NACCAP: Flexing Your Content Strategy to Reach Millennials and Gen Z
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Transcript of NACCAP: Flexing Your Content Strategy to Reach Millennials and Gen Z
what we’re going to talk about today…
who are these Millennials and Gen Z?
How are they distinct?
why we need to think about content differently.
what we’re going to talk about today…
who are these Millennials and Gen Z?
How are they distinct?
why we need to think about content differently.
what is the most effective approach to driving meaningful engagement?
togetHer, tHeY maKe up HalF oF tHe u.S. population.
gen z (<21 yrs)25.9%
bAby boomers (51–69 yrs)23.6%
sILenT(70+ yrs)10.6%
mILLennIALs (21–35 yrs)24.5%gen x
(36–50 yrs)15.4%
TECH SAVVY
TECH INNATE“I can’t do that
on mobile? Ugh. I
literally can’t even.”
“I’m defs digital, but
HMU with something
technology
Gen Z Decoder
Defs = definitelyHMU = hit me upFire = cool
SOCIAL
ANTI-SOCIAL“All the selfies, all the
memes, all the time.”
“Some peeps have no chill.
Like, their Insta is so ratchet.”
Social media
Gen Z Decoder
No chill = uptightRatchet = a mess
MULTIPLE PERSONALITIES
SIMPLE & AUTHENTIC
identity
“OMG, worlds colliding.”
“I’m not trying to be all thirsty.
Weird is the new black, k.”
Gen Z Decoder
Thirsty = desperatek = an irritated way to end a convo
FRIENDS
MODERN FAMILY
Family life
“Friendsgiving is 100%%
my fave holiday.”
“I’m BFF with my mom
and grandma (but my
squad is still BAE).”
Gen Z Decoder
BFF = best friend foreverSquad = close friendsBAE = Before Anyone Else
%
AMUSEMENTentertainment
“My perfect Friday night:
binge watching Game of
Thrones (while peeping
Instagram and Twitter,
of course).”
AMUSEMENT
ESCAPISM
entertainment
“My perfect Friday night:
binge watching Game of
Thrones (while peeping
Instagram and Twitter,
of course).”
“Current mood: emo.”
Gen Z Decoder
Mood = state of mindEmo = emotional
millennialS (Born 1980–1995)
• digital know-how is important to their interactions with peers and brands
the Bottom Line:
millennialS (Born 1980–1995)
• digital know-how is important to their interactions with peers and brands
• Brand interactions must flex to their experience and context
the Bottom Line:
millennialS (Born 1980–1995)
• digital know-how is important to their interactions with peers and brands
• Brand interactions must flex to their experience and context• They are gluttons for entertainment and masters of self expression
the Bottom Line:
millennialS (Born 1980–1995)
• digital know-how is important to their interactions with peers and brands
• Brand interactions must flex to their experience and context• They are gluttons for entertainment and masters of self expression• It’s important to them to maintain distinct purposes and content for different channels
the Bottom Line:
millennialS (Born 1980–1995)
• digital know-how is important to their interactions with peers and brands
• Brand interactions must flex to their experience and context• They are gluttons for entertainment and masters of self expression• It’s important to them to maintain distinct purposes and content for different channels• They have a high degree of purchasing power, with an emphasis on
experiences over “stuff”
the Bottom Line:
gen z (Born 1996–2010)
• They communicate constantly, but are sensitive to oversharing
the Bottom Line:
gen z (Born 1996–2010)
• They communicate constantly, but are sensitive to oversharing• They have short attention spans
the Bottom Line:
gen z (Born 1996–2010)
• They communicate constantly, but are sensitive to oversharing• They have short attention spans• They develop their own language and social structures
the Bottom Line:
gen z (Born 1996–2010)
• They communicate constantly, but are sensitive to oversharing• They have short attention spans• They develop their own language and social structures• They don’t just consume – they create, manipulate, and share
the Bottom Line:
gen z (Born 1996–2010)
• They communicate constantly, but are sensitive to oversharing• They have short attention spans• They develop their own language and social structures• They don’t just consume – they create, manipulate, and share• They have a wide and varied circle of influencers
the Bottom Line:
reaching multiple audiences across generations is a tricky challenge.
