Content Marketing Tactics for Targeting Millennials

lessons from our LAB

April 8, 2015

Content Marketing Tactics for Targeting Millennials

Renee is a energetic and tech-obsessed intern with a love for business and marketing.

Providing the public with creative content about your brand is growing in importance. In the case of millennials, content marketing expectations are high. As a millennial myself, we are often looking for visually stimulating content that will teach us something interesting or that we can engage with. This generation is looking for something to connect with and relate to. In fact, 62% of millennials feel more connected and loyal to a brand that presents online content, but only 32% feel as though brands are communicating with them in the right ways. So what is the best way to relate to these consumers? These content tactics may prove useful in getting millennials interested in your brand.

Make it Culturally Relatable

Tailoring content to millennial interests is extremely important. You must factor in their age, location and cultural interests at all times. Leverage the platforms that they interact on most. Facebook is the most utilized platform for sharing content among millennials. Posting an informative infographic or “how to” article related to your brand and its values is a step in the right direction. It is important for your content to be genuine, and make the brand seem more human and relatable. Millennials have higher expectations for content, and much less patience. Focus on quick, informative, and targeted content to relate to this generation.

Make it Original

Much of the millennial generation has gone through life with constant access to information. This has shaped how we interact with, share, and learn from content. Millennials want to stay informed, discover what they didn’t know before, and get a sense of escape. After being bombarded with over 5,000 marketing messages a day, we have cultivated the ability to recognize and bypass unoriginal content. For the most part, our generation can tell when content is being reused for the sense of promotion, and we want nothing to do with it. Through creation of unique content, you can capture the millennial audience, and construct a lasting brand reputation.

Make it Visually Appealing

Millennials rarely want to interact with an advertisement. If there are logos and calls to action covering your content, it will most likely be ignored. This generation is conditioned to pass by “salesy” content without a second glance. However, if you make your content visually pleasing, it has been shown to draw in the millennial crowd. Whether it is a video or an image, it is what message that comes across that truly matters. Visual content allows millennials to absorb key information quickly. Make your content a positive representation of your brand and offer the perspective you want to expose consumers to. Millennials want something that delivers actual value, not just your sales pitch.

Informative and creative content can make or break how your brand relates to the millennial generation. They want to establish a connection with your brand and be able to relate to it on a personal level. Being culturally relevant and tailoring to their interests can help your content grow in popularity among this generation. Focus on what you are presenting, and make sure it aligns with their beliefs, interactions, and behaviors. Tap into the millennials desire for discovery; don’t give them any reason to ignore your content marketing.

If you have any other tips for reaching the millennial audience comment below!

Image by Shaun via Flickr CC

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