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5 tips for more accessible and inclusive content dancing marketers image

Creating content material that’s accessible and inclusive is essential within the work of content material advertising, not just for shaping the notion of your model but in addition for being socially accountable. Your content material ought to be relatable to everybody within the viewers, regardless of their background or talents, in order that they don’t really feel excluded or tired of your model . Due to this fact, accessibility and inclusion shouldn’t be an afterthought however a elementary facet of your content material creation technique. On this article, we’ll talk about some key areas to think about whereas crafting advertising content material on your B2B model that’s each accessible and inclusive.

1) Model information

On the core, your content material crew 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 type information ought to embody 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’ll be able to specify avoiding using gendered jobs (“fireman”) or phrases like “falls on deaf ears.”

Your type information may also word particular ways in which textual content might be extra accessible. “CamelCase” for hashtags (capitalizing the primary letter of every phrase) is healthier for display readers. Ornamental fonts in social posts are inaccessible to display readers altogether. And, as Chelsea Fortress, who heads up content material at Lavender factors out, you want areas on either side of any emojis.

Further ideas whereas creating content material that follows your type information embody all the time utilizing clear and concise language: Keep away from utilizing overly sophisticated jargon, technical phrases or slang that could be unfamiliar to a few of your readers. Hold your language easy and simple to grasp.

2) Photographs

Photographs can usually really feel secondary to content material groups. You end a weblog publish and rush to seek out an acceptable hero picture or add some alt textual content. However for the reader, photographs are a part of the primary impression.

In the event you’re utilizing inventory images or creating illustrations that embody individuals, just remember to’re representing range: race/ethnicity, gender, age, and skills. 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 photographs lack range.

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 anticipate a picture to reinforce the content material. (Plus, you give context to Google for search engine rankings.)

Alt text image example
(Picture supply)

Write good alt textual content descriptions for all your photographs. And you need to use them as a approach to improve your model content material! Among the finest alt textual content can 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, bear in mind to make your movies accessible to viewers. Meaning all the time together with closed captions and contemplating extra different codecs like audio variations, audio descriptions. You also needs to embody a transcript for individuals who desire to skip the video altogether and browse the content material as an alternative.

Video might be particularly onerous for individuals with sensory points, so keep away from auto-playing, loud default volumes or flashing lights.

4) Interviewees

Collaboration is a vital a part of content material, whether or not you’re interviewing 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 trade, but in addition to raise the varied voices making an impression throughout the house — actively looking for out voices who promote and replicate inclusion (in addition to encourage us all).

Illustration issues, particularly in industries dominated by males, white individuals, or each. In the event you solely seize the “simple to seek out” specialists in these fields, you’re not getting a variety of views. Even when you’re not conducting dwell interviews however quoting specialists primarily based on analysis, be sure to’re together with marginalized individuals — and actively looking for them out.

Ask any of your collaborators for his or her right pronouns. Don’t assume. Use the proper pronouns in something you write or any interviews you conduct. In case your collaboration consists of audio — both dwell or recorded — ask your collaborator for proper identify pronunciation.

“Collaboration is a vital a part of content material, whether or not you’re interviewing 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 include a lot of content material, you’ll wish to look at every web page in each internet and cell codecs.


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, doubtlessly making it onerous for them to navigate your website.

In the event you use a shade scheme with good distinction for a variety of individuals, you’ll improve the general person expertise, no matter visible talents. You’ll be able to run your colours by means of a distinction checker to see in case your website wants enchancment.  This is applicable to textual content, photographs, icons, and buttons.


Not all fonts are created equal, and a few are very tough for visually impaired individuals. If the font is just too small, too skinny, or has a low distinction with the background, it is going to be tough to learn.

Sans serif fonts (like Arial) are higher for individuals with dyslexia as a result of the letters are much less crowded. In the event you’re searching for a serif font, a mono-spaced font like Courier is less complicated to learn.

General, select one thing easy, with good spacing, and don’t use italicized fonts.


Creating content material that flows in a logical order is a vital 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 also use bullet factors to extend the readability of your posts.

Evaluate and make modifications as wanted

As Rease Kirchner, senior content material advertising supervisor at Webflow factors out: “[Inclusive content] is just not a badge of honor you earn with a single initiative or intention — it’s an ongoing and intentional effort.”

As you create your B2B model content material, take into consideration range and illustration. General, make certain your content material displays range and keep away from stereotypes. Use inclusive language that doesn’t exclude sure teams of individuals primarily based on gender, race or skill.

As entrepreneurs, we’re all the time on the alert for modifications on this planet round us. Expertise, tradition, language, work — they’re all continually evolving. And meaning being conscious of extra methods to be extra accessible and inclusive sooner or later.

In the event you’re searching for a artistic associate to assist your model’s content material wants, join with the TopRank Advertising and marketing crew. Contact us to study extra!

5 Tricks to Make Your Content material Extra Accessible & Inclusive