“For you created my inmost being; you knit me together in my mother’s womb. I praise you because I am fearfully and wonderfully made; your works are wonderful, I know that full well.” – Psalm 139:13-14

In today’s world, a content creator is someone who creates relevant material to be distributed primarily through digital media which, for businesses, includes websites, newsletters, emails, brochures, social media, articles, columns, blogs, annual reports, advertorial messaging, editorial materials, and company communications.

There are currently six distinct groups which comprise the market for content creators led mainly by retired folk (octogenarians, nonagenarians and centenarians) and, in chronological order, baby boomers – born in the 19 years following World War II (now ages 59-78); generation X – born in the next 15 years (now ages 43-58); generation Y (millennials) – born in the next 15 years (now ages 27-42); generation Z – born between 1997 and 2011 (now ages 12-26); and generation Alpha – born around 2012 (now 11 years of age).

When I started my column 30 years ago digital media was in its infancy and my work was captured in newspaper copy and on microfiche. Generations Z and Alpha were yet born, and millennials were now emerging. Over the years, feedback from my readership consisted of the now deceased, the now retired and baby boomers.

As long as my doctors prescribe the therapy “keep on doing what you are doing”, I shall continue to write my column, inshallah.

Interestingly, out of the blue in the last two weeks my ego was massaged. On the one hand, I was approached about the possibility of giving a presentation on “Entrepreneurship” at a U.S. conference, and a senior Caribbean tourism leader graciously commented that although we had not met in person she keeps abreast with my work.

Also, I must pay heed to what one baby boomer said to me a month ago: “I am enjoying your series of reflections. I hope that in some other place there is an autobiography in the making.”

I do have plans for this. Perhaps now is the time to shift gears and take that work beyond the layout stage, in parallel with my weekly column activity.
I recognize that as time passes, we will all age and seasoned and emerging content creators must now focus more on addressing the needs of various generations.

Generation X represents a bridge between the analogue and digital eras, valuing a harmonious blend of online and offline experiences. Content creators targeting this group should prioritize authenticity and relatability, employing a mix of social media engagement and traditional advertising.

Millennials are true digital natives, prioritizing experiences over possessions and responding favorably to user-generated content, influencer collaborations, and socially conscious messaging.

For Generation Z, highly tech-savvy with short attention spans, visual storytelling, short-form videos, and interactive content are key to engagement, alongside unwavering authenticity.

Generation Alpha craves immersive experiences, augmented reality, and gamified content, placing significant value on inclusivity and diversity in the content they consume.

Generational marketing is not a one-size-fits-all approach. Therefore, we content creators ought to consider adapting our communications style to connect with diverse audiences by tailoring strategies to align with the unique characteristics and preferences of each generation. We won’t reach all of them at the same time, but we can try our best.

(Dr. Basil Springer GCM is a Change-Engine Consultant. His email address is basilgf@marketplaceexcellence.com. His columns may be found at www.nothingbeatsbusiness.com).