The Future Is Female. On Twitter and t-shirts, in Congressional talks and kitchen conversations across America, these four mighty little words are everywhere, tapping into the excitement around women’s growing representation in traditionally male-dominated fields.
But what do these words mean for marketing? Is the future of content marketing female? Do we—and should we—create content specific to women? If the answer to these questions is yes, how should we create content for women?
There’s a lot to unpack here—genderization, avoiding stereotypes. It’s too much for one article to cover it all, to be frank.
But in honor of National Women’s History Month, we created a Women’s Content Marketing Starter Kit Quiz. It’s a kind of “Check your knowledge” checklist,”—something to review before embarking on your next creative campaign aimed at engaging female consumers.
Take the test. Use its insights. Win new consumers. It’s that simple.
Happy National Women’s History Month!
1. Which of the below distribution channels yields the best results for marketing branded content to women?
A. Television ads
B. Social media
C. Point of sale marketing
Answer: B) Social media
Obvious? Perhaps. But the stats supporting the answer are what’s most important. In a recent Bustle study, 81% of women surveyed said that social media was the best place for brands to reach them. A 2018 Pinterest business report showed that 90% of weekly Pinners use the platform to make purchasing decisions, and that of that group, 78% said that branded content helped them discover new products and 66% bought something after seeing a brands’ pins.
The proof is thus in the pudding. Meet female consumers where they’re at—and where they’re at is social media—and you’ll reap the rewards.
2. Which of the below content marketing strategies provides the best opportunities for engagement with female consumers?
A. Show numerous photos of products in aspirational settings
B. Place ads with clever taglines on social media
C. Pose questions to your prospective customers in your content
D. Pass out leaflets at the local nail salon
Answer: C) Pose questions to your prospective customers in your content
Given the answer to question no. 1, you might have guessed B) Place ads with clever taglines on social media. But while social media is the best vehicle for your message, the message itself is the focus of question no. 2.
Imagine you’re at a party where you know none of the guests. You have two options: Stand by the crudité all night or walk up to someone and ask a question. “How do you know [insert host’s name here]?” usually works. Unless you live for raw vegetables, the latter is the better choice.
The same applies to connecting with women through your marketing content. Getting to know your audience—and getting them to know you—begins with a question. Offer thought-starters that cultivate connection and encourage audience input. Engaging women in conversations tells them that you’re interested in and respect their needs. Better still, you’ll gain valuable customer insights.
3. Which of the below copywriting tools should be avoided when marketing to women?
A. Possessive pronouns
B. Warm, emotional language
C. Non-standard spelling and punctuation
D. All of the above
Answer: A) Possessive pronouns (i.e. our products, my philosophy, etc.)
It’s a fact: Women and men communicate differently. Women, for example, use more personal pronouns (you, me) and fewer possessive pronouns (your, my) in both written and verbal communications than men. Women also employ non-standard spelling and punctuation— things like multiple exclamation points (!!!) and intensive adverbs (“sooo”)—and warm language to describe their emotions.
While genderization in marketing is inexcusable—enough with the pink fonts and emoticons, already—acknowledging differences in communication styles and crafting a marketing message that speaks to those differences is vital to connecting with female consumers.
4. Age is the most significant determinant of women’s purchasing patterns.
Answer: B) False
A lot of marketers like to talk about millennials and boomers and retirees, and yes, these are significant demographics. But age, to quote Aaliyah, “ain’t nothing but a number.” Today, women connect, both with the world and each other, via life stages and milestones more than age. Marriage and divorce, dream jobs and job losses, successes and challenges… These happen throughout women’s lives, but not all women experience them at the same age. Linking your products and services to life stages—versus age—signals to women that you understand their unique life journeys, and understanding is the first step toward engaging.
5. Which of the below statements best describes women’s interactions on social media?
A. Women express their political and social views
B. Women seek and cultivate new friendships
C. Women conduct research and gather information
D. Women bolster existing friendships
Answer: D) Women bolster existing friendships
According to SocialMediaToday.com, most women’s primary intention when engaging via social platforms is to support and nurture existing friendships. Women do this by swapping information, sharing social views, and witnessing interactions among their friends and their friends’ friends. In other words, women look to social media for personal stories that reflect the lives they are living.
Craft your marketing content with this intel in mind, and you will inform, inspire, and engage female consumers.
For more ways to successfully connect with your female audience, reach out to the writers at MarketSmiths today.