Learn
Learn
Close

They Ask, You Answer

A revolutionary approach to inbound sales, content marketing, and today’s digital consumer.

Learn MoreLearn More

Free Courses in IMPACT+

Dozens of sales, marketing, and content courses inside IMPACT+. Start learning now.

See all coursesSee all courses
Events
Events
Close
IMPACT+ Membership
IMPACT+ Membership
Close
Coaching & Implementation Services
Coaching & Implementation Services
Close

Services Overview

See how you can dramatically increase your inbound leads and sales.

Services Overview

Digital Sales and Marketing Mastery

Fast track your team’s success with IMPACT's most popular service.

Digital Sales and Marketing Mastery

Web Design

Launch a beautiful website that consistently generates leads and revenue.

Web Design

Virtual Sales Training

Equip your sales team with comprehensive training designed to help them close more deals in today's virtual-first world.

Virtual Sales Training

HubSpot Training & Implementation

Train your company to take ownership of HubSpot and get the most out of your investment.

HubSpot Training & Implementation

Case Studies

See dozens of examples of companies succeeding with Digital Sales and Marketing Mastery and They Ask, You Answer.

Case Studies
Become a Coach
Become a Coach
Close

Unmasking The Connected Generation (& 5 Content Tactics It Craves)

Unmasking The Connected Generation (& 5 Content Tactics It Craves) Blog Feature

Ramona Sukhraj

Associate Director of Content, Strategized Initiatives That Increased IMPACT’s Website Traffic From ~45K to ~400K

December 8th, 2016 min read

From television to social media, there are battles being waged between individuals and organizations on all fronts.

Except, as Ryan Hanley explains, instead of fighting with tanks, each side is deploying content to defeat opponents and capture the attention of prospective customers. 

Physical products, services, and interactions aside, the majority of the information we consume on today is considered content.

Blog articles, social media updates, Netflix documentaries, Snapchat stories, news reports, books – it’s all content in one form or another.

As the business landscape has evolved into a digital world and traditional marketing practices have given way to inbound marketing, content has become the center of most modern campaigns.

If your business is putting out poor or half-hearted content, be warned. You may be losing the battle for your audience.

In Content Warfare: How to Find Your Audience, Tell Your Story and Win the Battle for Attention Online, Ryan Hanley provides specific strategies to help your business rise above mediocre content marketing and start creating content that impacts your bottom line.

Hanley shows marketers why the scammy and spammy tactics that worked in the past are no longer effective and how today's buyers value the authenticity, transparency, and honesty that comes with content marketing more than ever.

Below, we’ll discuss several key insights from Content Warfare that you can use to win the content battle in your industry.

The Connected Generation vs The Unconnected Generation

As marketers, we’re constantly trying to better understand people. To make this easier, we typically break large masses of people into smaller demographics, such as Generation Y, Millenials, and Baby Boomers.

Hanley argues, however, that these different generations don’t really exist – at least, from a marketing perspective. Instead, he explains that buyers can be placed into two different generations: the connected generation or the unconnected generation.

The Connected Generation consists of individuals willing and open to communications and building relationships, who ultimately make buying decisions based on digital content and interactions.

The Unconnected Generation is everyone else. Unconnected Generation consumers often require in-person transactions, exhibiting an unwillingness to communicate via email or other digital tools, and general skepticism about the internet.”

Rather than positioning your marketing message towards one particular age group, Hanley suggests it’s most effective in today's market to focus on those who are already most willing to communicate digitally and make buying decisions online – the Connected Generation. 

5 Content Marketing Tactics the Connected Generation Can’t Resist

With 600 billion being spent by millennials alone in the United States each year, the Connected Generation is a forced to be reckoned with for marketers and the entire focus of inbound marketers like us.

The following are five essential factors to take into account when trying to make a play for their market share with your inbound and content marketing:

1. Intimacy & Personality

The Connected Generation wants to know more about the person behind the brand’s that it buys from. They want to hear about your family, your favorite sports teams, your hobbies, and your opinions. In many ways, this generation often blurs the line between professional and personal.

With this in mind, make an effort to share more of your personality through content, especially on social media. Here at IMPACT, we make an active effort to show our culture, interests, and sense of humor on our social media accounts.

For example, take our recent take on the viral Mannequin Challenge:

2. Vulnerability/Humility 

As hard as it is to believe, your brand doesn’t have to be perfect. In fact, that can raise red flags with the Connected Generation.

