How Do You Write Website Content For Multiple Generations?
With people of all ages regularly online it is more important than ever to understand how to write website content for multiple generations. While some content creators might follow a more simplistic, or lazy, approach and just churn out content in a one-size-fits-all model that is a poor choice if your goal is optimum results.
After all, people are not one-size-fits all in how they are made up. Generations of people can be similar, but are mostly very different because of the experiences they have had, or are yet to have from becoming parents, grandparents, retiring and the like. There are different expectations and influences for each generation which makes it impossible to effectively pigeonhole them in one large mass.
So how should you approach this situation?
Most people craft content not considering variations in generations because their aim is a customer group, but that means you could easily be missing out on nuances to connect with customers. That can mean a lower ROI for whatever action your content is meant to inspire.
To work around this problem, here are some things you can consider:
Tips for Website Content Writing
Understand the nuances between generations – Right now there are 3 primary generations that consume content: Baby Boomers, Gen X, and Millennial.
- Baby Boomers were born between the mid-1940s to mid-1960s
- Gen Xers were born between the mid-1960s and mid-1980s
- Millennials or Generation Y were born in the 1990s and early 2000s
Of those 3 the Baby Boomers consume the most content. The Gen-X group consumes the least amount of content. Generally speaking the Baby Boomers will consume more content in the mornings with the other two groups consuming the majority of theirs in the evening and late night hours. However hardly anyone consumes content after midnight or before 6 a.m.
- 40 percent of all primary tablet users are Baby Boomers and they generally connect via tablet or laptop
- Millennials use a mobile device as their primary connection device
- Gen X mixes it up using both computers and mobile devices, but they utilize tablets less than the other two groups
Understand the similarities between all generations – Although different in many ways related to the way they were brought up, the aspects of life they lived through (Viet Nam, 9/11, etc), reliance on technology, etc. there are many things that are just plan popular regardless of age.
Facebook is king with all groups in popularity in regards to social media platforms followed by YouTube and then Twitter. Gen X is the highest users of Twitter and YouTube while Baby Boomers use Facebook more than anything else.
- Baby Boomers prefer to share and engage with videos
- Millennials share memes more than anything else
- Gen X seems to fall in the middle
The most popular types of content are still articles, images and comment-conversations when discussing content overall. Flipbooks, webinars and white papers are universally disliked by all groups.
What is the preferred content length? Studies show that 300 to 400 hundred words are preferred. However within that statistic studies have shown that Baby Boomers prefer less than 300 more often while Gen X prefer over 400 more often.
The Bottom Line
Marketing in itself is always a challenging endeavor. Understanding who you are marketing to is something that is preached religiously because to connect with someone you need to understand what is important to them. Additionally statistics have shown that there is more you can learn about users when you consider their generation as there are tendencies and insights that can be utilized to make your content more effective.
When you write content for multiple generations, it would be wise to pay attention to these tendencies and insights so that what you produce is consumed and connected to at the best rate possible which means knowing when, where and what types of content to deliver for maximum results.