How to Have a Moving Picture on a WordPress Website
The amount of content that we create on digital media continues to grow each and every year. While the number of posts might be increasing, the standards for what makes for ‘good content’ are staying the same. This is particularly relevant for those who create websites for living. As a result, the demand for quality branded content (e.g., articles, video content, and social media posts that promote brands) continues to grow.
Why Are Websites Important?
The fact that we can create websites that look almost identical to a professional publication and can be accessed free of charge online means that they have become invaluable tools for marketers.
In addition to this, the ability to create a website and to populate it with engaging content means that we can gain valuable insights into what our target audiences want and need. Essentially, this means that we can better serve them through our marketing activities.
The Demographics Of A WordPress User
The fact that WordPress is a free and open source software means that anyone can access its source code. As a result, we can gain valuable insights into how the software functions and how to tweak it in order to better fit our needs. With this in mind, let’s take a look at some of the key demographics and the content that they prefer within websites.
Gen Z
According to HubSpot Blogs research, 29% of millennials have either given up on social media or rely on it primarily as a marketing tool. Naturally, this has led to a rise in interest from Gen Z who are accustomed to being plugged into the digital world at all times through their phones. In fact, 72% of Gen Z say that they use social media in some shape or form, with the most popular platforms including TikTok, Instagram, and Snapchat.
When it comes to content, Gen Z prefer quick-hitting articles that are highly informative and bring in an immediate benefit. However, they also value longer-form articles with valuable information that takes more time to digest. Brands that want to engage with this audience should consider hiring journalists who can pull off insightful expositions on a range of topics.
Millennials
If you’re reading this, you may be wondering what happened to the generation of millennials who are sometimes derogatorily referred to as the’sandwich generation’ due to the fact that they are sandwiched between the boomers, who grew up before them, and the gen Z, who are now coming of age.
When it comes to content, millennials prefer quick-hitting articles focused on entertaining stories that generate a good amount of organic traffic. Essentially, they seek a well-rounded experience that includes both text and multimedia content.
When it comes to marketing on social media, millennials prefer using live videos, particularly on TikTok where 68% of users prefer using them.
For brands that want to engage with this audience, video content is an ideal medium as it allows for considerable flexibility when it comes to the types of content that can be produced and the platforms that can be used to disseminate it. With a steady stream of engaging content available online, it’s never been easier for businesses to gain the attention of consumers, particularly those on the internet who have a range of options available to them through the websites that they frequent.
The Generation of Boomers
While millennials are expected to inherit the earth, the boomer generation is expected to continue dominating online retail for some time. According to Statista, 23.3 million American households currently shop online, and this figure is expected to rise to 30.4 million by next year. Naturally, this presents an excellent opportunity for marketers.
When it comes to content, the boomer generation prefer in-depth articles that provide an in-depth analysis of a current event or topic. As a result, content curation platforms like Buzzfeed have risen in popularity as a means of providing users with a digestible piece of content that they can consume in a short amount of time.
When it comes to social media, the boomer generation prefer status updates and infographics, with 48% using TikTok, 45% using Instagram, and 36% using Facebook.
For those that want to engage with this audience, creating videos for YouTube is the simplest and most effective way to do so. Given that these consumers already have an internet connection and camera on their phones, all that’s needed is a professional-looking voiceover, a steady stream of relevant content, and a call-to-action at the end.
What Type Of Content Is Most Effective?
When it comes to marketing a business, the most effective content types are often defined in advance. For example, an ad campaign might include a mix of advertisements, web banners, and landing pages that each perform a different function. However, this is dependent on the target audience of the campaign.
As we established in the previous section, different generations prefer different types of content. As a result, we need to look at what makes for effective content in the context of specific industries and markets. Using the preceding information, we can define a content strategy that will enable businesses to better engage with customers through their websites.