1. Content Is Not Advertising. Content marketing is not a new way to shove your brand in people's faces. In fact, it's not about selling at all — it's about helping. It's not enough to simply be there. Brands have to be active, present and genuinely willing to help their customers succeed in order to build a healthy relationship.
2. Content Can't Be Created Simply for the Sake of It. Of course, content needs to align with your business goals. But if you want to gain your audience's trust, you need to create content that will help inform your buyers as they move through the buying process, not hit them over the head with a solution and expect results. Understand what your audience needs to inform their decisions, and give them a piece of content that serves the purpose of making their lives easier.
Millennials won't buy from brands they don't trust. Start gaining trust by building a relationship with valuable, relevant and consistent content, and you'll be well on your way to getting through to Millennials.
Victoria Hoffman is the content and community manager at Toronto-based Uberflip, a platform that helps marketers create, manage and optimize content experiences. Reach her at email@example.com.