To create a credible brand in business, you want it to be built on trust, transparency, and authenticity. Once all the hard work has been implemented, how do you know if branding communication channels are reaching all audiences?
If your website and communications are limited to text and images, you could be unintentionally leaving out a significant portion of your audience. It’s not just about ticking boxes; it’s about making sure everyone, regardless of their abilities or circumstances, can connect with your brand.
Real People and Connection
In Australia, nearly 44% of adults have low literacy skills, which means they struggle with reading and writing at a level necessary for everyday tasks (Australian Bureau of Statistics, 2013). That’s almost half of the population who might find your text-heavy website or content difficult to engage with. Add to that the 575,000 of Australians who are blind or have low vision (Vision 20/20 Australia, 2015), and you start to see how many people might be missing out on your message.
But it’s not just about statistics. It’s about real people—those who are dyslexic, illiterate, visually impaired, or simply too busy to sit down and read a lengthy report. For these individuals, your blog posts containing detailed product descriptions, might as well not exist. And under the Disability Discrimination Act 1992, businesses in Australia have a legal obligation to make their services accessible to everyone, including those with disabilities.
How Audio Can Bridge the Gap
This is where personalised business audio comes in as a game-changer. By adding audio elements like podcasts and website narrations to your communications checklist, you’re making your content more inclusive and accessible. Unlike text, audio can be consumed on the go—whether someone is driving, exercising, or just multitasking. For people with disabilities, audio can be a much more accessible medium, helping them to fully engage with your content in a way that text alone can’t do.
Think of it as a conversation with your audience. It’s not just about relaying information; it’s about building a connection. A well-produced podcast or blog narration can convey the warmth, tone, and personality of your brand in a way that text simply can’t. Plus, podcasts can be easily shared across social media, reaching an even broader audience. This way, people who avoid text blogs and newsletters for information can still access your content and be informed.
Taking the Next Steps
Transitioning to a more inclusive communication strategy might seem overwhelming, but it doesn’t have to be. Here’s why it is important to use a professional voice artist for your audio newsletters, podcasts, website narration, etc.
- Trained Vocals: Use your voice to connect with listeners.
- Presentation Skills: Keep your audience engaged and interested.
- Microphone Techniques & Equipment: High quality equipment means high quality audio.
- Storytelling: Tell stories that resonate with your audience.
- Interviewing Skills: Good interviewing techniques add value to your content.
- Editing: Polish your audio so it sounds professional.
- Hosting: Understand how to choose the right platforms to reach your audience.
- Repurposing Content: Maximise your content by adapting it for different social media platforms.
Going Beyond Legal Compliance
Sure, incorporating audio into your strategy can help you comply with the Disability Discrimination Act, but it’s about more than just following the rules. It’s about making a genuine commitment to inclusivity. By taking steps to ensure everyone can access your content, you’re not just reaching more people—you’re building a brand that truly cares about its audience.
Conclusion: Start Including Everyone
Incorporating audio into your communication strategy isn’t just a nice-to-have; it’s essential for making sure your message reaches everyone. Whether you opt for a professionally produced podcast or decide to get hands-on and create your own, the impact of audio is undeniable. Don’t leave anyone out—start making your brand’s communication truly inclusive today.
McGirvanmedia can help with any content required for your next audio newsletter, podcast, website narration, and more. Choose one of the best voices in the business to be the brand voice for your next audio project. We can also add music, and sound effects, all professionally produced for you to host on multiple platforms. For more information, please email us at enquiries@mcgirvanmedia.com.au or call to speak to one of our friendly team on 1800 777 428.
