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Creating Content for
Millennials: Why It Matters +
Strategies for Success
Thanks for joining! We’ll get started in just a ...
Creating Content for
Millennials: Why It Matters +
Strategies for Success
+
Marcus Stoll
Head of Marketing EMEA
NewsCred
@...
Millennial is the word on
every brand’s mind.
Full disclosure:
This webinar is being hosted by two millennials.
Full disclosure:
This webinar is being hosted by two millennials.
The sad truth: we aren’t impressed.
AGENDA
• What is a millennial, and why do they matter?
• Current state of marketing to millennials.
• The BuzzFeed formula...
What is a millennial, and why
do they matter?
Current state of marketing
to millennials.
What makes good content, and
what...
There’s been a fundamental
shift in the way we create,
consume, and share content.
Every single day…
4.75 billion pieces o...
1982
MILLENNIALS | GENERATION Y
MILLENNIALS | GENERATION Y
1982
Early 2000s
BUT WHAT DOES
‘MILLENNIAL’
MEAN FOR
MARKETERS?
INFLUENTIAL MILLENNIALS
INFLUENTIAL MILLENNIALS
INFLUENTIAL MILLENNIALS
INFLUENTIAL MILLENNIALS
INFLUENTIAL MILLENNIALS
INFLUENTIAL MILLENNIALS
INFLUENTIAL MILLENNIALS
MILLENNIALS MATTER
82
million
Content consumers*
85%+
Smartphone users**
$1.4
trillion
Spending by 2020*
83%
Connect w/ a ...
Our Goals and
Approach
What makes good content, and
what should you think about
when creating it?
The BuzzFeed formula.
Cu...
WE SUCK AT TALKING TO THEM
6%
Influenced by online advertising
45%
Don’t find content compelling enough to share*
32%
Find...
Why isn’t your content winning
the hearts of millennials
everywhere?
WHY YOUR CONTENT MARKETING IS NOT WORKING
Your demographics are too broad
WHY YOUR CONTENT MARKETING IS NOT WORKING
Your demographics are too broad
You aren’t being useful or helpful
WHY YOUR CONTENT MARKETING IS NOT WORKING
Your demographics are too broad
You aren’t being useful or helpful
Your content ...
WHY YOUR CONTENT MARKETING IS NOT WORKING
Your demographics are too broad
You aren’t being useful or helpful
Your content ...
WHY YOUR CONTENT MARKETING IS NOT WORKING
Your demographics are too broad
You aren’t being useful or helpful
Your content ...
WHY YOUR CONTENT MARKETING IS NOT WORKING
Your demographics are too broad
You aren’t being useful or helpful
Your content ...
0% 10% 20% 30% 40% 50% 60% 70% 80%
It's funny
It's thought provoking
It's a cause I believe in
Millennials share content w...
IT’S ABOUT TIME
THAT WE
CHANGE UP
OUR APPROACH
IT’S ABOUT TIME
THAT WE
CHANGE UP
OUR APPROACH
OLD WAY
Brand-led
Ad campaigns
Demographics
IT’S ABOUT TIME
THAT WE
CHANGE UP
OUR APPROACH
NEW WAY
Value-driven
Always-on content
The individual
3 BRANDS THAT ARE
DOING IT RIGHT
• Targeted, shareable content for exclusive
programming
• Interactive Twitter event
• Custom Twitter hashtag for popular c...
• Targeted, shareable content for exclusive
programming
• Interactive Twitter event
• Custom Twitter hashtag for popular c...
Verizon: Maintaining
cultural relevance
• Gen Y cares: sustainability, LGBT equality, animal
rescue, helping the poor, etc...
Verizon: Maintaining
cultural relevance
• Gen Y cares: sustainability, LGBT equality, animal
rescue, helping the poor, etc...
VICE: Creating the content
of the future
• “Millennials lost trust in politicians and experts and systems [social
security...
VICE: Creating the content
of the future
• “Millennials lost trust in politicians and experts and systems [social
security...
15% 31%
30% 16% 2%
When asked how much millennials read
communications from brands:
Always Most of the time
Sometimes Rare...
0%
10%
20%
30%
40%
50%
60%
Social
media
Company
website
Email
newsletter
Articles
about the
brand
Through
their app
Text
m...
Custom Content
Share on-brand stories and recipes which are created
specifically for your brand.
Social Content
Leverage s...
Current state of marketing
to millennials.
What makes good content, and
what should you think about
when creating it?
Buil...
Current state of marketing
to millennials.
The Results of
our Efforts
The BuzzFeed formula.
What is a millennial, and why
...
BuzzFeed
The Evolution of BuzzFeed
Experminentation is in BuzzFeed’s DNAExperimentation in in BuzzFeed’s DNA
BuzzFeed’s Journet to Date
BuzzFeed’s Journey to Date
What Began as an Experiment in 2006
Became BuzzFeed Today
200M - 1B – 54%
BuzzFeed is at the intersection of content and technology
BuzzFeed.com Monthly Views
BuzzFeed Mobile App Active Users
BuzzFeed Video Views
Things to Consider When Creating Content
Testing and Learning is Key
Create
Distribute
Impact
Data
Technology
Talent
Create – Distribute - Impact
Millennials live in the feed, so meet them there.
Referrals to BuzzFeed
Impressions in the Stream
Ho can we have a big impact
Push content to the stream, not just links
BuzzFeed Classic
BuzzFeed Today
So What Makes Good Content?
7
7
7
7
7
7
8
8
8
8
8
8
QUESTIONS?
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Creating Content for Millennials: Why It Matters + Strategies for Succss

