{"id":41819,"date":"2020-07-30T10:00:53","date_gmt":"2020-07-30T17:00:53","guid":{"rendered":"https:\/\/www.clearvoice.com\/resources\/accessible-content\/"},"modified":"2025-07-15T11:34:52","modified_gmt":"2025-07-15T18:34:52","slug":"accessible-content","status":"publish","type":"post","link":"https:\/\/www.clearvoice.com\/resources\/accessible-content\/","title":{"rendered":"How to Incorporate Diversity, Equity, and Inclusion Into Content Marketing"},"content":{"rendered":"<blockquote><p><strong>Content is foundational to bringing digital experiences to life. How might content creators ensure these experiences are not only accessible, but open to a diverse population, and equitable and inclusive for all?<\/strong><\/p><\/blockquote>\n<p>You&#8217;ve likely heard stories of would-be customers attempting to visit an establishment only to learn that, for one reason or another, that establishment cannot (and sometimes,\u00a0<em>will<\/em> not) accommodate them. The same can happen with web copy and websites \u2014 and the answer is accessible content.<\/p>\n<p>Even with advancements made possible by the\u00a0<a href=\"https:\/\/www.ada.gov\/ada_intro.htm\" target=\"_blank\" rel=\"noopener noreferrer\">Americans with Disabilities Act (ADA)<\/a>, large segments of society continue to be denied equal access to places and spaces that many take for granted. That includes digital information spaces.<\/p>\n<p><img fetchpriority=\"high\" decoding=\"async\" class=\"aligncenter wp-image-28202 size-full\" src=\"https:\/\/www.clearvoice.com\/wp-content\/uploads\/2023\/04\/Diversity-Equity-Inclusion.png\" alt=\"Understanding &quot;diversity,&quot; &quot;equity,&quot; and &quot;inclusion&quot; (DEI)\" width=\"820\" height=\"320\" \/><\/p>\n<h2>Understanding &#8220;diversity,&#8221; &#8220;equity,&#8221; and &#8220;inclusion&#8221; (DEI)<\/h2>\n<blockquote><p><em>\u201cModeled after the Civil Rights Act of 1964, which prohibits discrimination on the basis of race, color, religion, sex, or national origin \u2013 and Section 504 of the Rehabilitation Act of 1973 \u2014 the ADA is an &#8220;equal opportunity&#8221; law for people with disabilities.\u201d \u2014 <\/em><em>Introduction to the ADA<\/em><\/p><\/blockquote>\n<p>The ADA defines disability as \u201ca physical or mental impairment that substantially limits one or more major life activities, a person who has a history or record of such an impairment, or a person who is perceived by others as having such an impairment.\u201d<\/p>\n<p>The <a href=\"https:\/\/www.w3.org\/WAI\/\" target=\"_blank\" rel=\"noopener noreferrer\">Web Accessibility Initiative (WAI)<\/a>, part of the\u00a0<a href=\"https:\/\/www.w3.org\/\" target=\"_blank\" rel=\"noopener noreferrer\">World Wide Web Consortium (W3C)<\/a>, advocates for accessible content in digital spaces, providing \u201cstrategies, standards, and supporting resources\u201d to help \u201cmake the web more accessible to people with disabilities.\u201d<\/p>\n<p>WAI provides discipline-specific resources for content writers, designers, developers, and just about every member of a multi-disciplinary team involved with building digital experiences, and features the\u00a0<a href=\"https:\/\/www.w3.org\/WAI\/standards-guidelines\/wcag\/\" target=\"_blank\" rel=\"noopener noreferrer\">Web Content Accessibility Guidelines (WCAG)<\/a>\u00a0that further explain how to make web content more accessible to people with disabilities.<\/p>\n<p>While the ADA is a single source of truth for physical accessibility, and WAI\/WCAG is the gold standard for digital accessibility, no single source exists for definitions of diversity, equity, and inclusion (DEI).<\/p>\n<p>But what does the digital design space have to say about DEI?