Content marketing is essential for attracting and engaging with your target audience and can help you drive traffic, gain new leads, and build and retain brand authority for your business.
When it comes to senior living marketing, going above and beyond the technical side of providing information and serving as a resource can amplify your brand by offering solutions for your audience.
That being said, how can you be sure that you’re creating content that reaches your audience, enhances your marketing efforts, and solidifies your brand as an expert resource?
Here are the top five content pieces you should utilize in your marketing strategy!
Blogs are one of the most commonplace pieces of marketing content – but they’re also one of the most effective ways to increase organic traffic and boost your website’s SEO.
While blogs seem at first like information that might not be necessary to share with an audience, relevant senior living content can become useful for your audience for many reasons. With the proper techniques, you can produce some significant results for your senior living community through blogging with purpose for your target audience.
Be sure to follow SEO optimization practices and choose topics that are relevant not just for your community but for your audience.
Humans are visual learners, which has been proven again and again by studies. For example, one particular study found that after three days, a person would retain only 10-20 percent of written or spoken information versus 65 percent of visual information.
With this in mind, it’s certainly no surprise that infographics are one of the most digestible and enjoyable forms of visual content for your brand’s messaging. Since infographics are an excellent way to consolidate data-heavy research or statistics into an easily absorbed visual, your audience is more likely to remember the information being presented. With simplified wording and distinct images, infographics are an excellent way to communicate your content in a memorable, effective manner.
3. Case Studies
Markentum understands the importance of storytelling all too well; it’s one of the things we do best, which is why we believe that case studies are an excellent way for businesses to share their successes in a way that resonates with their audience.
Relatable stories contain valuable information about real people and real experiences, which is precisely what case studies deliver. Your audience can see the real-world results that you can deliver for themselves through a successful case study by talking about the successes of your services and detailing the journey that your business took to get to the end result.
4. Resources, Tools, and eBooks
Put yourself in the shoes of your target audience for a moment, and imagine you’re searching for a helpful guide as you begin your senior living search, whether it’s for yourself or a loved one. You probably feel a bit nervous and uncertain, and with so many available articles and blogs on the internet, you also probably feel overwhelmed.
Resources can include checklists, eBooks, and other digital assets that provide immediate value to your website visitors by providing a concise compilation of guidance and knowledge regarding a particular topic. Regarding the senior living industry, resources can be focused on anything from dementia to caregiving to retirement planning.
When it comes to senior living marketing, downloadable resources are tools that your audience can freely access to gain the information they need. Additionally, these resources allow you to gain your audience’s trust and loyalty by demonstrating your business’s expertise, experience, and authority.
5. Paid Ad Content
Paid ads can help your business reach a broader audience and allow you to strategically put yourself in the places you want to be seen. Whether it’s social media, landing pages, or sponsored content, paid ads will help you reach new demographics and locations to deliver your message to a targeted audience.
Paid advertising is also a great way to drive higher engagement and traffic to your website by increasing brand awareness to those outside your target audience. A few examples of paid ads include:
● Google Ads
● Google Display
● Facebook, Twitter, and LinkedIn Ads
Our team at Markentum can help you and your senior living community find that perfect balance in your content marketing strategy. Through our services, we strive to create quality content that establishes a strong aspect of storytelling, provides informative resources, and truly resonates with our partners' audiences while staying true to their voices.
If you would like to learn more about Markentum’s services, reach out to a member of our team for a free evaluation!