Steps to craft a foundational content strategy that is still flexible enough to connect with Millennials and Gen Z in spite of their mindset differences.

1. How to Flex Your Content
Strategy to Reach
MILLENNIALS GEN ZAND

2. Before we begin…

3. Before we begin…
1 I’m going to generalize.

4. Before we begin…
1 I’m going to generalize.
2 I am a Millennial. And I have
a Gen Z in my household.

5. Before we begin…
1 I’m going to generalize.
2 I am a Millennial. And I have
a Gen Z in my household.
3 This isn’t based on primary
research (yet).

6. What we’re going to talk about today…

7. What we’re going to talk about today…
Who are these Millennials and Gen Z?

8. What we’re going to talk about today…
Who are these Millennials and Gen Z?
How are they distinct?

9. What we’re going to talk about today…
Who are these Millennials and Gen Z?
How are they distinct?
Why we need to think about content differently.

10. What we’re going to talk about today…
Who are these Millennials and Gen Z?
How are they distinct?
Why we need to think about content differently.
What is the most effective approach to driving
meaningful engagement?

11. Who are the
Millennials
and Gen Z?
An overview

12. They have always been able to use
MOBILEDEVICES.
millennials and gen z

13. (MOBILEPHONES.)
as opposed to
millennials and gen z

14. 90%own a smart device.
Nearly
millennials and gen z

15. In fact, 2/3 WOULD
THAN SPEAK TO SOMEONE
ON THE PHONE.
Rather text
millennials and gen z

16. has never been just a river in
south america.
amazon
millennials and gen z

17. ON COLLEGE CAMPUSES.
OUTNUMBERED
MEN
WOMEN HAVE ALWAYS
millennials and gen z

18. MOST HAVE NEVER GONE TO A STORE TO
BUY MUSIC.
millennials and gen z

19. SOCIAL MEDIA
OVER 90% ARE ON
daily.
(OVER 75% FROM A MOBILE DEVICE.)
millennials and gen z

20. 25%will not buy from a brand that has a
poor web experience.
millennials and gen z

21. Together,
they make
up half
of the U.S.
population.
gen z
(21 yrs)
25.9%baby
boomers
(51–69 yrs)
23.6%
SILENT
(70+ yrs)
10.6%
millennials
(21–35 yrs)
24.5%Gen x
(36–50 yrs)
15.4%

22. How are they
different?
5 Key Dimensions

23. TECH SAVVY
“I can’t do that
on mobile? Ugh. I
literally can’t even.”
Technology

24. TECH SAVVY
TECH INNATE
“I can’t do that
on mobile? Ugh. I
literally can’t even.”
“I’m digital AF, but HMU
with something fire.”
Technology
Gen Z Decoder
AF = as f*ck
HMU = hit me up
Fire = cool

25. SOCIAL
“All the selfies, all the
memes, all the time.”
Social Media

26. SOCIAL
ANTI-SOCIAL
“All the selfies, all the
memes, all the time.”
“Some peeps have no chill.
Like, their Insta is so ratchet.”
Social Media
Gen Z Decoder
No chill = uptight
Ratchet = a mess

27. MULTIPLE
PERSONALITIES
Identity
“OMG, worlds colliding.”

28. MULTIPLE
PERSONALITIES
SIMPLE
AUTHENTIC
Identity
“OMG, worlds colliding.”
“I’m not trying to be all thirsty.
Weird is the new black, k.”
Gen Z Decoder
Thirsty = desperate
k = an irritated way to
end a convo

29. FRIENDS
Family Life
“Friendsgiving is 100%%
my fave holiday.”
%

30. FRIENDS
MODERN
FAMILY
Family Life
“Friendsgiving is 100%%
my fave holiday.”
“I’m BFF with my mom
and grandma (but my
squad is still BAE).”
Gen Z Decoder
BFF = best friend forever
Squad = close friends
BAE = Before Anyone Else
%

31. AMUSEMENT
Entertainment
“My perfect Friday night:
binge watching Game of
Thrones (while peeping
Instagram and Twitter,
of course).”