<\/p>\n<p>How to <a href=\"https:\/\/thecreativeindependent.com\/guides\/how-to-begin-designing-for-diversity\" target=\"_blank\" rel=\"noopener noreferrer\">begin designing for diversity<\/a>, an online guide to \u201cbuilding equitable products, services, and content,\u201d authors Boyuan Gao and Jahan Mantin of Project Inkblot write:<\/p>\n<ul>\n<li><strong>Diversity<\/strong> is quantitative. It\u2019s the composition of different people represented in what you make, and the decision-makers on your team.<\/li>\n<li><strong>Equity<\/strong> lives in how we design our systems and processes; the way we work, and who we work with, so we are upholding our commitment to diversity and inclusion.<\/li>\n<li><strong>Inclusion<\/strong> speaks to the quality of the experience you\u2019ve designed for these diverse folks, so they experience themselves as leaders and decision-makers.<\/li>\n<\/ul>\n<p>A note here about the use of the word design: Gao and Mantin define design as \u201cthe creation of a plan to build an object, system, or human interaction.\u201d When you get right down to it, <a href=\"https:\/\/www.clearvoice.com\/resources\/content-accessibility\/\" target=\"_blank\" rel=\"noopener\">accessible content<\/a> is integral to those plans.<\/p>\n<p>As\u00a0<a href=\"https:\/\/rosenfeldmedia.com\/books\/writing-is-designing\/\" target=\"_blank\" rel=\"noopener noreferrer\">Writing is Designing<\/a> authors Michael J. Metts and Andy Welfle put it: \u201cWriting is part of the design process, and writers are designers\u2026 people who want to use words to build better, more humane technology.\u201d<\/p>\n<p><img decoding=\"async\" class=\"aligncenter wp-image-28199 size-full\" src=\"https:\/\/www.clearvoice.com\/wp-content\/uploads\/2023\/04\/Audience-Segmentation-1.png\" alt=\"Audience segmentation and research methodologies in content marketing.\" width=\"820\" height=\"290\" \/><\/p>\n<h2>Understanding your audience is the first step in creating accessible content<\/h2>\n<p>Whether writing an article, creating product copy, or writing microcopy for a digital application, it\u2019s vitally important to know your audience, especially when setting out to create content that is more <a href=\"https:\/\/www.clearvoice.com\/resources\/what-does-it-mean-to-create-inclusive-content\/\" rel=\"noopener noreferrer\">diverse and inclusive<\/a>.<\/p>\n<p>There are several resources that can help you gain that knowledge:<\/p>\n<ul>\n<li>Glean product marketing demographics from customer profiles, <a href=\"https:\/\/www.clearvoice.com\/resources\/what-is-a-competitive-analysis\/\" rel=\"noopener noreferrer\">competitive analysis<\/a>, and related research.<\/li>\n<li>Use analytics tools, surveys, and other data collection methods to gather digital user information.<\/li>\n<li>Conduct a simple search of a brand or publication name online.<\/li>\n<li>Search keywords relevant to the brand, product, or service.<\/li>\n<li>Monitor social media accounts for the brand (as well as competitors).<\/li>\n<\/ul>\n<p>All of these methods can give you an idea of who is talking about the brand, and what they are saying \u2014 the good and the not-so-good. There is value in negative commentary, which can reveal insights on gaps in content that you can begin to address in the content you create.<\/p>\n<p>Many digital product teams <a href=\"https:\/\/www.clearvoice.com\/resources\/buyer-personas\/\">rely on personas<\/a> \u2014 fictional representations of an aggregate of users that comprise a target audience \u2014 to create products and services. Personas are great tools to use in the product development process, helping teams stay focused on user needs.<\/p>\n<p>However, as Sara Wachter-Boettcher cautions in her book, &#8216;<a href=\"https:\/\/wwnorton.com\/books\/Technically-Wrong\/\" target=\"_blank\" rel=\"noopener noreferrer\">Technically Wrong<\/a>,&#8217; \u201cMost of the personas and other documents that companies use to define who a product is meant for don\u2019t need to rely on demographic data nearly as much as they do. Instead, they need to understand that \u201cnormal people\u201d include a lot more nuance \u2013 and a much wider range of backgrounds \u2013 than their narrow perceptions would suggest.