Majority of Millennials are just coming into their own, settling in their chosen career or business. The independence they longed for is now in their hands. With this independence come the resources to meet their needs. Hence, the millennial market is profitable to marketers especially as they are currently the largest generation.
Growing at the boom of digital technology, millennials are a unique set of people. Their way of life is in sync with developing trends in technology. Your content marketing has to align with their behavioral pattern in order to get their attention and convert.
Here are five ways to engage millennials with your content marketing:
1. Be data-driven
Digital marketing trends are evolving. Being the majority active group online, millennials account for the change.
Undoubtedly, content creation requires some level of creativity. But this should be guided by data. Otherwise, your content will be unproductive. A well-written content that doesn’t convert is a waste of resources. No one is going to compensate you for the amount of creativity you put into it.
Keywords are important in creating useful content online. They represent what people are searching for. Use online keyword tools such as Google Analytics to find out what they are interested in by entering their demographics.
2. Create a consistent brand
Millennials are very specific. They like to know what they are dealing with. Preoccupied with their day-job and online activities, they don’t have the time to figure out elusive brands. They simply move on to the next one.
You can effectively communicate your brand to others only when you fully understand it yourself. Develop your brand persona. Articulate your values, motivation, mission and goal. Build a strong story around these elements, and be consistent at it.
Be visually appealing. Millennials are drawn to what they see. Don’t use only texts in your content. Add a lot of visuals. Create multimedia content by infusing texts, images, videos and infographics among others.
3. Schedule your content accordingly
You may have great ideas for your brand, and want to dish it all out regularly. Having a regular content distribution calendar is great; it gives your brand more exposure. But millennials don’t like to be disturbed. Having your content in their face constantly will be constituting nuisance to them.
If you have an independent platform like a blog where you post your content, this wouldn’t be a problem. Only people who want to consume your content will expose themselves to it. But on social media, your followers are exposed to your content by default. The moment they go online, they see it.
Flooding their timelines with content is a big turn off. They chose to follow you for the value they’d benefit from you, but that’s not a ruse to disturb them.
Prioritize quality over quantity. Great content takes time to create. If you are posting too often, chances are that your content is watery.
Pay attention to your content metrics. It helps you understand the kind of content your audience likes and the best time to reach them. Focus more on the kind of content that generates traction.
4. Tune down your selling
Rigorous advertising won’t get you far with millennials. They cherish their space; intruding is unacceptable. Anything that threatens their peace of mind is avoided.
How do you market your product to them without selling it?
Promote your product value. They won’t believe that your product is the best innovation of this generation just because you say so. They want you to give them facts to your claim. Be fluid in your approach.
5. Keep it short and simple
There are only 24 hours in a day. Millennials wish they had more because these hours are barely enough. As much as they need informative content, they don’t want to spend all day on it.
Saving the best for last is suicidal in creating content for millennials. If the first few seconds aren’t engaging, they won’t sit around for the best you are saving for last.
Go for the kill immediately.
Imagine you are talking to someone who’s in a hurry. They can leave at anytime. Give them the gist while you still have their attention.
Using big words and jargons to look sophisticated doesn’t work with millennials. The simpler it is, the better. They don’t have the time to rack their brains to make sense of what you are trying to say. Your content should take the everyday conversational style.
Millennials may be unique but they aren’t mysterious. They are members of your family, friends, acquaintances, colleagues and neighbors. You can engage them in your content marketing same way you do offline. Just be relatable.
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