The Generation Gap: How to Create Compelling B2B Content for Different Generations

The modern workforce is dominated by three generations; Millennials (born 1982-2004), Generation X (1961-1981), and Baby Boomers (born 1945-1960). Each generation has their own preferences and expectations in terms of content. This means, in addition to segmenting your content by target buyer personas, role within the buyer team, position within the sales cycle, and consumption preferences, you’ll need to account for age. No sweat, right?

To make your content marketing life just a little bit easier, we did the legwork for you by compiling a list of the most impactful B2B content for each generation.

Baby Boomer

Baby Boomers 

Types of Content: 

  • Baby Boomers spend more time consuming content than any other generation.
  • The type of content they consume the most are blog posts, followed by articles and eBooks.
  • Once you write more than 300 words, you’ll start to lose them – so keep articles on the shorter side.

Where to Reach Them:

  • Baby Boomers rely heavily on trade shows when it comes to B2B buying, so make sure you have a great piece of collateral on hand!
  • Laptops and Desktops are the most common devices used to view content.
  • They spend a lot of time on Facebook, surprisingly.

Buying Power: 

  • With several Baby Boomers counting the last few years till they retire, this generation dominates the senior or executive positions within the company. As you can safely assume, this means they hold a lot of buying power. However, they’re coming to rely more heavily on Gen-Xers when it comes to technical buying decisions.

genx

Generation X

Types of Content:

  • For this generation, it’s a tie between third-party websites for reviews and comparisons and articles, papers, or blogs from industry experts.
  • Most Gen-Xers will spend 5-10 hours per week engaged in online content.
  • Again, the magic length is around 300 words, but this generation also enjoys reading articles over 500 words. So give them a little or a lot to read!

Where to Reach Them:

  • This generation has an affinity for Twitter, and spend the least amount of time on Facebook compared to Baby Boomers and Millennials.
  • Like Baby Boomers, this generation uses their laptop and desktop computers the most to view content.
  • It’s best to reach out through email, phone, or online meetings rather than trying to arrange a face-to-face.

Buying Power:

  • The buyers in this generation aren’t afraid to ask the tough questions, so content created by subject matter experts will help your business establish credibilities. This generation is in the era of middle to upper management, which means they have a heavy hand in the buying process (they may even be the final decision maker).

milennials

Millennials

Types of Content:

  • Millennials rely most heavily on information provided by vendors when researching products and services.
  • Like Gen-Xers, a majority of this age group will spend 5-10 hours per week engaging with online content.
  • Once again, the preferred length is 300 words when reading – so no long-form content.

Where to Reach Them:

  • This generation would prefer for interactions to be remote or virtual instead of face-to-face, with email communication being their most preferred.
  • It’s all about being mobile for this generation, with laptops coming in second place.
  • If Google trusts you, so do Millennials. This is the generation that coined the term “Google it“, so make sure you optimize your content for search engines!

Buying Power:

  • This generation is a growing force, with 87% of Millennial workers taking on management roles in the last 5 years (vs. 38% of Gen-Xers). Typically, this generation takes on the role of initiator, being the first to identify an issue and/or a possible solution.
Advertisements