How to Use Content Marketing to Gain the Loyalty of Millennials
Content marketing for the general masses is one thing, but if your target market consists of young adults in their twenties and early thirties (a.k.a. Millennials), then you are in a whole different ball game. Millennials currently represent the largest share of the workforce, according to Pew Research, so it’s important you know how to develop your content marketing for Millennials.
This new generation is certainly something to get used to, and they definitely have a different idea of marketing than their predecessors. Luckily for you, NewsCred understood this and took it upon themselves to see what really makes Millennials tick when it comes to content marketing.
Not surprisingly, a majority of the millennial generation (62%) feels that the content they read online can result in brand loyalty, but only if it’s done correctly. Here’s how the Millennials want you to approach your content marketing strategy:
Pay Attention to Their Interests
Most people would agree that Millennials know what they want and they like to feel valued. When it comes to content marketing, this means that you understand what they are interested in and you tweak your content accordingly. Sixty-four percent of the 500 Millennials interviewed in NewsCred’s survey reported that they absolutely respond more positively if your content marketing mentions things they are interested in, such as the movies they watch, the music they listen to, and the sporting events they attend.
Keep the Length Reasonable
While there is a time and a place for long-form content, trying to attract Millennials is not it. In fact, 41% of Millennials said that the number one reason they left a webpage is because the content was too long. However, you still need a decent length for SEO purposes, so try to stay around 500 words. Just break it up with subheads and bullet points to make it easier to read.
Skip the Sales Pitch
Millennials were also very clear in their dislike for salesy content, with nearly a third of them saying they are more likely to make a purchase if you don’t include a sales pitch. They already know about your product, they are reading your content for value. So what are you supposed to write about? Well, a whopping 70% of Millennials will share your content if it is funny, and 60% of them will pass along your words if they are thought provoking and/or teach them something.
Search Engine Optimized Content
Keeping all of the above in mind, it’s still crucial that you keep search engines in mind when developing your content marketing for Millennials. Seventy percent of them will turn to Google to find information, so that’s your best bet to connect with them. This, in part, means producing well-written, quality content that has been optimized for search.
If Millennials are your target market, you clearly have your work cut out for you. In order to be effective, your content marketing needs to be interesting, inspirational, humorous, non-salesy, and short while also following all of the tried-and-true SEO rules. No biggie.
For help producing perfect content for Millennials, contact Zero Gravity Marketing today.