\u201d<\/p>\n<p>In other words, personas also need to be diverse and inclusive. Otherwise, you risk excluding\u00a0potential users from <a href=\"https:\/\/www.clearvoice.com\/resources\/target-audiences-for-content\/\">your target audience<\/a> who may feel alienated from the experience you\u2019ve created.<\/p>\n<p>&nbsp;<\/p>\n<p><img decoding=\"async\" class=\"aligncenter wp-image-28204 size-full\" src=\"https:\/\/www.clearvoice.com\/wp-content\/uploads\/2023\/04\/Give-People-What-They-Want.png\" alt=\"Ask questions to help break down unconscious biases\" width=\"820\" height=\"290\" \/><\/p>\n<h2>Ask questions to help break down unconscious biases<\/h2>\n<blockquote><p><em>\u201cEmpathy is the foundation of great design. The better you understand the needs, aspirations, hopes, and challenges of the people you\u2019re designing for, the more likely your solutions will be adopted and embraced.\u201d\u00a0\u2014\u00a0<\/em><em>IDEO Design Kit<\/em><\/p><\/blockquote>\n<p>Knowing those you want to target with content helps you create welcoming information spaces. For current consumers, content that meets their needs provides value for their time and effort.<\/p>\n<p>And as you work to formulate content that invites and embraces differences beyond the current audience, you begin to cast a wide net over those who may want to be part of a brand\u2019s conversation, but whose voices were never welcomed to the digital table.<\/p>\n<p>From Metts and Welfle: \u201c\u2026if the language you use tells a potential user that you didn\u2019t think about their experience when building this thing, they\u2019re not going to use it. That\u2019s a big chunk of revenue you\u2019re leaving on the table.\u201d<\/p>\n<p>Knowing how and where content is consumed can also help your content become more diverse and inclusive. A good way to get at this information is to ask questions.<\/p>\n<p>Gao and Mantin provide an excellent list of questions for what they call\u00a0<a href=\"https:\/\/thecreativeindependent.com\/guides\/how-to-begin-designing-for-diversity\/#core\" target=\"_blank\" rel=\"noopener noreferrer\">Building a Shared Language<\/a>. These questions can help identify and break down any biases you or your team may have with the goal of expanding your consideration beyond best-case scenarios and can surface potential barriers to user groups you may not have considered \u2014 users who may not be reflected in the makeup of your team:<\/p>\n<ul>\n<li>What\u2019s the worst-case scenario, and on whom?<\/li>\n<li>How do the identities within your team influence and impact your design decisions?<\/li>\n<li>Who might you be excluding?<\/li>\n<li>How will you engage the people you want to reach within your design process, equitably?<\/li>\n<\/ul>\n<p>Additional questions include:<\/p>\n<ul>\n<li>What are your top priorities for this project?<\/li>\n<li>What do you value when working with others? Name three behaviors (e.g. integrity, honesty, open communication)<\/li>\n<li>What race(s) and gender(s) do you identify as? What other ways do you identify, that are important to you? (e.g. queer, Latinx, middle-class woman in my 30s, aunt, grew up in a military family, etc.)<\/li>\n<li>How might these identities influence and\/or inform how you design products or services?<\/li>\n<li>What perspectives or lived experiences might be missing from your team?<\/li>\n<\/ul>\n<p>Freelance creators may find it useful to sit with clients to help glean answers that may be relevant to the content you\u2019re creating and the people you\u2019re creating it for.