Content is a broad concept that plays a significant role in defining our lives. We discuss it, the relevance of it, and also how we expect it to be.
The share-worthiness of content is precisely how it generates leads.
If we were asked to tell you the truth, we believe that content is the new social currency.
On that note, let’s delve into the enormity of ‘content’ and what makes it critical for the people of the new millennium.
What makes people share content?
When debate arises around the phenomenon of ‘share-worthiness,’ many ideas come into play. The complexity of human behavior in itself is a leading cause of the content debacle. The ideal ingredients for successful content-sharing are rather simple; all they need to be is retweeted, liked, shared, bookmarked, forwarded, and whatnot!
Since sharing the good news, bad news, things of interest, and other such things are instinctive to human nature, content-sharing is an idea derived from the very same thought. Consumers share the content that they think deserves to be known by others. However, does this thought imply that content marketers do not influence what people share?
Remember, relevance and context are always the torchbearers when it comes to content sharing. However, we will come to this later.
The significance of content sharing for content marketers
As content marketers, you must understand how the evolution of the digital culture has changed the business landscape. The point of awareness is the impact of one particular consumer cohort that is far too powerful for the development of any brand and company that aims to grow. Your content strategy needs a complete representation of your budget and ideas.
The said group has not only influence, but they are also powered with money and the liberty of independent decision-making. They are not ordinary consumers. They are self-ordained experts who share their opinions and impressions on products and companies around the world.
If you’ve guessed right, then the name of this specific type of consumer is the ‘millennial consumer,’ also known as the ‘digital natives.’
Who are digital natives?
The entire section of the population born between 1975 and the late 1990s is known as digital natives. This group has grown up during the golden age of technology. People of this generation are mostly in their thirties or twenties, which makes them better accustomed to technology. The digital natives were projected in 2017 to have the highest spending power than any other generation in the United States.
The digital connectivity has embedded itself in the DNA of this generation, which has given them the name of digital natives. Technology is not just their way of communication but a way of life. They are often called out for their strong presence on social media, and that’s precisely what this article is centered around.
Content consumption patterns among digital natives
The digital natives are a population that can incorporate social media and technology to its highest efficiency in business and customer relationship management. Here is a list of defining characteristics that make millennial consumers different than others:
- The simultaneous use of multiple platforms: They can watch the latest season of Breaking Bad while sharing their views on Twitter, Text, and also Facebook.
- They use multiple devices to consume content.
- They take charge of the conversation, which determines the channel of content delivery and influence.
- Hyper-connectivity: Word of mouth messages in the form of stories and tweets travel faster than the blink of an eye. Thoughts, experiences, news, and updates are periodically shared in real-time through pictures, posts, and also tweets on the Bird App.
- Enthusiasm for subtle market devoid of flagrant displays. Honesty and authenticity are always appreciated.
How these characteristics influence content marketing
Once you understand the psyche of the digital natives, you can clearly understand the powerful impact of consumerism of their life. To illustrate the case with an example, let’s consider Harley Davidson. The heavy bike is the ultimate dream for many people. They aspire to dress up according to the idols set up by movies and celebrities. To achieve the look, their eyes keep rolling for the store that offer real leather jackets for women and men. After all, Instagram has reinforced this idea of hippy fashion, over and over again!
The brands today are no longer defined by their marketing but rather by the collective thoughts and experiences of the young customers. Sharing these thoughts online and offline becomes a guide for future consumers before they make their purchasing decisions.
The key for companies here is to produce engaging content that helps in enhancing the positive experience amongst millennials. It all boils down to relevance.
How can you influence digital natives through content and increasing the like-ability?
Here is a comprehensive list of ideas that can help you influence digital natives and understand their demand for content and products. Without much ado, let’s delve deep into the subject!
Value
- Content must address problems and try to solve them. A lack of empathy or inclusiveness can be very costly to any company. The Doe is an example of this by providing consumers with a platform where they can share or explore stories surrounding many different topics, beliefs, and opinions.
- Try to answer generic queries about the industry and not just your products. Best Buy’s Twelpforce is an excellent example of this.
- Personalize your engagement with customers and add elements that create a resonance in the life of all the parties involved.
- Respond diligently to all the questions, comments, and reviews.
Efficiency
- The content must be mobile-friendly.
- Fast download time is an absolute must for all forms of website content.
- Elimination of cumbersome processes and steps can get you brownie points.
- Brief and to-the-point content is in high demand among the digital native.
Relevance
- Exciting stories are beautiful for the aesthetic and engagement of your content
- High interaction in content that encourages participation such as flipped webinars help in maintaining the connection.
- Targeted ads on Facebook and Instagram reveals high connectivity with the brand.
- It is offering content that is specially customized for the needs and preferences of the target audience that does not waste time through generic, annoying messages.
- Contribution of user-generated content is yet another marketing tactic to remain relevant in the field.
Final Thoughts
Technology and people both change along with time. This cannot be good news for all brands, but it is something that deserves appreciation and acceptance. The best way to accept the new age of digitalization and its impact on the business landscape. Remember that observation, learning, understanding, and involvement with digital natives and millennials is needed to create new opportunities for content marketing and increasing its share-worthiness.
