Flexing Content Strategy to Reach Millennials and Gen Z
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The document discusses strategies for adapting content to engage millennials and Gen Z, emphasizing their unique characteristics and media consumption habits. It highlights the importance of meaningful engagement through flexible content strategies that resonate with these generations while addressing their preferences for authenticity and diverse content formats. The document also provides insights into channel usage, content themes, and the necessity of understanding the overlap between brand messaging and audience needs.
Flexing Content Strategy to Reach Millennials and Gen Z
- 1. How to Flex Your Content Strategy to Reach MILLENNIALS GEN ZAND
- 3. Before we begin… 1 I’m going to generalize.
- 4. Before we begin… 1 I’m going to generalize. 2 I am a Millennial. And I have a Gen Z in my household.
- 5. Before we begin… 1 I’m going to generalize. 2 I am a Millennial. And I have a Gen Z in my household. 3 This isn’t based on primary research (yet).
- 6. What we’re going to talk about today…
- 7. What we’re going to talk about today… Who are these Millennials and Gen Z?
- 8. What we’re going to talk about today… Who are these Millennials and Gen Z? How are they distinct?
- 9. What we’re going to talk about today… Who are these Millennials and Gen Z? How are they distinct? Why we need to think about content differently.
- 10. What we’re going to talk about today… Who are these Millennials and Gen Z? How are they distinct? Why we need to think about content differently. What is the most effective approach to driving meaningful engagement?
- 11. Who are the Millennials and Gen Z? An overview
- 12. They have always been able to use MOBILEDEVICES. millennials and gen z
- 13. (MOBILEPHONES.) as opposed to millennials and gen z
- 14. 90%own a smart device. Nearly millennials and gen z
- 15. In fact, 2/3 WOULD THAN SPEAK TO SOMEONE ON THE PHONE. Rather text millennials and gen z
- 16. has never been just a river in south america. amazon millennials and gen z
- 17. ON COLLEGE CAMPUSES. OUTNUMBERED MEN WOMEN HAVE ALWAYS millennials and gen z
- 18. MOST HAVE NEVER GONE TO A STORE TO BUY MUSIC. millennials and gen z
- 19. SOCIAL MEDIA OVER 90% ARE ON daily. (OVER 75% FROM A MOBILE DEVICE.) millennials and gen z
- 20. 25%will not buy from a brand that has a poor web experience. millennials and gen z
- 21. Together, they make up half of the U.S. population. gen z (21 yrs) 25.9%baby boomers (51–69 yrs) 23.6% SILENT (70+ yrs) 10.6% millennials (21–35 yrs) 24.5%Gen x (36–50 yrs) 15.4%
- 22. How are they different? 5 Key Dimensions
- 23. TECH SAVVY “I can’t do that on mobile? Ugh. I literally can’t even.” Technology
- 24. TECH SAVVY TECH INNATE “I can’t do that on mobile? Ugh. I literally can’t even.” “I’m digital AF, but HMU with something fire.” Technology Gen Z Decoder AF = as f*ck HMU = hit me up Fire = cool
- 25. SOCIAL “All the selfies, all the memes, all the time.” Social Media
- 26. SOCIAL ANTI-SOCIAL “All the selfies, all the memes, all the time.” “Some peeps have no chill. Like, their Insta is so ratchet.” Social Media Gen Z Decoder No chill = uptight Ratchet = a mess
- 28. MULTIPLE PERSONALITIES SIMPLE AUTHENTIC Identity “OMG, worlds colliding.” “I’m not trying to be all thirsty. Weird is the new black, k.” Gen Z Decoder Thirsty = desperate k = an irritated way to end a convo
- 29. FRIENDS Family Life “Friendsgiving is 100%% my fave holiday.” %
- 30. FRIENDS MODERN FAMILY Family Life “Friendsgiving is 100%% my fave holiday.” “I’m BFF with my mom and grandma (but my squad is still BAE).” Gen Z Decoder BFF = best friend forever Squad = close friends BAE = Before Anyone Else %
- 31. AMUSEMENT Entertainment “My perfect Friday night: binge watching Game of Thrones (while peeping Instagram and Twitter, of course).”