32. AMUSEMENT
ESCAPISM
Entertainment
“My perfect Friday night:
binge watching Game of
Thrones (while peeping
Instagram and Twitter,
of course).”
“Current mood: emo.”
Gen Z Decoder
Mood = state of mind
Emo = emotional

33. MILLENNIALS (BORN 1980–1995)
The Bottom Line:

34. MILLENNIALS (BORN 1980–1995)
• Digital know-how is important to their interactions with peers
and brands
The Bottom Line:

35. MILLENNIALS (BORN 1980–1995)
• Digital know-how is important to their interactions with peers
and brands
• Brand interactions must flex to their experience and context
The Bottom Line:

36. MILLENNIALS (BORN 1980–1995)
• Digital know-how is important to their interactions with peers
and brands
• Brand interactions must flex to their experience and context
• They are gluttons for entertainment and masters of self expression
The Bottom Line:

37. MILLENNIALS (BORN 1980–1995)
• Digital know-how is important to their interactions with peers
and brands
• Brand interactions must flex to their experience and context
• They are gluttons for entertainment and masters of self expression
• It’s important to them to maintain distinct purposes and content for
different channels
The Bottom Line:

38. MILLENNIALS (BORN 1980–1995)
• Digital know-how is important to their interactions with peers
and brands
• Brand interactions must flex to their experience and context
• They are gluttons for entertainment and masters of self expression
• It’s important to them to maintain distinct purposes and content for
different channels
• They have a high degree of purchasing power, with an emphasis on
experiences over “stuff”
The Bottom Line:

39. Gen Z (Born 1996–2010)
The Bottom Line:

40. Gen Z (Born 1996–2010)
• They communicate constantly, but are sensitive to oversharing
The Bottom Line:

41. Gen Z (Born 1996–2010)
• They communicate constantly, but are sensitive to oversharing
• They have short attention spans
The Bottom Line:

42. Gen Z (Born 1996–2010)
• They communicate constantly, but are sensitive to oversharing
• They have short attention spans
• They develop their own language and social structures
The Bottom Line:

43. Gen Z (Born 1996–2010)
• They communicate constantly, but are sensitive to oversharing
• They have short attention spans
• They develop their own language and social structures
• They don’t just consume – they create, manipulate, and share
The Bottom Line:

44. Gen Z (Born 1996–2010)
• They communicate constantly, but are sensitive to oversharing
• They have short attention spans
• They develop their own language and social structures
• They don’t just consume – they create, manipulate, and share
• They have a wide and varied circle of influencers
The Bottom Line:

45. Why do we
need to think
about content
differently?

46. “The world keeps getting
noisier. Don’t make it worse.”
— Joe Coleman, CEO of Contently

47. Reaching multiple audiences across
generations is a tricky challenge.

48. Reaching multiple audiences across
generations is a tricky challenge.
Especially when you’re short on time
and resources to develop content.

49. Reaching multiple audiences across
generations is a tricky challenge.
Especially when you’re short on time
and resources to develop content.
Or when you don’t know where to
focus your efforts.

50. That means shifting
our perspective
away from this:
1 super-cool
piece of content
that we think is
newsworthy and
important

51. That means shifting
our perspective
away from this:
1 Don’t start with a piece
of content
2 Don’t push your priorities
onto your community
3 Don’t be tempted to run
before you walk
No-No’s
1 super-cool
piece of content
that we think is
newsworthy and
important

52. “All the things”
is never the answer.

53. SO WHAT IS THE
ANSWER?
(It’s meaningful engagement)

54. First: what is “Meaningful Engagement?”

55. First: what is “Meaningful Engagement?”
TOO LIMITED

56. First: what is “Meaningful Engagement?”
Includes passive and active methods of engagement.
Signals that underscore a deeper connection to the
content and/or brand.

