Online Marketing Agency fishbat Discusses Four Reasons Why Millennials May Not be Engaging with Your Content

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Online Marketing Agency fishbat Discusses Four Reasons Why Millennials May Not be Engaging with Your Content

In an effort to assist businesses struggling to connect with millennials, online marketing agency, fishbat, lists several areas to evaluate. Issues in these areas derail attempts to build relationships with younger audiences, so making changes in these areas will help.

Millennials, those born between the mid-1980s and mid-1990s, are a group of consumers that perplex marketers. Their lifestyles and preferences are thought to be different than those held by previous generations and that has thrown a wrench into the equation for some.

Marketing professionals who wish to improve their return on investment when advertising to this generation should consider the following reasons why content marketing fails with millennials and adjust accordingly:

Content targets the wrong values.Data suggests that 64% of millennials respond positively to content marketing that reflects their cultural values. If the content currently being promoted doesn't engage millennials, evaluate whether it speaks to their interests. When it comes to millennials, their age, location, income, and interests are all relevant. Small differences in these variables can greatly affect the success of content marketing. Therefore, it's essential to thoroughly research the millennial audience. Targeting content to different segments of the millennial audience is usually necessary.

Content doesn't help or inform. Millennials are used to being bombarded with content, advertising, and technology. They will not spend time reading content that doesn't offer value. They will also take their business elsewhere if they see hard sell tactics and promotion dominating content. Therefore, marketers must create content that informs, teaches, or otherwise improves the life of millennials. Accomplishing this task is not easy; that's why understanding the millennial audience and creating targeted content for its different segments is important.

Content is too long or too short and lacking substance. Long-form content is trending. However, 41% of millennials stop reading content because it's too long. Millennials also disengage from content that's too short, and they quickly identify and abandon content with no substance. The lesson? Stop focusing on content length. Quality never goes out of style. Create content that's relevant and helpful and millennials will engage.

Content is devoid of emotion. Don't be afraid to get personal with content. Millennials follow bloggers and social media influencers because these individuals have developed connections with millennials that feel personal through their content. To improve content marketing to millennials, focus on being authentic, genuine, and real.


fishbat is a full-service digital marketing firm that takes a holistic business approach to their clients' digital marketing programs. The fishbat team understands the importance of business principles just as well as the nuances of the latest digital technologies. fishbat offers every digital marketing service available from digital marketing research and planning to brand development to website and asset creation through social media management and search engine optimization programs - all custom calibrated for both B2B and B2C businesses.

Media Contact: Scott Darrohn, fishbat Media, 855-347-4228,

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