- 32. AMUSEMENT ESCAPISM Entertainment “My perfect Friday night: binge watching Game of Thrones (while peeping Instagram and Twitter, of course).” “Current mood: emo.” Gen Z Decoder Mood = state of mind Emo = emotional
- 33. MILLENNIALS (BORN 1980–1995) The Bottom Line:
- 34. MILLENNIALS (BORN 1980–1995) • Digital know-how is important to their interactions with peers and brands The Bottom Line:
- 35. MILLENNIALS (BORN 1980–1995) • Digital know-how is important to their interactions with peers and brands • Brand interactions must flex to their experience and context The Bottom Line:
- 36. MILLENNIALS (BORN 1980–1995) • Digital know-how is important to their interactions with peers and brands • Brand interactions must flex to their experience and context • They are gluttons for entertainment and masters of self expression The Bottom Line:
- 37. MILLENNIALS (BORN 1980–1995) • Digital know-how is important to their interactions with peers and brands • Brand interactions must flex to their experience and context • They are gluttons for entertainment and masters of self expression • It’s important to them to maintain distinct purposes and content for different channels The Bottom Line:
- 38. MILLENNIALS (BORN 1980–1995) • Digital know-how is important to their interactions with peers and brands • Brand interactions must flex to their experience and context • They are gluttons for entertainment and masters of self expression • It’s important to them to maintain distinct purposes and content for different channels • They have a high degree of purchasing power, with an emphasis on experiences over “stuff” The Bottom Line:
- 39. Gen Z (Born 1996–2010) The Bottom Line:
- 40. Gen Z (Born 1996–2010) • They communicate constantly, but are sensitive to oversharing The Bottom Line:
- 41. Gen Z (Born 1996–2010) • They communicate constantly, but are sensitive to oversharing • They have short attention spans The Bottom Line:
- 42. Gen Z (Born 1996–2010) • They communicate constantly, but are sensitive to oversharing • They have short attention spans • They develop their own language and social structures The Bottom Line:
- 43. Gen Z (Born 1996–2010) • They communicate constantly, but are sensitive to oversharing • They have short attention spans • They develop their own language and social structures • They don’t just consume – they create, manipulate, and share The Bottom Line:
- 44. Gen Z (Born 1996–2010) • They communicate constantly, but are sensitive to oversharing • They have short attention spans • They develop their own language and social structures • They don’t just consume – they create, manipulate, and share • They have a wide and varied circle of influencers The Bottom Line:
- 45. Why do we need to think about content differently?
- 46. “The world keeps getting noisier. Don’t make it worse.” — Joe Coleman, CEO of Contently
- 47. Reaching multiple audiences across generations is a tricky challenge.
- 48. Reaching multiple audiences across generations is a tricky challenge. Especially when you’re short on time and resources to develop content.
- 49. Reaching multiple audiences across generations is a tricky challenge. Especially when you’re short on time and resources to develop content. Or when you don’t know where to focus your efforts.
- 50. That means shifting our perspective away from this: 1 super-cool piece of content that we think is newsworthy and important
- 51. That means shifting our perspective away from this: 1 Don’t start with a piece of content 2 Don’t push your priorities onto your community 3 Don’t be tempted to run before you walk No-No’s 1 super-cool piece of content that we think is newsworthy and important
- 52. “All the things” is never the answer.
- 53. SO WHAT IS THE ANSWER? (It’s meaningful engagement)
- 54. First: what is “Meaningful Engagement?”
- 55. First: what is “Meaningful Engagement?” TOO LIMITED
- 56. First: what is “Meaningful Engagement?” Includes passive and active methods of engagement. Signals that underscore a deeper connection to the content and/or brand.
- 57. First: what is “Meaningful Engagement?” Demonstrate content affinity PASSIVE MEASURES ACTIVE MEASURES Demonstrate brand affinity • Reach + Impressions • Likes, Shares, Retweets • Click-through Rate • Inbound Search Terms • In-site Search Terms • Time on Site + Bounce Rate • Returning Visits + Number of Pages Visited • Info Requests/Form Completes
- 58. HOW DO WE DRIVE meaningful engagement?
- 59. We should focus, like this: Our Core Content Strategy Content Theme Content Theme Pieces of Content Right Packaging Channels for Audiences Content Theme Gen Z Gen Z Millennial + + +
- 60. We should focus, like this: Our Core Content Strategy Content Theme Content Theme Pieces of Content Right Packaging Channels for Audiences Content Theme Gen Z Gen Z Millennial + + + Baseline content that is consistent yet flexible
- 61. Our Core Content Strategy Content Theme Content Theme Content Theme Gen Z Gen Z Millennial + + + Articulate what you’re trying to achieve, the target audiences, and what you want those audiences to know or believe. 1
- 62. Example: Hashtag University Core Strategy Statement — To strengthen our position as a global communications innovator, we produce and curate cutting edge content focused on our research and teaching, to inspire our community of storymakers to fuel their own pioneering work in the world. Articulate what you’re trying to achieve, the target audiences, and what you want those audiences to know or believe. 1
- 63. Articulate what you’re trying to achieve, the target audiences, and what you want those audiences to know or believe. 1 Example: Hashtag University Core Strategy Statement — To strengthen our position as a global communications innovator, we produce and curate cutting edge content focused on our research and teaching, to inspire our community of storymakers to fuel their own pioneering work in the world.
