Put yourself in the mind of an adult child beginning his or her search for a senior living community for their parent. You scroll through websites, community after community, taking note of a few and dismissing the others. What causes those few communities to stand out?
Eliminating the obvious, such as location or services offered, these websites give you the sense that the community is the "right" choice, but what provoked that feeling?
The content the community uses to present its brand.
On a conscious and subconscious level, we make decisions based on the "vibe" we get from a company. That vibe is often referred to as a brand and is compiled of three main characteristics: voice, tone, and style. The brand of your senior living community should represent who you are and tell your story without an explanation.
When a potential resident or family member visits your community's website, he or she forms an opinion of the community almost immediately—the first impression. The language you use across all platforms, both digital and physical, shows personality, who you are as a community, and highlights your values and beliefs.
Finding Your Voice
If you know a person well, you can recognize his or her voice without seeing their face. The same goes for voice in content marketing and writing. Voice is all about perspective. It allows potential residents and family members to see your senior living community through your eyes. Establishing a unique voice enables you to describe your community environment and services in a way that no one else can.
Leona Brits, a contributor for The Writing Cooperative, explains voice well:
"Writing faithfully to your voice it's writing with emotion, with your feelings, passions and dislikes, believes, dreams, wishes, fears and attitudes."
Watching Your Tone
The phrase, "do not use that tone with me," is something that we have all likely heard before, probably from a parent or grandparent. What you said may not have been particularly rude or disobedient, but the way you said it provoked such a response.
Through word choice and punctuation, you, as the content marketing writer, decide how you want potential residents and family members to feel. If you want new residents to feel welcome, you would use words such as warm, inviting, and comfortable.
Creating a consistent tone in the content across all marketing platforms is important to your brand's overall development. Without a cohesive tone, potential residents and family members may develop mixed feelings about your senior living community and move on to another.
At the end of the day, it is not about what you say but how you say it.
Writing in Style
What is the goal of your content?
Style refers to the way you write and format content to achieve a specific goal. Different pieces of content are written and designed with varying purposes in mind. Across all of your platforms, your writing style may change, and that is okay. In fact, it is encouraged as long as your voice and tone do not alter.
There are four main types of style in content marketing and writing, in general:
All four of these styles will likely be used throughout your content marketing strategy in some form or another.
For instance, content may be written in a descriptive style when highlighting the services, amenities, and other offerings at your senior living community. Providing sensory details allows the potential resident or family member to picture what it would be like to live in that community.
Additionally, the persuasive style may be used in content in order to motivate an individual to take action, such as contacting your community, scheduling a tour, or, ultimately, moving in.
The narrative part of your content comes from how your community came into being. It is the story of your community's history and the team members or residents who live there. Content in a narrative style, if done correctly, breathes life into your community.
At Markentum, we know how to establish voice, tone, and style that is effective and unique to each partner and offer a variety of services to help you solidify your brand. If you would like to learn more about how we do this, contact us, or visit our website to set up a free evaluation.