How to Make Marketing Content Accessible?
[Approximate Reading Time: 4 mins]
Accessibility is a basic necessity in today’s digital era where everyone has become technology-dependent. Even though it is a familiar topic among corporates, many fail when it comes to implementation. Lack of clarity about who is responsible for making marketing content and corporate communications accessible is the reason. However, if you are a part of the content creation process, there are simple things you can do to make the content more accessible.
How to make content accessible?
- Only accessible content can work with screen readers, which are already customized by users so that they feel comfortable using it. Screen readers can rewind, adjust volume and speed, navigate pages, and generate a list of available content links using voice recognition technology. They read anchor texts to tab through the page, so make them meaningful but short like “Click here for information on accessibility.” HTML header tags, subheadings and titles, and bulleted and numbered lists also help in navigation.
- Provide alt-text to describe the image given, like “Two people drinking coffee at a café,” not the idea that “coffee is a famous beverage.” Image descriptions are longer and more informative. Instagram and Facebook have options to provide alt-text for images. Avoid using GIFs and emojis, and use CamelCase for hashtags.
- Transcripts for infographics, podcasts, and videos make the information more accessible. It should include nonverbal sounds relevant to the story. Add captions and indicators of who is speaking to videos and podcasts to make them easier to follow.
- Color contrast and font size affect the readability of users. Use sufficient size, and contrast with clearly labeled forms, links, and buttons.
- Use plain language with definitions for terms and expansions for acronyms. Make sure the content can be accessed with different browsers, devices, and their versions.
How to evaluate accessibility?
Accessibility allows the user to consume information in several ways. Evaluation of content accessibility can be done through simple checks using online tools:
- Readability: word difficulty, sentence and paragraph lengths, passive voice usage
- Visibility: font size, color contrast
- Navigation: using only keypad or screen reader
Is accessibility an important corporate communications strategy?
Accessible content makes information comfortable to perceive, navigate, and understand. Accessibility is not restricted to only people with disabilities but also extends to other users with mild or temporary impairments. It adds value to your brand, expands audience reach by the millions, and reduces maintenance costs. Websites with content accessibility are automatically prioritized in search engine rankings. This means more people will favor your site, which in turn generates leads. Inclusivity saves the company from discrimination lawsuits, which are increasing year by year. Designers, developers, and marketers should collectively work to making products accessible.
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