Content Marketing for Millennials and Digital Natives

Content Marketing for Millennials and Digital Natives

Jem Henderson

Although it’s largely debated, many characterise Millennials as those individuals born from 1980 onwards. This generation, otherwise known as Gen Y or digital natives, have grown-up in an era of technological reliance. From the uptake of the internet to the social media boom and mobile technology, it’s influenced every part of their life. With that being said, no other users are more adept and familiar with technology than Millennials.

In many ways, this is great for marketers but it can bring its challenges. The average Millennial is more than switched-on to internet advertising ploys and dodgy tactics. After all, they’ve spent a lifetime receiving thousands of spam emails and being bombarding by paid advertisements. These tactics neither impress nor grab their attention.

As marketers, we must work harder, develop new strategies and take an out-of-the-box approach to attracting Millennials. Content marketing is one of the few techniques left. Rather than promoting services directly with an advertorial approach, great content is all about non-commercial information which is useful. It develops trust and authority, but more importantly builds a brand based on reputation.

Millennials love this subtle form of ‘advertising’. Although it can be difficult to strike the right balance, try one of the content marketing tips below for impressive results.

Give them answers

Millennials have very little patience. They expect answers to their questions in under 8 seconds. Ask yourself whether your website has easy-to-navigate content which provides clear answers to hypothetical questions. If a user can’t find an answer concerning your company or products, they’ll likely move on to the competition or to a site which readily provides this information.

A blog or news section is another great way to publish content which helps the reader with industry specific knowledge. If you’re selling kitchenware, start a blog with hundreds of recipes or kitchen renovating ideas. This valuable information is guaranteed to impress current users.

Take it back to the old school

The modern generation may love their gadgets, but they haven’t lost their nostalgic side. Making reference to ageing pop culture or trends of the 80s or 90s is a great way to engage a user.

Take for example, Internet Explorer’s campaign to promote their newest update. Their ‘Child of the 90s’ video was a huge success and quickly went viral. Play to this strength with content that takes the user back to their childhood.

Add some humour

What keeps an audience engaged for the longest duration? Put yourself in the mind of the user or better yet, think of your internet habits. It’s usually those sites or Facebook pages with comedic value that grab the most attention. Admit it, we’ve all spent hours going from one hilarious You Tube vid to the next.

That being said, it can be beneficial to make humorous and even self-depreciating content. Users like to see that companies aren’t taking themselves too seriously. It can also show that you’re not trying too hard to push products or services.

Make it personal

Revolutionising the way we engage with potential and existing customers, social media is a tool that shouldn’t be overlooked. It’s a great way to get personal and speak to users directly. As you answer questions on products and request testimonials, you’ll have a unique opportunity for user-generated content.

Why not generate an informative piece on a customer’s recent purchase with their likes or dislikes? Or if a user suggests an improvement, you could implement changes and then reference this in a new piece of content. Users will feel valued and important as their suggestions can make a difference.

Jem Henderson

Author Jem Henderson

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