Plain Language: Jargon, complex sentences, and insider lingo create barriers. Write for a 9th-grade reading level. Use active voice. Break down complicated ideas. This helps people with cognitive disabilities, non-native speakers, and honestly, anyone in a hurry.
Weaving Accessibility into Your Content Workflow
Okay, so the principles are clear. But how do you bake this into your day-to-day? You can’t just bolt it on at the end.
| Stage | Actionable Step |
| Content Planning | Ask: “Who might be excluded by this format?” Plan for multiple content formats from the start (e.g., a blog post *and* an audio summary). |
| Content Creation | Write with clear headings. Describe images as you go. Use a readability tool. Avoid “click here” links—use descriptive link text. |
| Content Production | Code with semantic HTML. Add captions during video editing, not after. Run automated checks for contrast errors. |
| Content Publishing | Fill in all CMS fields for accessibility (alt text, titles, etc.). Test with a screen reader. |
| Content Review | Conduct regular audits. Most importantly, include people with disabilities in your user testing. |
Beyond Compliance: The Empathy Edge
Here’s the deal: following WCAG (Web Content Accessibility Guidelines) guidelines gets you to the starting line, not the finish line. True inclusivity comes from empathy. It’s about understanding that a person with a cognitive disability might need you to simplify a process, not just offer a text alternative. It’s knowing that an autocomplete function in a form can be a godsend for someone with a motor impairment.
One of the most powerful—and often overlooked—strategies is user-persona expansion. When you create your marketing personas, explicitly include dimensions of ability. Give “Marketing Mary” a temporary repetitive strain injury. Consider “Developer Dave” who is colorblind. This simple exercise shifts your entire team’s perspective from abstract rules to real human needs.
A Living, Breathing Commitment
An accessibility-focused content strategy isn’t a one-time project you complete. It’s a living, breathing commitment. It’s a mindset. It means being okay with not being perfect from day one, but committing to getting better every single day.
You’ll make mistakes. You’ll discover a video you published six months ago has terrible captions. That’s okay. The goal is progress, not perfection. The most inclusive brands are the ones that listen, learn, and adapt. They understand that by opening their digital doors wider, they’re not just doing the right thing—they’re building a deeper, more loyal, and more human connection with the world.