- 64. Our Core Content Strategy Content Theme Content Theme Content Theme Gen Z Gen Z Millennial + + + Identify the overlap between what you want to share and what they need/want 2
- 65. CONTENT THEMES allow Hashtag University to pick broad topics that support the core strategy, and then build upon it with a bunch of hyper-focused topics. Look at all of the cutting edge stuff we are doing here! What you want to share How can I make an impact on the world? What they need/want Identify the overlap between what you want to share and what they need/want 2
- 66. Content Themes — 1 BLOWING MINDS Show both processes and outcomes of innovation. 3 COMMUNITY MOMENTUM Get people excited about everything happening in the community. 2 HIGHLIGHTING IMPACT Demonstrate the many ways you’re making a difference in the world. Identify the overlap between what you want to share and what they need/want 2
- 67. Our Core Content Strategy Content Theme Content Theme Content Theme Gen Z Gen Z Millennial + + + Understand their content consumption habits and expectations3
- 68. Content Packaging — a Generation Matrix Content Theme They prefer… So make… GEN Z Blowing Minds To get their hands dirty manipulating and filtering a mind-blowing content experience Filterable, shareable mix of media (image-based mini stories, fun facts) Highlighting Impact Seeing themselves in the story and their ability to make an impact Imagery, testimonials, and participation CTAs Community Momentum Being connected to diverse individuals Curated, bite-sized video narratives MILLENNIALS Blowing Minds Snack-sized, text-based compelling evidence Quotes and fast facts Highlighting Impact Seeing proof of change Shareable mini-infographics Community Momentum Knowing they are among like-minded people Categorized and searchable video and image stories Understand their content consumption habits and expectations3
- 69. Our Core Content Strategy Content Theme Content Theme Content Theme Gen Z Gen Z Millennial + + + Understand who uses which channels and for what purposes4
- 70. Channel Usage Matrix — Channel How They Use It GEN Z It’s dead to them. It’s like an awkward family dinner party. IF they understand it, they use it to stalk celebs. Where they post carefully constructed, high quality content. Their favorite place for real-time, unfiltered documentation, because they can control who sees what. What? A place to satisfy the wide range of interests they have — both entertaining and educational in nature. Where they are their true selves and surround themselves (through who they follow) with people who have similar interests. Channel How They Use It MILLENNIALS They live their lives out loud on Facebook. News, celebs, sports, memes. If they want to know something in real time, they turn to Twitter. They personally curate their feed to include their favorite influencers, friends, and brands that they align with. All the selfies, and all the pets, and all the food. Where they curate their ultimate fantasy life (wedding, home, food, whatever — it’s all about the power of imagination). A place to satisfy the wide range of interests they have – both entertaining and educational in nature. Most are occasional users (er, lurkers). Understand who uses which channels and for what purposes4
- 71. Generation Matrix + Channel Usage Matrix — Channel How They Use It GEN Z It’s dead to them. It’s like an awkward family dinner party. IF they understand it, they use it to stalk celebs. Where they post carefully constructed, high quality content. Their favorite place for real-time, unfiltered documentation, because they can control who sees what. What? A place to satisfy the wide range of interests they have — both entertaining and educational in nature. Where they are their true selves and surround themselves (through who they follow) with people who have similar interests. Understand who uses which channels and for what purposes4 Content Theme So make… GEN Z Blowing Minds Filterable, shareable mix of media (image-based mini stories, fun facts) Highlighting Impact Imagery, testimonials, and participation CTAs Community Momentum Curated, bite-sized video narratives
- 72. Generation Matrix + Channel Usage Matrix — Channel How They Use It MILLENNIALS They live their lives out loud on Facebook. News, celebs, sports, memes. If they want to know something in real time, they turn to Twitter. They personally curate their feed to include their favorite influencers, friends, and brands that they align with. All the selfies, and all the pets, and all the food. Where they curate their ultimate fantasy life (wedding, home, food, whatever — it’s all about the power of imagination). A place to satisfy the wide range of interests they have – both entertaining and educational in nature. Most are occasional users (er, lurkers). Understand who uses which channels and for what purposes4 Content Theme So make… MILLENNIALS Blowing Minds Quotes and fast facts Highlighting Impact Shareable mini-infographics Community Momentum Categorized and searchable video and image stories
- 73. Create, deploy, measure, and optimize5 PROCESS For content creation and curation EDITORIAL CALENDAR Plan for what content will be published when and where DASHBOARD To measure what’s working and what’s not OPTIMIZATION Recommendations to improve or amplify content success 1 2 3 4
- 74. Brands On Fleek
- 75. #NailedIt: Campbell’s Takeaway The solution is not always as simple as being on the right platforms. Your message has to resonate (the most powerful stories resonate with multiple generations).
- 76. #NailedIt: Banksy Takeaway Technology is a fundamental way to connect, but remember that people crave regular “digital detoxes” and appreciate experiences that merge the physical and digital.
- 77. #NailedIt: Converse Takeaway Being inclusive means relinquishing some of the control over your brand’s projection.
- 78. #NailedIt: Taylor Swift Takeaway Today’s youth doesn’t want messages thrust upon them, they want a community. Bonus points for making strides toward personalized experiences.
- 79. #NailedIt: Old Spice Takeaway Brands that embrace their quirky elements, while remaining true to their authentic story, are rewarded.
- 80. Questions? Comments? As the Gen Z kids say, “HMU” — @CarolynLKent http://contentnerdery.com/treasure-chest P: CMHStartupWeek