especially when you’re short on time and resources to develop content.
reaching multiple audiences across generations is a tricky challenge.
especially when you’re short on time and resources to develop content.
or when you don’t know where to focus your efforts.
that means shifting our perspective away from this:
1 super-cool piece of content that we think is newsworthy and
important
that means shifting our perspective away from this:
1 Don’t start with a piece of content
2 Don’t push your priorities onto your community
3 Don’t be tempted to run before you walk
no-no’s1 super-cool
piece of content that we think is newsworthy and
important
First: what is “meaningful engagement?”
Includes passive and active methods of engagement. Signals that underscore a deeper connection to the content and/or brand.
First: what is “meaningful engagement?”
Demonstrate content affinity
PASSIVE MEASURES ACTIVE MEASURES
Demonstrate brand affinity
• Reach + Impressions• Likes, Shares, Retweets• Click-through Rate
• Inbound Search Terms• In-site Search Terms• Time on Site + Bounce Rate• Returning Visits + Number of
Pages Visited• Info Requests/Form Completes
we should focus, like this:
Our Core Content Strategy Content Theme
Content Theme
Pieces of ContentRight Packaging &
Channels for Audiences
Content Theme
gen z
gen z
millennial
+
+
+
we should focus, like this:
Our Core Content Strategy Content Theme
Content Theme
Pieces of ContentRight Packaging &
Channels for Audiences
Content Theme
gen z
gen z
millennial
+
+
+
Baseline content that is consistent yet flexible
Our Core Content Strategy Content Theme
Content Theme
Content Theme
gen z
gen z
millennial
+
+
+
Articulate what you’re trying to achieve, the target audiences, and what you want those audiences to know or believe.
1
Example: Hashtag University
Core strategy statement —
To strengthen our position as a global communications innovator, we produce and curate cutting edge content focused on our research and teaching, to inspire our community of storymakers to fuel their own pioneering work in the world.
Articulate what you’re trying to achieve, the target audiences, and what you want those audiences to know or believe.
1
Articulate what you’re trying to achieve, the target audiences, and what you want those audiences to know or believe.
1
Example: Hashtag University
Core strategy statement —
To strengthen our position as a global communications innovator, we produce and curate cutting edge content focused on our research and teaching, to inspire our community of storymakers to fuel their own pioneering work in the world.
Our Core Content Strategy Content Theme
Content Theme
Content Theme
gen z
gen z
millennial
+
+
+
Identify the overlap between what you want to share and what they need/want
2
Content tHemeS allow Hashtag University to pick broad topics that support the core strategy, and then build upon it with a bunch of hyper-focused topics.
Look at all of the cutting edge stuff
we are doing here!
What you want to
share
How can I make an impact on the
world?What they need/want
Identify the overlap between what you want to share and what they need/want
2
Content Themes —
1
Blowing mindS
Show both processes and outcomes of
innovation.
3
CommunitY momentum
Get people excited about everything happening in the
community.
2
HigHligHting impaCt
Demonstrate the many ways you’re
making a difference in the world.
Identify the overlap between what you want to share and what they need/want
2
Our Core Content Strategy Content Theme
Content Theme
Content Theme
gen z
gen z
millennial
+
+
+
Understand their content consumption habits and expectations3
Content Packaging — a Generation Matrix
Content theme they prefer… So make…
gen z
Blowing MindsTo get their hands dirty manipulating and filtering a mind-blowing content experience
Filterable, shareable mix of media (image-based mini stories, fun facts)
Highlighting ImpactSeeing themselves in the story and their ability to make an impact
Imagery, testimonials, and participation CTAs
Community Momentum Being connected to diverse individuals Curated, bite-sized video narratives
millennialS
Blowing Minds Snack-sized, text-based compelling evidence Quotes and fast facts
Highlighting Impact Seeing proof of change Shareable mini-infographics
Community Momentum Knowing they are among like-minded people Categorized and searchable video and image stories
Understand their content consumption habits and expectations3
Our Core Content Strategy Content Theme
Content Theme
Content Theme
gen z
gen z
millennial
+
+
+
Understand who uses which channels and for what purposes 4
Channel Usage Matrix —
Channel How they use it
gen z
It’s dead to them. It’s like an awkward family dinner party.
