{"id":6637,"date":"2017-04-11T07:30:44","date_gmt":"2017-04-11T14:30:44","guid":{"rendered":"https:\/\/www.constant-content.com\/blog\/?p=6637"},"modified":"2019-03-13T09:48:18","modified_gmt":"2019-03-13T16:48:18","slug":"why-changes-in-consumer-demographics-mean-changes-for-your-content-strategy","status":"publish","type":"post","link":"https:\/\/www.constant-content.com\/content-writing-service\/2017\/04\/why-changes-in-consumer-demographics-mean-changes-for-your-content-strategy\/","title":{"rendered":"Why Changes in Consumer Demographics Mean Changes For Your Content Strategy"},"content":{"rendered":"

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If you\u2019re younger than 38<\/a>, at least in the US, you\u2019re now in the majority. Demographics are shifting in developed countries and new priorities are emerging as younger generations come to have increasing sway in what they demand from their peers, brands and content.<\/p>\n

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What\u2019s Changed?<\/span><\/h3>\n

Younger consumers are now less concerned<\/a> with the basic products they need. The focus for them has shifted to products that they want to own, either because those products are the ones currently in the hands of celebrities or because the product\u2019s message represents something important to them. Increasingly, the value associated with a product or service is coming from what it represents more than its usefulness.<\/p>\n

The risk to brands is not recognizing this shift. Focusing simply on the qualities of your features isn\u2019t enough to attract millennials. They expect content to either save them time or bring direct value to them through creative story-telling and true engagement.<\/p>\n

Content\u2019s New Role<\/span><\/h3>\n

Millennials are social media savvy and expect the businesses they buy from them to be as well. Brands that can\u2019t keep up can no longer rely on the loyalty<\/a> they maintained with older cohorts. The best brands are creating thoughtful, engaging and empowering content and delivering it through the platforms and mediums that their target audience is actually using.<\/p>\n

How Are They Doing It?<\/span><\/h3>\n

Creating True Value<\/strong><\/p>\n

Tracksmith<\/a>, a running apparel company, knew that its customers were competitive runners, and not simply weekend warriors. The brand also recognized that, at the time, no company was filling the \u2018running lifestyle\u2019 niche. Other companies, like Nike, were more focused on fitness than running. Matt Taylor, Tracksmith founder and CEO, has said<\/a> that \u201clong-term, we want to have a role in anything that someone who is committed to running wants or needs.” And that includes content.<\/p>\n

To that end, the company produces a high-quality quarterly magazine focused on running called Meter<\/a>. The magazine doesn\u2019t feature or promote Tracksmith products, instead opting to simply share running culture by creating a \u2018go to\u2019 publication and online journal<\/a> for competitive runners.<\/p>\n

Running Influencer Campaigns<\/strong><\/p>\n

Your word alone is not enough. Customers are significantly more likely to trust a recommendation from someone they know or from a social media influencer than most marketing materials. This is why many have embraced influencer campaigns within their content strategy.<\/p>\n

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@jamesrodriguez10 sports the Sculpted Jean in blue rinse. #mycalvins Available for pre-order. Link in profile to shop [US].<\/a><\/p>\n

A post shared by CALVIN KLEIN<\/a> (@calvinklein) on