1. Gen Z Believes Mainstream Pop Culture is of the Past

According to Marketing Dive, 91% of 18 to 25-year-olds believe mainstream pop culture is a thing of the past. This poses challenges to marketers who have been accustomed to adopting broad-based demographic targeting strategies.



Successfully marketing to Gen Z is not about tapping into the culture but addressing subcultures. Horizon Media identified gaming, entertainment, education, fashion, and beauty as the five main cultures for Gen Z. Within each of these categories are sub-segments, such as “gamer girls,” who expect advertising to reflect their uniqueness. For brands to reach hyper-specific consumers, they need a new level of nuance.

Not all subcultures are relevant for all brands, but all marketers will need to adjust beyond pop-cultural-norms.

3. Knowing Your Target Audience Enhances Content Creation

Hey, freelance writers! Writing online content for multiple clients in different industries isn’t easy. However, according to Search Engine Land, one of the biggest mistakes writers make is simply not knowing their target audience. To avoid this mistake, review blogs in the target industry to see what keywords are used and what subtopics users are searching for.

Tap into the expertise of your client. Ask them questions about their audience, and find other experts to interview.

Search Engine Land identifies another common writing mistake: omitting a strong hook. People click on content for quick answers, so your opening paragraph needs a strong enough hook to pull the reader into your article, and your headers should identify clear answers to the questions addressed in your piece.

To craft a strong hook:

• Cite a wild statistic
• Make a surprising or controversial statement
• Ask a thought-provoking question
• Use an insightful quote
  

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