Content is still king in Senior Living 2018
Content is still king in 2018 – continuing to be a trusted way for senior living communities to engage with potential residents and adult-child influencers (ACI’s), while telling their community’s unique story. We’ll discuss additional ways content can be utilized for senior living communities the week of March 19th. You can reserve your copy of the guide below.
In Part 4, your community will learn:
- The benefits a consistent content marketing program can have for a senior living community’s resident acquisition strategy
- Three content marketing tips for communities with established strategies
- Three content marketing tips for communities beginning a program in 2018
Idea #3: Continue (or begin) a Content Marketing Strategy
Content marketing has been a “buzz word” among marketers for several years, and the strategic advantages of a consistent content marketing strategy will carry into 2018. In case you missed our coverage in Part 1, Part 2 and in Part 3, we addressed ways content marketing supplements into senior living marketing programs.
Whether your community has a content marketing strategy firmly in place, or is just beginning one, 2018 is YOUR YEAR. And the stats back up the potential for adding into a resident acquisition strategy.
- Content Marketing receives six times the conversion rate compared to traditional media
- Content Marketing can produce 434% more search-indexed pages than other sites not publishing content
- Small businesses who blog see 126% more lead growth than small businesses who don’t
The following stats were pulled from Content Marketing Institute, and it’s pretty easy to see the benefits for both newbies to the content marketing space and veterans alike. We’ll provide tips for both below.
3 Tips for Senior Living Communities Continuing a Content Marketing Strategy
Senior Living communities continuing a content marketing strategy consider:
- Focus on quality over quantity (less is more) Content marketing builds trust unlike any other medium, and your community will have to build trust with both your prospective resident and their ACI if you want to exceed your occupancy goals in 2018. 81% of consumers trust information written in blogs, so consider making a greater investment to tell your community’s story via the blog in 2018.
- Make your Content Hyper-Local and Specific: Use your community’s specific location to differentiate your content from your competitors. It’s a great way to promote the wellness and health-based options your community provides. Your team can then repurpose that content to both your social channels and newsletter/email strategy to get the most out of the hard work put into creating unique, location-specific content.
- Amplify your Content: Content creation is only half of the battle. Once your content is out there for all to see, your team needs to ensure that it is seen. Your community can extend its message to a wider net by amplifying its content. Look to incorporate paid media channels (paid search, paid/boosted social posts) to increase awareness for your community’s content. Content amplification will lead your prospective residents through the funnel with velocity, assisting occupancy efforts. To win 2018, your community will have to determine the goals of the content amplification and have a strategy in place to ensure its success. Consult this handy post from Content Marketing Institute to help your team kick off its content amplification.
3 Tips for Senior Living Communities Beginning a Content Marketing Strategy
Senior Living communities beginning a content strategy consider:
- Assign roles to team members: To ensure your community doesn’t bite off more than it can chew when beginning a content program for its community, it will first need to assign the necessary roles for its content creation. If your community only has the bandwidth to assign the writing, editing, and publishing responsibilities to one person, consider getting assistance from an outside agency or resource for help. Typically, your team will only need a dedicated writer and editor to kick off a content program, and that team can scale as production ramps up.
- Create Buyer Personas: How would you describe your “typical” resident? It’s important that your community’s content feels authentic to the people reading it, as they’re using your content to help them make the decision of where they want to move. Personas provide a focus to your content. It’s always easier to have an in-depth conversation with one person vs. a group of people, and your community’s content can feel like it’s having a 1:1 conversation with prospective residents.
- Map Your Persona to the Buyer’s Journey: Most of your prospective residents and the ACI helping them choose a community begin that process with a Google search. Other times, the resident is close to deciding and is more interested in the cost or culture of your community. Create content that speaks to buyer’s regardless of where they fall within the buyer’s journey. Hubspot provides an insider’s look to this process, so use that as a resource as your community begins creating content that earns trust while assisting your resident acquisition goals.
Content, Coffee & Contemplation in 2018
Content marketing isn’t a new senior living marketing idea per se, but it provides a variety of benefits while developing trust with prospective resident’s and ACI’s. Implementing a consistent strategy in 2018 will be essential to exceeding census and resident acquisition goals.
Is your senior living community just beginning its content marketing strategy, or does your community consider itself a practicing pro?
Content marketing is an incredibly effective way to engage with residents, but the customer path isn’t always linear. If your community is ever struggling with connecting the dots with its content program, or needs help, contact us. Happy writing and engaging!
We’ll provide insights from over 200 of your peers, whether they’re beginners or pros within the Senior Living Sales and Marketing Leadership Guide the week of March 19th.
In the next installment with our 5 senior living marketing ideas for 2018, we’ll cover marketing automation, and how teams can work smarter, not harder to reach resident acquisition goals.