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Millennials are the most sought-after — and difficult to understand — demographic for marketers today. With purchasing power expected to hit $1.4 trillion by 2020, it’s imperative that brands connect and engage with this audience through content marketing.

Published in: Marketing, Business

Creating Content for Millennials: Why It Matters + Strategies for Succss

  1. Creating Content for Millennials: Why It Matters + Strategies for Success Thanks for joining! We’ll get started in just a few minutes. +
  2. Creating Content for Millennials: Why It Matters + Strategies for Success + Marcus Stoll Head of Marketing EMEA NewsCred @stollyolly Joe Puglisi Director of Creative Strategy BuzzFeed @joefi
  3. Millennial is the word on every brand’s mind.
  4. Full disclosure: This webinar is being hosted by two millennials.
  5. Full disclosure: This webinar is being hosted by two millennials. The sad truth: we aren’t impressed.
  6. AGENDA • What is a millennial, and why do they matter? • Current state of marketing to millennials. • The BuzzFeed formula for effective content. • What makes good content, and things to consider when creating it. • Q&A
  7. What is a millennial, and why do they matter? Current state of marketing to millennials. What makes good content, and what should you think about when creating it? The BuzzFeed formula.
  8. There’s been a fundamental shift in the way we create, consume, and share content. Every single day… 4.75 billion pieces of content are shared 1.8 billion photos are uploaded and shared 500 million Tweets are posted 700 million Snapchats are sent
  9. 1982 MILLENNIALS | GENERATION Y
  10. MILLENNIALS | GENERATION Y 1982 Early 2000s
  11. BUT WHAT DOES ‘MILLENNIAL’ MEAN FOR MARKETERS?
  12. INFLUENTIAL MILLENNIALS
  13. INFLUENTIAL MILLENNIALS
  14. INFLUENTIAL MILLENNIALS
  15. INFLUENTIAL MILLENNIALS
  16. INFLUENTIAL MILLENNIALS
  17. INFLUENTIAL MILLENNIALS
  18. INFLUENTIAL MILLENNIALS
  19. MILLENNIALS MATTER 82 million Content consumers* 85%+ Smartphone users** $1.4 trillion Spending by 2020* 83% Connect w/ a brand on social media*** *eMarketer 2014 millennial roundup **Nielsen ***SDL
  20. Our Goals and Approach What makes good content, and what should you think about when creating it? The BuzzFeed formula. Current state of marketing to millennials. What is a millennial, and why do they matter?
  21. WE SUCK AT TALKING TO THEM 6% Influenced by online advertising 45% Don’t find content compelling enough to share* 32% Find brand communications helpful *2014 Yahoo Study: Content Marketing: Best Practices Among Millennials
  22. Why isn’t your content winning the hearts of millennials everywhere?
  23. WHY YOUR CONTENT MARKETING IS NOT WORKING Your demographics are too broad
  24. WHY YOUR CONTENT MARKETING IS NOT WORKING Your demographics are too broad You aren’t being useful or helpful
  25. WHY YOUR CONTENT MARKETING IS NOT WORKING Your demographics are too broad You aren’t being useful or helpful Your content is boring and stupid
  26. WHY YOUR CONTENT MARKETING IS NOT WORKING Your demographics are too broad You aren’t being useful or helpful Your content is boring and stupid
  27. WHY YOUR CONTENT MARKETING IS NOT WORKING Your demographics are too broad You aren’t being useful or helpful Your content is boring and stupid You haven’t changed your delivery methods
  28. WHY YOUR CONTENT MARKETING IS NOT WORKING Your demographics are too broad You aren’t being useful or helpful Your content is boring and stupid You haven’t changed your delivery methods Your content doesn’t evoke emotion
  29. 0% 10% 20% 30% 40% 50% 60% 70% 80% It's funny It's thought provoking It's a cause I believe in Millennials share content when: NewsCred Millennial Survey 2014
  30. IT’S ABOUT TIME THAT WE CHANGE UP OUR APPROACH
  31. IT’S ABOUT TIME THAT WE CHANGE UP OUR APPROACH OLD WAY Brand-led Ad campaigns Demographics
  32. IT’S ABOUT TIME THAT WE CHANGE UP OUR APPROACH NEW WAY Value-driven Always-on content The individual
  33. 3 BRANDS THAT ARE DOING IT RIGHT
  34. • Targeted, shareable content for exclusive programming • Interactive Twitter event • Custom Twitter hashtag for popular character • Developed and launched mobile app filled with shareable content Netflix: Reaching millennials where they live *NY Daily News, 2014 *Mashable, 2014
