Creating content for the Millennial generation

Published August 18, 2014 at 8:21 am

The Millennial generation is one of the most talked about demographics when it comes to marketing. There’s a strong desire to reach this group of consumers, but they present a number of challenges that were not necessarily present in other generations.

Content marketing is an important aspect of reaching audiences online today. Recently, this blog discussed how the lines between content and advertising have become blurred as users show an aversion to sponsored material.

An Inc. article addresses how Millennials relate to content marketing, and why it’s not as effective with them. One of the first reasons listed is that members of this generation are likely to skip over advertisements. However, this does not mean that Millennials ignore all advertising. In fact, this generation, which has grown up with technology and the Internet, is likely to share content they find interesting or otherwise worthwhile, whether it’s an advertisement or not.

One point that is particularly noteworthy is that due to their high familiarity with and use of the Internet, Millennials are actually responsible for creating a lot of the content that’s online in the first place. They create and consume a lot of it, and if marketers want to appeal to them, they have to make things interesting.

An effective piece of content has the potential to be passed around the Internet, so it’s in the best interest of marketers to hone their content creation skills and strive to create original, genuine works that people will find worth sharing. The successful promotion of content will require coordination to push it out across multiple channels. Automated marketing software can help simplify this process and make it more efficient.