Content Marketing Across The Generations

I recently read a surprising report on content marketing.

It was compiled as part of a series of global studies by The Economist Group and Peppercomm .

The study was conducted using global business executives (business-to-business). However, there’s no reason to suggest that what I’m about to reveal would be any different for those of you selling business-to-consumer products or services.

The research team surveyed a number of ‘Generation Next’ executives (those with up to 10 years’ business experience). They also surveyed a number of ‘Business Veterans’ (more than 10 years’ experience) about how they consume content marketing.

One of the snippets that really resonated with me, and that I wanted to pass on, was just how dramatically content preferences differ between younger and older generations.

The report suggested that we should always tailor our content specifically for the end user – i.e. the type of people we’re targeting to buy our products or services.

So, if a company’s target market is predominantly ‘Business Veterans’ or older consumers, their content marketing should reflect that.

  • They’d probably structure their content so it was more informative than sales-based.
  • They might write more articles, white papers and research reports.
  • They’d likely minimise video content but use more simple infographics.
  • They’d certainly be more inclined to create more content, rather than less.

However, if the company was targetting ‘Generation Next’, or the younger generations, social media and video marketing would be way up on the list of channels they’d be likely to use.

The report also made reference to the fact that 69 percent of the Veterans and 46 percent of Generation Next noted that they were turned off by content that felt like a “sales pitch.”

Thinking about our content more carefully, and not just selling a list of features and benefits can pay dividends.

Often it’s the ‘little things’ like these that can make a big difference to the success of your business.

And more importantly, it’s implementing a number of the ‘little things’ that can lead to a significant improvement in the performance of your business.

So here’s to a successful end to 2017.