At many universities, people think of content as a way to tell stories. Or as a way to make something sound good. Or just as marketing fluff.

We know content has more impact than that. Good content can be an effective tool to support equity-deserving students. Bad content can be the barrier keeping them from understanding processes, following instructions, and feeling welcome at your institution.

Drawing from examples in secondary education, this talk will showcase how traditional admissions and financial aid content can exclude the very groups we want to include—and it will arm you with the arguments to convince your institution to invest in content.

In this session, you will:

• Understand the assumptions you make when creating content that may exclude some users.
• Write and structure content so that users from different backgrounds can feel included.
• See how students experience this impact from an admissions and financial aid context.