How to Apply Marie Kondo’s KonMari Method to Senior Living Content Marketing | Part 1 of 3

Spring marks the time of year for cleaning and reorganizing. If you’re in the process of decluttering your home, it’s likely Marie Kondo has served as an inspiration to you or your friends.

In the tidying guru’s hit Netflix show, ‘Tidying Up With Marie Kondo’, Kondo collaborates with families to combat the clutter that’s accumulated in their homes. With the assistance of a philosophy dubbed, The KonMari Method, Kondo helps people separate the objects that “spark joy” from objects that have fulfilled their purpose in ones’ life.

Objects that no longer spark joy are then thanked for their service and mindfully discarded or donated. Check out the Netflix trailer for Kondo’s show below you’re unfamiliar with Marie Kondo and the KonMari Method.

As a senior living marketer, have you considered applying the KonMari Method to your content marketing strategy? By viewing content through Kondo’s distinctive lens, senior living marketing teams will gain insight into categorizing/auditing content based on specific criteria, identifying pieces of content that spark joy, and gain the ability to discard pieces of content that no longer spark joy.

For the first part in this three-part series, we’re helping senior living teams declutter content by performing a content audit. Continue reading to learn:

  • Two approaches senior living marketing teams can take to audit content by category, and identify effective content marketing from content not performing

Step #1: Declutter and Categorize Content by Performing a Content Audit

One of the primary ways the KonMari Method differentiates itself from other organizational methods is that instead of organizing a living space room by room, the KonMari Method organizes belongings by category.

Using that methodology, senior living marketing teams can begin “organizing” content by separating it into distinct categories. Below are potential approaches your marketing team and writers could take when separating/organizing content prior to an audit:

Approach #1: Pull vs. Push Content

Pull Content – Pull content leverages different channels (blog, social media, email, SEO, etc.) to motivate a prospective resident or ACI to interact with your brand. Typically, this is accomplished through a focus on SEO, incorporating keywords your audience uses to attract and engage with them. Once your content is discovered, pull content is curated to drive users to deeper pages within your website.

Push Content – While pull content leverages your existing audience (owned properties like your website) to gradually scale and earn/build a larger network, push content is activated through promotional tactics on external networks. While all the same channels apply (social media, blog, email, SEO, etc.) push content guarantees that audiences engage with content through paid amplification.

In this instance, the emphasis is to convert the audience clicking and interacting with your brand. Compelling CTAs and UX friendly landing pages will help guide your paid audience through to deeper pages in your website to convert.

Approach #2: Experience vs. Performance Content

Performance Content – Performance content is written to meet and exceed KPIs (page views, bounce rate, average time on page, time on site, pages per session, etc.). Content marketers create performance-based content with a mindset to drive impact. This is achieved through a consistent evaluation of data. Performance content is SEO-focused and evergreen in nature.

Some pieces of content that are created will continue to be updated to continually serve the intended and well-defined audience. Performance content is also scalable and repeatable, which serves as an added benefit for senior living marketing teams writing content for multiple locations.

Experience Content – At times, a piece of content will hit you on a visceral level. It may speak to universal truths, tell a profound/deep story, or provoke spirited discussion. Experience content isn’t concerned with data, metrics, measurement, or meeting KPIs. The focus of experience content is to address feelings your well-defined audience has. Experience content incorporates a brand’s voice with audience research to engage with an intended audience on an emotional level. If successful, this content elicits good will and positive feelings from the audience, leading to a deeper level of trust.

Examples of experience content include (but aren’t limited to):

  • Testimonials (from current residents or ACIs)
  • Audience Interviews (possibly from team members who exude passion for your community’s values)
  • Retrospective and informative blog posts (if your team interviewed resident’s who are veterans to provide a specific and pointed POV)

Note: the two approaches above merely serve as potential jumping off points for your team. Your team could also categorize content based on stage in the resident’s journey, based on defined personas, topic, etc. The most important element of this exercise is to remain consistent and “pile” all your pieces of content into distinct categories that make the most sense based on the cumulative output of content offerings.

Need Help Auditing Content? Stay Tuned for Part 2 and Contact us with Questions

Once your senior living community’s marketing team and writers have properly organized and categorized its backlog of content, it can then use tools to determine which pieces of content spark joy for your audience.

In part two, we’re breaking down the tools your community can utilize to measure content performance after its been properly decluttered and categorized. If your community requires additional help organizing content into specific categories, contact us.

We’ll help your community declutter and organize content to create more effective content marketing that sparks joy from prospective residents and ACIs.

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