The Connection Gen wants to hear about your mistakes and how you overcame them. These difficulties make you appear more human and relatable. This honesty also builds trust, showing your audience that you’re not hiding anything, hold yourself accountable for missteps, and are always striving to improve.

Our team tries to strike this chord by sharing personal stories and experiences on our blog.

From what it’s like working remote to dealing with the loss of a loved one, we try to be as open and honest about our struggles as possible and turn them into learning opportunities for our audiences:

3. Rich Media

In our full synopsis of Content Warfare, I'll outline the 3 remaining tactics for reaching the Connected Generation from Ryan Hanley and share more examples how they can be implemented effectively at your organization. Simply click "keep reading" below to continue. 

Want to learn more about digital sales and marketing?

Master digital sales and marketing when you join IMPACT+ for FREE. Gain instant access to exclusive courses and keynotes taught by Marcus Sheridan, Brian Halligan, Liz Moorehead, Ann Handley, David Cancel, Carina Duffy, Zach Basner, and more.

Sign up for free
Take a peek

Access hundreds of FREE courses and keynotes

Free Course
Digital Sales & Marketing Framework for Today’s Buyers
By: Marcus Sheridan
View Course Preview View Course Preview
Free Keynote
A New Way to Compete & Win
By: Brian Halligan
View Course Preview View Course Preview
Free Virtual Keynote
How To Genuinely Feel Confident, Be Likable, And Build Trust On Camera
By: Liz Moorehead
View Course Preview View Course Preview
Free Keynote
The Future of Marketing is Conversational​
By: David Cancel
View Course Preview View Course Preview
Free Deep Dive
HubSpot On a Budget: Getting Started with HubSpot Starter Hubs
By: Courtney Caldwell
View Course Preview View Course Preview
Free Course
Assignment Selling: Content is Your Greatest Sales Tool
By: Marcus Sheridan
View Course Preview View Course Preview
Free Keynote
The Big, Bold, Brave New World of Marketing​
By: Ann Handley
View Course Preview View Course Preview
Free Course
Investing in Incredible Digital Sales and Marketing Results
By: Chris Duprey
View Course Preview View Course Preview
Free Course
How To Show Your Content Makes Money With HubSpot Marketing and Sales Hubs
By: Liz Moorehead
View Course Preview View Course Preview
Free Virtual Keynote
The Visual Sale
By: Marcus Sheridan & Tyler Lessard
View Course Preview View Course Preview
Free Keynote
Marketing Tech: What’s Now, What’s Near and What’s Not Anytime Soon?​
By: Dharmesh Shah
View Course Preview View Course Preview
Free Course
Inbound Lead Generation & Conversion Optimization
By: Carina Duffy
View Course Preview View Course Preview
Free Virtual Keynote
Fundamentals of Videography: You Can Be a Great Videographer Too
By: Zach Basner
View Course Preview View Course Preview
Free Deep Dive
The Ultimate Customer Service Toolkit for Any Budget
By: Andriti Gulati
View Course Preview View Course Preview
Free Course
6 Topics Subject Matter Experts Need to Address
By: Kevin Phillips
View Course Preview View Course Preview
Free Keynote
Fanocracy: The Power of Making Business Personal​
By: David Meerman Scott
View Course Preview View Course Preview
Free Keynote
The Power of Pillar Content
By: Liz Moorehead
View Course Preview View Course Preview
Free Keynote
SEO for the Future
By: Franco Valentino
View Course Preview View Course Preview
Free Course
Fundamentals of Social Media Marketing
By: Stephanie Baiocchi
View Course Preview View Course Preview
Free Deep Dive
A Practical Guide To Video Graphics
By: Colton Trcic
View Course Preview View Course Preview
Free Session
How To Get Your Community To Know, Like, And Trust You With Video
By: Marki Lemons Rhyal
View Course Preview View Course Preview
Free Course
Video Sales and Marketing Strategy
By: Zach Basner
View Course Preview View Course Preview
Here Are Some Related Articles You May Find Interesting

Want to Contribute Content to impactplus.com? Click Here.

IMPACT+ Sign Up
A FREE online learning community with on-demand courses, hundreds of expert-led sessions, thousands of your peers ready to support you, and much more.
Check it out
Hundreds of courses and recorded keynotes, completely FREE
Check it out
Access hundreds of digital sales and marketing courses and recorded keynotes, completely FREE