Bon’s Eye Marketing is founded on the principle that good marketing comes from great creativity. We do our best to conceive original ideas and strategies that will make your business as successful as possible. But we don’t want to keep our creative minds all to ourselves. We want to share our knowledge with you, the community, because we believe a well-educated community is a better one. Here’s a little insight into what Bon’s Eye does on a regular basis (without giving all our secrets away).
The first date with a stranger can be intimidating. There are a few unspoken rules most of us follow to avoid the dreaded awkward silence. We direct the conversation to the other person’s interests: how much we love our dog or, if it gets really uncomfortable, the weather. Oddly enough, those topics – identity, emotion, and information – are the same strategies used to create captivating content for millennials.
Millennials see over 5,000 marketing messages every day. Just like “the one” should stand out from your exes, your brand’s content marketing needs to stand out amongst the rest too. Marcus Stroll, Head of Marketing EMEA for NewsCred, and Joe Puglisi, Director of Creative Strategy at BuzzFeed, shared a few reasons why you might be kissing more frogs than princes in the marketing department.
1. Don’t Date Just Your Type
Broaden your demographics. Everyone likes to feel unique but millennials especially value their individualism. Stroll described it simply by saying, “Creating content for everyone resonates with no one.” Don’t write an article for moms in Wilmington; write one for moms in Wilmington who also happen to enjoy sappy romance novels and Sam Smith.
2. Be Interesting!
Your date doesn’t want to hear about your drive to work this morning, just like millennials don’t want to hear about your company’s budgeting tactics. Give them something that either inspires, educates or entertains and they will be more likely to share it.
3. Don’t Dominate the Conversation
Dates and followers alike won’t want to spend any more time with you if you spend forty minutes talking about yourself. There’s a reason that TL;DR (Too Long; Didn’t Read) is becoming a common phrase online. Offer a few interesting tidbits about your company and let millennials guide the conversation from there.
4. Evolve With the Times
Asking her father’s permission to take her out on a date is a tradition that has fallen to the wayside… along with phone book advertisements and door-to-door salesmen. Your brand needs to use current platforms like Facebook, Twitter, Pinterest, and Snapchat to have any chance at all with millennials. Once you’ve figured out which ones your target audience uses, go back a few months later and make sure it hasn’t changed.
5. Find the Spark
Sometimes a date can be perfect on paper but the spark just isn’t there. The same is true with content marketing: the emotion needs to exist behind the words. Over time, millennials will start to associate whichever emotion you’re trying to convey with your brand.
It might be strange to think that millennial content marketing and dating have so much in common. Both are a long journey of trial-and-error with no promise of success at the end, but are definitely worth the shot. These tips will help you be a little savvier with both.