<\/p>\n<p>&nbsp;<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-28206 size-full\" src=\"https:\/\/www.clearvoice.com\/wp-content\/uploads\/2023\/04\/Voice-Tone.png\" alt=\"Voice and tone, aka empathy and normalization\" width=\"820\" height=\"290\" \/><\/p>\n<h2>Consider content voice and tone through a DEI lens<\/h2>\n<p>As you\u2019re creating content that is more inclusive and welcoming, it\u2019s important to revisit the concepts of voice and tone:<\/p>\n<ul>\n<li><strong>Voice<\/strong> \u2014 Jargon-free content that represents the brand, product, or service being offered \u2014 the <em>what<\/em>\u00a0of content.<\/li>\n<li><strong>Tone<\/strong> \u2014 Content created by the brand that speaks to a variety of user types \u2014 the <em>how\u00a0<\/em>of content.<\/li>\n<\/ul>\n<p>Considering voice and tone through a DEI lens may trigger a sense of overwhelm. There\u2019s so much to learn. So much to consider. And so much that can go sideways. That\u2019s OK. The whole idea is to think of what is possible when crafting accessible content that fosters a sense of belonging for everyone, rather than content that emphasizes \u201cotherness.\u201d<\/p>\n<p>Normalizing content for digital spaces starts with content creators.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-28203 size-full\" src=\"https:\/\/www.clearvoice.com\/wp-content\/uploads\/2023\/04\/Execute-Accesibility-Strategy.png\" alt=\"Executing your accessible content strategy.\" width=\"820\" height=\"290\" \/><\/p>\n<h2>Executing your accessible content strategy<\/h2>\n<p>Before content creators write a single word, most consult writer&#8217;s guidelines, <a href=\"https:\/\/www.clearvoice.com\/resources\/style-guide-with-voice\/\" rel=\"noopener noreferrer\">style guides<\/a>, and similar documents to help guide the creation of content that adheres to established standards.<\/p>\n<p>Many large brands have established\u00a0<a href=\"https:\/\/www.clearvoice.com\/resources\/branding-template\/\" target=\"_blank\" rel=\"noopener noreferrer\">brand copy guidelines<\/a>\u00a0that address accessibility, voice, and tone, and<strong>\u00a0<\/strong>also<strong>\u00a0<\/strong>cover nuances you won\u2019t find in AP or Chicago style manuals, including:<\/p>\n<ul>\n<li><a href=\"https:\/\/styleguide.mailchimp.com\/voice-and-tone\/\" target=\"_blank\" rel=\"noopener noreferrer\">Mailchimp<\/a><\/li>\n<li><a href=\"https:\/\/contentdesign.intuit.com\/voice-tone\/\" target=\"_blank\" rel=\"noopener noreferrer\">Intuit<\/a><\/li>\n<li><a href=\"https:\/\/polaris.shopify.com\/content\/product-content#navigation\" target=\"_blank\" rel=\"noopener noreferrer\">Shopify<\/a><\/li>\n<\/ul>\n<p>These resources are freely available online and model how businesses craft content that balances brand voice with content that not only meets the needs of users but also addresses accessibility and inclusivity.<\/p>\n<p>There are similar resources that take diversity, equity, and inclusion into consideration and can help you find the right tone for your readers or users:<\/p>\n<p>The <a href=\"https:\/\/consciousstyleguide.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Conscious Style Guide<\/a><strong>\u00a0<\/strong>is \u201cthe first website devoted to conscious language,\u201d with the mission \u201cto help writers and editors think critically about using language \u2014 including words, portrayals, framing, and representation \u2014 to empower instead of limit,\u201d and includes guides for myriad topics, including:<\/p>\n<ul>\n<li><a href=\"https:\/\/consciousstyleguide.com\/ability-disability\/\" target=\"_blank\" rel=\"noopener noreferrer\">Ability and Disability<\/a><\/li>\n<li><a href=\"https:\/\/consciousstyleguide.com\/ethnicity-race-nationality\/\" target=\"_blank\" rel=\"noopener noreferrer\">Ethnicity, Race, and Nationality<\/a><\/li>\n<li><a href=\"https:\/\/consciousstyleguide.com\/gender-sex-sexuality\/\" target=\"_blank\" rel=\"noopener noreferrer\">Gender, Sex, and Sexuality<\/a><\/li>\n<\/ul>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-28200 size-full\" src=\"https:\/\/www.clearvoice.com\/wp-content\/uploads\/2023\/04\/Content-Safe-Spaces.png\" alt=\"In defense of safe spaces online.