Content Marketing Blog

4 groups to target if you want more millennials reading your blog content [INSIGHT]

One of the many great benefits of a properly-maintained company blog is that you have the ideal platform to publish content that you and your target audience care about.

Creating and sharing great content about relevant and important topics will introduce your business to more of the right people and help you control the issues people associate with your brand.

For many businesses, getting more millennials to read, watch and engage with their blog content will be a top priority.

This diverse demographic group has grown up with smartphone apps, social media and Web 2.0. These digital natives should be much more receptive to content marketing campaigns than their older peers.

Ranging in age from their late teen to their early 30s, millennials can be a highly lucrative bunch. There is a significant amount of disposable income in that group, especially for the people between the end of full-time education and starting a family.

At work, they might not be the partners and CEOs (in most cases at least) but they will be one day. Building strong relationships with millennials now can pay dividends in the future when they become the decision makers.

But the term “millennial” applies to such a vast number of people, can it really be that useful for marketers? If you want to target millennials with your blog is there a particular type and style of content that’s more likely to be effective?

69 per cent of millennials read news every day

Social-savvy brands publishing their own news have an edge on traditional news publishers

Social-savvy brands publishing their own news have an edge on traditional news publishers

The first tactic you could try if you want to target millennials is to look for relevant news stories that you can put your own spin on.

Breaking and recent news in your industry can be a great source of content ideas for your blog, but you should also look further afield. Stories that don’t at first appear relevant to your brand might help you illustrate something you want to say if they’re presented in the right way.

And millennials are really into news. Research published earlier this year by the American Press Institute and the Associated Press-NORC Center for Public Affairs Research revealed 69 per cent of people in this popular demographic consume news content on a daily basis.

Whether it is to discuss interesting stories with their friends or just to feel more engaged with what’s happening in the world, this study suggests millennials are far from the entitled and self-obsessed generation they are often portrayed as.

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Perhaps unsurprisingly, social media plays an important role in finding and sharing news stories. Millennials will often use social media as their starting point for news, rather than established news publishers.

This represents a great opportunity for brands that can combine the instincts and agility to produce quality, news-driven blog content with a strong social media presence.

Unattached, Explorers, Distracted and Activists

Content strategies aimed at millennials need to dig a little deeper to be truly effective

Content strategies aimed at millennials need to dig a little deeper to be truly effective

Targeting millennials might be a good starting point for deciding what to put on your blog and how to promote it, but you’ll need to dig a little deeper if you want to create content that really resonates with more of the right people.

More recent research also by the the American Press Institute and The Associated Press-NORC Center for Public Affairs Research examined the news habits of millennials and identified four distinct groups. These groups: the Unattached, the Explorers, the Distracted and the Activists behave very differently when it comes to consuming, sharing and engaging with news stories.

“The study provides key insights as well as concrete recommendations for publishers wishing to reach Millennials,” said Tom Rosenstiel of the American Press Institute. “The opportunity lies in recognizing that the Millennial generation is as nuanced as any other and that content creators need to reach different types of Millennials in different ways, and reach them where they are already consuming information.”

The Unattached are at the younger end of the millennial age range (18 to 24) and tend to “bump into news” rather than actively seek it out. The Explorers are in the same age group. They are more active, following current events and identifying with the civil and social benefits of keeping abreast of the latest stories.

The Distracted are older (25 to 34) and stick to stories and news sources that directly relate to their daily lives. These people are often in the middle class and many have started families. Finally the Activists are in the same age group as the Distracted, but they are much more actively engaged. They seek out news stories, they are more likely to be connected with their local communities and will be more inclined to pay for news.

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Adam Barber
Adam Barber About the author

Adam is one of Castleford's founders and remains actively involved in the day-to-day running of the business. He started out as a writer and still contributes regularly to our blog, covering SEO, CRO, social media and digital strategy.

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