THE SURPRISING IMPACT OF MAKING ACCESSIBILITY A PRIORITY IN BRANDED CONTENT

Dan Smith

Published on: July 8, 2024
Last Updated on: July 19, 2024

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Introduction

Making accessibility a priority in branded content is no longer just an option; it is a necessity. With an increasing number of brands recognizing the importance of inclusivity, ensuring that your content is accessible to all demographics can set you apart from the competition.

Accessible content refers to digital or physical content designed and presented in a manner that makes it easily understandable, navigable, and usable by everyone, including individuals with various abilities. This includes providing alternatives for multimedia content, such as text descriptions for images and captions for videos.

The goal of making accessibility a priority is multifaceted:

1. Inclusivity: Ensuring that everyone, regardless of their abilities or disabilities, can perceive, understand, and interact with your information effectively.
2. Brand Reputation: Building a positive reputation by being socially responsible.
3. Market Reach: Expanding your audience by making your content accessible to a broader demographic.

For practical insights into how brands are embracing inclusive marketing strategies, check out this Forbes article on Discovering Accessibility In Brands And Beyond With Alexa Heinrich. Additionally, tools like Anstrex can help you optimize your advertising campaigns by learning from competitors who prioritize accessibility. Anstrex allows you to spy on profitable native ads and build winning native advertising campaigns today while getting more value from your advertising spend.

The Benefits of Accessibility in Branded Content

Expanding the Reach of Branded Content through Accessibility

Accessible content enables you to reach a diverse audience by ensuring that everyone, regardless of their abilities, can engage with your brand. By incorporating features like alternative text for images and captions for videos, you make your content more inclusive. This not only broadens your audience but also enhances user experience, leading to higher engagement rates. Accessible content opens the door to markets that might otherwise remain unreachable.

Building a Positive Brand Reputation with Accessible Content

Brands prioritizing accessibility foster goodwill and trust among their audience. When users see that you are committed to inclusivity, they are more likely to view your brand positively. This positive perception can significantly enhance your brand reputation. People appreciate brands that demonstrate social responsibility, and accessible content is a clear indicator of this commitment.

Increasing Customer Loyalty and Trust

Accessible content helps build lasting relationships with your audience. When users find your content easy to navigate and understand, they are more likely to return. This increases customer loyalty and trust in your brand. In turn, loyal customers often become advocates for your brand, further extending your reach and enhancing your reputation.

By focusing on these benefits, you not only comply with legal standards but also position your brand as a leader in inclusivity and accessibility.

Understanding Accessible Content

Accessible content ensures that everyone, regardless of their abilities, can interact with and understand digital and physical content. Creating accessible content involves several elements designed to cater to a diverse audience.

Providing Alternatives for Multimedia Content

Multimedia content—such as images, videos, and interactive elements—plays a significant role in keeping your audience engaged. To make this content accessible:

Alternative Text for Images and Videos

Alt text or alternative text provides a textual description of images. This is crucial for users who rely on screen readers. For videos, providing captions not only aids those with hearing impairments but also benefits users who might be in a noisy environment.

Keyboard Accessibility

Interactive elements like forms, buttons, and menus should be navigable using a keyboard. This is especially important for users who cannot use a mouse due to physical disabilities. Ensuring keyboard accessibility involves logical tab order and focus indicators.

Using Clear and Readable Fonts

Choosing the right fonts affects readability:

Font Choice

Select fonts that are visually appealing yet easy to read. Sans-serif fonts like Arial or Verdana are often recommended.

Text Size and Spacing

Adequate font size and line spacing improve readability for users with visual impairments.

Educating Content Creators on Accessibility Best Practices

Informed content creators are pivotal to producing accessible content:

Common Accessibility Errors to Avoid

Mistakes like using color alone to convey information or embedding text within images can hinder accessibility.

Ethical Considerations

Making ethical choices ensures inclusivity. Always aim to create content that respects and accommodates all users.

By integrating these practices into your branded content strategy, you align with standards like the Web Content Accessibility Guidelines (WCAG) while creating a more inclusive experience for all users.

Using Clear and Readable Fonts

Choosing the right fonts is essential for creating accessible digital content. Fonts that are both visually appealing and easy to read enhance the user experience, ensuring that information is easily digestible for a diverse audience.

Key considerations when selecting readable fonts:

• Simplicity and Clarity: Opt for sans-serif fonts like Arial, Verdana, or Helvetica. These fonts are free from decorative elements that can make text hard to read.
• Font Size: Ensure the text size is large enough to be legible without strain. WCAG recommends a minimum font size of 16px.
• Color Contrast: High contrast between text and background is crucial. A contrast ratio of at least 4.5:1 is recommended by WCAG for normal text.
• Line Spacing and Letter Spacing: Adequate spacing between lines and letters can improve readability. Aim for at least 1.5 line spacing and 0.12em letter spacing.