  35. • Targeted, shareable content for exclusive programming • Interactive Twitter event • Custom Twitter hashtag for popular character • Developed and launched mobile app filled with shareable content Netflix: Reaching millennials where they live *NY Daily News, 2014 *Mashable, 2014 98,407 Social mentions, 98% positive* 50M+ Overall subscriptions, w/ CEO + CFO attribute to #OITNB* THE RESULTS
  36. Verizon: Maintaining cultural relevance • Gen Y cares: sustainability, LGBT equality, animal rescue, helping the poor, etc • 37% of millennials receptive to cause marketing (Rosetta Marketing) • Inspire Her Mind campaign focused on the serious disparity between women and men in college science and math programs.
  37. Verizon: Maintaining cultural relevance • Gen Y cares: sustainability, LGBT equality, animal rescue, helping the poor, etc • 37% of millennials receptive to cause marketing (Rosetta Marketing) • Inspire Her Mind campaign focused on the serious disparity between women and men in college science and math programs. 1.3M+ Video views in first few weeks Slate, HuffPo, AdWeek Commended the ad, calling it “thought-provoking,” “important,” and “a blast of refreshing cool air.” THE RESULTS
  38. VICE: Creating the content of the future • “Millennials lost trust in politicians and experts and systems [social security, etc.]” –Eddie Moretti, VICE’s Chief Content Officer. • The liberation of information. • Engaged in direct conversations with their fans. They care deeply about the world they live in, and were looking for a non-traditional source to keep them informed.
  39. VICE: Creating the content of the future • “Millennials lost trust in politicians and experts and systems [social security, etc.]” –Eddie Moretti, VICE’s Chief Content Officer. • The liberation of information. • Engaged in direct conversations with their fans. They care deeply about the world they live in, and were looking for a non-traditional source to keep them informed. 61% Of website viewers are millennial traffic* 6+ million YouTube subscribers, publishing up to one new video daily THE RESULTS *comScore
  40. 15% 31% 30% 16% 2% When asked how much millennials read communications from brands: Always Most of the time Sometimes Rarely Never NewsCred Millennial Survey 2014
  41. 0% 10% 20% 30% 40% 50% 60% Social media Company website Email newsletter Articles about the brand Through their app Text message None of the above When asked where millennials engage with brands: NewsCred Millennial Survey 2014
  42. Custom Content Share on-brand stories and recipes which are created specifically for your brand. Social Content Leverage snackable content through UGC that engages your target audience. Licensed Content Boost credibility, publishing cadence, and direct traffic with a high-volume of fully-licensed, compliant content. UTILIZE THE RIGHT MIX OF CONTENT, AND SCALE IT
  43. Current state of marketing to millennials. What makes good content, and what should you think about when creating it? Building our Newsroom and Distribution The BuzzFeed formula. What is a millennial, and why do they matter?
  44. Current state of marketing to millennials. The Results of our Efforts The BuzzFeed formula. What is a millennial, and why do they matter? What makes good content, and what should you think about when creating it?
  45. BuzzFeed
  46. The Evolution of BuzzFeed
  47. Experminentation is in BuzzFeed’s DNAExperimentation in in BuzzFeed’s DNA
  48. BuzzFeed’s Journet to Date
  49. BuzzFeed’s Journey to Date
  50. What Began as an Experiment in 2006
  51. Became BuzzFeed Today
  52. 200M - 1B – 54%
  53. BuzzFeed is at the intersection of content and technology
  54. BuzzFeed.com Monthly Views
  55. BuzzFeed Mobile App Active Users
  56. BuzzFeed Video Views
  57. Things to Consider When Creating Content
  58. Testing and Learning is Key
  59. Create
  60. Distribute
  61. Impact
  62. Data
  63. Technology
  64. Talent
  65. Create – Distribute - Impact
  66. Millennials live in the feed, so meet them there.
  67. Referrals to BuzzFeed
  68. Impressions in the Stream
  69. Ho can we have a big impact
  70. Push content to the stream, not just links
  71. BuzzFeed Classic
  72. BuzzFeed Today
  73. So What Makes Good Content?
  74. 7
  75. 7
  76. 7
  77. 7
  78. 7
  79. 7
  80. 8
  81. 8
  82. 8
  83. 8
  84. 8
  85. 8
  86. QUESTIONS?

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