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Marketing your offerings to millennials can certainly be a challenge. Marketers around the world no longer have the luxury of creating simple, straightforward, straightforward content that caters to large audiences.
In 2021, content marketing occupies a prominent place in any marketing campaign across multiple platforms, online and offline. Creating and posting quality content is a prerequisite for marketing your offerings and winning engaged customers in the process.
However, marketing your offerings to millennials is not fraught with downsides. The ever-changing needs and interests of the audience often challenge marketers to come up with some of their best campaigns. Millennials make you don your thinking hats.
Another major benefit of connecting with millennials is their level of attachment to specific brands and platforms. If you manage to establish a healthy connection with this key demographic, you will likely benefit from their unmatched loyalty for a long time to come. Below are some of the most important ways to do this.
Create quality content
There is no substitute for creating great content if you want to appeal to millennials. It was arguably the first generation exposed to a plethora of platforms to consume various content. Whether you want to create videos, articles, blogs, images, or any other form of content, always keep in mind that your audience has several options for consuming similar content.
It leaves you with no choice but to create high quality content. Creating engaging and unique content increases its chances of being retained by your millennial audience, resulting in higher engagement.
Related: 7 Things You Should Know Before Managing A Gen Z Team
Tell a story whenever possible
One of the best ways to get the attention of millennials is to tell them stories. This generation grew up listening to compelling stories and becoming attached to several fictional characters. Instead of being mechanical in your marketing approach, storytelling makes the promotional message stronger.
Plus, adding a story to your content makes your brand more accessible. If your customers can relate to the people and characters in the story being told, they are very likely to go ahead and make the purchase. It is important to understand the likes, dislikes, needs and preferences of the audience you are targeting.
Include user-generated content
In addition to content created on behalf of the brand, it is always advisable to include user-generated content in your marketing strategies. Millennials are often influenced by their peers: they want to know everything about everyone. User-generated content helps your audience relate to the brand and encourages them to engage.
However, controlling user-generated content is crucial, as it can backfire if left unchecked. Always make sure that user-created content is genuine and works for the brand.
If the content is authentic, it can increase the traction your brand receives within millennials. The photos and videos posted by users can influence the buying decisions of your prospects and help you establish a healthy relationship with them.
Evaluate the media used by your audience to consume content
The media platforms frequented by millennials play a key role in determining your content marketing strategy. Before you jump into content creation, take a look at the different platforms and media channels consumed by the audience at the highest rate. This will help you understand the look and feel of the content preferred by your audience.
For example, if you are promoting a clothing chain and your audience prefers to read magazines like GQ, it is advisable to create content that emphasizes style and luxury. It will help you make a better connection with the Millennial audience.
Make the most of social media
In recent years, there has been plenty of talk about the use of social media by millennials. This generation both created and witnessed the launch of social media. If you’re ready to meet the needs of millennials with content marketing, you can’t afford to ignore social media.
Do some research to determine the ideal social media platforms to promote your offers. The platform you choose will dictate your approach to content marketing and the type of content you create. For example, it is advisable to use short and to the point content for Twitter, attractive images and videos for Instagram, and an ideal combination of audio and video content with attractive text offers for Facebook.
Effective social media content marketing will provide you with enough engagement to build a loyal customer base. However, maintaining consistency when it comes to posting on social media is crucial to keep your brand relevant. Considering the immense competition in almost every industry, it won’t take too long for your millennial audience to switch to a different brand with similar offerings.
Add emotion to your posts
While Millennials are often seen as emotionally inaccessible, this is not the case when making purchasing decisions. Adding emotion to your marketing content is very likely to lead to conversions. However, make sure you’re using just the right amount of emotion in the right place. If you have a deep understanding of your audience and what can elicit their emotions, you can create very effective content marketing campaigns.
For example, if you are promoting an airline and targeting a generation, add the emotions of coming home, coming back to family, meeting old friends, etc. would work because it will instantly make the content more relevant.
Avoid interrupting your hearing
The majority of millennials are addicted to 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 serving any ads, polls, or any other form of content that interrupts your prospects’ viewing or browsing experience. It doesn’t take much to irritate millennials. Bothering them with promotional content will only damage your brand image.
Support social causes that matter
Millennials are often sensitive to the issues that prevail in society and are willing to bring about positive social change and support those who do.
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 than their competitors. When millennials associate with a brand, they share the brand’s personality and take a personal interest in the initiatives the company takes.
If the brand’s motto is aligned with the social beliefs of millennial customers, they are likely to stay engaged with the brand for a long time.
Make your content interactive
Millennials are no longer interested in passively disseminating information in the form of promotional content. They prefer to consume content of an interactive nature that allows them to engage with the brand on multiple platforms.
Therefore, it is advisable to make your content as interactive as possible. Create quizzes and polls, and engage your audience with quality content that doesn’t bother them. If you are using social media to promote your brand, it is advisable to run contests that require your audience to share images or videos to their respective accounts.
As your customers interact with your brand, it makes them feel valued and persuades them to stay with you for an extended period of time.
Related: Generations X, Y, Z, and Alpha: How to ‘Hook Up’ With Them
While meeting the needs of millennials through content marketing presents challenges, getting it right is relatively rewarding. Always remember that they prefer innovation in the services provided to them and the content they consume. If you can successfully stand out from the clutter, millennials will offer you their sponsorship for years to come.