Producing content that grabs the attention of millennials could be any company's big break. In the age of the iPhone, Face book, YouTube and more, how does one compete? It can seem nearly impossible unless you're Mark Zuckerberg. But recently, Ad Week published results from a survey that revealed what millennials would like to see more of in their daily dose of content. The results were in regards to the finance industry but many of them can be applied elsewhere. Here's what the younger generation had to say:
Information that's unbiased
Of the 1,001 adults surveyed by NewsCred, more than 50 percent indicated they'd like to see more content that's unbiased. Companies that want to write pieces that match this desire can do so by leaving out personal spin or opinions. The pieces should be more similar to a news story than a sales pitch.
Look up the word bias in the Merriam-Webster Dictionary, you'll find that it means showing an unfair tendency to believe people, ideas and more are better than others. If you've ever heard a journalist talk about a court case on the evening news, it's unlikely that you've heard them take sides with either the defendant or the plaintiff. If the journalist has indicated favor, then they aren't following a code of ethics. Write your content but leave yourself out of it.
Content that's high quality
About 50 percent of the participants agreed that they would remain loyal to a company if that institution provided content that was high quality. But what does that even mean? As Forbes contributor Jayson DeMers put it – it's what distinguishes a good job from a bad one. He pointed out that the definition of high quality content is dependent upon the industry, however, there are ways any company can work to produce stuff that's worthy of the first page of Google.
Your stories need to be clean, with proper grammar and spelling. Stories should read naturally and have a nice flow to them. Length is also a factor that separates standard from high quality content. People do like to read in-depth articles that answer all questions, however, those have a place. If you're reaching people via their mobile devices, keep your stuff short and sweet. It should be easy to read. Think of your demographic as being anyone who takes mass transportation to work. These people have a few minutes to get the scoop. Organize your thoughts into lists or bullet points and use headings, suggested DeMers.
Articles that are personal and helpful
Around 46 percent of participants indicated that they want to see content that's more helpful. Think of your website as an "About.com." You not only want to share interesting thoughts about your industry but you can use your website, brochures, catalogs and other content as a means to show people how to use your products.
Simply start by asking yourself basic questions. If you sell cable, maybe your questions might go something like this: How can I program my remote? Can I hook my laptop up to my television? Then you can kick your content up a notch by incorporating a relevant news topic and answering a question. Once you've got the hang of it, you can dig deeper into your topic.
Want more travel, tech, music
In addition to industry-related information, millennials want to read stuff about other closely connected verticals. Ad Week suggested that they'd like to learn more about travel, careers, music and technology in regards to financial content. This not only gives you more of a variety to write about, it can also attract people from other markets to your company.
Listen to what millennials are asking for and it could drive more of them to your business.