Accessible and inclusive content material issues — not just for model notion however as a result of it’s the correct factor to do. You don’t need anybody studying your content material and pondering, “That’s not for individuals like me” as a result of they don’t see themselves mirrored in what you create.
Whether or not the readers are your potential patrons or not, your model content material ought to at the very least really feel approachable to everybody.
Don’t deal with accessibility and inclusion as an afterthought. It ought to be a core a part of your content material — one thing your model strives for. Listed here are some high areas to consider as you’re creating accessible and inclusive advertising and marketing content material on your B2B model.
1) Fashion information
On the core, your content material workforce wants to grasp what is supposed by accessible and inclusive content material and your organization’s ongoing dedication to it.
You can begin with outlining how your enterprise will guarantee your content material is accessible and inclusive — and what content material goes towards these requirements.
Your model information ought to embrace a particular part about language and pictures. Many phrases and phrases are rooted in our vocabulary, and we don’t take into consideration their undertones. For instance, you possibly can specify avoiding using gendered jobs (“fireman”) or phrases like “falls on deaf ears.”
Your model information also can notice particular ways in which textual content might be extra accessible. “CamelCase” for hashtags (capitalizing the primary letter of every phrase) is best for display readers. Ornamental fonts in social posts are inaccessible to display readers altogether. And, as Chelsea Citadel, who heads up content material at Lavender factors out, you want areas on either side of any emojis.
Pleasant reminder that when you aren’t including areas on either side of your emojis, you are not producing content material that’s absolutely accessible to all people studying it. 💜
— Chelsea Citadel (@ChelseaCastle) February 10, 2023
2) Pictures
Pictures can usually really feel secondary to content material groups. You end a weblog submit and rush to seek out an applicable hero picture or add some alt textual content. However for the reader, photos are a part of the primary impression.
For those who’re utilizing inventory images or creating illustrations that embrace individuals, just be sure you’re representing variety: race/ethnicity, gender, age, and talents. With the huge vary of individuals in fashionable society, you’ll give off a vibe that your organization isn’t paying consideration — or doesn’t care — in case your photos lack variety.
Give alt textual content the eye it deserves. For anybody utilizing a display reader, your alt textual content ought to have an effect in the way in which you count on a picture to reinforce the content material. (Plus, you give context to Google for search engine rankings.)
Write good alt textual content descriptions for your whole photos. And you should use them as a solution to improve your model content material! Among the finest alt textual content can also be enjoyable and playful, along with describing the picture.
3) Movies
We’re within the Age of Video. YouTube, TikTok, Instagram Reels… movies have crept into our LinkedIn feeds and even present gross sales outreach methods. And video content material might be limiting for individuals in numerous methods, starting from hearing-impaired to neurological issues to ADHD.
If video is a part of your content material technique, keep in mind to make your movies accessible to viewers. Meaning at all times together with closed captions. You must also embrace a transcript for individuals who desire to skip the video altogether and skim the content material as an alternative.
Video might be particularly onerous for individuals with sensory points, so keep away from auto-playing or flashing lights.
4) Interviewees
Collaboration is a crucial a part of content material, whether or not you’re interviewing subject material specialists or internet hosting a webinar. Do your collaborators signify a various group of individuals?
With our personal podcast, Elevate B2B Advertising and marketing, we’re on a mission, not solely to Elevate the B2B advertising and marketing business, but additionally to raise the varied voices making an influence throughout the area — actively in search of out voices who promote and mirror inclusion (in addition to encourage us all).
Illustration issues, particularly in industries dominated by males, white individuals, or each. For those who solely seize the “simple to seek out” specialists in these fields, you’re not getting a spread of views. Even when you’re not conducting reside interviews however quoting specialists based mostly on analysis, be sure you’re together with marginalized individuals — and actively in search of them out.
Ask any of your collaborators for his or her appropriate pronouns. Don’t assume. Use the right pronouns in something you write or any interviews you conduct. In case your collaboration consists of audio — both reside or recorded — ask your collaborator for proper title pronunciation.
“Collaboration is a crucial a part of content material, whether or not you’re interviewing subject material specialists or internet hosting a webinar. Do your collaborators signify a various group of individuals?” — Katelyn Drake @KB_Drake Click on To Tweet
5) Web site
Many of those components talked about will converge in your web site. And since web sites usually comprise a lot of content material, you’ll need to look at every web page in each net and cell codecs.
Colours
Shade — and particularly, shade distinction — makes your web site content material extra accessible to individuals with visible impairments or who’re colorblind. They’ve problem with sure colours or shade combos, probably making it onerous for them to navigate your website.
For those who use a shade scheme with good distinction for a variety of individuals, you’ll enhance the general consumer expertise, no matter visible talents. You may run your colours by means of a distinction checker to see in case your website wants enchancment. This is applicable to textual content, photos, icons, and buttons.
Fonts
Not all fonts are created equal, and a few are very troublesome for visually impaired individuals. If the font is just too small, too skinny, or has a low distinction with the background, it will likely be troublesome to learn.
Sans serif fonts (like Arial) are higher for individuals with dyslexia as a result of the letters are much less crowded. For those who’re in search of a serif font, a mono-spaced font like Courier is less complicated to learn.
Total, select one thing easy, with good spacing, and don’t use italicized fonts.
Construction
Creating content material that flows in a logical order is a crucial a part of web site accessibility. Heading twos (H2s) and heading threes (H3s) assist display readers. Breaking apart blocks of textual content with headers additionally helps neurodivergent readers with data processing.
You may as well use bullet factors to extend the readability of your posts.
Evaluation and make adjustments as wanted
As Rease Kirchner, senior content material advertising and marketing supervisor at Webflow factors out: “[Inclusive content] shouldn’t be a badge of honor you earn with a single initiative or intention — it’s an ongoing and intentional effort.”
As entrepreneurs, we’re at all times on the alert for adjustments on this planet round us. Know-how, tradition, language, work — they’re all consistently evolving. And meaning being conscious of extra methods to be extra accessible and inclusive sooner or later.
For those who’re in search of a artistic accomplice to assist your model’s content material wants, join with the TopRank Advertising and marketing workforce. Contact us to be taught extra!
Concerning the writer
Meet Katelyn, our Director of Company Advertising and marketing, with over 15 years of invaluable expertise. She has a various advertising and marketing background spanning the finance, schooling, franchising, and non-profit sectors, making her a flexible strategist well-versed in full-service advertising and marketing. Katelyn’s revolutionary pondering and experience in experiential, lead era, and digital advertising and marketing assist us drive impactful campaigns that resonate. When she’s not fascinating our workforce along with her fast wit and infectious vitality, Katelyn’s ardour for business knowledge-sharing and community-building might be noticed at business occasions, in addition to exploring her native Michigan along with her household and rescue goldendoodle, Benny.
