The newest wave of 18- to 20-year-olds are striving to be a part of the online market’s “bigger picture.”
Gen Zers, also known as the digital natives and post-millennials, are eager, early adopters of and the first out the gate when it comes to new gadgets and
Therefore, to best engage digital natives, your company’s content must first reflect and satiate their desire to interact with, and deeply understand your
brand or product.
Honing content to accompany the Gen Z user takes more than just well-written words.
To truly benefit the young buyer, brands must direct their attention to the customer journey and each distinct touchpoint across their funnel.
Here are the five tried-and-true tactics for mapping your brand’s content journey to fit Gen Z.
Tell Your Brand’s Story
of Gen Z prefers narratives and storytelling, meaning your brand’s narrative should be woven into your company’s dialogue. Narrative-based marketing, if
done authentically, can be a powerful tool for driving loyalty, engagement, and long-term retention.
To tell your brand’s story, you must know it first. In other words, journey mapping— it’s the key platform for learning the ins and outs of your authentic
story and composing it chronologically.
Journey mapping offers marketers the tools to use their personality to tell a story in a concise and approachable manner.
is a solid example of a company that has structured its story around its customer journey. The short film titled, Nick Woodman’s Journey: Dead End to GoPro, is a brief and inspiring
window into the history of the successful camera brand as well as the man behind the revolutionary invention. The video opens with a snowboarder trekking
up a massive snowy peak, with CEO Nick Woodman narrating. The anecdote moves from his initial failure as an entrepreneur into the brand’s present and
Be Mobile Friendly
According to Refuel Agency research, 45 percent of teens said they use their mobile devices to
compare prices while shopping, 44 percent said they read reviews online, and 33 percent are using their mobile devices to purchase products.
In other words, digital natives don’t just network online, their devices are in built into their DNA.
When targeting Gen Z, the most important detail is that your design and copy be mobile friendly enough for Gen Z.
This point becomes especially pertinent if you are advertising yourself online, as your funnel will likely lead users from scrolling, to clicking, to
buying. If your company’s mobile platform isn’t flawless, it will be reflected in sales.
Buzzfeed is one example of a company with a wonderfully mobile-friendly experience. Its mobile site consistently keeps users on the site for hours at a
To master a truly seamless customer journey, mobile designers should be constantly prowling for dead links and checking that the entire flow, whether it’s
leading to more content or a checkout page, is consistent and smooth.
Don’t Bore with Details
By and large Gen Z is tech-fluent. Thus, there is no need to break down every minute detail of your product for this savvy cohort as you would for
If Gen Z is your target audience, less is more when it comes to content. Approaching post-millennials with too much information may bore or frustrate them,
and you also run the risk of looking amateur or outdated.
Gen Z is famous for being hands-on learners when it comes to technology. If you want this group to engage with your product, don’t offer them lists or
instruction manuals. Rather, provide them with a concise and interactive explanation of your product or ask them to try it for themselves.
Keep in mind too, that details can be a beautiful thing if used wisely.
Refuel Agency reports that Gen Z spends more time online looking for quality content than they do social networking. Therefore, your long-winded content
will reach its full potential on your blog or as a guest post while your short and edible content should be highlighted, using strategic and tested UX, on
your company’s website.
In the past, advertisers focused more on emotion than technology when marketing products or services. It has long been believed that the feeling of using a
product sold more than the product itself.
Today, however, brands are more transparent than ever when advertising their gadgets and widgets. Gen Z likely knows more than you think, so be direct to
help your young customers become experts. Everything from contributor content, blog posts, to banner ads, are taking a turn for the technological.
Technology driven content should offer your readership insights into what your platform does differently than others.
Simply adding a “How it Works” tab in your website’s navigation, can increase the authority of your most marketable features and intentionally focus on
details and features that define your brand.
Illustrating your platform’s functions using interactive content and images is a great way of reaching young audiences with actionable data. It also allows
your company to remain engaging while offering clarity. The more Gen Z understands, the more it trusts your company’s ability to support its needs.
Make Video a Priority
Make your content move. This is the most crucial piece of advice for any company targeting a young audience.
In a survey by Animoto, 96 percent of customers said they find video helpful when making purchase decisions online, and
73 percent said they are more likely to purchase a product after watching a video.
Once you have a clear understanding of your customer’s journey, be sure to create content that flows accordingly. Telling your story through video (see tip
No. 1) is just one facet of having content that follows your customer throughout. As your customer progresses through your service funnel, your video
content should act as a guide, offering bits of edible information to clarify and engage your customer along the way.
Video has the power to feed your clientele with clear and fun-to-use breadcrumbs along your customer journey.
RELATED: How to attract -- and keep -- a millennial workforce.
Final Musings About Gen Z
The beautiful thing about journey mapping your way to masterfully curated content is the payoffs can be massive and ongoing.
Having a content-centric approach to your Gen Z audience has more power than you can ever know. With the share button and the big five social networks,
your name has the potential to be spread far and wide in the online sphere.
However, to create the kind of content that turns users into customers, customers into long-term buyers, and loyal buyers into brand ambassadors, you must
understand how your audience interacts online and how your company can offer engaging content and actionable information to optimize their online
is the CMO at Roojoom, an online presentation platform used for content marketing. A version of this story originally appeared on Spinsucks.com.