Have you caught the millennials bug? How to shape content to the new audience
In just five years’ time, millennials will make up 50% of the workforce in the US, adopting ever-more senior positions and taking the reins of international commerce. At least, that’s the statistic highlighted in a recent piece by Lucas Miller of jeffbullas.com, who encourages us to get to know these strange creatures for the sake of future content strategy. Branding in its traditional form is faltering. Now, millennials want targeted content to cultivate their online personas into an individual brand, using news and blogs that can be customised and curated to reflect their own opinions and interests.
But, what does this mean for content planning? What mantra do they live by and how can we service their needs? Well, a new report from Yahoo, Tumblr, Razorfish and Digitas concludes that millennials are inherently hunting for knowledge-based content that reserves judgement, keeps them informed on specific topics and enables them to learn new things. And, as noted by Murray Newlands in a post for AllBusiness.com, millennials couldn’t give a flying fig whether it is sponsored, so long as it titillates their grey matter. Thankfully, there’s cross-the-board consensus on what interests them. Millennials want content that presents a just cause or universal human experience, built on humour, self-promotion, super-fandom – or just cats in hats.
Hit the bullseye with targeted content to appease the Google gods
Google’s advanced algorithms sounded the death knell for spammy, keyword-laden content. However, that’s not the end of the story, with Google making no secret of their mission to reward content that provides a service to the end user. And, while the internet has shrunk the world beyond recognition, the nuances of context across countries and demographics posed even Google with something of a puzzler. Social media consultant Jeremy Taylor pointed out in his latest blog that this brave new world has become a reality, with Google becoming adept at understanding the meaning behind the words used in your search terms. This transition means that content must become more targeted and of a higher quality in order to climb the rankings: it must both match the searcher’s intent and encourage them to stick around.
Facebook just saved you a packet on targeted content planning
Last week, we introduced the concept of ‘audience profiling’ as an advancement of ‘customer profiling’ for the digital age. Well, now we’ll take you one step further. Facebook’s Audience Insights aggregates data on users with common interests and attaches characteristics based on their profile information. Marketing analyst Tim Allen used his latest Moz column to give us a step-by-step guide of how to burrow down deep into the data and come up with a set of profiles to represent your audience. With a bit of nifty filtering, you can find out the demographic, interests, location, lifestyle, frequency of online activity and purchase behaviour of your intended market, with a handy total of the amount of Facebook users with a matching profile. With this, you can create expertly targeted, high quality content and post it in a place to be seen and shared, all for the price of a Facebook profile – nada.