Examples of effective use of readable fonts in digital content:

• Websites using Arial or Helvetica with adequate color contrast
• E-books employing Verdana with sufficient line spacing
• Mobile apps incorporating scalable font sizes

By prioritizing these aspects, you ensure that your content remains accessible to users with visual impairments and other reading difficulties, contributing significantly to the overall inclusivity of your brand's digital and physical content.

Educating Content Creators on Accessibility Best Practices

It is important to educate content creators on accessibility best practices so that they can create inclusive and accessible branded content. By understanding the common mistakes to avoid and the ethical considerations involved, content creators can ensure that their content is accessible to everyone.

Common Accessibility Errors to Avoid:

Here are some common mistakes that content creators should be aware of and avoid:

1. Lack of Alternative Text: Neglecting to provide alternative text for images and videos can exclude users who rely on screen readers.
2. Inadequate Color Contrast: Poor color contrast between text and background can make it difficult for people with visual impairments to read the content.
3. Keyboard Inaccessibility: Interactive elements that are not keyboard accessible can hinder users who cannot use a mouse.

Ethical Considerations:

In addition to avoiding common accessibility errors, content creators should also keep in mind these ethical considerations:

1. Inclusivity: Ensuring your digital and physical content is accessible demonstrates a commitment to inclusivity. This goes beyond compliance with standards like WCAG; it's about respecting all users.
2. Transparency: Clearly communicate the accessibility features of your content. Let users know what measures have been taken to ensure accessibility.
3. Ongoing Education: Accessibility is an evolving field. Regular training sessions for your team on the latest best practices will help maintain high standards.

By addressing these common errors and ethical considerations, content creators can contribute to creating a more inclusive digital landscape.

The Impact of Making Accessibility a Priority in Branded Content

Reaching a Diverse Audience through Accessibility

Importance of inclusivity in branded content: Embracing inclusivity in your branded content demonstrates a commitment to ensuring that everyone, regardless of their abilities, can access and benefit from your offerings. Inclusivity goes beyond just meeting legal requirements; it involves actively considering the diverse needs of your audience. This approach not only fosters a sense of belonging but also aligns with ethical business practices, enhancing your brand's image.

Reaching a diverse audience through accessibility: By prioritizing accessibility, you can effectively reach a broader and more diverse audience. This includes individuals with disabilities who might otherwise find it challenging to interact with non-accessible content. Accessible content ensures that:

• People with visual impairments can navigate and consume information through screen readers and alternative text for images.
• Individuals with hearing impairments can engage with video content via captions and transcripts.
• Users with mobility issues can interact with digital interfaces using keyboard navigation.

Incorporating these elements into your branded content strategy not only widens your target audience but also shows a genuine effort to include all potential customers.

Building Brand Awareness and Reputation

Creating accessible content is an effective way to enhance brand awareness and build a positive reputation. When your brand is known for prioritizing accessibility, it resonates well with consumers who value inclusivity and social responsibility. This positive perception can lead to:

• Increased word-of-mouth referrals: Satisfied users are more likely to recommend brands that cater to their needs.
• Higher engagement rates: Accessible content tends to be more engaging as it is easier for everyone to understand and interact with.
• Positive media coverage: Brands that champion accessibility often receive favorable attention from media outlets, further boosting their visibility.

Increasing Relevant Traffic and Sales with Accessible Content

Accessible content doesn't just benefit those with disabilities; it improves the overall user experience, which can lead to increased traffic and sales. When users find it easy to navigate and understand your website, they are more likely to stay longer and make purchases. Key benefits include:

• Attracting more relevant traffic: Search engines favor accessible websites, improving your SEO ranking and attracting users who are searching for inclusive brands.
• Driving sales by reaching a wider audience: By making your content accessible, you open up opportunities for new customer segments who may have been previously underserved.

Focusing on accessibility in branded content is not just about compliance or ticking boxes; it's about creating an inclusive environment where everyone feels valued and catered to, leading to stronger connections with your audience.

Building Brand Awareness and Reputation

Inclusivity in branded content plays a significant role in increasing brand awareness. When your content is accessible, it reaches a broader audience, including individuals with disabilities. This expanded reach not only elevates your brand's visibility but also demonstrates your commitment to inclusivity, resonating with diverse segments of your target audience.

Accessible content enhances brand reputation by showcasing your company's ethical standards and social responsibility. Providing alternative text for images, captions for videos, and ensuring keyboard accessibility are just a few examples of how you can make your content more inclusive. These efforts reflect positively on your brand, fostering trust and loyalty among consumers.

Key benefits of accessible content for brand awareness and reputation:

• Enhanced visibility: Accessible content reaches a wider audience.
• Positive perception: Demonstrates commitment to inclusivity.
• Trust and loyalty: Builds a stronger connection with consumers.

