Digital Marketing, Featured

Writing Content that Appeals to Generations X and Y

A lot of bloggers just write generic content that is not directed at any specific demographic. This can be a mistake because readers will feel like the articles do not really speak to them. If you do some research, you can write content that appeals specifically to Generations X and Y.

Marketing To Generation X

Generation X represents those who are born between 1960 and 1981.

Products that Benefit Society

Generation X is not particularly interested in the emerging trends. That should be a relief. It can require a lot of research to keep up with the fads and apply them to your articles. This generation is more interested in articles that are of some benefit to the world. They want blog posts that provide useful information. Further, they will be more keen toward long-form content than millennials.

Long-form content can actually be beneficial to your SEO ranking. There are a lot of articles on the internet that merely regurgitate surface-level points. Generation X appreciates depth. This depth will mean that you are producing unique content. Search engines reward websites that do that.

Use Direct Mail

Since marketers focus so much on digital advertising, many have overlooked the power of direct mail. It is still an effective method of reaching people. Some might think it is more effective than a paid advertisement on social media. People will encounter what you send them on a regular basis. Even if they do not read your advertisement, they will still see your brand name and logo. That is what is known as brand repetition.

If you own a pizza parlor, consumers will see images of your pizzas and might be tempted to buy one. That would not happen if you were using email. While emailing a newsletter can be extremely lucrative, it suffers from this critical flaw: most people only see the subject line. If you use direct mail, you will show them more substance.

Find creative ways to collect mailing addresses for your target audience. Offer to send them a free product.

Generation Y

Generation Y is the generation born during the 1980s and 1990s. They are often referred to as millennials.

Cater to their Attention Span

Millennials have pretty short attention spans. They will probably not have the patience to sit down and read long-form content. So if you do write long-form content, you should mitigate the intimidation that comes with looking at a big block of text. Most bloggers make a point to include sub headers, lists, short paragraphs, and images.

Beyond that, you should choose somebody on your team who has a charismatic personality and put her in front of a camera. Generation Y is far more likely to watch a video than to read an article. Depending on your industry, there are a lot of useful video ideas that you could use. For example, if you sell new pen kit parts, you might make videos about writing.

An Emotional Connection

Older generations have criticized Generation Y for being too emotional. However, their intuition could be referred to as emotional intelligence. Generation Y is very good at perceiving the emotions of others and being sympathetic. You can use this by loading your content with emotion.

Further, you could even get involved in emotional causes. Choose something that is non-controversial. Advertise a group that combats sex trafficking. That will show Generation Y that you share some values with them. Beyond that, you should follow the prevalent trends and use them as blog fodder. You can do that without being controversial or using negative language.

Mobile Optimization

Within recent years, mobile browsing has overtaken desktop browsing. 85% of millennials use their smartphones. Your website will have to be optimized for mobile use.

Generations X and Y are a little different. But people are going to listen to you if you are producing good content, and you have a high-quality product.

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Dennis Hung is an entrepreneur and product analyst specializing in mobile technology and IoT. He’s spent most of his career consulting for businesses in North America.

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