Millennials are a major market segment for brands around the world. With more than $600 billion in buying power in the United States alone, individuals born between 1982 and 2004 have become major players in the global economy.
As a marketer, it can be challenging to reach millennials. They watch less traditional TV than the previous generation, and avoid advertisements like the plague.
So if you can’t pay to put your brand in front of them, how can you tap into their buying potential?
Well, unless you’ve been living under a rock, you’re aware of how quickly content marketing has become a dominant force in brand engagement. It’s interesting that this form of reaching and engaging audiences has exploded just as the Millennial Generation began maturing, a correlation that I’d argue is no coincidence.
In fact, it’s my belief that the rise of content marketing has been directly influenced by the impact that Millennials have had on the world we live in.
Content marketing discards the old-school approach to marketing, which favored constant brand bombardment and cheap psychological trickery to influence people’s purchasing behavior. Millennials have a nose for that sort of marketing – 99% of them state that traditional ads don’t influence their purchasing behavior!
Image Source: The McCarthy Group
Millennials don’t, as a general rule, see advertising as trustworthy. Content marketing is therefore an effective way for brands to overcome the stigma of advertising through providing useful, actionable information that guides Millennials towards a purchase.
To reach Millennials with your brand messages, content must be a focal point of your marketing strategy. However, you’ll find that reaching such a sizeable audience with content is not as simple as posting daily blog posts.
In my work with brands around the world, I’ve found that there are four key pillars to engaging with Millennials through content marketing.
1. Have a specific audience in mind
Millennials interact online more than any generation before them. They’re comfortable with their digital identities and value communication over exposure. This means that they’re a deeply personal demographic that expects brands to connect with them on a more granular level than ‘consumer’.
Therefore you’ve got to focus your audience targeting more than ever if you hope to move the needle with Millennials. You need to aggressively segment your audiences far beyond the year in which they were born.
At Risr Marketing, we create multiple personas when we’re targeting millennials based on their online activity, education, hobbies and socio-economic background. This allows us to craft content that feels personal to everyone we’re pursuing.
As a general rule of thumb, the specificity of your targeting should be limited only by your budget and time. The more you focus on specific identifiable traits, the more success you’ll find with Millennials.
The image above was used in an ad for a dental workshop in Australia. Note that the copy targets a profession, a Go to the full article.
Source:: Jeff Bullas Blog