6 Reasons Why Every Marketing Professional Needs to Create Accessible Content

accessibility

In today’s digital world, it’s more important than ever for businesses and marketers to ensure that their online content is accessible to everyone, including people with disabilities. In fact, making content accessible is not only a legal and business imperative, it’s also a social responsibility. Here are six reasons why marketers should make content accessible:

Inclusivity
The first and most important reason to make content accessible is to ensure that people with disabilities can access the content as easily as those without disabilities. By making content accessible, you create a more inclusive online environment, which helps to build a positive brand image and reputation. Accessibility features such as closed captioning, transcripts, and alt tags allow people with visual, hearing, or cognitive impairments to consume your content, engage with your brand, and ultimately become customers.

Compliance
Many countries have laws and regulations that require websites and digital content to be accessible to people with disabilities. Failing to comply with these regulations can result in legal action, fines, and damage to your brand reputation. For example, in the United States, the Americans with Disabilities Act (ADA) requires businesses to ensure that their websites are accessible to people with disabilities. Similarly, in the European Union, the Web Accessibility Directive mandates that public sector websites and mobile apps be accessible to everyone, including people with disabilities.

Search Engine Optimization (SEO)
Making content accessible can also improve your website’s search engine ranking. Search engines like Google prioritize websites that are accessible and provide a good user experience for everyone. Accessibility features such as descriptive alt tags, text transcripts, and closed captioning can help search engines understand the content on your website and improve your overall search engine optimization (SEO) performance.

Increased Reach
Making content accessible can increase the reach of your brand by making it easier for people with disabilities to find and engage with your content. According to the World Health Organization (WHO), over 1 billion people worldwide have a disability, representing a significant and untapped audience for many businesses. By making your content accessible, you can tap into this audience, expand your reach, and increase your overall market share.

Better User Experience
Accessibility features like closed captioning, alt tags, and transcripts can improve the overall user experience for everyone, not just people with disabilities. For example, captions can make videos more engaging and memorable, while alt tags can improve the readability and clarity of images. These features can lead to increased engagement, shares, and overall positive sentiment towards your brand.

Social Responsibility
Finally, making content accessible is not just a legal or business imperative, it’s also a social responsibility. By making your content accessible, you are demonstrating that your brand values diversity, inclusivity, and accessibility for all. This can help to build a positive brand image, foster customer loyalty, and contribute to a more inclusive and equitable society.

In conclusion, making content accessible is not only the right thing to do, it’s also a smart business decision. By ensuring that your online content is accessible to everyone, you can expand your reach, improve your search engine ranking, and build a more inclusive and positive brand image. So, if you haven’t already, it’s time to make accessibility a top priority for your marketing strategy.

The diverse experience Sue Sutcliffe has gained as one of Canada’s digital marketing pioneers, will help your business or brand dominate the digital.
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