Gone are the days when a Sunday afternoon would be spent just reading the newspaper - a single source of information which was responsible for delivering all that’s important in the world in 50 pages.
Although many predicted the demise of the newspaper, sales, whilst not as strong as they once were, remain in the seven-million bracket in the UK. There has been a 7.5% decline in the last 12 months, but it’s clear that the newspaper industry is not in a demise, it’s just not as popular as it was in its heyday.
As a society, however, we have become used to having information on-demand, and in huge chunks. We’ve almost subconsciously developed a filter, where we just know when a link or article is not going to be to our taste. Due to this, the style that content is written in has to be aligned to fit the requirements of your target audience.
When you talk about designing content for the next generation, it’s not just a case of written articles, but the construction of brands too.
Millennials, the name given to people born between the early 1980s and the early 2000s, is a group which many companies are targeting. Although each generation has its own expectations and quirks, Millennials were raised in a time far removed from those before them.
Not only were they raised in arguably the most child-centric era of all time, they were also exposed to the internet from a relatively young-age. Therefore, they’re the first generation that’s comfortable using the internet for the majority of their everyday tasks.
When attempting to write content that resonates with Millennials, the most important thing to do is to speak in their language. This isn’t as easy as it sounds - the Millennials are much savvier than their parents were, with many understanding the concept of marketing in detail.
There are many examples of companies who have built up a rapport with the Millennials. Nike, for example, has tapped into the millennials belief that exercise as well as diet, is the key to maintaining a healthy lifestyle. This has allowed them to cater their brand image to the millennials, and produce content that’s tuned to what they want to see.
You also can’t underestimate the importance of communication. Social Media has brought with it numerous channels for communication, which a decade ago weren’t imaginable. Engaging the millennials will revolve a lot around responsiveness and making sure that everybody’s queries are met with a personalized response.
Entertaining and engaging the millennials is a difficult task. They’re savvy, and not easily duped into buying products they don’t have any use for.
Find out what the millennials want, design your message around that and make sure you’re constantly on-hand when they’re enquiring about something - that’s the best way to engage them.
However, one element that needs to be clear when writing for this audience is that they are not all the same. One rule might work for one person and another may not, the most important element to remember is that they are motivated to research, if claims are made then they need to be backed up with facts. This generation is the most educated in history, trying to fool them with fluff will not work and companies who ignore this golden rule do so at their peril.