57. First: what is “Meaningful Engagement?”
Demonstrate
content affinity
PASSIVE MEASURES ACTIVE MEASURES
Demonstrate
brand affinity
• Reach + Impressions
• Likes, Shares, Retweets
• Click-through Rate
• Inbound Search Terms
• In-site Search Terms
• Time on Site + Bounce Rate
• Returning Visits + Number of
Pages Visited
• Info Requests/Form Completes

58. HOW DO WE DRIVE
meaningful
engagement?

59. We should focus,
like this:
Our Core
Content Strategy
Content Theme
Content Theme
Pieces of Content
Right Packaging
Channels for Audiences
Content Theme
Gen Z
Gen Z
Millennial
+
+
+

60. We should focus,
like this:
Our Core
Content Strategy
Content Theme
Content Theme
Pieces of Content
Right Packaging
Channels for Audiences
Content Theme
Gen Z
Gen Z
Millennial
+
+
+
Baseline content that is
consistent yet flexible

61. Our Core
Content Strategy
Content Theme
Content Theme
Content Theme
Gen Z
Gen Z
Millennial
+
+
+
Articulate what you’re trying to achieve, the target audiences,
and what you want those audiences to know or believe.
1

62. Example: Hashtag University
Core Strategy Statement —
To strengthen our position as a global communications innovator, we
produce and curate cutting edge content focused on our research and
teaching, to inspire our community of storymakers to fuel their own
pioneering work in the world.
Articulate what you’re trying to achieve, the target audiences,
and what you want those audiences to know or believe.
1

63. Articulate what you’re trying to achieve, the target audiences,
and what you want those audiences to know or believe.
1
Example: Hashtag University
Core Strategy Statement —
To strengthen our position as a global communications innovator, we
produce and curate cutting edge content focused on our research and
teaching, to inspire our community of storymakers to fuel their own
pioneering work in the world.

64. Our Core
Content Strategy
Content Theme
Content Theme
Content Theme
Gen Z
Gen Z
Millennial
+
+
+
Identify the overlap between what you want to share and what
they need/want
2

65. CONTENT THEMES allow Hashtag University to pick broad topics that support
the core strategy, and then build upon it with a bunch of hyper-focused topics.
Look at all of the
cutting edge stuff
we are doing
here!
What you
want to
share
How can I make
an impact on the
world?
What they
need/want
Identify the overlap between what you want to share and what
they need/want
2

66. Content Themes —
1
BLOWING
MINDS
Show both processes
and outcomes of
innovation.
3
COMMUNITY
MOMENTUM
Get people excited
about everything
happening in the
community.
2
HIGHLIGHTING
IMPACT
Demonstrate the
many ways you’re
making a difference
in the world.
Identify the overlap between what you want to share and what
they need/want
2

67. Our Core
Content Strategy
Content Theme
Content Theme
Content Theme
Gen Z
Gen Z
Millennial
+
+
+
Understand their content consumption habits and expectations3

68. Content Packaging — a Generation Matrix
Content Theme They prefer… So make…
GEN Z
Blowing Minds
To get their hands dirty manipulating and filtering a
mind-blowing content experience
Filterable, shareable mix of media (image-based mini
stories, fun facts)
Highlighting Impact
Seeing themselves in the story and their ability to
make an impact
Imagery, testimonials, and participation CTAs
Community Momentum Being connected to diverse individuals Curated, bite-sized video narratives
MILLENNIALS
Blowing Minds Snack-sized, text-based compelling evidence Quotes and fast facts
Highlighting Impact Seeing proof of change Shareable mini-infographics
Community Momentum Knowing they are among like-minded people Categorized and searchable video and image stories
Understand their content consumption habits and expectations3

69. Our Core
Content Strategy
Content Theme
Content Theme
Content Theme
Gen Z
Gen Z
Millennial
+
+
+
Understand who uses which channels and for what purposes4

