Content Marketing Reaches Baby Boomers

Content Marketing Reaches Baby Boomers

October 2, 2018 11:01 pm

Consumers aged fifty four to seventy two symbolize a good portion of the full U.S. shopper market. They usually have the monetary wherewithal to be among the many prime clients of an ecommerce firm. This group of potential clients may be reached with content material marketing by way of Fb, YouTube, and inner blogs.

The time period “Child Boomers” describes the demographic cohort born between 1946 and 1964. America’s seventy three million or so Child Boomers have vital shopping for energy.

For instance, a 2017 report from KPMG discovered that Child Boomers have been as more likely to store on-line as have been Millennials (born from the early Nineteen Eighties to roughly 2000). Furthermore, on common Child Boomers spent extra on every transaction. Child Boomers may be barely extra more likely to buy from ecommerce-solely retailers than Era X (early Nineteen Sixties to early Nineteen Eighties) and Millennials.

As a segment, Baby Boomers may be just as likely as Millennials to shop online, and they tend to spend more.

As a phase, Child Boomers could also be simply as possible as Millennials to buy on-line, they usually are likely to spend extra.

Don’t Stereotype Buyers

There's a lot variety inside this group — a lot in order that entrepreneurs ought to be cautious to not stereotype Child Boomers, lest they find yourself with meaningless generalizations. There are, nonetheless, some tendencies inside the group that would inform content material marketing campaigns for ecommerce corporations.

Keep in mind, content material marketing is the act of making, publishing, and distributing content material with the aim of attracting, partaking, and retaining clients. In context, this will likely imply entrepreneurs will need to regulate or be aware of Child Boomers’ preferences as they create, publish, and distribute that content material.


Fb is common with each era. Child Boomers, nevertheless, are likely to favor Fb over most different social media networks by a comparatively bigger margin.

Some sixty five % of People aged 50 to sixty four (keep in mind Child Boomers are between fifty four and seventy two in 2018) and forty one % of People sixty five years previous or older use Fb commonly, in line with the Pew Analysis Middle’s Social Media Factsheet. In distinction, solely 21 % of U.S. adults between age 50 and age sixty four use Instagram, and simply 19 % of that very same group makes use of Twitter.

What’s extra, the Child Boomers who're on Fb (and different social media platforms) might spend as a lot as 20 hours every week studying and sharing posts, based on a 2017 MediaPost commentary.

For ecommerce content material entrepreneurs, these details might merely reinforce what you already know: Fb is a wonderful distribution channel for content material.

The basics of content material advertising apply. Create helpful, informative, or entertaining content material that's related for goal clients within the Child Boomer era. Then distribute that content material as teasers, posts, graphics, or comparable on Fb, driving visitors again to your organization’s website.


About sixty eight % of People age 50 to sixty four are common YouTube customers, in accordance with the Pew Analysis Middle — forty % for people sixty five years previous or older.

Like many folks, Child Boomers use YouTube to study new expertise or for leisure. Sadly, entrepreneurs will typically generalize people in a comparatively older demographic. The tendency might be to think about these consumers as much less tech-savvy and thus attain them via conventional media. However this isn't all the time the case. For content material advertising aimed toward Child Boomers, don’t be afraid to make use of video.

YouTube is a strong software for reaching shoppers, together with these over fifty four.

Child Boomers Learn

An typically cited report from a number of years in the past, means that about 60 % of Child Boomers spend time every week studying weblog posts. That is excellent news for ecommerce entrepreneurs since an organization’s weblog ought to be the hub for its content material.

Others have prompt that Child Boomers could also be comparatively extra more likely to learn ebooks, critiques, whitepapers, and different lengthy-type textual content.

Whereas a proclivity towards studying does, maybe, assist with content material advertising, it doesn't low cost the necessity to make it related and compelling.

As is the case for each era that your organization markets to, your content material ought to convey actual worth. It ought to assist your viewers study a brand new talent, make higher selections, or clear up issues. It ought to inform, educate, or entertain. Should you’re doing this stuff nicely, Child Boomers — and different shoppers — will doubtless take the time to learn your organization’s posts.

Generational Advertising

Once we speak about advertising to a selected era comparable to Child Boomers, we're partaking in what some name generational advertising or generational segmentation. Like different types of segmentation, this system is supposed to assist us perceive what a specific group of potential clients has in widespread in order that we will higher serve that group with our advertising and, finally, with our services.

The higher we phase a gaggle, the extra profitable we could also be at creating and delivering impactful content material. That's one thing of a warning. Whereas it may be useful to consider consumers in generations, like Child Boomers, entrepreneurs ought to exit of their approach to not lump each Child Boomer into the identical bucket.

However this a lot we all know: Child Boomers, usually, use Fb, watch movies on YouTube, and skim blogs. Thus content material advertising could be an efficient technique of reaching them.

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