Creating Content for Millennials: Why It Matters + Strategies for Succss
Transcript of Creating Content for Millennials: Why It Matters + Strategies for Succss
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Creating Content for Millennials: Why It
Matters + Strategies for Success
Thanks for joining! We’ll get started in just a few minutes.
#thinkcontent |
@newscred
+
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Creating Content for Millennials: Why It
Matters + Strategies for Success
#thinkcontent |
@newscred
+
Marcus StollHead of Marketing EMEANewsCred@stollyolly
Joe PuglisiDirector of Creative StrategyBuzzFeed@joefi
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Millennial is the word on every brand’s mind.
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Full disclosure:This webinar is being hosted by two millennials.
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Full disclosure:This webinar is being hosted by two millennials.
The sad truth: we aren’t impressed.
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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
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What is a millennial, and why
do they matter?
Current state of marketingto millennials.
What makes good content, and what should you think
about when creating it?The BuzzFeed formula.
![Page 8: Creating Content for Millennials: Why It Matters + Strategies for Succss](https://reader035.fdocuments.in/reader035/viewer/2022062320/55c947ecbb61eb99128b47e7/html5/thumbnails/8.jpg)
There’s been a fundamentalshift 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
#thinkconte
nt
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#thinkcontent |
@newscred
1982
MILLENNIALS | GENERATION Y
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MILLENNIALS | GENERATION Y
#thinkcontent |
@newscred
1982
Early 2000s
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#thinkcontent |
@newscred
BUT WHAT DOES‘MILLENNIAL’MEAN FOR MARKETERS?
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INFLUENTIAL MILLENNIALS
#thinkcontent |
@newscred
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INFLUENTIAL MILLENNIALS
#thinkcontent |
@newscred
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INFLUENTIAL MILLENNIALS
#thinkcontent |
@newscred
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INFLUENTIAL MILLENNIALS
#thinkcontent |
@newscred
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INFLUENTIAL MILLENNIALS
#thinkcontent |
@newscred
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INFLUENTIAL MILLENNIALS
#thinkcontent |
@newscred
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INFLUENTIAL MILLENNIALS
#thinkcontent |
@newscred
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MILLENNIALS MATTER
#thinkcontent |
@newscred
82 millionContent consumers*
85%+Smartphone users**
$1.4 trillionSpending by 2020*
83%Connect w/ a brand on social media***
*eMarketer 2014 millennial roundup **Nielsen ***SDL
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Our Goals andApproach
What makes good content, and what should you think
about when creating it?The BuzzFeed formula.
Current state of marketingto millennials.
What is a millennial, and why
do they matter?
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#thinkcontent |
@newscred
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
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#thinkcontent |
@newscred
Why isn’t your content winning the hearts of
millennials everywhere?
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#thinkcontent |
@newscred
WHY YOUR CONTENT MARKETING IS NOT WORKINGYour demographics are too broad
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#thinkcontent |
@newscred
WHY YOUR CONTENT MARKETING IS NOT WORKINGYour demographics are too broad
You aren’t being useful or helpful
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#thinkcontent |
@newscred
WHY YOUR CONTENT MARKETING IS NOT WORKINGYour demographics are too broad
You aren’t being useful or helpful
Your content is boring and stupid
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#thinkcontent |
@newscred
WHY YOUR CONTENT MARKETING IS NOT WORKINGYour demographics are too broad
You aren’t being useful or helpful
Your content is boring and stupid
![Page 27: Creating Content for Millennials: Why It Matters + Strategies for Succss](https://reader035.fdocuments.in/reader035/viewer/2022062320/55c947ecbb61eb99128b47e7/html5/thumbnails/27.jpg)
#thinkcontent |
@newscred
WHY YOUR CONTENT MARKETING IS NOT WORKINGYour demographics are too broad
You aren’t being useful or helpful
Your content is boring and stupid
You haven’t changed your delivery methods
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#thinkcontent |
@newscred
WHY YOUR CONTENT MARKETING IS NOT WORKINGYour 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
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It's funny
It's thought provoking
It's a cause I believe in
0% 10% 20% 30% 40% 50% 60% 70% 80%
Millennials share content when:
NewsCred Millennial Survey 2014
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#thinkcontent |
@newscred
IT’S ABOUT TIMETHAT WECHANGE UPOUR APPROACH
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#thinkcontent |
@newscred
IT’S ABOUT TIMETHAT WECHANGE UPOUR APPROACH
OLD WAY
Brand-led
Ad campaigns
Demographics
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#thinkcontent |
@newscred
IT’S ABOUT TIMETHAT WECHANGE UPOUR APPROACH
NEW WAY
Value-driven
Always-on content
The individual
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3 BRANDS THAT ARE
DOING IT RIGHT
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• Targeted, shareable content for exclusiveprogramming
• Interactive Twitter event
• Custom Twitter hashtag for popular character
• Developed and launched mobile app filled withshareable content
Netflix: Reaching millennials where they live
