Content is Key

Targeting Millennials

First things first, millennials are human beings just like all the other people on the planet.  Marketing professionals and advertisers alike treat millennials like voodoo and believe they need some sort of special power to be able to reach this generation Y.  But as millennials are becoming the fastest growing consumption group, it’s time to start marketing toward their interests.  Now that doesn’t mean throwing traditional marketing out the window, but transforming it into content marketing.  Millennials are thought of as the greatest untapped audience, which can be a great loss for many businesses because they are also thought of as the most brand loyal.  But trying to reach these millennials can also come at a cost to marketers because they want story telling and personalization, which traditional advertising does not offer.  In a study of 500 people, over half of them reported that they would more inclined to share content if it was content they actually care about.  Creating engaging and interactive content has never been more pressing for marketers, and content marketing is one of the best ways to accomplish that.

Moving to Content Marketing

By definition, content marketing means creating and sharing valuable content to attract and convert prospects into customers, and customers into repeat buyers. The type of content you share is closely related to what you sell. In other words, you’re educating people so that they know, like, and trust you enough to do business with you. Content marketing can be found on multiple different platforms and social media sites such as Instagram, Twitter, YouTube, Facebook, webinars, podcasts, etc.  Each platform offers a different way to market your content whether that be video, photos, speeches, and more.  You must be careful though when deciding which content format fits your business’ goals because some are more qualified to handle the type of content you want to relay to your consumers.  Content marketing also opens up the floor for feedback and becomes a sort of two-way communication between the business and the consumer.  With this communication the business can create a better product or service and can resolve any issues that come up with consumers.  you must also remember that when utilizing content marketing you are in it for the long haul.  Since it is solely focused on keeping consumers and audiences engaged, solving their problems, and creating a relationship with them, you must be constantly updating your content to say relevant in the eyes of consumers.  But keeping them updated and solving their problems does not work without knowing the personality of your content.  You can gain insight into your content’s personality by looking at the personalities of the audiences that frequent your content, as well as how they cam to discover your content, for example Instagram, Facebook, Youtube, etc.  When you know the personality your content takes on, you can tap into consumers emotion, create a relationship with them, and turn them into repeat consumers.  If you take a look in the mirror per se, you will gain insight into just who your content targets and find new ways to expand that reach.  Consumers are now, more than ever, wanting authentic relationships with a business or brand and what better way to leverage this than with content marketing.

When to Use Content Marketing

So when exactly is the best time or place to utilize and use content marketing?  The answer is, always!  Whether you are looking to build a community, increase your ranking in search engines, or even differentiating your company from your competitors, content marketing can aid in accomplishing all these things.  Content marketing is key especially for smaller brands and companies who are looking to throw their name into the mix amongst larger and more well known company’s.  If you create content that is engaging and unique, people will begin to share it and raise brand awareness for you.  on average, consumers engage with 11.4 pieces of content before making a purchase, so businesses must be able to develop content that is memorable and persuasive enough to be the one to get that sale.

Final Thoughts

Content Marketing is the fastest growing marketing tool and marketing professionals would be a fool not to milk it for all its worth.  Millennials are accounting for more than 500 billion in internet spending a year, and if you don’t begin to shift your marketing efforts into fitting their interests then someone else will.  It may seem selfish of them to demand such interactive and personalized content but when looking at the way that this generation has grown up with technology it’s easy to understand why that needs to become such a major aspect of marketing.  Content marketing does not force a product on the consumer but instead shows the consumer how purchasing that company’s product or service will benefit their lifestyle.  Many researchers have come to the same conclusion, that content marketing is the key to tapping into the minds of millennials and all the buying power they possess.


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