It’s impossible to ignore the millennial generation when developing your marketing strategy. These longtime trendsetters make up a large portion of the global consumer base. 

Millennials also differ significantly from previous generations in terms of their values and behavior.

How to Start Creating Better Content for Millennials

Here’s how to create better content that will truly resonate with this age group. 

1. Build a Content Pillar Strategy

In order to create better content that resonates with millennials, you’ll first need to make sure they can find it. You’ll need strong SEO and demand generation strategies to make this happen. SEO enables your content to rank well on Google and social media platforms. Demand generation ensures that you’re covering topics that are truly relevant to this demographic. 

This is where content pillars come into play. A content pillar is a long-form piece of evergreen content that organically incorporates a large volume of keywords for SEO optimization. This content pillar is then tied to many smaller blog posts that answer questions your audience is asking. By addressing relevant topics in more detail, these posts will draw millennial consumers who are searching for what your company offers. And because millennials want helpful, informative content, a pillar strategy is primed to satisfy them.

This strategy is an excellent way to maximize SEO without sacrificing quality or readability. It also creates a logical, organized content road map for interested visitors to follow. 

2. Focus on Authenticity, Not Promotion

A whopping 90% of millennials cite authenticity as one of their most important considerations when deciding which brands to buy from. Content that’s overly commercial is a major turnoff for many of these consumers.

There’s a simple reason for this. Millennials spend a large portion of their day online, whether it’s for work, to communicate with friends, or to relax. As they navigate the internet, they’re bombarded with digital ads, which they’ve learned to tune out. 

If your content feels too much like an advertisement, it won’t resonate with this generation. Instead, focus on creating better content that provides value in another way. This could be content that’s deeply educational and informative or content that’s humorous and entertaining — whichever makes the most sense for your brand. 

3. Use Visual Content to Keep Readers Engaged

If your content is just a large wall of text, millennial readers will likely click away to something more visually appealing. Many in this age cohort absorb information more effectively when it’s communicated with photos, infographics, and videos in addition to text. Attention spans are getting shorter, and well-placed visuals communicate information faster. 

When developing your content, make sure to include visual components to bring it to life. Your millennial prospects will find your content more engaging, and your visuals will also contribute to your SEO performance. This is because Google’s algorithm values content that contains high-quality visuals. 

Additionally, your infographics and videos can do double duty as social media content. Millennials are known to spend plenty of time on social platforms like Instagram and YouTube. As a result, posting infographics and videos on these platforms is a great way to grab their attention and direct traffic to your website. 

4. Make Your Content Mobile-Friendly

Between work, home, family, and social commitments, busy millennials are perpetually on the go. That means many of them consume digital content on their smartphones and tablets rather than on a traditional desktop. Because of this, mobile-friendly content is a must-have for brands targeting this demographic. 

Luckily, most modern web development platforms make it easy to develop a mobile-friendly website. Choose a font that’s readable on both mobile and desktop platforms, and ensure that text is properly spaced on mobile devices. You’ll also need to make certain that any images you include are sized appropriately for mobile viewing. If your graphics take forever to load on their phones, you’ll lose this audience.

5. Work With Relevant Influencers

Since millennials already spend plenty of time on social media, meet them where they’re at with influencer partnerships. Influencers have already built a connection with their followers, so when they promote your products, it feels more authentic than a traditional ad. 

You can also have influencers contribute content directly to your website or social media channels. Millennial influencers are on the pulse of the latest trends, so they’ll be able to bring that expertise to your content. 

It’s important to choose your influencer partners wisely. Keep in mind that millennials are currently between the ages of 27 and 42, so opt for influencers in that age bracket to appeal to them. Furthermore, consider more than follower counts when selecting influencers to partner with. Micro-influencers can have just as much of an impact as major celebrity influencers when they’re relevant to your industry. 

6. Showcase Your Values

Millennials are a very socially conscious generation and will often research a brand’s ethos before making a purchasing decision. To help your content resonate with these consumers, you should be showcasing your brand values in your content. 

For example, if your organization is committed to protecting the environment, discuss your sustainability measures in your content. However, it’s important that you represent your company accurately — greenwashing won’t fly with this crowd. Don’t promote values or initiatives that you can’t back up, as this will likely put your audience off. 

7. Encourage and Implement Feedback

When compared with other generations, millennials are more likely to value a collaborative approach to engagement. They love providing feedback and sharing their opinions. 

Take advantage of this generational trait by posting content that’s a true conversation starter. Don’t be afraid to tackle trending, hot-button topics that are relevant to your brand. Be sure to give your readers an opportunity to share their thoughts with an open comments section. 

By encouraging feedback, you’re showing potential millennial customers that you value their opinion, which boosts your brand image. These feedback opportunities aren’t just for show either. Chances are, your readers will have some truly helpful advice to share. 

Final Thoughts on Creating Better Content for Millennials

As millennials reach middle age — and their prime earning years — they’ll likely continue to make up a sizable segment of your target audience. Prioritizing authenticity, collaboration, and general social consciousness is essential when creating better content.