Millennials and Baby Boomers respond to different types of marketing messages, and it's important to reach both.

A report from WD Partners suggests small businesses targeting both Baby Boomers and Millennials need to focus on varying messages to reach each generation. Together, these demographics account for a massive portion of American adults with spending power no small business can ignore.

According to the study, Millennials concern themselves mostly with what a product or service says about them. Appealing to these adults with marketing material that discusses the way a brand distinguishes its users from others can result in more sales. Meanwhile, Baby Boomers are most likely swayed by relevance and value. Showing this generation how something will improve their lives or add convenience resonates more effectively..

Despite the challenge of reaching each group, the study suggests there are certain key points SMBs can focus on to achieve their goals. Developing a content marketing strategy that considers the spending motivations of both Baby Boomers and Millennials takes time, but the benefit is a direct channel to each audience.

Even as small businesses understand which demographics they’re targeting, many struggle to reach them with content. In fact, Contentlead reported earlier this year that 97 percent of respondents to a PointRoll survey said their company can improve audience targeting. Insights about what motivates purchases for different audience segments (such as these highlights from the WD Partners report) can be used to create website content that makes business offerings compelling.