NACCAP: Flexing Your Content Strategy to Reach Millennials and Gen Z

How to Flex Your Content StrategY to reaCH

MILLENNIALS GEN ZAND

Before we begin…

Before we begin…

1 I’m going to generalize.

Before we begin…

1 I’m going to generalize.

2 This isn’t based on primary research (yet).

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.




why we need to think about content differently.

what is the most effective approach to driving meaningful engagement?

Who are the Millennials and Gen Z?

An overview

tHeY Have alwaYS Been aBle to uSe

MOBILE DEVICES.

millennialS and gen z

(MOBILE PHONES.)aS oppoSed to


90% OwN a SMart DEVICE.

NEarLy


in FaCt, 2/3 would

tHan SpeaK to Someone on tHe pHone.

ratHEr tExt


HaS never Been juSt a river in SoutH ameriCa.

aMazONmillennialS and gen z

on College CampuSeS.

OUtNUMBErED MEN

women Have alwaYS


MOST HAVE NEVER GONE TO A STORE TO

BUY MUSIC.


SOCIaL MEDIaover 90% are on

dailY.(over 75% From a moBile deviCe.)


25% will not BuY From a Brand tHat HaS a

poor weB experienCe.


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%

How are tHey different?

5 Key Dimensions

TECH SAVVY

“I can’t do that

on mobile? Ugh. I

literally can’t even.”

technology

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

“All the selfies, all the

memes, all the time.”

Social media

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

identity

“OMG, worlds colliding.”

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

FRIENDSFamily life

“Friendsgiving is 100%%

my fave holiday.”

%

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)

the Bottom Line:


• digital know-how is important to their interactions with peers and brands

the Bottom Line:



• Brand interactions must flex to their experience and context

the Bottom Line:



• Brand interactions must flex to their experience and context• They are gluttons for entertainment and masters of self expression

the Bottom Line:



• 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:



• 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)

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:

Why do We need to think

about content differently?

“the world keeps getting noisier. don’t make it worse.”

— Joe Coleman, CEO of Contently

reaching multiple audiences across generations is a tricky challenge.


especially when you’re short on time and resources to develop content.


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

“All the things” is never the answer.

SO WHAT IS THE ANSWER?

(It’s meaningful engagement)

First: what is “meaningful engagement?”


too limited


Includes passive and active methods of engagement. Signals that underscore a deeper connection to the content and/or brand.


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

HOW DO WE DRIVE mEanIngful

EngagEmEnt?

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:


Content Theme

Pieces of ContentRight Packaging &

Channels for Audiences

Content Theme

gen z

gen z

millennial

+

+

+

Baseline content that is consistent yet flexible


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.


1


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.


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


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.


2


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


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.


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).


Generation Matrix + Channel Usage Matrix —


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.


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 —


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).


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

Brands On Fleek

#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]

http://ologie.co/EngageGenZ

NACCAP: Flexing Your Content Strategy to Reach Millennials and Gen Z

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