IF they understand it, they use it to stalk celebs.
Where they post carefully constructed, high quality content.
Their favorite place for real-time, unfiltered documentation, because they can control who sees what.
What?
A place to satisfy the wide range of interests they have — both entertaining and educational in nature.
Where they are their true selves and surround themselves (through who they follow) with people who have similar interests.
Channel How they use it
millennialS
They live their lives out loud on Facebook.
News, celebs, sports, memes. If they want to know something in real time, they turn to Twitter.
They personally curate their feed to include their favorite influencers, friends, and brands that they align with.
All the selfies, and all the pets, and all the food.
Where they curate their ultimate fantasy life (wedding, home, food, whatever — it’s all about the power of imagination).
A place to satisfy the wide range of interests they have – both entertaining and educational in nature.
Most are occasional users (er, lurkers).
Understand who uses which channels and for what purposes 4
Generation Matrix + Channel Usage Matrix —
Channel How they use it
gen z
It’s dead to them. It’s like an awkward family dinner party.
IF they understand it, they use it to stalk celebs.
Where they post carefully constructed, high quality content.
Their favorite place for real-time, unfiltered documentation, because they can control who sees what.
What?
A place to satisfy the wide range of interests they have — both entertaining and educational in nature.
Where they are their true selves and surround themselves (through who they follow) with people who have similar interests.
Understand who uses which channels and for what purposes 4
Content theme So make…
gen z
Blowing MindsFilterable, shareable mix of media (image-based mini stories, fun facts)
Highlighting ImpactImagery, testimonials, and participation CTAs
Community Momentum Curated, bite-sized video narratives
Generation Matrix + Channel Usage Matrix —
Channel How they use it
millennialS
They live their lives out loud on Facebook.
News, celebs, sports, memes. If they want to know something in real time, they turn to Twitter.
They personally curate their feed to include their favorite influencers, friends, and brands that they align with.
All the selfies, and all the pets, and all the food.
Where they curate their ultimate fantasy life (wedding, home, food, whatever — it’s all about the power of imagination).
A place to satisfy the wide range of interests they have – both entertaining and educational in nature.
Most are occasional users (er, lurkers).
Understand who uses which channels and for what purposes 4
Content theme So make…
millennialS
Blowing Minds Quotes and fast facts
Highlighting Impact Shareable mini-infographics
Community MomentumCategorized and searchable video and image stories
Create, deploy, measure, and optimize5
roadmapFor content creation
and curation
editorial CalendarPlan for what content will be published when and where
daSHBoardTo measure what’s working and what’s not
optimizationRecommendations to improve
or amplify content success
1
2
3
4
Create, deploy, measure, and optimize5
toolS & templateShttp://contentnerdery.com/treasure-chestpw: NerdTools
Free gen z BooKhttp://ologie.com/gen-z
#NailedIt: Campbell’s
TakeawayThe solution is not always as simple as being on the right platforms. Your message has to resonate (the most powerful stories resonate with multiple generations).
#NailedIt: Banksy
TakeawayTechnology is a fundamental way to connect, but remember that people crave regular “digital detoxes” and appreciate experiences that merge the physical and digital.
#NailedIt: Converse
TakeawayBeing inclusive means relinquishing some of the control over your brand’s projection.
#NailedIt: Taylor Swift
TakeawayToday’s youth doesn’t want messages thrust upon them, they want a community. Bonus points for making strides toward personalized experiences.
#NailedIt: Old Spice
TakeawayBrands that embrace their quirky elements, while remaining true to their authentic story, are rewarded.
Questions? Comments? As the Gen Z kids say, “HMU” —
@CarolynLKent [email protected]