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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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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

Published in: Marketing, Business

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