Written by Benjamin Potter | Creative Director | CLICKON Media
For the sake of our sanity and wellbeing, the word “millennial” will not be used in this article. While the “M” word has become the most overused and annoying thing since Kim Kardashian, 18-34 year olds remain the most important demographic to your brand (excluding menopause, erectile dysfunction and prostate-related brands). In this quick guide, we look at a few important trends of “M’s” as well as easy ways that you can form an authentic dialogue with them.
The inconvenient truth about 18-34 year olds is that they don’t give a rat’s ass about your content marketing schemes. While original content offers a good opportunity, brands unfortunately have their work cut out. Unlike their predecessors, “M’s” sniff bullshit faster than you can say Donald John Trump. They crave social currency. They are identity conscious. And most importantly, they crave cultural relevance.
So how the heck do you reach them?
TARGET, TARGET, TARGET
Make content that is tailor made for an individual’s interests. Eighteen to thirty-four-year-olds is a huge breadth. It spans from college students playing Cheers To The Governor to doctors, shacked up with three kids and a $200,000 loan to pay back. Keep in mind your audience’s age, location and cultural interests. Conduct market research and understand who they are, where they are and what gets them up in the morning. You will be shocked by how different the results are.
STOP MAKING S**T CONTENT, SERIOUSLY
I bet you didn’t know this, but “M-dogs” face over 5,000 marketing messages each day. As an “M-dog” myself, I have mastered the art of ignoring the things that don’t add value to my life. If you push lightweight content at me, I won’t read it. In a recent study conducted by the folks at NewsCred, “64% of millennials respond positively” to content that they could use in their everyday lives.
Make content that is rich, useful and relevant. If it doesn’t make us “M-dogs” laugh or cry or sing to the heavens with exultation, please kindly refrain from publishing it. Thank you. Oh, and in the same study, “31% of millennials are more likely” to purchase if your content is informative.
PLACE CONTENT ON NETWORKS WHERE YOUR AUDIENCE LIVES
“M-zies” live and breath content from the Facebook mothership. That’s not to say you can’t push content out to other platforms. Facebook is extremely broad, and while its targeting functionality is excellent, you can maintain relevancy by hitting other channels. Despite all the talk that SEO is dead – and yes, I was and still am skeptic of putting significant dollars into search – Google remains a strong place for content discovery. Instagram and Snapchat advertisers are praising the results, especially when hitting the younger millennials whose attention span in less than an ant’s.
Figure out the cultural interests of your “M-zie” and go after them like a tornado.
A FINAL WORD – IN STATS*
– 82 million (M-word) consume content over the internet each month in the United States.
– By the year 2020, (M-word) will total more than $1.4 trillion in spending power. Yes, I said trillion.
– 32% of (M-word) think that today’s brands are communicating with them on a level that’s “helpful.”
– 45% (M-word) think today’s marketing is not good enough to share.
*2014 Yahoo Study: Content Marketing: Best Practices Among Millennials