\" width=\"820\" height=\"290\" \/><\/p>\n<h2>Creating safe spaces with content<\/h2>\n<blockquote><p><em>\u201cWe must rapidly begin the shift from a thing-oriented society to a person-oriented society. When machines and computers\u2019 profit\u2026 the giant triplets of racism, materialism, and militarism are incapable of being conquered.\u201d \u2013 Martin Luther King<\/em><\/p><\/blockquote>\n<p>This MLK quote remains relevant today, especially as content designers and other creatives consider how to incorporate diversity, equity, and inclusion into the creative process. And while not a cure-all for the ills that turning a blind eye to matters of DEI can cause, the content we create is integral to the creation of safe, welcoming, and inclusive information spaces for all.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-28201 size-full\" src=\"https:\/\/www.clearvoice.com\/wp-content\/uploads\/2023\/04\/DEI-Resources.png\" alt=\"Additional resources for creating accessible content: Go deeper\" width=\"820\" height=\"290\" \/><\/p>\n<h2>Additional DEI resources<\/h2>\n<ul>\n<li><a href=\"http:\/\/tarotcardsoftech.artefactgroup.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">The Tarot Cards of Tech<\/a> \u2013 A deck of cards created by Seattle-based design and strategy consultancy <a href=\"https:\/\/www.artefactgroup.com\/\" target=\"_blank\" rel=\"noopener\">Artefact Group<\/a>, as \u201ca tool to inspire important conversations around the true impact of technology and the products we design,\u201d and to \u201cencourage creators to think about the outcomes technology can create, from unintended consequences to opportunities for positive change.\u201d<\/li>\n<li><a href=\"https:\/\/diversecityllc.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Diverse City LLC<\/a>\u00a0\u2013 A DEI consultancy offering clients \u201ca solutions-oriented approach to helping companies assess and solve issues of growth and development in areas of diversity, equity, and inclusion.\u201d The consultancy\u2019s\u00a0<a href=\"https:\/\/www.youtube.com\/channel\/UCq51AR3RAEmstQbY6h1ONmA\" target=\"_blank\" rel=\"noopener noreferrer\">YouTube<\/a>\u00a0channel features learning videos that explore a variety of DEI-related topics.<\/li>\n<li><a href=\"https:\/\/www.creativereactionlab.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Creative Reaction Lab<\/a>\u00a0\u2013 Consultancy and creators of\u00a0<a href=\"https:\/\/www.creativereactionlab.com\/our-approach\" target=\"_blank\" rel=\"noopener noreferrer\">Equity-Centered Community Design (ECCD)<\/a>, a design process focused on \u201ca community\u2019s culture and needs so that they can gain tools to dismantle systemic oppression and create a future with equity for all.\u201d In addition to a field guide to facilitate the ECCD process, the consultancy offers virtual learning opportunities useful to designers of all kinds.<\/li>\n<\/ul>\n","protected":false},"excerpt":{"rendered":"<p>Learn how to create content that invites and embraces differences beyond your current audience.<\/p>\n","protected":false},"author":158,"featured_media":56499,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","footnotes":""},"categories":[177],"tags":[140,141,139,138,143],"ppma_author":[277],"class_list":["post-41819","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog","tag-b2b-content","tag-b2c-content","tag-content-creation","tag-content-marketing-strategy","tag-content-operations"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v26.7 (Yoast SEO v27.2) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Accessible Content: A Guide to DEI in Digital Spaces<\/title>\n<meta name=\"description\" content=\"How might content creators ensure that digital experiences are not only accessible but open to a diverse population and equitable and inclusive for all?\" \/>\n<meta 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