*NY Daily News, 2014*Mashable, 2014
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• Targeted, shareable content for exclusiveprogramming
• Interactive Twitter event
• Custom Twitter hashtag for popular character
• Developed and launched mobile app filled withshareable content
Netflix: Reaching millennials where they live
*NY Daily News, 2014*Mashable, 2014
98,407Social mentions, 98% positive*
50M+Overall subscriptions, w/ CEO + CFO attribute to #OITNB*
THE RESULTS
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Verizon: Maintaining cultural relevance • Gen Y cares: sustainability, LGBT equality,
animalrescue, helping the poor, etc
• 37% of millennials receptive to cause mar-keting(Rosetta Marketing)
• Inspire Her Mind campaign focused on the seriousdisparity between women and men in collegescience and math programs.
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Verizon: Maintaining cultural relevance • Gen Y cares: sustainability, LGBT equality,
animalrescue, helping the poor, etc
• 37% of millennials receptive to cause mar-keting(Rosetta Marketing)
• Inspire Her Mind campaign focused on the seriousdisparity between women and men in collegescience and math programs.
1.3M+Video views in first few weeks
Slate, HuffPo, AdWeekCommended the ad, calling it “thought-provoking,” “important,” and “a blast of refreshing cool air.”
THE RESULTS
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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 deeplyabout the world they live in, and were looking for a non-tra-ditionalsource to keep them informed.
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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 deeplyabout the world they live in, and were looking for a non-tra-ditionalsource to keep them informed.
61%Of website viewers are millennial traffic*
6+ millionYouTube subscribers, publishing up to one new video daily
THE RESULTS
*comScore
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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
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Socia
l med
ia
Compa
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Email n
ewsle
tter
Article
s abo
ut th
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and
Thro
ugh
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None
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0%
20%
40%
60%
When asked where millennials engage with brands:
NewsCred Millennial Survey 2014
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Custom ContentShare on-brand stories and recipes which are
created specifically for your brand.
Social ContentLeverage snackable content through UGC that
engages your target audience.
Licensed ContentBoost credibility, publishing cadence, and
direct traffic with a high-volume of fully-
licensed, compliant content.
#thinkcontent |
@newscred
UTILIZE THE RIGHT MIX OF CONTENT, AND SCALE IT
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Current state of marketingto millennials.
What makes good content, and what should you think
about when creating it?
Building our Newsroomand Distribution
The BuzzFeed formula.
What is a millennial, and why
do they matter?
![Page 44: Creating Content for Millennials: Why It Matters + Strategies for Succss](https://reader035.fdocuments.in/reader035/viewer/2022062320/55c947ecbb61eb99128b47e7/html5/thumbnails/44.jpg)
Current state of marketingto millennials.
The Results ofour EffortsThe BuzzFeed formula.
What is a millennial, and why
do they matter?
What makes good content, and what should you think
about when creating it?
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BuzzFeed
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The Evolution of BuzzFeed
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Experminentation is in BuzzFeed’s DNAExperimentation in in BuzzFeed’s DNA
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BuzzFeed’s Journet to Date
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BuzzFeed’s Journey to Date
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What Began as an Experiment in 2006
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Became BuzzFeed Today
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200M - 1B – 54%
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BuzzFeed is at the intersection of content and technology
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BuzzFeed.com Monthly Views
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BuzzFeed Mobile App Active Users
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BuzzFeed Video Views
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Things to Consider When Creating Content
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Testing and Learning is Key
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Create
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Distribute
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Impact
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Data
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Technology
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Talent
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Create – Distribute - Impact
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Millennials live in the feed, so meet them there.
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Referrals to BuzzFeed
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Impressions in the Stream
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Ho can we have a big impact
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Push content to the stream, not just links
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BuzzFeed Classic
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BuzzFeed Today
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So What Makes Good Content?
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QUESTIONS?