Today, we’re diving into an important topic that’s close to our hearts—making your digital content accessible. Because let’s face it, what good is stellar content if it doesn’t reach everyone it’s supposed to?
We believe that everyone deserves to engage with and benefit from digital content. This belief drives us to work closely with support organisations and those in the NDIS space, ensuring that our digital marketing efforts are inclusive and empowering for all. Our commitment to accessibility is not just about compliance, it’s about connection. We strive to create content that is not only accessible but also meaningful and enjoyable for everyone.
We understand the profound impact it can have on individuals’ lives. Whether it’s enhancing the online experience for someone with dyslexia by using softer colour contrasts or providing alt text for visually impaired users, our goal is to make sure everyone can navigate, enjoy, and engage with our content.
Grab a coffee, settle in, and let’s get into it!
What does accessibility mean for digital marketing?
So, what exactly is digital accessibility, you ask? Well, it’s all about making sure your content is sensible, meaningful, and usable for as many people as possible.
For instance, studies have shown that people with dyslexia and autism spectrum disorder can have trouble deciphering text when presented in the spectral opposite black (#000000) and white (#FFFFFF). Using softer versions of those colours, for example, a charcoal black and/or an eggshell white therefore enhances the accessibility of a website.
Accessibility isn’t just about catering to a minority—it’s about making sure everyone’s invited to the party! When you design your content to be inclusive, you’re ensuring that people with visual, auditory, cognitive, and motor impairments can enjoy, navigate, and engage with your content just as much as everyone else. Plus, it’s backed by established guidelines like the Web Content Accessibility Guidelines (WCAG).
Why is accessibility important in marketing?
Why should you make your content accessible? Here are a few reasons that might just blow your mind:
- It benefits everyone: Better accessibility means better usability for all. Think about it like this: Have you ever read a book with tiny, cramped text and thought, “Wow, this is a joy to read”? Of course not! The same goes for your social media content. When your text is clear and well-structured, it’s not just accessible—it’s enjoyable. Everyone, from your grandma to a potential client, will appreciate content that’s easy on the eyes and the brain.
- It improves SEO: Search engines are like that teacher who always gave extra points for neat handwriting. When your content follows accessibility best practices, it’s easier for search engines to read and rank. This means more people will find your content, and who doesn’t want that?
- It complies with legislation: When you’re driving down the highway, and you see a sign that says, “Stay within the speed limit to avoid fines.” The same principle applies to digital accessibility. By adhering to accessibility standards, you’re not just doing the right thing—you’re also steering clear of legal troubles. It’s a win-win situation.
- It enhances brand reputation: Showing you care about inclusivity? Instant brand hero status. Imagine being known as the brand that everyone loves because you genuinely care about all your users. Prioritising accessibility isn’t just good practice—it’s a badge of honour. Customers will see that you’re committed to inclusivity, and that’s an instant boost to your brand’s reputation. Plus, it’s the right thing to do. It’s about respect and equal access for all. Simple as that.
Areas to consider when developing a digital marketing strategy:
When crafting your accessibility plan, think about these user groups:
- Visual and auditory impairments: With 2.2 billion people globally experiencing some form of vision impairment (thanks, WHO), alt text and screen readers are non-negotiable.
- Neurodiversity: Embrace different thinking styles—dyslexia, dyspraxia, autism, ADHD. Think of neurodiversity as a colourful array of brain types. Each one processes information uniquely. Embracing this diversity means making your content easy to understand for everyone. Use clear, straightforward language and structured layouts.
What are the best practices for accessible social media posts?
Here’s your cheat sheet for crafting an accessible post:
- Use clear, readable fonts: Stick to the platform’s default fonts. Fancy formatting might look cool but can mess with screen readers.
- Use appropriate colour patterns: Your words should do the heavy lifting, not the colours. Contrast is key—avoid light text on dark backgrounds and vice versa.
- Provide image descriptions and alt text: Describe the image concisely for screen reader users. No need to start with “image of”. Just get straight to the point like your explaining the image to a friend over the phone—clear and concise without the waffle.
- Provide captions and audio descriptions for videos: Captions for the spoken words, and audio descriptions for visual elements. It’s like giving a play-by-play at a sports game so everyone knows exactly what’s happening, even if they can’t see it.
- Use emojis appropriately: Emojis are that seasoning to your dish—just the right amount enhances the flavour, but too much can be overwhelming. Understand them, use them wisely, and avoid overuse. And remember, emojis are screen reader-friendly, while emoticons are not.
- Use hashtags appropriately: Camel case your hashtags (#AmazonsHitCarShow, not #amazonshitcarshow). It’s like organising your desk; a clean, tidy space is always more inviting.
- Avoid flashing content: Steer clear of content that flashes more than three times per second to avoid triggering seizures in users with photosensitive epilepsy. It’s about creating a safe viewing experience for all.
- Test your content: Get feedback from people who will actually use your content. Their insights are invaluable in making your content truly accessible.
Content accessibility matters:
Incorporating accessibility into your digital content isn’t just a box to tick off, it’s a commitment to inclusivity and respect for all your users. By following these best practices, you’re not only enhancing the user experience but also demonstrating your ongoing commitment for connection with others. It tells your audience that you care about their experience and are willing to go the extra mile to ensure they can access and enjoy your content without barriers.
This inclusive approach can lead to higher engagement, better user satisfaction, and increased loyalty. By embracing accessibility, you are also future-proofing your digital presence. As technology evolves, inclusive design will continue to play a crucial role in user experience. Ensuring your content is accessible now sets a strong foundation for adapting to future changes and meeting the needs of an increasingly diverse audience.
It’s about creating a digital space where everyone feels welcome, respected, and able to fully participate. By prioritising accessibility, you’re making a positive impact that resonates far beyond the digital realm.
Lets commit to strengthening our connections and creating a world where everyone feels included and part of something truly great. If you have any questions or need a hand with your digital content, drop us a line or schedule a free discovery call with one of our specialists. We would love to help you make your marketing a welcoming place for everyone.
