How Content Marketing Fills Beds at Senior Living Communities

Quality content is a major component of any search engine optimization (SEO) program for a senior living community. This is because fresh content helps establish and maintain your community’s credibility with the top search engines, like Google, Bing and Yahoo. As you read this, search engines could be crawling your site, looking for any relevant content updates. If Google finds recent information about the services you offer or the long-term care industry in general, it may move your website higher up in the search rankings, making you easier to find for consumers.

The Importance of Fresh Content on Your Community’s Website

Think of your website as a virtual brochure for your company. As soon as people land on your site from the search results, they should immediately know what services your senior living community provides, and why they should consider your community over a competitor’s. It’s not enough to simply have a great website design; the content on each page should be informative, clear and concise, proving the value you provide to current and potential residents right away.

Content can do a lot more than proving your community’s worth– it can actually drive traffic right to your website, and ultimately turn those visitors into leads and residents.

Building a Content Marketing Strategy

Content marketing involves creating an online marketing strategy that is centered around delivering high-quality content to your target audience consistently over time. When crafting your strategy, it’s important to develop buyer personas to learn what your customers are looking for, what their pain points are, and how your community can help meet their needs.

In the senior living industry, you can build content based on a few different personas. For instance:

  • Family Caregivers or Adult Child Influencer (ACI) – Someone who helps an aging person in the decision-making process to utilize long-term care.
  • Older Adults – Seniors who are considering moving into a senior living community.
  • Recent Retirees – People who are facing changes or new lifestyles as they leave the workforce.

Once you’ve identified your target audience and you intimately understand who your ideal customers are, it’s time to start brainstorming content topics that will get their attention and earn their trust.

Developing a Keyword Strategy

After you build a list of topics that serve the needs of your personas, develop a keyword strategy to ensure your content is easily found online.

Wondering how to get started with your keyword strategy, or why it’s so important?

Think of the types of terms people are likely to type into a search bar in regards to your company. These are the terms you’ll want to incorporate into your topics. You can utilize a tool like Google’s keyword planner to research popular terms. Creating a keyword strategy is a vital component of any content marketing strategy and will help you craft relevant blog posts, resource articles, location landing pages, etc.

Creating High-Quality, Fresh Content

Not all content is created equal. It’s important to provide high-quality content that proves you’re an expert in the senior living industry. Provide statistics, case studies, testimonials and other information that highlights your knowledge and expertise. This content should also be updated often; think about it, if a potential resident or ACI lands on your site to find information that is several years old, he or she most likely will not continue much further along in your conversion funnel.

One solution to keep the content on your site fresh is by adding a blog or resources section. A study conducted by HubSpot revealed:

Companies who blog have 55% more website visitors than those who don’t.

How does a blog drive traffic and conversions? First off, it’s great for SEO purposes because it keeps content updated and adds more relevant pages to your site. It also helps position your company as an industry authority and thought leader, which engages your audience and potential customers. Finally, you can get some valuable inbound links to your site, which can further increase your content’s rank organically (Google places value on quality, natural inbound links).

What about other ways to keep content fresh on your website? Consider these options:

  • Create a Frequently Asked Questions page or add content regularly to your existing page. Keep a running list of the questions you hear most often from potential residents. A few times a year, add those questions to your FAQs to not only build more content on your website, but allow for more keyword usage.
  • Keep graphics updated with photos of current residents and events, adding keyword phrases into the Alt Text section behind the scenes.
  • Add events or press releases to show how active your community is, both on and off campus.

Promoting & Amplifying Your Content

Creating quality, fresh content is a great start, but it’s also helpful to promote that content and expose more people to it! Posting your content on your senior living community’s social media channels will increase its exposure and can help attract more links to it. You can even go one step further and implement a small advertising budget to help extend the reach of your content on social media. Boosting your posts allows for more eyes on your blog posts, articles or new pages and, ultimately, can greatly increase traffic to your site.

Remember, the goal of your content marketing strategy is to provide the best information possible to your potential customers. As search engines continue to get smarter and consumers are presented with a multitude of senior living communities – all competing for their attention – your content is what can turn a prospect into a lead, and a lead into a resident.

Keep Your Census High with High-Quality Content

At Linkmedia 360, we help senior living communities develop, implement and maintain data-driven, digital marketing strategies that deliver measurable results. From content marketing and SEO to paid search advertising, social media and local online listing management, we can help you amplify growth at your senior living community. For more information, contact us.

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