There is no doubt that the use of content marketing is having a huge impact on the success and survival of brands; however, providing good, informative content that engages people across all age ranges can be a challenge.
According to a recent study, the age range of people that are hardest to reach via content are also the age range that are due to have the biggest spending powers over the coming years. Forty Five percent of millennials, those aged between eighteen and thirty four, are just not compelled by the current crop of content marketing campaigns.
The research, carried out by Digitas LBi, Razorfish, Tumblr and Yahoo surveyed 150,000 people in the millennial age range, and found out that seventy-two per cent were lost and confused by the sheer volume of entertainment and information on the web. However, they did recognise the fact that the internet is essentially a business tool, and that ads exists so they can access advice and information.
So, how can marketers improve their content strategy to target the interest of millennials? VP of global research and insights at Yahoo, Lauren Weinburg says that: “Brands need to understand how millennials are different and engage with them on their terms.” She goes on to say that: “In terms of strategy, brands should engage (millennials) on a human level. In terms of creative, brands need to take the opportunity to help millennials get a sense of escape, discover things they didn’t know, and achieve their aspirations – all things millennials desire from the content (they) consume and share.”
So when coming up with content strategy, it’s important to remember that often one size doesn’t fit all.