In online marketing terms, the baby boomer market can be a tough one to penetrate. Although the vast majority of boomers have some kind of online connection, approaching them in a marketable way in 2020 can be somewhat of a challenge. They understand the tech. They all carry smartphones. They also still like the idea of a newspaper more than a blog. To be successful blogging to this demo, you need to understand their wants, needs, and expectations.
Boomers aren’t as relationship-driven as millennials when it comes to the types of content with which they engage. They remember a world without the internet. They remember when the news was about reporting facts, not entertainment. They want facts, data, and proofs that they can see and verify. They also like a good story. More on that in a few …
Content Development Strategies
These principles apply to all areas of content marketing, so I will keep this brief. The basic content types that will have the most favorable results for a blog launch include:
Regular Update Email Blasts
Your list(s) should know every single time you have new content to share, especially your blog. Start with a preview sequence that introduces the blog theme and builds excitement around finally getting to see some of the content.
A Well-Structured Website
The simpler your homepage, the better. Use big buttons with clear calls to action. Make sure your blog is accessible directly from the homepage and direct people where to tap/click.
A Well-Presented Blog
A predominantly text-centric, minimalist blog format is the best structure to attract boomers. Think newspaper articles with this one. One or two images that help the reader visualize the key concepts in the post should be plenty. Neutral backgrounds with no patterns are also conducive to good engagement among boomers.
Use single-page formatting like a newspaper article. Don’t overrun your blog pages with ads. Words, relevant images, and minimal ad content will get more boomers’ attention than something flashier. If the page is too busy, it will adversely affect your bounce rate.
Develop Content Around Basic Themes
Don’t overrun your readers with overcomplicated themes or text. Keep in mind that you are targeting people who likely do not have a background in finance. Focus on the types of things that people in this demo care about. There are myriad topics and concepts that can be developed around all of these themes and more:
• Understanding Investment Options
• Current Investment Trends
• Long- and Short-Term Options
• Social Proofs and Hard Data
• Life-Goal Oriented Content
Utilize Your Email List Liberally
Email is still one of the most effective catalysts for a successful marketing launch. I touched on this a little bit just a minute ago, but it’s a concept that needs reinforcement. Why? Because it remains the most effective first-contact content type for reaching people in this age category. Use audience-appropriate subject lines in emails and link directly to your blog with a pain point-centric call to action to click or tap.
Target the Most Effective Social Channels
Platforms that successfully market more written content, like Facebook and Twitter, are typically better for reaching boomers than social networks like Instagram, Snapchat, and Pinterest. The latter three also tend to attract a much younger audience.
Be sure to keep content delivery and engagement steady on social media. Be prepared to respond to messages quickly and, whenever possible, engage personally in conversations. Leave reactions on comments that speak favorably and demonstrate an understanding of the concepts in your blog posts.
Promote Upcoming Post Topics Ahead of Time
Utilize email for this purpose as well as social networks. You don’t need to directly market blog posts. Rather, develop content on the theme or themes associated with the blog post. Curate content that reinforces your points and share them via social media and email blasts. Three-day email sequences with compelling subject lines that lead to a call to action to click through to your latest post can increase engagement considerably.
Adopt a Narrative Format for Your Blog
Pay close attention to this one. I think we can all agree that financial planning topics can be a bit of a bore for the layperson. Using a narrative blog format is a great way to convey bland concepts in an exciting way. You get the opportunity to explore the desired outcomes of taking your advice this way, and you can either do it in a conceptual (fictional) way or build on actual experiences and situations. If you choose to go this route, get permission from the client prior to writing (and definitely prior to publishing).
Content Creation and Marketing
Developing and launching good content is a fine balance that many marketers never perfect, especially if they opt to work alone. This is why it’s crucial to have a good copywriting company in your corner. The written aspect of your content delivery strategy is crucial for reaching boomers.
At BeezContent, we work with many talented writers and content creators who understand all aspects of marketing to specific age groups and audiences, including finance blog writing. We can help you put together a launch initiative that gets more people reading your blog from day one and help maintain readership with consistently good, engaging content. Contact us today to learn how we can help you start your next blog.
