Senior living has become an increasingly competitive industry, with community operators seeking new ways to stand out in a crowded market. One of the most effective strategies gaining popularity in the field is content marketing. Many senior living facilities are now using this type of organic promotion to reach out to and build meaningful relationships with seniors and their families. Our content marketing agency, Craft & Communicate, would like to discuss what content marketing is, why it’s important for your senior living community, and how you can utilize it to welcome more residents.
What is content marketing?
Content marketing involves the creation and delivery of valuable educational, informative, and entertaining content aimed at a specific audience — in your case, seniors and their families. This content builds brand awareness, attracts new residents, and fosters trusting relationships with them. Typically, content marketing to senior citizens is done through various formats such as senior living social media posts, infographics, blogs, videos, webinars, and downloadable papers full of helpful information.
Senior Living Content Marketing vs. PR
Senior living content marketing and public relations (PR) are two distinct but complementary components of a comprehensive communications strategy.
Public relations for senior living communities involves building and maintaining connections with media outlets as well as members of the local community. PR efforts focus on generating earned media coverage, building the community’s reputation, and managing its public image. This may include developing press releases, pitching stories to journalists, coordinating interviews, and engaging with community members and other stakeholders through social media and other channels.
While senior living content marketing and PR have different focuses, they can work together to help senior living communities achieve their goals. By prioritizing content marketing, senior living communities can help to establish themselves as trustworthy experts in their field while driving traffic back to their websites that generally helps them rank higher in search engines. Senior living PR efforts then help to amplify this messaging and boost SEO through backlinks, which can further enhance the community’s reputation and drive growth.
Why is content marketing important for independent living, assisted living, and memory care communities?
The senior living industry has a unique challenge that content marketing can solve: potential residents and their families may not suddenly decide to move into a community due to an ad they saw. There is typically a more extended sales cycle, where research and insights are necessary before making a move. Content marketing provides an opportunity for senior living facilities to continue to stay top-of-mind throughout the process.
Actionable Tips for Marketing to Seniors Through Organic Content
Content marketing can be a game-changer for senior living community operators. Here are some tips on how to put content marketing into practice to attract and retain more residents:
- Understand your target audience(s), interests, and pain points. This knowledge will enable you to create more personalized, relevant content tailored to the desires and needs of seniors, their families, or both.
- Create and distribute engaging, educational content that aligns with your audience’s interests and needs. Consistently publish high-quality content on various platforms like your website, social media, and other media channels.
- Promote your content through email marketing, paid advertising, and social media. By promoting your content in various ways, you can gain more visibility and attract more potential residents.
- Measure the results of your content marketing efforts. This step will help you understand the types of content that resonate with your audience and which overall strategies are working best.
Why consider a content marketing agency specializing in senior living?
When it comes to efficiency, a content marketing firm with demonstrated results marketing to older adults can make all the difference.
A senior living content marketing agency will deeply understand the special challenges and opportunities facing your industry. They’ll know what’s worked well for other communities in independent living, assisted living, or memory care, applying this knowledge to help you achieve your goals.
These agencies often help communities develop cohesive and effective content marketing strategies through numerous channels, from PR to paid ads.
Finally, by partnering with a senior living content marketing agency like Craft & Communicate that handles all content creation and distribution, your community can free up internal resources and focus on what it does best: providing excellent care and services to seniors.
Who will craft your senior living content marketing plan?
Our senior living marketing agency supports communities deserving higher occupancy rates with less marketing workload. Get in touch with us about how we can create compassionate, trustworthy content while staying up-to-date with changing senior living marketing trends.
