Millennials are often described as confident, liberal, lazy and even indecisive. But, now more than ever, this generation of 18-34-year-olds is recognised for their spending power, which is predicted to reach about $1.4 trillion annually in 2020. No surprise then that every brand wants to catch this generation. But getting and holding their attention is no small feat – especially when it comes to online behaviour. Millennials react differently to trigger points because of the overwhelming presence of technology in their lives (think Snapchat and Instagram). It also makes them the most informed generation!
Effective content marketing starts with a great storyline, so in order to connect with this generation, you need to find a story to tell. So how does one intrigue this bunch and hold their attention?
Here are five tactics that can help with your Millennial content marketing:
Don’t curate, create original content
Creating original content gives your brand unique value online. Initiate the conversation! Original content, in the form of an e-book, infographics or blogs, also works exceedingly well as a lead gen tool, especially to drive traffic to your landing page. Better still – Google loves original content especially if it’s useful and SEO (Search Engine Optimisation) friendly!
Optimise content for social
Social is the new SEO, driving the most significant traffic back to brands. Invest a chunk of your marketing budget in optimising content for social platforms. Short captioned videos need to grab their attention in the first ten seconds. Make sure you keep it crisp, as Millennials don’t wait around to watch long and boring videos!
Lean on data
Using data to analyse the performance of your content can give you an insight into what kind of content potentially turns readers into customers. Use tools like Google Adwords keyword planner to help find relevant keyword phrases that people search for. It will help you to come up with exciting and relevant blog ideas. Similarly, use Google Analytics to track and measure whether your content resonated with your audience and how it performed.
Stick to authenticity
Millennials can spot an ad from a million miles away. So keep your communications, advertisements, and content as authentic as possible. Share real, actionable tips, be transparent in sharing and keep adjectives to a minimum. Most importantly, know your authentic voice and use it effectively to connect. Don’t just market to them.
Make it Insta-worthy
Each piece of content should be designed with Millennials in mind. Feature items that are instantly shareable – both in real life and online. Do also partner with key social media influencers (who breed authenticity) to help spread your story. Brands should prioritise influencer campaigns when marketing to Millennials. They relate to the authenticity of influencer content and prefer the no frills, real, up close and personal nature of the medium the influencers use. When creating content for Millennials, keep in mind what they value as well as where and how they consume content.
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