General trends in audience behavior provide valuable insights for your content marketing approach—but it’s also helpful to try and drill down to specific facets of the population—to focus our tactics to engage specific readers and groups.
Let’s look at Millennials and Moms, to start.
For a lot of us, we may still think of millennials as that young, undefinable generation—the one that isn’t part of our audience. But, many millennials are now professionals in our workforce and consumers with discretionary income, so it’s important to know what they’re up to.
According to recent research from Crowdtap, millennials are:
Response: Undoubtedly, it comes back to the question of how we capture their attention, when it is already divided between Facebook and our website, or Apple TV and Twitter. Again, quality, targeted content tied to a social strategy is key.
Response: Start by doing a bit of social listening and follow a few simple rules for using UGC.
Response: Look at how millennials are searching and what causes them to pause—in relation to your content. Leverage that data to turn the browsing into engagement, by presenting contextually relevant content.
Response: Video, of course. Adding video into your content quiver is not simply a matter of making a few quick videos and posting them, however. But, it’s not rocket science either. Just take the time to do it right.
Okay, you are probably thinking, “What, now we need to become mommy bloggers?” It’s true, we tend to not think in terms of marketing specifically to moms, either because “mom content” is not what we specialize in, or BtoC businesses are better-suited to their needs.
As a BtoB publisher, chances are, moms comprise a good portion of your readership. It’s not necessarily that you need to tailor your content to the mom in them—it’s that you need to understand how being a mom makes them behave online:
Response: Responsive design and a variety of media channels will ensure they are spending time with you.
Response: Responsive design and multichannel distribution win again. Your brand must send a cohesive message across devices—one that pervades short attention spans.
Response: Invest in a responsive eCommerce platform to ensure that your audience can purchase from your site, safely and seamlessly, wherever they are.
Of course, sometimes, moms and millennials are one in the same. But, it’s useful to consider how the behavior of one or two groups can influence our overall publishing strategies.