From content for Millennials to Amazon’s ‘1-Click’ – content marketing trends

Youngsters are invading B2B boardrooms – time to focus on content for Millennials

Creating content for Millennials just became a necessity for B2B businesses. Content for Millennials

New research from Snap App and Heinz Marketing has found that the presence of Millennials in B2B boardrooms is growing rapidly:

  • 82% of B2B buying committees now include at least one Millennial
  • 38% of B2B companies use Millennials as researchers
  • 27% have a Millennial who’s classed as an influencer
  • 17% have a Millennial project manager
  • 13% identified a Millennial as a decision-maker

With this in mind, it’s time for B2B businesses to place more onus on content for Millennials. But, where should you start?

As with most B2B demographics, research is an integral part of the purchasing process, with 59% of buyers claiming to carry out some form of research before contacting a sales team. So, a comprehensive portfolio of weighty, long-form blogs and white papers would be a good place to start.

What differentiates Millennials from other generations:

  • Millennials hate a hard sell, with 84% distrusting traditional advertising.
  • Millennials want to be sold on a lifestyle, not just a product or service. Be sure to promote your values.
  • Millennials appreciate an agile content marketing strategy that touches on current topics and events.
  • Millennials love sharing, so create content with broad appeal to gain traction on social media.
  • Millennials are all about individuality, so don’t lump them together into one group (…whoops)!

This is just the start of a process that will see the new generation taking the reins of business. So, it pays to get a handle on exactly how to produce content that’ll increase the chances of them engaging with your brand.

Most brands still failing to put customers first

The content marketing concept is nothing new to most brands. 

However, according to Content Marketing Institute’s ‘2017 Content Management & Strategy Survey’, a huge number of brands are undermining their promotional efforts by failing to give their customers due consideration.

Among the survey’s primary conclusions was that just over half of all respondents (51%) utilise customer personas, while only one-third (33%) had mapped out the customer journey.

It’s heartening to see that 70% of respondents now have some form of brand/style guidelines in place. However, can these even be classified as complete if the customer hasn’t been put at their centre?

This touches on an idea that’s at the heart of content marketing; you need to communicate your message rather than simply transmit it.

Before you spend days honing your strategy and petitioning the higher-ups to fund resources you THINK customers might like, make sure you understand who these customers are, what makes them tick and what they want from you.

Spotted in the news…

Ever wondered why more brands didn’t mirror Amazon’s ‘1-Click’ purchase option? Well, they slapped a patent on it way back in 1999 – but, that’s just expired.

Onlookers are predicting this will initiate a rush among brands to implement similar features in an attempt to stem the ever-growing tide of cart abandonment.

Of course, this will have ramifications for your content marketing strategy. If you choose to go down this route, think about channelling some of your focus towards capturing impulse purchases by strategically adding more dynamic language to your copy.