Be early, be useful, be snackable: 3 lessons the wedding industry can teach businesses about capturing Millennial attention with content.
With 96 percent of Millennials relying on the Internet during the planning process, gone are the days when wedding vendors could advertise in popular bridal magazines or even a local paper and reach brides-to-be: content marketing is key for engaging the engaged Millennial.
And it’s not just the wedding industry that needs to take notice; smart content marketing is key for engaging Millennials as they navigate all of life’s biggest milestones: graduating from college, finding their first apartment, moving across the country, buying a car, and even starting a family.
Related Article: 4 Ways You Can Attract Millennials and Why You’ll Want to Hire Them
“A study by BCG shows that Millennials between the ages of 18 to 34 years old account for $1.3 Trillion in Direct Annual Spending.”
Millennials grew up with the Internet and they can spot a sales pitch from a mile away. That’s why content marketing (when done right) can be so effective. Effective content marketing is original, relevant, authentic and interesting. There’s no flashing call-to-action or ads covered in logos; it’s the exact opposite of traditional advertising.
Smart wedding vendors have learned how to leverage content marketing to build long-term relationships with brides-to-be– often before they’re even engaged. You don’t need to sell bridal gowns to do the same with your Millennial target audience. Here’s how to leverage content marketing to better connect with Millennials.
Lesson 1: Be Early
Content marketing is a slow burn; if your business is selling a big-ticket item or a once-in-a-lifetime product, you need to start early. “Our robust content marketing program has truly made a difference when it comes to reaching brides early in the planning process,” says Amanda Carr - National Sales Manager at UK Wedding Savings. “In fact, we’ve found that many couples start the planning process even before they’re officially engaged.
By reaching brides early in the process through content marketing, we’re able to establish a relationship where they come back to us time and time again for advice and support.”
What to do: Just as folks in the wedding industry don’t see a big jump in sales overnight, you won’t either, and that’s okay. The key is to build trust and foster a long-term relationship with relevant, useful content so once your Millennial customer is ready to make a purchase, your business will be top of mind.
Lesson 2: Be Useful
The golden rule of content marketing is to create meaningful, original content that’s truly beneficial for your target audience, and this rule holds true whether you’re writing for the B2B C-suite set or Millennial brides.
With the average American wedding now costing around $28,427 (the highest level since 2008, according to the Knot) finding a way to afford their dream wedding is the biggest pain point for today’s brides. Wedding vendors have responded with content that shows brides-to-be how to put their own unique stamp on their wedding without breaking their budget, be that DIY tutorial videos or tips for sourcing second-hand decorations.
What to do: What problems could your business’s content solve for Millennials? Millennials love how-to videos and life-hacks, reports AdWeek. Take a page from the wedding vendors’ content marketing playbook and be a solution provider, not an advertiser.
Lesson 3: Be Snackable
Millennials like content that’s short, sweet and snackable, be that “bite-sized” video clips on Vine or photos on Instagram. This is one reason why Pinterest has become such a popular wedding planning site and 70 percent of users are making Pinterest boards before they’re even engaged.
It’s quick, fast and easy to re-pin an image. Wedding vendors who succeed on Pinterest understand that their content needs to be easily consumed and shareable before Millennials move on to the next thing.
What to do: Visual content is key to earning a cut of your Millennial customer’s ever-shortening attention span. Marry this with inspirational content that reinforces the Millennial desire to embrace life along the “off-roaded path to adulthood” and you’ve got a winning content marketing formula.
Getting Millennials’ attention online is tough. Millennials don’t have time for content that’s unoriginal, boring, irrelevant, or mimics an ad. That’s why wedding vendors who excel at content marketing create content that’s useful, easily consumed, and reaches Millennials early in the planning process.
Millennials will have $1.4 trillion in spending power by 2020 according to Yahoo. Nailing your content marketing strategy now is essential to building a long-term, mutually beneficial relationship.