To the surprise of few, marketing has changed a great deal in recent years. It’s always been this way. What once worked five or six years ago, couldn’t be less effective in today’s day and age.
Seeing as how marketing is a game of trends, it’s time to hone in on the very movement—or demographic, in this particular case—that has advertising agencies from all over the United States upping their respective games: millennials.
When they were younger, advertising was merely a matter of force-fed content. The idea was to hook younger generations, build loyalty and then subsequently wait for the money to come pouring in.
That said, millennials are different. Instead of a mere in-and-out approach (great burgers, by the way), today’s millennials are looking to initiate, build and maintain long-term relationships—even with brands.
For marketers, competition is fierce, but there’s a way to get a leg up on your fiercest rivals—content marketing. The term’s almost become a bit of a buzzword in recent years, but there’s a reason for that—it’s working with millennials.
Content Marketing to the Rescue
If you know anything about those of generation Y, it’s that they’re always—can’t emphasize this enough—on some sort of electronic device. Be it a smartphone, tablet, laptop or desktop computer, they’re constantly online.
Because of this, it’s imperative that content marketers be in the right place at the right time to access the product- and service-pushing powers of the millennial market.
Millennials Are Open to Brand Interaction
Recently, a NewsCred-led study surveyed roughly 500 American millennials and found that 47 percent of them are open to some kind of corporate communication on a regular basis.
Simply put, millennials are listening. They’re receptive. Though the stereotype surrounding the aforementioned group paints a picture of arrogance, entitlement and self-indulgence, the reality of the situation—at least as far as content marketing experts are concerned—couldn’t be farther from the truth.
Furthermore, the study revealed that upwards of 62 percent of millennials readily interact with any and all content they discover online. Even more intriguing, when they do just that, they admittedly feel more connected and loyal to a brand.
Articles, blogs, websites or social media posts—it’s all fair game for content marketing gurus looking to have an impact.
Sure, millennials are willing to engage with you and your brand, but that doesn’t mean that just any old tactic will do the trick.
Speaking more of how this is to be done, says Michael Brenner in a piece written for Entrepreneur, “Ensuring that your content marketing meets millennials with speed and scale at the moment it counts the most guarantees a long and healthy relationship.”
Basically, if you’re not consistent in the production of high-quality, top-tier content, another company will be, and they’ll most assuredly claim what’s deservedly theirs—millennial loyalty.
Speak to the Individual, Not the Masses
In spite of what many chop-shop content marketing agencies might claim, treating millennials as the individual consumers they very much are is the best way to target them. Yes, it’s time-consuming. It’s tiresome. It’s difficult. But most importantly? It works.
Once again, referencing NewsCred’s study, 64 percent of surveyed millennials said they they respond more positively to a brand message when said message is tailored to their specific interests—music, sports, entertainment, etc.
Additionally, 62 percent of young participants say they feel similarly when given messages that help them solve their everyday issues. And here’s the best part—when content is cared about, 50 percent of the time, its then shared on social media.
Are millennials a tricky demographic to deal with? Yes, but it’s by no means their own fault. Their wants are genuine and, to be completely honest, what consumer wants to feel like he or she is communicating with an old-school used car salesman while online? That’s right—nobody.
Be natural. Be authentic. Be real. While not the most convenient of advertorial tactics, content marketing is here for the long haul. It’s time you adjust. Give it some time. The results will come.
