CONTENT + STRATEGY = CONTENT STRATEGY

CONTENT + STRATEGY = CONTENT STRATEGY A not so simple equa/on for Millennial design students

Andrea L. Quam

Department of Graphic Design

Iowa State University

Genera1onal Research


Forma1ve year’s cultural experience


Forma1ve year’s cultural experience Not meant to stereotype


Forma1ve year’s cultural experience Not meant to stereotype Always excep1ons

The Millennials [ 1981–1999 ]

Gen X [1965–1980]

Baby Boomers [1946–1964] Tradi1onalists [1900–1945]

Genera&on Me Jean M. Twenge, Ph. D.

Millennials


Adulthood Shock Not wrong— just different!

Millennials

“ The gut-‐level value systems are, in fact, drama/cally different between the genera/ons…

The focus should not be so much on how to change other

people to conform to our standards, our values.

But rather we must learn how to accept and understand other people in their own right, acknowledging the

validity of their values, their behavior.”

— Morris Massey


Adulthood Shock Not wrong— just different! 18 years of upbringing — self-‐esteem movement Instant access = instant answers

Millennials

Curriculum for Millennials

Digital Publica1on Design Class

WHAT DIDN’T WORK:

Flat map = planning Providing content

Digital Publica1on Design Class

WHAT WORKED:

Par1cipa1on — working in groups Teach perseverance — checks and balances Introduce research methods — ethnographic Discussion sessions + ‘user tes1ng’ — assump1ons Personas — lack of diversity

Summary:

structure curriculum in a manner that reflects understanding of Millennials

Thrive on collec1ve learning Checks and balances to address instant gra1fica1on

Focus on ‘self’ generates assump1ons

Education

CONTENT + STRATEGY = CONTENT STRATEGY