Why Content Marketing + Millennials = A Match Made in Heaven

Jul 2015

Why Content Marketing + Millennials = A Match Made in Heaven

This month is all about the trends that are shaping the future of the content marketing world. This week, we’re focusing on the rise of the Millennial generation … and why that’s terrific news for us content marketers.

Poor Gen Y. Over the last decade or so, Millennials (currently the 18-to-34 age set) have been slapped with labels like “entitled,” “narcissistic,” and even “lazy,” just to name a few.

But guess what? Millennials now make up the largest demographic in the U.S. workforce — and not just in low-paying entry-level jobs. As Gen Ys rise up through the ranks, that means more decision-making authority (for you B2B types) and more disposable income (for you B2C types).

They also have a very different view of marketing from that of previous generations … and that’s wonderful news for content marketers.

Because if you think content marketing resonates with Baby Boomers and Gen Xes, you’re gonna love what it does for you among Millennials. Why?

1. Millennials are “over” traditional marketing.

Gen Ys have been exposed to more marketing than any generation in history … and they’re over it. As a Gen X, I can still recall a time when the ability to advertise was reserved for established brands with big budgets. Not so my Gen Y colleagues.

Most Millennials can’t remember a time without the Internet — some can’t even recall a time without social media — and they’ve seen every possible banner ad, popup, and promoted post possible. They can smell a marketing message a mile away, and they can tune it out before you can say “supplies are limited — call now!”

So, what’s the solution? Content. Only after they get to know and trust you will Millennial audiences even think about listening to your marketing message, and the only way to build that foundation is by delivering value-driven content on a consistent basis. It had better be good, it had better be useful, and had better not be a thinly veiled sales pitch.

2. Millennials expect transparency.

Millennials grew up in a world of Photoshop, where anyone with a computer and some basic skills could make themselves look thinner, younger, and drop-dead gorgeous — even if they were, y’know, not.

Gen Ys also grew up in an online world, where any yahoo with a computer and a modem could create a slick website and claim to be the greatest thing since sliced bread — even if the “company” amounted to one barely-employed “consultant” living in his mom’s basement.

So it’s no wonder that when brands come on with their ad-agency-designed, branding-department-approved, focus-grouped marketing messages, Millennial audiences respond, hands firmly on hips, “Yeah, but who are you … really?”

Again, the solution is content. Content marketing done well answers that question and shows who you really are. You share your story — yes, including the failures — the names and faces of your people, your values, your principles. You illustrate that story with un-retouched photos and videos. And you speak in a voice that doesn’t sound like a press release.

3. Millennials are all about relationships.

Millennials are the Facebook generation, having grown up following their friends — and their favorite brands — via social media on a daily basis.

With Millennial audiences, it’s not about having that one viral video or blog post. It’s not about that one witticism that got retweeted 3,642 times or that photo that got favorited by Lady Gaga.

It’s about relationships — relationships built through conversation over time.

When marketers put down the bullhorn and pick up the telephone (figuratively speaking), they put themselves in a position to rock the Millennial market. These folks don’t want to see your marketing messages blasted over and over again. They want to get to know you — and they want you to listen to them. All that takes time, and brands who are willing to commit over the long haul will be the biggest winners.

A content marketing program that not only delivers value-based content consistently, but also encourages engagement and community building, is poised to gain fans, advocates, and yes, paying clients among Millennial audiences. We need to get out of the campaign business and get into the relationship-building business if we’re going to survive, let alone thrive, in the world our Gen Y brethren are creating.

OK, your turn: How is your brand engaging Millennial clients and prospects through content marketing? Tell us about it in the Comments — we’d love to hear from you!


Ask RachelGot questions about outsourcing your content marketing? Hit me up at AskRachelparker.com!






About the Author

Rachel Parker, Founder & CEO of Resonance Content MarketingA self-described geek who can recite entire episodes of South Park by heart, Rachel Parker has had a passion for content ever since she was old enough to hold a crayon (purple, please).

As Founder and CEO of Resonance, Rachel helps businesses publish content that connects with their audience … and converts those followers into customers. She’s also the host of the Content Marketing Podcast and a sought-after speaker, having presented to many major business and marketing organizations. Contact Rachel about speaking to your group or business.

content_marketing_50 BizSugar KredFeatured Author on Business 2 Community

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    Form.io needed someone who could grasp the complexities of our product, capture the subtlety of our differentiating value propositions, and convey them in the right voice for an exacting customer audience…. Resonance delivered, by crafting a multi-faceted online content marketing strategy that drove traffic and conversion, producing the ROI result we were looking for….

