As marketers, it's our job to create messages that resonate with a wide range of people. However, many businesses fail when it comes to creating content that caters to the vision and hearing impaired communities. It's estimated that 25.5 million adult Americans are visually impaired. And according to the National Institute of Deafness and Other Communication Disorders (NIDCD), about 28.8 million adult Americans are hearing impaired. Combine that with a large aging population and a growing rate of health conditions, and you have a very large percentage of the population that may not be receiving the marketing messages you're putting out.
If you run a business, then you’ve likely been hearing about content marketing for a while now. And if you’ve tried implementing this vague thing called content marketing over the last few years, you’re not in rare company if you haven’t really figured out how content marketing actually contributes to your business growth.