Making the Most out of Blog Content for Millennials
Why Bother With Millennials in the First Place?
If sifting through the wreckage of digital dynasties long gone really isn’t changing your mind about shifting toward a more youthful slant on content, it’s probably time to break out the hard facts. In his look at the uptick in purchasing power and social sway held by Millennials, Ryan Jenkins of Business 2 Community explains that this move away from the current generation and into the next set of leaders and primary consumers is all part of the natural progression of life.
With 15 percent of this demographic currently holding management positions at work, and another 60 percent viewing their current standing as the first step into more lucrative careers, this generation clearly has its eyes on building expendable income. In fact, over 35 percent already operate side business opportunities specifically for this reason. Adding in that 80 percent expect to have kids in the next 10 years completes this audience portrait and reinforces the fact that as today’s consumers head toward budgeting for retirement, the rising youth segments of the web are ready and willing to engage and support relevant brands.
Developing a Winning Blog Content Strategy
So how does your business cash in on the growing purchasing power and prominence of this group? For starters, Entrepreneur’s Michael Brenner notes that molding your site content around youth culture – from sporting events to music and movies – is a strong way to connect on a deeper level with this group.
Additionally, personalization goes a long way with the Millennials. By tailoring content exclusively to this demographic and leaving the generic concepts and topics employed by other industry outlets behind, Brenner suggests that expecting roughly half of this audience to share your blog content on social media is far from wishful thinking. Based on how important peer evaluation and recommendations are to those falling into this category, it’s safe to say that being in this enviable position is right where your brand wants to be going forward.
As far as spreading your content goes, Brenner goes on to note that maximizing SEO and Facebook outreach is a good start as always, but today’s youthful browsers want more –primarily in the form of graphics and visuals. While it might take a little extra work from you or your content marketing professionals to build relevant and shareable imagery that supports your on-site content, taking Pinterest, Instagram and other image-first platforms by storm represents a clearly defined strategy for rising above the competition that’s still has their sights set on Generation X.
Heading down this path is far from easy, and often represents a major shift in content ideology for many brands. However, the fact of the matter is that the sway held by the Millennial demographic will only grow stronger as these young men and women continue to generate massive amounts of influence and income. With this realization guiding you, it’s hard to come up with a reason why your brand wouldn’t want to get ahead of the curve and buddy up with these consumers before the rest of your industry catches on to this shift in the digital marketplace.
The ultimate goal of content marketing is offering your target audience information and materials that will engage them and motivate them to choose your business.
Seems easy, right?
Often, companies will simply share general content to please everyone. But let’s be honest: you can’t win them all. And that’s okay!
Rather than throwing a line and hoping the fish will bite, create Thought Leadership content strategically catered to your target market. Consider the people who would genuinely need or care about what your business offers, rather than wasting time, effort, and resources on creating general, unfocused content. Successful content marketing involves promoting your products and services to the people interested in the subject matter, who will read the content, click on your company website, and take action.
As an executive of an organization, you are a valuable piece of the brand. Consumers want to know about the human presence leading companies, in order to understand more about the company’s values and goals.
Take advantage of your position as an industry expert and share extra content to attract more attention to yourself as an industry leader and your company. Your quality content will build your reputation as a reliable voice to earn your consumer’s trust. However, if it’s not focused on your target audience, you won’t earn many conversions from your content.
Consider these techniques to guide your Thought Leadership content so it can expand and strengthen your loyal consumer following:
- Identify your target audience by reviewing your current consumer data and identifying who is investing in your business or reacting to your thought leadership materials so far. Look for trends to find why these people are interested and if others like them haven’t been reached yet.
- Conduct customer research to learn how they will respond to your thought leadership content. Request participation in surveys, polls, social media comments, and more to learn about your existing impression on your audience and how you can improve your platform.
- Create target audience character profiles. Identify their interests, demographics, pain points, needs, and desires, and write to them.
- Find where your current and potential audience is active online. Catch their attention by being active and sharing your content marketing materials on these platforms.
- Pull inspiration from other Thought Leader examples. Research other executives within your field who implement successful content marketing through their personal platforms. Learn what qualities make their content attractive and why readers respond to it positively. These examples can offer a base for you to visualize what you want to achieve.
- Recognize your strengths as a Thought Leader. Often, leaders aren’t necessarily aware of the unique talents that give them an advantage in their industry until asked. Reflect on what topics you know best and how to input your insights to humanize your materials, make them original and more engaging for your audience.
Case Study: How Strategic Content Marketing Can Broaden Your Audience
In our client strategy calls, our team will interview our expert clients to learn about their industry expertise and find out what’s meaningful to them, their business, and then identify who we believe to be their target audience. We use these insights to inspire our content subject matter and tone to create impactful content for their current and potential consumers.
For example, our client, Dr. Nitin Desai, approached our strategy team to create content to promote his COVID Pre-Check app. His innovative software is intended to help employers ensure their employees who enter the office are COVID-free, providing a safe environment by eliminating the chance of spread.
Our team of strategists recognized that with Dr. Desai’s thorough professional knowledge around the COVID-19 virus, he had the potential to become a reliable voice in a culture of people seeking answers. We created content for Dr. Desai that focused on sharing COVID-related insights to reach a wider audience, which has been a successful mission. Our thoroughly planned content reflected his industry expertise, which brought him attention from various media outlets and publications, including Forbes.
By reaching out to our professional content marketing team, Dr. Desai achieved his goal of promoting his groundbreaking app, while also positioning himself as an authoritative voice in his field. Our team learned about his voice, discovered what was meaningful to him and his target audience, and optimized this to create focused, engaging content that broadened his consumer scope.
Ready to Invest In Your Article-Writing.co Thought Leadership Package?
At Article-Writing.co, we understand that you have a lot on your plate. Let us share your voice on your behalf, so you don’t need to add more time to your busy schedule to write your own content marketing. Our strategists and creators will develop a plan to create engaging materials to represent your Thought Leader brand through your own specialized Thought Leadership Package.
Let us help you strengthen and broaden your consumer base for continued professional success. Book a call today.