A Marketing Tool You May Not Have Considered
Have you ever stumbled upon an article that not only informed you but also subtly introduced you to a brand or service? If so, you’ve likely encountered an advertorial—a marketing tool you might not have considered for your senior living community yet.
Marketing senior living communities requires creativity, strategy, and effectiveness. One approach you might not have explored yet is the use of ads within an article. These marketing gems blend editorial content with advertising in a way that feels informative and trustworthy.
In today’s competitive landscape, standing out requires more than traditional advertising. It’s about telling a story that resonates with your target audience while showcasing your authority in the field. Let’s dive into how advertorials can be a game-changer for your marketing strategy.
What is an advertorial?
An advertorial is a blend of advertisement and editorial content. Unlike a traditional ad, which is often directly promoting a product or service, an advertorial provides value through storytelling or education.
This marketing tactic is not just a paid ad. It’s a story that provides value to the reader while highlighting how your community can meet their needs.
For instance, a senior living community could share a heartwarming resident story while subtly encouraging readers to schedule a tour. This content-driven strategy allows you to build authority, making the reader feel informed while still advancing your brand.
Advertorials bridge the gap between content and advertising, helping brands share their story in a way that feels less like a sales pitch and more like long-form storytelling.
Advertorial Examples
This advertorial example promotes memory care in a local magazine with a predominantly older readership. By having a well-written story with family member testimonials, you are providing social proof to potential residents that others trust and support your community.
How Do Marketers Define Advertorials?
Marketers define advertorials as sponsored content designed to mimic the editorial style of the platform on which it is published. This native advertising format ensures that the content blends seamlessly with organic articles while still achieving marketing goals.
Advertorials stand out because they offer more depth and engagement compared to traditional ads.
Unlike banner ads or paid search engines, advertorials offer a longer format to tell a story, making them ideal for industries like senior living, where trust is key.
Advertorials “hide in plain sight,” aligning with the publication’s voice and providing value without the hard sales pitch. However, transparency is critical, so they often include a disclaimer noting that it’s sponsored content.
What Makes Advertorials Different from Traditional Ads?
Traditional ads are clear in their promotional nature, often relying on direct sales pitches. An advertorial, on the other hand, disguises its commercial intent within valuable content. Whether in print or digital format, advertorials appear as articles, making them feel less intrusive to the reader.
Advertorials may be labeled as “sponsored content” in digital spaces but still retain an editorial feel. Think of the subtle product mentions you might see in a newspaper article or on social media platforms.
Blog posts are another traditional way of reaching your target audience. However, blogs and articles on your website are often bound by creating SEO-friendly content. A good advertorial doesn’t have to have the same restrictions, giving your community much more creative freedom in writing.
Are Advertorials a Cost-Effective Strategy for Senior Living Communities?
Absolutely.
While advertorials may require a higher initial investment than standard ads, their impact is often greater. They provide lasting value by:
- Enhancing brand awareness
- Establishing authority in the industry
- Driving more qualified leads through a compelling call to action
While advertorials may initially cost more than standard digital ads, they offer significant long-term value.
Unlike traditional ads that disappear once the budget is exhausted, advertorials live on within publications, continuously boosting brand visibility.
When considering costs, investing in a New York Times advertorial may be out of reach for many senior living communities. However, there are plenty of affordable local publications and niche journals where you can place advertorials at a fraction of the cost.
The cost difference between placing an advertorial in a national publication versus a local one is significant—while a national outlet could charge upwards of $30,000, regional digital or print platforms often offer options for under $1,000.
Local publications are often more effective for senior living. They target specific communities and demographics, making it easier to reach potential residents and their families in a meaningful, relevant way.
Digital ad campaigns, particularly pay-per-click (PPC) ads, typically come with variable costs.
While PPC can offer instant visibility, the effect is often short-lived as you’re paying for every click, which requires ongoing investment. However, a well-crafted advertorial offers lasting value, staying visible in both print and digital forms.
By leveraging both mediums, a full-service marketing team like Craft & Communicate can ensure that your brand is seamlessly integrated across platforms. This synergy between print and digital not only boosts brand recognition but extends the reach of your message, creating a cohesive and long-term impact.
Where Can Senior Living Communities Place Advertorials?
Every publication needs content, and advertorials are a great way to fill that need. For senior living communities, here are some publication options based on the type of community:
- 55+ Communities: Place advertorials in local lifestyle magazines or retirement planning journals. Content could focus on active lifestyles, financial planning, or community amenities.
- Independent Living: Regional health magazines or local newspapers are ideal. Topics like healthy aging, social events, and wellness programs resonate well with this audience.
- Assisted Living: Advertorials in caregiving publications or medical journals can showcase specialized care services. Discussing staff expertise or personalized care plans is effective here.
- Memory Care: Health-focused websites and caregiving magazines are perfect for highlighting memory care. Content might include resident success stories, cutting-edge therapies, or family support programs.
By targeting the right publication and tailoring your content, you can ensure your advertorial reaches the most relevant audience for your senior living community.
Best Practices for Creating Advertorials
Here’s how you can make your advertorials stand out:
- Know Your Audience: Tailor your content to the demographic most likely to engage with it. If you’re targeting family members researching senior living options, focus on what matters most to them—well-being, comfort, and quality of care.
- Strong Visuals: Use high-quality images and on-brand graphics to break up text and maintain engagement. Visual content is crucial, especially in the senior living space, where images of happy residents or beautiful amenities can make a strong impression.
- SEO: If your advertorial is online, ensure it’s optimized with relevant keywords to senior living in your area to rank higher in search engines.
- Call to Action (CTA): Every advertorial should conclude with a clear action step, whether it’s scheduling a tour or learning more about your community. Make sure your CTA is simple and easy to follow.
How to Reach Your Target Audience with Paid Content
To create a successful advertorial, you need to understand who you’re speaking to and what matters most to them. Ask yourself:
- Who is reading this? Family caregivers? Potential residents?
- What are their concerns or interests?
- How can your community provide a solution?
Creating an effective advertorial involves several considerations:
- Audience: Tailor your content to the preferences and needs of seniors and their families.
- Goals: Define what you want to achieve—building brand awareness, lead generation, or event promotion.
- Relevant Topics: Choose subjects that are timely (seasonal topics) or timeless (evergreen content).
- Storytelling: Share compelling resident stories that humanize your community.
- Professional Help: Consider partnering with experts to ensure your advertorial is polished and effective.
Let’s Craft Your Story Together
By using the right advertorial strategies, you can build trust and brand awareness in a way that traditional ads just can’t achieve. It’s time to turn your stories into marketing success.
At Craft & Communicate, we help senior living communities develop high-impact advertorials that resonate with their audience. From finding local outlets that accept advertorials to crafting the perfect message, we ensure that your advertorial reaches its target and drives occupancy rates. Let us help you create content that tells your story and connects with readers.
Ready to elevate your marketing strategy with a compelling advertorial? Contact us today, and let’s start telling your story.
