Content marketing is big business. Both businesses and individual bloggers alike seek larger audiences for their content and brands, and, at the same time, they wonder how this can be achieved effectively and consistently.

Indeed, there are entire companies dedicated to developing and executing content marketing strategies. The truth is, the rules are always changing, and it can be difficult to keep up with content marketing strategies that work, particularly for individual bloggers trying to make a name for themselves.

One way that bloggers or anyone looking to share content can reach larger audiences is by making sure their work is accessible — and not just in the sense that it shows up on the first page of Google results.

The fact is, the internet is not accessible to everyone. Individuals who are blind or have other disabilities use the internet too, but they aren’t able to access as much content as a user who doesn’t have those challenges.

Bloggers who use and publish to blogging platforms like Tumblr, Medium, ConnectPal, or LiveJournal should keep in mind that there are ways to make sure your content is more accessible to more people. Although the use of images and live video in content marketing seems to be the direction the industry is going in, those forms of content are limiting for those who cannot see. Even if 48% of marketers expect to add YouTube to their marketing plan in 2018, and 46% want to add Facebook video according to Forbes, everyone from marketers to the average blogger should keep in mind that the use of video isn’t the best option for all potential readers.

Fortunately, there are a few things you can do as a content creator to make sure your work is accessible to more users. For example, by providing text alternatives to images, video and audio — by using alt text, closed captions, and transcripts — that content becomes accessible to users who are visually or hearing impaired. That could mean more people are looking at your work than if you hadn’t made it accessible, which is only a good thing in the world of content marketing.

If you’re really not sure where to start, don’t worry. Organizations like the American Foundation for the Blind offer guidance. Whether you want to make your content more accessible to expand your audience, or just because you care about the diversity of your readership and equal access to content, there are ways to do it that even inexperienced content creators can utilize for the good of every potential reader.

Published by Kaushal Shah