B2B Marketing teams have to approach new audiences with fresh ideas. As millennials – people born between 1980 and the early 2000's – start to assume positions of power within the corporate world, companies must adapt their content marketing strategies to appeal to younger business audiences.
The old tricks won't do because millennials are one of the most informed generations of B2B buyers. Having grown up in the information age, Marketing Dive said millennials are wise to the usual online advertising strategies and want materials that engage them personally (1).
B2B content marketers have to practice an omnichannel integrated marketing approach. Advertising Age shared the results of a Time Warner Inc. study that found people in their 20's switched digital channels 27 times an hour when they consumed online media (2). Consumers who were raised with technology are more likely to pursue multiple channels in search of content. B2B marketing teams must prepare materials for the most popular business channels and be ready for inbound marketing searches that rapidly switch between digital venues.
Millennials prefer mobile devices. Econsultancy reported Survey Sampling International discovered millennials spend four hours a day browsing the internet on their phones or tablets (3). B2B marketing teams have to focus on mobile audiences. Company pages must feature a responsive web design on smaller screens, and search engine optimization tactics should bear in mind phone searches list fewer results.