Let’s be honest, marketing anything to millennials is a challenge. You no longer have the luxury of creating simple, direct and straightforward content that caters to a large audience. And that is why content marketing holds a prominent position in any marketing campaign across multiple platforms, online and offline. However, if done right, marketing to millennials can be a great opportunity for your business .
The ever-changing needs and interests of the millennials do often challenge marketers to come up with some of their best campaigns.But if you successfully establish a healthy connection with this key demographic, you are likely to enjoy their unmatched loyalty for a long time. But how to do that? Well, below we have gathered eight content marketing strategies that we guarantee will work in getting millennials attention.
1. Create Unique, Quality and Engaging Content
There is no substitute for creating quality content if you want to win over millennials. This was arguably the first generation exposed to a plethora of platforms for consuming various content. Whether you are willing to create videos, articles, blogs, images or any other form of content, always keep in mind that your audience has several options to consume similar content. So, you have no other option than creating content that is high in quality.
2. Practise Story Telling Wherever Possible
One of the best ways to grab the attention of millennials is by telling them stories. This generation has grown up listening to engaging stories and getting attached to several fictional characters. Moreover, adding a story within your content makes your brand more relatable. If your customers can find themselves in the people and characters of the story being told, they are very likely to go ahead and make the purchase.
3. Include User-Generated Content
User-generated content is basically any content that has been created, published and/or submitted by users of a brand.This is a great strategy to include in your content marketing because millennials are often influenced by their peers — they want to know everything about everyone. User-generated content makes your audience relate to the brand and encourages it to engage. The photos and videos posted by the users are likely to influence the buying decisions of your prospects and help you establish a healthy relationship with them.
4. Place Yourself At The Right Platform
The media platforms frequented by millennials play a key role in determining your content marketing strategy. Before you go ahead with content creation, look at the different media platforms and channels consumed by your audience at the highest rate. This will help you understand the look and feel of the content preferred by your audience. For example, short and precise content for Twitter, engaging pictures and videos for Instagram and an ideal combination of audio and video content with engaging text offerings for Facebook.
5. Add Emotion to Your Messages
Although millennials are often considered to be emotionally inaccessible, that's not the case when making buying decisions. Adding emotion to your marketing content is very likely to result in conversions. However, make sure that you use just the right amount of emotion at the right place. If you have a thorough understanding of your audience and what can stir up their emotions, you can create highly effective content marketing campaigns.
6. Avoid Interrupting Your Audience
The majority of millennials are hooked on at least one social media platform. People often spend most of their time streaming movies and shows, watching YouTube videos, or scrolling through their favorite social media platforms. If you resort to the traditional approach of interrupting your audience and bombarding them with promotional content, it will likely backfire.
Avoid showing ads, surveys or any other form of content that interrupts your prospects' viewing or browsing experience.
7. Support Social Causes that Matter
Millennials are often sensitive to the issues prevalent in society and have the drive to bring about positive social change and support those who do so. If a brand champions a social cause and is associated with NGOs and charities that make the world a better place, they are more likely to engage with them over their competitors. If your brand's motto is in sync with the social beliefs of millennial customers, they are likely to stay engaged with the brand for a long time.
8. Whatever You Do, Just Don’t Spam
Millennials don’t want to be bombarded or spammed. Think quality over quantity. To gain clarity on how often to post, track user engagement on your content for at least three to six months. Understanding user behavior through content metrics can give you a solid idea of what your audience is enjoying. Be sure to track page views, average time spent on a page, bounce rate, likes, mentions, and shares. Give your audience more of the content they like and they will come back again.