure your website is navigable via keyboard
Keep relevant alt-text on all images that properly describe what the image is
Make sure there is a good amount of contrast between the words on each page and the background they live on
Reduce any excessive motion design or overwhelming flashes
Always add captions to your videos
Check out the ADA site for more resources and guidelines on site accessibility.
Avoid Wording That Excludes Certain Groups
You can create high-quality, valuable content and offend or exclude entire groups by simply using poor wording choices.
It’s important to be aware of racial, sex, and gender specific phrases that might not seem insulting but are hurtful nonetheless.
Here are some examples:
Exclusionary Term: "Chairman"
Inclusive Alternative: "Chair" or "Chairperson"
Exclusionary Term: "Foreigner" (can be exclusionary when used in a derogatory manner)
Inclusive Alternative: "International Visitor" or "Person from Another Country"
Exclusionary Term: "Whitelist" and "Blacklist" (can perpetuate racial bias)
Inclusive Alternative: "Approved List" and "Restricted List"
Exclusionary Term: "Salesman"
Inclusive Alternative: "Salesperson" or "Sales Representative"
Exclusionary Term: "Master" and "Slave" (used in technology to describe relationships between components)
Inclusive Alternative: "Primary" and "Secondary" or "Leader" and "Follower"
Work Directly with a Content Marketing Specialist
Collaborating with an experienced content marketing strategist who can pull from a diverse background and possesses a deep understanding of the nuances of inclusivity and diversity can be a great starting point for creating more authentic and culturally sensitive content.
The right strategist can navigate potential pitfalls and sensitivities, reducing the risk of inadvertently alienating or offending diverse audiences.
CR Copy Agency Specializes in Creating Engaging Content for Diverse Audiences
At CRCA, producing content that resonates with wider audiences is our bread and butter.
Audience segmentation and targeting, helping you identify and connect with specific demographics effectively and building a content marketing strategy that is inclusive and value-based is our expertise.
If your goals are to broaden your reach as a business or create a strategy that builds trust and deeper relationships with your consumers, get in touch with us to set up a quick, risk-free consultation.