Millennials have a different take on marketing in comparison to their previous generations. Living in a technology heavy world has altered the strategies proven to attract customers to a brand’s product. Content marketing has become an important alternative strategy that has been proven to engage millennials. Here are a few key reasons why content marketing is an important key strategy to attract millennials in the marketing world.
Millennials aren’t interested in traditional marketing.
Gen Ys have been exposed to the largest amount of traditional marketing than any other generation, according to an article by Business2Community. The time when the ability to advertise was reserved for established and lucrative brands is long gone, and the exposure to so much traditional marketing is now a thing of the past. Most millennials do not remember a time without the Internet or even social media and are familiar with every pop up ad, banner and promoted post. The solution? Content marketing. The best way to build a foundation of trust with millennials is to deliver valuable content on a consistent basis.
Millennials expect transparency.
Growing up in a world where Photoshop exists, anyone with a computer and basic skills can alter their appearance online. Additionally, the power of the Internet allows anyone to create a website claiming their authenticity and quality of their product. When brands approach millennials with their tailored ads, it is no wonder that millennials respond warily and skeptically. Content marketing is another solution for this obstacle. When it is performed well, content marketing will be able to answer the question of who your brand is and what it stands for. By sharing your brand’s story, the names and faces of your people, your values and principles, your brand will have the ability to illustrate a story that stays true to the core of your ideals.
Millennials emphasize relationships.
Millennials are the Facebook generation – they grew up following their friends and their favorite brands on social media every day. When it comes to attracting millennials, one viral video or post won’t cut it. The key is building relationships that are built through conversations over a period of time. Millennials want to get to know you and want you to listen to them – to their feedback about your products, suggestions for improvement, and inquiries about what your brand will be doing in the future. Building this type of relationship takes time, and brands willing to commit to this in the long haul will be the most successful. A content marketing program not only delivers great content consistently, but it encourages engagement and relationship building, and gains fans, advocates and paying clients of your brand among this audience.
