Generating content for your senior living brand is one of the most powerful ways to drive traffic to your website. When you put that content in blog form, it can serve as a platform for a multitude of purposes. Blogs can educate, inform, and entertain. An online blog is a pertinent part of website’s attempt to create and expand brand awareness. With the proper techniques, you can produce significant lead generation results with a blog for your senior living community. So, what do you need to know to launch a successful online blog?
There are so many unique ways to generate content, and without the correct purpose in mind, you could be doing
more harm than good for your brand. Before you even begin writing for an online blog, you need to know the purpose of the content you're creating.
The purpose of writing a blog for your senior living community can be broken out into the three stages of a buyer’s journey - awareness, consideration, and decision. Each stage creates a different purpose for your community and a different desired outcome.
With your online blog having a goal in mind of which stage in the buyer’s journey you are focused on, the next step is to understand the WHO. Who is your target audience?
Some key demographics to consider are:
- Education level
- Geographic area
- Income level
When you are determining your audience, think of who you want reading your blog. Is it an adult child of a senior or the senior themselves? Once you have a purpose and targeted audience, you can start creating content with intent.
2. SEO Keywords
Your content has a purpose. Your senior living community has an audience. Now how do you reach them with your online blog?
The organic way of generating leads through a blog is with proper SEO or search engine optimization. You will need to do research to find out what keywords your target audience
is searching for and implement those keywords into your community’s blog posts.
With proper keyword implementation and content optimization, your audience will be able to find your online blog through search engines like Google. If you are using the appropriate keywords, then you will grab the attention of the right people, leading to prosperous leads. Once you get the right person to click on your blog post, you need to keep them there!
Sometimes, often overlooked, the layout of your online blog plays a key role in its success. The title, sub-titles, and layout design all need to catch the reader’s attention and encourage them to read on!
👀 With an eye-catching blog, you will be more likely to increase:
- Click-Through-Rates (CTR)
- And, maintain a lower bounce rate
With the proper layout you can start building a subscription base.
You also want to consider your senior living community’s branding when developing your blog’s layout. It is essential to convey a professional image that can be easily read and understood. As a general rule of thumb, big blocks of text are poor for readability and can be intimidating to the reader. You want to be sure your blog online has clear-cut sections, smaller paragraphs, and design elements, i.e., bullet points.
4. High-Quality Content
Your blog’s content needs to be high quality and written by a professional blogger or content creator. This work can be tedious and includes hours of research, fact-checking, writing, and editing. You also need to be sure your content is researched and written with your audience in mind.
With high-quality content, your blog will be more interactive with the online community. This also applies to the graphics and images used. The visuals help shape the blog and also keep the reader entertained. It also relieves the eyes from any strain after focusing on text on a computer screen.
Another benefit of high quality graphics is that people will be more likely to share it on social media. With the proper content quality measurements, you can drive your blog to success.
Creating a successful online blog takes experience and time. You need to know the purpose of the blog your writing and who you are writing it for. For most senior living communities, it is either to educate loved ones of seniors in their life or to attract new residents!
With knowing who and why your writing, you need to ensure the content is high quality, optimized, and laid out in an inviting way.
You want to entrust your online blog to someone that knows how to write blog posts and, more importantly, knows how to write for senior living.