Millennials want to consume high quality online tutorials, how-to’s and other informative content before making an online purchase according to a new study published by SDL Research.
For young people, content is now very much a part of the buying experience. They expect to have access to resources that will provide in-depth information about a product or service, and are more likely to have a stronger affinity with a brand if they can consume these resources during each step of the journey.
SDL Product Marketing Director, Arjen van den Akker said: “Millennials grew up on digital, and are accustomed to having instant access to any information they want. They don’t expect to flip through a paper manual or even download a PDF.”
This takeaway suggests brands need to do more than merely advertise and use social channels to engage with audiences. Millennials want content marketing to cover technical aspects of products and services they want to buy and provide a platform for them to be more informed and educated about certain topics.
Translation and transcreation is also important for engaging across markets. Aren adds: “This means brands need to offer easy to access, high-quality technical content in multiple languages, optimised for search and delivered across multiple formats. Brands must support this new way of engaging with customers by evolving and improving the way they create, manage, and deliver content.”
The report also found that two thirds of millennials expect to be served up content that is tailored to their personal preferences and usual search behaviour.