Choosing the Right Content to Appeal to Multiple Generations
If you are trying to reach your target audience, you already know that selecting the right message, the right channel and the right timing is crucial for success. When trying to appeal to an audience that is multigenerational, the task becomes even more challenging. Millennials, Gen Xers and Baby Boomers have distinct generational characteristics. They gravitate toward different channels and are drawn to different content.
As a marketer, choosing the right content and channel is key to delivering your message effectively across generations. Doing so ensures success not only for your campaign, but your overall marketing, growth or sales goals.
Let’s explore five content considerations to appeal and how to best appeal to each generation.
It's a long-standing debate, but content length should vary across generations. While most marketers will argue that long-form content generates the best engagement and yields the best overall results, this may not be so across all generations. While Millennials and Gen Xers enjoy diving into long-form content, Baby Boomers prefer shorter content that provides them with just enough information.
In a joint survey of more than 1,200 people across generations who answered questions about their digital content consumption, Baby Boomers are less likely to be interested in longer content. The survey, “The Generational Content Gap,” also suggests aiming for video content to be short (under five minutes) for Baby Boomers.
If you’re looking to appeal to a wider audience, keeping your content neither too short nor too long may give you the best results.
While content a decade ago was limited to newspapers, radio or TV, today content comes in many different forms, including video, webinars, whitepapers, infographics, SlideShares, eBooks and more. With so many different types of content readily available for consumption, it’s no surprise that each generation is drawn to different content formats.
Visual content, such as infographics and video, are best suited for younger generations, both Gen Xers and Millennials. Baby Boomers, on the other hand, prefer text content. When formulating your content strategy, be sure to choose the correct format of your content to reach your target audience. If you’re working with multiple generations, rework your content to fit various formats. Repurposing your content for multiple formats is an easy way to meet generational demands.
Although devices don’t exactly impact your content, it’s important to know how your audience consumes content. Having an understanding of how they will be consuming your content is useful in formatting and creating content that can be easily consumed on their device of choice.
Although not surprising, Millennials and Gen Xers are more likely to consume content via a mobile device than are Baby Boomers. So if you’re trying to reach a younger generation, make sure your content is mobile-friendly – from format to look and feel. This includes having a mobile-friendly website or, at minimum, making the information or content you’re providing easy to read and digest – no matter the device.
From simple tweaks, such as increasing the font size of your text or creating a mobile, responsive website that adjusts to any size screen, ensuring that your content is easily accessible through the device of choice by your target audience is crucial for visitor engagement and an overall experience.
Related story: Marketing Across 3 Generations