INSIGHT
FOUR CONTENT STRATEGIES TO BUILD LOYALTY WITH MILLENNIALS
Conventional wisdom may say that Millennials are flighty and spend money only reluctantly , but Corey Padveen of t2 Marketing International and author of Marketing to Millennials for Dummies , says this is a misconception and that there ’ s one strategic asset that stands above the rest when it comes to building loyalty with this audience – content .
THERE IS A COMMON misconception among marketers that the Millennial audience is notoriously fickle . But contrary to what many think , Millennials are actually more loyal than any generation that came before them . Moreover , Millennials have the potential to be worth more on an individual basis over the course of their lifetime . This goes against another common misconception — that Millennials are price sensitive and hesitant to spend any money . While this may be true in some regards , they will spend money and stay loyal to a brand if : a ) they feel there is a significant degree of economic utility in their expenditure ; and b ) they have developed a relationship with a brand on a personal level .
You might only need to achieve two conditions to build that sought-after loyalty from Millennials , but they are not necessarily easily reached . You may read about campaigns or initiatives that have succeeded at driving Millennial engagement and conversion , but when it comes to loyalty , there is one strategic asset that will stand out above the rest : content . Developing effective , objective-oriented content strategies will help you connect with Millennials on a personal level , which will help build those long-lasting relationships that lead to conversion , high lifetime value and long-term loyalty .
Content is a fairly broad term . It comes in many shapes and sizes , and it differs from one medium or communications avenue to the next . While some aspects of your content might change , the strategies outlined here are designed to build strong relationships with your targeted Millennials , regardless of the platform on which these strategies are implemented .
Provide value Value comes in many forms . In some cases — likely the one most marketers immediately assume when they hear the term ‘ value ’ — it can mean economic value , for example , coupons or specials offered to fans , followers and subscribers . The value referred to in this particular strategic initiative , however , is somewhat different . When you ’ re trying to connect with Millennials , you want your content to contain some type of value that stretches beyond a one-off deal or offer . You want there to be sustainable value that keeps your audience coming back .
There are several different types of content that offer sustainable value . Most come in the form of knowledge . If you can educate your audience in some capacity that leaves them with something they did not have before , you ’ re in an excellent position to build a lasting relationship . In terms of the kinds of educational content that Millennials are most often attracted to , there are three types : informational , instructional and inspirational .
Informational content is rooted in the explanation of theories , concepts and other brand- or industry-related concepts . When you share informational content , you are providing your audience with the stepping stones needed to become experts in a given subject . Let ’ s say , for example , you ’ re sharing information about the kinds of bets that exist in the casino game of craps . To do this in the most effective way to drive continued traffic , you ’ ll create content ( which can be in virtually any form , be it written , video or audio ; though , the last two are worth more of your effort , as explained in the third strategy ) on
“ To make your content more digestible , the key is simplicity . You want your brand experience ( or buyer journey ) to be fluid and clear , and your messaging to be short , to the point and genuine ” iGB Affiliate Issue 62 APR / MAY 2017
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