Tailoring your Content Marketing Strategy to Best Reach the Generations

author image Written by: Content Team           Categories - Digital Marketing

Knowing the Content Consumption Trends of your Target Market Can Result in Greater Success!

Reaching the Generations In content marketing, you need to know your audience and their browsing habits, otherwise you’re going to have a pretty difficult time engaging them. Being in touch with your core demographic is the difference between keeping up with your competition, and eating their dust. This is why we paid especially close attention to some recent research on generational trends by BuzzStream and Fractl. It divided users into three groups – Baby Boomers (b.1946-1964), Generation X (b.1965-1980), and Millennials (b.1981-1997). We looked at the data they compiled and what it means, both for us and for you, when considering a content marketing strategy. Here’s what we figured out: Boomers Consume the Most Content Next time someone says young people spend too much time online, you can remind them that a quarter of Baby Boomers spend more than 20 hours online every week. Another 17% spend 15-20 hours, edging out the other generations, who lean closer to 5-10 weekly hours. Interestingly, Boomers do most of their browsing in the morning, while Gen-X and Millennials tend to stick to the evening. Use this information to syndicate your content during the times and days that your targeted audience is most likely to be online, ensuring that your message is received and your content strategy doesn’t fall on deaf ears. Between 8pm and 12am was determined to be the most popular time overall to consume content. If your company is guilty of ignoring Baby Boomers while spending all your attention on the younger generations, try not to be so neglectful – depending on what your business is offering, you could be missing out on some great revenue opportunities. Different Generations Prefer Different Devices Boomers lead the pack in home computers and tablets, but Millennials take the cake for smart phone usage with over 52% using mobile as their primary device. However, people in every generation love using multiple devices. To take advantage of that, your content strategy should employ responsive design – in doing so you can reach anyone, any time. Entertainment is Always Big For the top content genre, entertainment was consistently the favourite for all ages (no surprise there). Inserting elements of entertainment news every once in a while and relating it to your industry can help keep the attention of your audience. For example, if you are writing a blog for a dental clinic, why not talk about celebrity “grills” or famous people who have gotten invisible braces? It’s certainly not going to make the reader smarter, but doing something fun with a topic that people might otherwise find dry will do wonders for engagement. Millennials took the lead for tech news, and Boomers were the most invested in world events. If your content marketing focuses on healthy living, personal finance, or parenting, then you should be targeting Gen-X, who were on top of these three categories. The Medium is the Message The biggest surprise? All three generations had nearly identical preferences in content mediums. Blog posts, comments, eBooks and images are universally popular, while webinars and white papers are just as universally unpopular. When it comes to article length, everyone was in agreement that 300 to 400 words is preferred, so don’t over-do it and lose the reader you’re trying so hard to attract. If you’re aiming at Boomers, don’t bother with memes – this kind of unique and often bizarre internet humour is wasted on the older generation. Content sharing looked the same: Facebook is the most popular platform, followed by YouTube, regardless of which generation you are looking at. The Big Picture These three generations have more in common than you think. Knowing your way around the subtle differences in their browsing habits is an indispensable asset, but recognizing these similarities is just as important. This is why your content marketing strategy should always be focused on quality and value first – once you know that your content is worth someone’s time, then you can worry about making sure it reaches them.

Content Team

Mueller Explains Success of SEO Content Copycats


Plagiarism is one of the most irritating problems in the world of content production. SEOs and content creators are constantly finding their content taken word-for-word by other sites. It’s particularly frustrating to see another site rank higher on SERPs than yours after stealing your content.

Google pushes back against pages that plagiarize – so why do so many make it through the cracks and rank higher than the creators they stole from?

Google’s Webmaster Trends Analyst John Mueller spoke about the issue on a recent installment of Office Hours, Google’s SEO-themed livestream series.

A viewer asked Mueller what to do if their content was copied by a page that would go on to perform better – and what Google’s stance on the issue would be.

Mueller confirmed that Google does, in fact, check to see which page is the original.

“From my point of view, it’s something that we can determine to a large extent,” said Mueller. But even if we know which one is the original and which one is the copy, sometimes, it makes sense to show a copy in the search results.”

Mueller provided an example: the original page may rank lower if it does not appear trustworthy or if is ‘low quality.’

“If a higher quality website were to take some of content and publish it, we would say, ‘well, we know more about this website and actually, maybe, we should show this content in the search results.”

Mueller suggests investing in the quality of your website to avoid this problem.

Publishing relevant content with solid metadata and a good supply of backlinks can achieve this result.

You can view the Office Hours episode here.

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Google Offers Up Advice for Improving Content


From Proper Use of Headings to Interstitials – Google Talks Improving Content Focus

As what we can only assume is an early Christmas present, Google has offered up some sound advice for improving web content. During a recent Webmaster Hangout this week, Google’s Webmaster Trends Analyst, John Mueller, was asked how content marketers can go about improving page content focus. More specifically, Mueller was asked about poorly indexed Product Description Pages and whether making content more prominent would help with this. Mueller responded that no, he did not believe this to be the case. “Just shifting the location of content within an HTML page, I don’t think that plays a big role at all. So, in that regard, I wouldn’t really worry about this,” he said. As a bonus, Mueller also offered up two key pieces of content advice.

Content Tip #1: Proper Use of Headings

A common misconception is that headings are considered important ranking factors. Because of this misconception, important keywords are often added to headings when they don’t need to be. So, while heading tags are important, they aren’t a tool for telling Google which keywords you’re looking to rank for. So, what are they useful for? “Headings are useful in that we can take a heading and see what images and which text kind of apply to that heading,” said Mueller, reiterating that moving text around to make it more prominent over images will not help to get content properly indexed.

Tip #2: Interstitials Can Block Indexing

Another interesting nugget of wisdom provided by Mueller is that an improperly deployed interstitial can interfere with content indexing. When provided with a link to a particular website as an example, Mueller noticed an interstitial for picking a country that might block Google from properly indexing content. “One thing I did notice when looking at that example page that you link to is that when I loaded up, after a certain period of time, it switches to… a country picker interstitial,” he said. “I don’t know how you’re…triggering this and if you trigger this in all locations, but for example, if you were to trigger this when Googlebot crawls and renders your pages that might also result in Googlebot not being able to index your pages properly. So that’s one thing you might want to double-check.” As for what he would recommend, Mueller suggested using a banner or other user interface object for site visitors to select the country they are in. “Because if you’re using a banner, even if that does end up being rendered in Google’s systems, then it wouldn’t block the indexing of the rest of your content. Whereas if you have an interstitial that in the worst case… takes out all of the old content and replaces it with this…country or language picker, then we might not have that much content left on the page for indexing,” he added. So, there you have it. While this may not be the secret to cracking BERT, Mueller’s words do still provide some interesting insight from a content marketing and SEO perspective.

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