70. Channel Usage Matrix —
Channel How They Use It
GEN Z
It’s dead to them. It’s like an awkward family dinner party.
IF they understand it, they use it to stalk celebs.
Where they post carefully constructed, high quality
content.
Their favorite place for real-time, unfiltered
documentation, because they can control who sees what.
What?
A place to satisfy the wide range of interests they
have — both entertaining and educational in nature.
Where they are their true selves and surround
themselves (through who they follow) with people who
have similar interests.
Channel How They Use It
MILLENNIALS
They live their lives out loud on Facebook.
News, celebs, sports, memes. If they want to know
something in real time, they turn to Twitter.
They personally curate their feed to include their
favorite influencers, friends, and brands that they
align with.
All the selfies, and all the pets, and all the food.
Where they curate their ultimate fantasy life
(wedding, home, food, whatever — it’s all about the
power of imagination).
A place to satisfy the wide range of interests they
have – both entertaining and educational in nature.
Most are occasional users (er, lurkers).
Understand who uses which channels and for what purposes4

71. Generation Matrix + Channel Usage Matrix —
Channel How They Use It
GEN Z
It’s dead to them. It’s like an awkward family dinner party.
IF they understand it, they use it to stalk celebs.
Where they post carefully constructed, high quality
content.
Their favorite place for real-time, unfiltered
documentation, because they can control who sees what.
What?
A place to satisfy the wide range of interests they
have — both entertaining and educational in nature.
Where they are their true selves and surround
themselves (through who they follow) with people who
have similar interests.
Understand who uses which channels and for what purposes4
Content Theme So make…
GEN Z
Blowing Minds
Filterable, shareable mix of media
(image-based mini stories, fun facts)
Highlighting Impact
Imagery, testimonials, and participation
CTAs
Community Momentum Curated, bite-sized video narratives

72. Generation Matrix + Channel Usage Matrix —
Channel How They Use It
MILLENNIALS
They live their lives out loud on Facebook.
News, celebs, sports, memes. If they want to know
something in real time, they turn to Twitter.
They personally curate their feed to include their
favorite influencers, friends, and brands that they
align with.
All the selfies, and all the pets, and all the food.
Where they curate their ultimate fantasy life
(wedding, home, food, whatever — it’s all about the
power of imagination).
A place to satisfy the wide range of interests they
have – both entertaining and educational in nature.
Most are occasional users (er, lurkers).
Understand who uses which channels and for what purposes4
Content Theme So make…
MILLENNIALS
Blowing Minds Quotes and fast facts
Highlighting Impact Shareable mini-infographics
Community Momentum
Categorized and searchable video
and image stories

73. Create, deploy, measure, and optimize5
PROCESS
For content creation
and curation
EDITORIAL CALENDAR
Plan for what content will be
published when and where
DASHBOARD
To measure what’s working and what’s not
OPTIMIZATION
Recommendations to improve
or amplify content success
1
2
3
4

74. Brands On Fleek

75. #NailedIt: Campbell’s
Takeaway
The solution is not always
as simple as being on
the right platforms. Your
message has to resonate
(the most powerful stories
resonate with multiple
generations).

76. #NailedIt: Banksy
Takeaway
Technology is a fundamental way to
connect, but remember that people
crave regular “digital detoxes” and
appreciate experiences that merge
the physical and digital.

77. #NailedIt: Converse
Takeaway
Being inclusive means
relinquishing some of
the control over your
brand’s projection.

78. #NailedIt: Taylor Swift
Takeaway
Today’s youth doesn’t want messages
thrust upon them, they want a community.
Bonus points for making strides toward
personalized experiences.

79. #NailedIt: Old Spice
Takeaway
Brands that embrace their quirky elements,
while remaining true to their authentic story,
are rewarded.

80. Questions? Comments?
As the Gen Z kids say, “HMU” —
@CarolynLKent
http://contentnerdery.com/treasure-chest
P: CMHStartupWeek