In essence, prioritizing accessibility in branded content is not just about compliance; it's about creating a positive and lasting impact on your brand reputation. By doing so, you ensure that all potential customers feel valued and included, ultimately strengthening your position in the market.

Increasing Relevant Traffic and Sales with Accessible Content

Making accessibility a priority in branded content has several benefits for attracting more relevant traffic and driving sales:

1. Attracting More Relevant Traffic through Accessibility

• When your content is accessible, it reaches a broader audience, including individuals who might have been excluded otherwise.
• This inclusivity not only broadens your target audience but also enhances your brand awareness.
• As people from different backgrounds and abilities access your content, the likelihood of attracting relevant traffic increases significantly.

2. Driving Sales by Reaching a Wider Audience

• Accessible content means that potential customers who rely on assistive technologies can engage with your brand seamlessly.
• Whether it's providing alternative text for images or ensuring keyboard accessibility for interactive elements, these small adjustments can lead to significant improvements in user experience.
• This enhanced user experience translates to higher engagement rates and conversions, ultimately driving sales
• A visually impaired user using a screen reader will appreciate detailed alt texts for images.
• Someone with motor disabilities will find keyboard navigation indispensable.

By prioritizing accessibility, you not only demonstrate your commitment to inclusivity but also create opportunities to tap into markets that were previously inaccessible. The result is not just an increase in traffic but also a boost in conversions and sales, aligning perfectly with business goals while fostering social responsibility.

The Legal Landscape of Accessibility in Branded Content

Overview of the Americans with Disabilities Act (ADA)

The Americans with Disabilities Act (ADA) is a landmark civil rights law enacted in 1990. It prohibits discrimination against individuals with disabilities in various areas, including employment, transportation, public accommodations, communications, and access to state and local government programs and services.

For digital content creators, the ADA has specific implications. Websites and online content must be accessible to people with disabilities to ensure equal access to information and services. Failure to comply can result in legal ramifications, including lawsuits and fines.

Web Content Accessibility Guidelines (WCAG)

The Web Content Accessibility Guidelines (WCAG) are a set of guidelines developed by the World Wide Web Consortium (W3C) to make web content more accessible. These guidelines are organized under four principles:

• Perceivable: Information and user interface components must be presentable to users in ways they can perceive.
• Operable: User interface components and navigation must be operable.
• Understandable: Information and the operation of the user interface must be understandable.
• Robust: Content must be robust enough that it can be interpreted reliably by a wide variety of user agents, including assistive technologies.

WCAG is divided into three levels of conformance:

1. Level A: The most basic web accessibility features.
2. Level AA: Deals with the biggest and most common barriers for disabled users.
3. Level AAA: The highest and most complex level of web accessibility.

Ensuring Website Accessibility for ADA Compliance

To ensure website accessibility for ADA compliance, focus on several key areas:

Providing Text Alternatives

• Alternative Text: Include text descriptions for images and non-text content.
• Captions: Provide captions for videos to assist users who are deaf or hard of hearing.

Keyboard Accessibility

Ensure all interactive elements can be navigated using a keyboard. This includes forms, links, and buttons.

Readability

• Font Choice: Choose fonts that are clear and easy to read.
• Contrast: Ensure sufficient color contrast between text and background.

Structure and Navigation

• Use headings appropriately to organize content.
• Provide clear navigation options.

Testing with Assistive Technologies

Regularly test your website using screen readers, magnifiers, voice recognition software, and other assistive technologies to identify potential barriers.

Educating Your Team

Educate your content creators on accessibility best practices. Avoid common errors like missing alt text or poor color contrast.

By adhering to these guidelines, you not only comply with legal requirements but also make your branded content accessible to a broader audience. This practice not only mitigates legal risks but also enhances user experience, fostering an inclusive digital environment.

Conclusion

Digital accessibility and inclusive marketing are not just trends but essential practices that can significantly impact your brand's success. Making accessibility a priority in branded content ensures that everyone, regardless of their abilities, can interact with your content effectively.

Call to Action for Inclusive Marketing and Digital Accessibility

1. Evaluate Your Current Content: Conduct an audit of your existing content to identify areas that need improvement in terms of accessibility.
2. Implement Best Practices: Integrate best practices such as providing alternative text for images, captions for videos, and ensuring keyboard accessibility.
3. Educate Your Team: Ensure that your content creators are well-informed about accessibility guidelines and common errors to avoid.
4. Use Accessible Design Elements: Choose fonts that are clear and readable, and design your website with navigation ease in mind.

Investing in digital accessibility and inclusive marketing creates a more equitable digital environment while also expanding your audience reach. These efforts contribute to building a positive brand reputation and fostering customer loyalty.