When it comes to producing content for particular generations, it may at first be tempting to structure strategy around anecdotal evidence — assuming that Millennials love videos, or that Baby Boomers prefer print. But really, this is just guesswork. The truth is, the information needed to create and optimize successful content is already at-hand. It takes careful insight at each stage of the customer journey. But by mining data, you can understand what your target market wants — and then deliver the right content to drive bottom-line results.
So whether you’re targeting 20-somethings, young mothers or recent retirees, the following tips will help guide your strategy for optimal results.
Understand Your Audience
Every consumer group is different. They each have their own motivations, processes and pain points — and that’s especially true across generations — so it’s essential to understand audience preferences before you start. The best way to do this is by identifying which types of content and which channels perform, according to traffic, conversions and revenue. Do research and mine data from across the Web and from your own past content to understand how certain audiences respond to particular content. Keep in mind that every industry has a unique audience, which requires uniquely tailored content — while one group might prefer whitepapers, another might respond better to blog posts. However, across the board, rich media (images and video) has been shown to drive performance by as much as 9 percent — so it’s typically worth the effort to include.
While we’re talking about Web-wide information, there’s no better source of data than that of your competitors. Identify which brands are winning the attention of your target generation, then pay attention to the topics they’re discussing, the types of content they’re producing, the channels they’re distributing through and the results they’re achieving. Once you know what they’re doing right, you can understand what matters to your target generation and then use that insight to inform your own content creation.
Produce and Optimize
Once you understand the audience you’re targeting, focus your next steps on optimization. Enhancing content for online visibility is just as important as creating high-quality content. No matter the age of your target audience, they won’t engage with your content if they can’t find it. Mapping content to specific personas and purchase funnels, and choosing the right keywords, will help your content achieve maximum visibility. This ensures that content is set up for success from the very beginning.
And because people today are active on so many different channels, it’s essential to take an integrated approach to your campaign. The content you host should be present on and optimized for not only your website and social media, but also email marketing, e-books, blogs and especially mobile. According to BrightEdge research, mobile misconfiguration can result in 68 percent less traffic, so ensure that your content is optimized for the variety of ways your target demographic would like to consume it.
Related story: Choosing the Right Content to Appeal to Multiple Generations