  • Added 5 figures to my business in less than 4 weeks

    Rachel took the overwhelm and stress out of writing content for my marketing campaign! When I approached Rachel, I was really concerned that I wouldn’t have the time to focus on writing copy for a lengthy marketing campaign that included sales pages, solo emails, newsletters and social media updates. Well, let’s just say I’m glad I hired Rachel because I couldn’t have done it without her support and expertise. I loved how she used my voice and words to craft content that helped me reach and attract my ideal client. As a result of working with Rachel, I added 5 figures to my business in less than 4 weeks, hundreds of new social media followers and exceeded my sales and list building goals! You know your marketing copy is working when you hear someone say, “I see you everywhere”. Thank you Rachel for helping me not only get seen by my ideal clients but get paid!

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    Rachel is an amazing writer and has really managed to create engaging and relevant blog material on topics that aren’t always super interesting. On many occasions, she has been able to quickly turn around one-off requests and the results are always top-notch. She has also helped guide our content strategy based on her expertise in content marketing, which has been a huge asset to our team.

  • Increased our likes and interaction rates

    Working with Rachel was a delight. Not only does she communicate very well, but she provided valuable insight about our social media platforms and followers. We have much better engagement with our fans and followers, which increased our likes and interaction rates.


  • Professionalism and Sincere Desire to Help

    I just didn’t seem to be able to find the time or the right words to explain what I offer and how my company helps people accomplish their goals. Rachel was able to ask me some questions, do some research and capture my voice while writing my website copy exactly as I needed it to be written.  Now, the copy on my website is much more professional than what I would have created and having this task handled by Rachel and Resonance freed up my time to complete other tasks I am better suited to do.

    It was a joy to work with Rachel. Her professionalism and sincere desire to help was apparent from the first communication until the final delivery. I will definitely use Resonance again and highly recommend their services.

  • One of the best “vendor” relationships I’ve ever had.

    My company had little or no time to spend on social media. Our needs were to ensure a steady stream of posts across three platforms (Facebook, LinkedIn and Twitter) by harvesting and re-purposing content from our own site and news streams. So I contacted Rachel Parker of Resonance Content Marketing.

    The result was two-fold. Not only did our ranks of followers grew steadily, the steady drip, drip, drip of content helped us train our personnel and direct their own individual social media efforts.

    Rachel and her team are extremely organized and open to discussion and new ideas. They deliver a rapid response to new opportunities — and an overall feeling of being on the same team. One of the best “vendor” relationships I’ve ever had.

  • Event Sold Out Two Years In A Row!

    Rachel worked with me on creating a content marketing calendar and content for the Big Social Media Summit (Big SMS) three years in a row. She is very organized and knows just the right amount of posts on social, email newsletters and content to send.  Her content marketing efforts helping us sell out our event three years in a row!  I am expecting the same for October 2014.

    Rachel was hired to write content for our email newsletter and content for our social platforms. In addition, she had a budget to do advertising on social media. She participated in the event live and after the fact to assure buzz was created before, during and after the event. As a result, our event sold out.

    When I work with Rachel, I have total peace of mind.  I know that she is on target, on time, reliable and delivers over and above the results I expect.

    I trust Rachel totally with her ideas on strategy, marketing and the content used to not only promote our events, but also post on my behalf on social networks. I have been doing social media for 8 years, and I hire Resonance to post on some of my social sites as it saves me time, and keeps my social sites relevant and current. They always post great, engaging content that gets my social properties likes, comments and shares.


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    We are so happy to have hired Resonance for our social media needs. We spend most of our time serving our clients and studying our field so we can provide the highest quality possible. We no longer worry about our social media, as we have total confidence in the wonderful work Rachel and her team have accomplished.

    Our social media is active, promoted, and is ranking better than ever! People often comment about what they see on our Facebook page. Resonance has added a creative, and artistic twist to our social media that is appealing and captivating to our audience. This has allowed me more time to work with my team and clients, so I can focus on service towards the people that help our business grow.

    I know there will be wonderful content on Facebook, and that Rachel will answer to posts, comments and questions as soon as a comment arrives. I am often impressed at how quickly she responds! Thank you Resonance! I highly endorse Resonance and encourage companies who need social media strategies to work with Resonance! You won’t regret it! 

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