Creating Accessible and Differentiated Content for the Automotive Sector

Having worked in the automotive industry for almost 8 years, I've seen companies make the same mistake over and over again. Despite being a complex ecosystem with everchanging technology and technical products, there's always one fact that rings true: we sell to human beings.

It's incredible how often this fact is actually forgotten. In my time, I have seen poor messaging, complex jargon and clueless campaigns that don't really speak to anyone other than industry professionals familiar with these terms. For some reason, we assume that our audience speaks the same language as us, leading to a disconnect with customers and content consumers.

One of the key areas I try and target with these blogs and all my content is ensuring that people are not locked out from reading or enjoying it. As the automotive landscape evolves, creating content that is both accessible and differentiated is key to cutting through the noise and driving meaningful engagement.

Whether you are marketing to a business partner, indirectly reaching end consumers via a B2B2C model or simply creating content for people to enjoy, whatever you produce must resonate deeply, meet your audience's needs and speak clearly to what matters to them.

Why Does Accessibility and Differentiation Matter in Automotive Content?

Accessibility and differentiation shouldn't be things we have to remember to add to our content, they should already be there. Unfortunately, lazy marketing or simply assuming an audience gets it are all too common, no matter what sector you work in.

So, not to fall foul of my own trap, here’s what I mean by these terms.

Accessibility

Accessibility means your audience can understand whatever message you put out and access the content you share.

This could be ensuring those with disabilities can engage with your content, or that those with a lower reading age can still access the topics you talk about. Your audience should be able to grasp your meaning regardless of technical expertise or cultural background. It includes clear language, inclusive design and a flexibile format, such as videos, infographics and text, to ensure the right people can engage.

As an industry, we often consider accessibility as only a way to support people with disabilities. But accessibility affects everyone. Take this example: you're super tired at the end of a long day of work, but still need to understand a complex topic before you log off. Reading about it may not work, so you might prefer video content to help you digest it. You might also gravitate towards industry experts who break down topics in a way you understand. That’s accessibility.

Differentiation

Differentiation ensures your content can be accessed by a range of people at different reading and comprehension levels. For example, written content versus video content presents the same topic in two different ways, appealing to both the avid reader and the person who needs complexity broken down visually.

As a product marketer, I know how important buyer personas are. From experience, I believe there are at least 3 levels of differentiation required:

• High-level overview: Not too technical or jargon-heavy, but still speaks effectively and stays true to your brand or product.

• Technical deep dive: For someone who needs specifications and technical information to assess whether the product is right for them.

• Middle ground: Limited jargon, but with enough detail to suit a person’s job role or level of understanding.

  
  

One often overlooked factor is the average adult reading age, which is lower than many marketers expect. These figures don’t reflect learning difficulties or disabilities, they’re simply the baseline for comprehension:

• UK: The average adult reads at about a 9 to 11-year-old level

• US: The average reading level is between 7th and 8th grade depending on the state

• Australia: The average reading age falls between 8 and 10 years old

  
  

These statistics highlight how even technically literate audiences can struggle with jargon-heavy content. In the automotive sector, where technical products are everywhere, content must be clear, concise and jargon-free enough to engage across this spectrum.

Belinda Automotive: A Case Study in Accessible and Differentiated Content

As the creator behind Belinda Automotive, I have made it my mission to bring clarity and relatability to automotive content, even if it's just the regular tomfoolery I get up to.

Doing this has several benefits: one being you're considered human and another being that you show your audience you're on the same playing field. By avoiding heavy jargon and breaking down complex topics, I ensure content is approachable for a broad audience, from enthusiasts to everyday consumers. Belinda Automotive is designed for those who have felt locked out of the automotive industry or car communities because they're not included or they can't access the content.

My approach emphasises:

• Simplifying complex information: Breaking down technical details into digestible segments, often using visuals and storytelling.

• Engaging directly with the audience: Building community through social media, Q&A sessions and authentic storytelling.

• Maintaining consistency: Delivering regular, reliable content that keeps my audience informed and connected.

• Highlighting unique perspectives: Sharing honest reviews and insights that reflect real-world experiences.

  
  

This strategy has helped build a trusted brand that appeals to a diverse, global audience, proving that accessible content is not just good practice but essential for meaningful connection.

Principles for Creating Accessible and Differentiated Automotive Content

1. Speak the language of your audience

   • Good: Use industry terminology correctly but avoid jargon overload. Break down complex concepts when targeting less technical partners.

   • Poor: Overloading content with acronyms and technical terms without explanation can alienate readers.

     
     

2. Tailor content format to user needs

   • Good: For B2B, detailed specifications, case studies and product demonstrations work well. For B2B2C, provide consumer-friendly brochures, videos or comparison guides.

   • Poor: Using one-size-fits-all PDFs or dense text blocks that fail to engage.

     
     

3. Highlight unique value propositions

   • Good: Showcase specific innovations like improved fuel efficiency, advanced safety features or environmentally friendly materials with real-world data and testimonials.

   • Poor: Generic statements like “We offer the best automotive parts” without proof.

     
     

4. Make content inclusive and accessible

   • Good: Use clear fonts, provide alt text for images, ensure videos have captions and avoid colour schemes that are difficult for colour-blind users.

   • Poor: Neglecting accessibility standards or limiting content to text-only PDFs.

Final Thoughts

To succeed in the automotive sector, brands must craft content that is both accessible and distinct, tailored for the exact stage and audience. Given that the average adult reading age across key markets such as the UK, US and Australia falls below what many technical writers expect, simplicity and clarity are non-negotiable.

By following a strategy like the one I have developed through Belinda Automotive, simplifying complex information, engaging authentically, maintaining consistency and sharing unique perspectives, you can create content that truly resonates, builds trust and drives action.

Are you ready to rethink your automotive content strategy? Start by auditing your current messaging for clarity and differentiation and consider how each piece meets the unique needs of your diverse audience.