Opinions expressed by Entrepreneur Contributors are their own.
You're reading Entrepreneur United States, an international franchise from Entrepreneur Media.
Marketing your offerings to millennials can certainly be a challenge. Advertisers around the world no longer have the luxury of creating simple, straightforward, and straightforward content that speaks to large audiences.
In 2021, content marketing will have a prominent position in any marketing campaign across multiple platforms online and offline. The creation and publication of high quality content is a prerequisite for marketing your offerings and attracting dedicated customers in the process.
There are no drawbacks to marketing your offerings to millennials, however. The ever-changing needs and interests of the audience often challenge marketers to come up with some of their best campaigns. Millennials make you put on your thinking hats.
Another great benefit of connecting with Millennials is their attachment to specific brands and platforms. If you successfully establish a healthy connection with this important audience, you will likely enjoy their unsurpassed loyalty for a long time. Below are some of the main ways you can do this.
Create quality content
There is no substitute for creating quality content if you want to attract millennials. This was arguably the first generation to be exposed to a variety of platforms for consuming different content. Whether you want to create videos, articles, blogs, images, or other content, always keep in mind that your audience has multiple ways to consume similar content.
This leaves you with no choice but to produce high quality content. Creating engaging and unique content increases the chances of being held by your Millennial audience – which leads to higher engagement.
Related: 7 Things You Should Know Before Leading a Generation Z Team
Wherever possible, tell a story
One of the best ways to get millennials' attention is to tell them stories. This generation grew up on compelling stories and bonded with multiple fictional characters. Instead of being mechanical in your marketing approach, storytelling makes the advertising message tougher.
Additionally, adding a story to your content makes your brand relatable. If your customers identify with the people and characters in the story they are telling, they are more likely to make the purchase. It is important to know the likes, dislikes, needs, and likes of the audience you are targeting.
Include user generated content
In addition to the content created on behalf of the brand, it is always advisable to include user-generated content in your marketing strategies. Millennials are often influenced by their peers – they want to know everything about everyone. User generated content keeps your audience connected to the brand and encourages them to engage.
However, it is important to control user-generated content as it can backfire if not activated. Always make sure that the user-generated content is authentic and will benefit the brand.
If the content is authentic, it can increase your brand's appeal with millennials. The photos and videos posted by users are likely to influence the buying decisions of your potential customers and help you build a healthy relationship with them.
Assess the media your audience is using to consume content
The media platforms frequented by millennials play a key role in determining your content marketing strategy. Before you start creating any content, it is a good idea to take a look at the various media platforms and channels that are used the most by audiences. This will help you understand the look and feel of the content preferred by your audience.
For example, if you're promoting a clothing chain and your audience prefers to read magazines like GQ, it is advisable to create content that emphasizes style and luxury. This will help you build a better connection with the millennial audience.
Make the most of social media
There has been no shortage of discussions about the use of social media by millennials in recent years. This generation both created and experienced the adoption of social media. When you're ready to serve millennials with content marketing, you can't afford to ignore social media.
Do research to identify the social media platforms that are ideal for promoting your offerings. The platform you choose will dictate your approach to content marketing and the types of content you create. For example, it is advisable to use short and concise content for Twitter, engaging images and videos for Instagram, and an ideal combination of audio and video content with engaging text offers for Facebook.
Effective content marketing on social media gives you enough engagement to build a loyal customer base. However, it's important to maintain consistency when posting on social media to keep your brand relevant. With immense competition in almost every industry, it won't be long before your millennial audience moves to another brand with similar offerings.
Add emotion to your messages
While millennials are often viewed as emotionally inaccessible, this is not the case when it comes to purchasing decisions. Adding emotion to your marketing content is very likely to lead to conversions. However, make sure that you are using just the right amount of emotions in the right place. When you know your audience well and what can arouse their emotions, you can create highly effective content marketing campaigns.
For example, if you're promoting an airline and targeting a generation, adding the emotions of coming home, returning to family, meeting old friends, etc. would work as this makes the content instantly relatable.
Avoid interrupting your audience
The majority of millennials are addicted to at least one social media platform. People spend most of their time streaming movies and series, watching YouTube videos, or scrolling through their favorite social media platforms. If you take the traditional approach of interrupting your audience and bombarding them with promotional content, it is likely to backfire.
Avoid displaying ads, surveys, or any other content that disrupts your prospect's viewing or browsing experience. It doesn't take much to irritate millennials. Bothering you with advertising content will only damage your brand's image.
Support social causes that matter
Millennials are often sensitive to the problems that prevail in society and are driven to create positive social change and to support those who do so.
When a brand is committed to a social cause and connected with NGOs and charities that are making the world a better place, they are more likely to engage with them rather than their competitors. When millennials connect with a brand, they share the brand's personality and take a personal interest in the company's initiatives.
If the brand's motto is aligned with the social beliefs of millennial customers, they are likely to stick with the brand for a long time.
Make your content interactive
Millennials are no longer interested in the passive dissemination of information in the form of advertising content. They prefer consuming interactive content that allows them to participate with the brand on multiple platforms.
Therefore, it is advisable to make your content as interactive as possible. Create quizzes and surveys, and engage your audience with quality content that won't bore them. When using social media to promote your brand, it is wise to run contests that require your audience to share pictures or videos on their respective accounts.
When your customers interact with your brand, they'll feel valued and convince them to stay with you for longer.
Related: Generations X, Y, Z, and Alpha: How to Hold On to Them
While there are some challenges in reaching millennials through content marketing, it is relatively rewarding if you get it right. Always remember that they prefer to innovate in the services they offer and the content they consume. If you successfully stand out from the clutter, millennials will patronize you for years.