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Make It Make Sense: Accessibility Matters in Your Marketing Content
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GAAD 2025
On Thursday, May 15, 2025, the digital world recognizes Global Accessibility Awareness Day (GAAD), as it does every third Thursday in May. It’s a chance to reflect, learn, and take action toward building a more inclusive digital world.
For 2025, I made a public pledge through Equalize Digital’s GAAD 2025 initiative to help spread awareness. I chose to highlight a slightly different aspect of accessibility: marketing materials. We often think of accessibility in terms of websites, apps, or tech-heavy tools, and that’s fair and a start.
But marketing content? That’s as much a part of the digital experience, and just as essential to get right.
Make It Make Sense: Accessibility Matters in Your Marketing Content
On Thursday, May 15, 2025, the digital world recognizes Global Accessibility Awareness Day (GAAD). It’s a chance to reflect, learn, and take action toward building a more inclusive digital world.
This year, I made a public pledge through Equalize Digital’s GAAD 2025 initiative to help spread awareness. I’d like to highlight a slightly different aspect of accessibility: marketing materials.
We often think of accessibility in terms of websites, apps, or tech-heavy tools, and that’s fair and a start. But marketing content? That’s as much a part of the digital experience, and just as essential to get right.
What Counts as “Marketing Materials”? (More Than You Think)
Marketing content, the material that promotes, informs, nurtures leads, and drives engagement, is an important part of the client journey. Marketing is any moment you communicate with your audience, especially if your goal is to build a relationship.
Here’s the thing: your marketing doesn’t live in one place. It lives in inboxes, social feeds, downloads, presentations, and DMs. It gets forwarded, screenshotted, printed, and embedded. Every one of those touchpoints has the potential to include or exclude someone.
Marketing is more than promotion—it’s how you build trust, communicate value, and invite people in.
So, Where Do You Use Marketing Content?
Marketing content includes what you post on social media or send in a newsletter, and much more. It shows up in every part of your business that speaks to your audience. It’s the whole client journey.
Let’s think beyond the usual suspects. Your content may include:
Social Media Posts
From the written post to hashtags, alt-text, and captions. Each platform has its quirks, but the goal is the same: make your message understandable and usable for everyone.
Lead Magnets
Your PDFs, checklists, templates, or worksheets. If a screen-reader can’t follow it or interact with it easily, you’ve lost a chance to connect before the conversation even starts.
Email Campaigns
Newsletters, onboarding sequences, and sales emails need proper structure, readable text, and accessible links or buttons so everyone can engage.
Landing Pages
Designed to convert, but these pages often are overloaded with visuals, animations, or tricky navigation. Accessibility helps more people understand your offer and take the next step.
Sales Decks & Presentations
Shared live or ahead of meetings, this material needs clear contrast, readable fonts, and logical order. A polished design is great, but it must deliver the message with clarity.
Web Forms & Sign-Up Pages
Label fields clearly, provide instructions, and show visible error messages. If someone can’t fill out your form, they can’t engage with you.
Event Promotions
This includes everything from calendar invites to social graphics. Make sure there’s text for important details, alt-text for images, and clearly labeled actions.
When any of these materials are hard to use or understand, it creates a barrier. And that barrier doesn’t just affect a few individuals. It affects your message, your reach, and the trust people place in you and your brand. All of these touchpoints are part of the client journey your brand builds. If any of them are inaccessible, it’s a missed connection.
Accessibility Is Good Communication
Marketing is communication and connection. When content is accessible, it works better for everyone. That’s the foundation I’m learning each day. It’s also the foundation I’m working to build with every project: clear, consistent communication that’s designed for real-world use. I don’t get it right every time, but that’s part of learning.
You know what I find to be the best part about accessibility in marketing? It elevates your entire approach:
Clearer writing that’s easier for everyone to understand.
Smarter structure that guides people through your content.
A better user experience that invites engagement, not frustration.
More intentional design that supports both form and function.
Every part of marketing is a conversation starter. If some people can’t access that message, they are left out. These improvements help everyone, not just some people, some of the time.
Start Small, Start Now: Turn Awareness Into Action
You don’t have to overhaul everything overnight. Accessibility starts with awareness and taking small, consistent actions.
Here are a few simple ways to get going: pick one marketing asset you use regularly. Then, ask yourself:
Can someone using a screen reader understand this?
Check for missing alt text, vague image descriptions, or overly visual layouts without explanation.
Is the text easy to read?
Look at font size, line spacing, and color contrast. Aim for clarity and comfort, especially on mobile.
Are links and buttons clearly labeled?
“Click here” isn’t enough. Say the action: Download the Guide, Book a Call, or Sign up for more information.
Is there an alternative to video or audio content?
Correct captions, transcripts, or a quick summary go a long way for inclusion, and they help your SEO, too.
Bonus: Ask a colleague or friend who uses assistive tech (or cares about accessibility) to review it with fresh eyes.
You don’t have to get it perfect right away. But if you’re trying, learning, and improving, well, I think that speaks volumes.
Stay With it; Make it Part of the Process
Accessibility in marketing isn’t a one-time fix—it’s a shift in how you communicate. It’s choosing to be thoughtful, inclusive, and welcoming with every message you share. You’ll build a foundation for stronger, more meaningful connections.
You don’t have to do it all at once—but it does start with a commitment. A decision to keep accessibility in mind, little by little, as a natural part of how you market, connect, and grow.
Start there. And stay with it.
If you have put accessibility into your marketing practice, I’d love to hear what worked (or didn’t); successes, surprises, and the steps you’re taking to make your content work better for more people.
More Helpful Resources
If you’re looking to build a more inclusive foundation for your marketing, here are a few helpful places to start:
Equalize Digital Blog & Webinars
Real-world accessibility guidance for marketers, designers, and WordPress users.
Equidox ADA Compliance in Marketing
ADA compliance in marketing means your content is usable by everyone and helps you reach more of your target audience.
Accessible Social
Accessible Social is a free resource and education hub that helps marketers and content creators learn about accessibility and how it relates to social media.
The A11Y Project – Content Accessibility
Practical tips on writing and designing content that works for more people.
The Accessible Marketing Guide – CultureHive
Comprehensive guide to making your marketing activity and communications accessible, including print, websites, and social media
W3C Social Media Accessibility Guide
A good primer for making your videos and social content more inclusive.
Help is here if any of these feel overwhelming or you’re not sure where to begin; let’s talk. You don’t have to figure it all out alone.
Take away
Reflective: Accessibility isn’t something you achieve—it’s something you practice. The work continues.
Read something that resonates with you? Let’s talk →
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