Marketing has always been an evolving discipline. In recent decades, technology has spurred dramatic progress in communications for nearly every industry. In the senior living field, however, adoption and change have been a bit lethargic. No longer. Communities now need to move beyond traditional methods to connect with more sophisticated seniors with higher expectations and technical aptitudes. However, Life Plan Communities are all vying for the attention and consideration of prospects against myriad at-home services and retirement living options. Communities can no longer solely rely on advertising and traditional methods to get attention. Senior living marketers and sales counselors must cultivate authentic relationships and provide genuine value upfront long before meeting prospects face-to-face. But how?
Enter content marketing — a strategic approach that harnesses the power of story, empathy and patience to build brand awareness, establish trust and drive meaningful engagement.
Content marketing isn’t just another buzzword or tactic; it’s the backbone of a well-rounded marketing strategy that complements a solid brand foundation and robust advertising efforts. While paid media creates initial visibility, and branding establishes a unique identity, content marketing nurtures leads and builds lasting connections through valuable insight and information.
At its core, content marketing aims to be authentic. It humanizes your brand, encouraging your audience to connect with you on a deeper level. By creating a powerful content marketing strategy, you can reshape your brand and nurture long-term relationships.
By offering relevant content that is in-line with the interests and concerns of today’s aging adults—health, well-being, caregiving, finances and lifestyle benefits—senior living communities can establish themselves as a trusted resource. Different topics and subject matter will attract different people. People turn to informative content when making important decisions, and yours can position your community as the answer they seek. One good piece of content can lead to another, and another and so on.
Learn more about effective content marketing strategies for the senior living industry.
In our June 12 webinar, Senior Creative Director Jason Miller and Content Marketing Strategist Lexi McDaniel shared their expertise on Content Marketing. They covered developing a strategic content plan, creative content formats, promoting content effectively, and measuring your content’s impact.
What if every social media post you shared stopped thumbs from scrolling past? What if people looked forward to seeing your community’s enewsletter in their Inbox? What if every mailer you sent got pinned to the front of your prospect’s refrigerator?
This might seem impossible, if not improbable. But it’s not. Organic content has the ability to build a community of engaged followers who not only enjoy hearing from you but anticipate receiving information from you. And it’s not just about viewing or reading your content. You want your audience interacting with it, too. Done well, people will look forward the opportunity to respond to what you offer. Cultivating a community takes time, consistency, great content and, most importantly, a relationship.
Six Key Components of Senior Living Content Marketing
- Build relationships, trust and long-term engagement. By consistently sharing valuable and relevant content with potential residents, you can cultivate a sense of reliability and authenticity. Your content lays the groundwork and plays a pivotal role in relationship-building.
- Provide valuable, informative and relevant content. Content marketing isn’t about selling or promotion; it’s about sharing the value of your senior living community. Whether through curated content or engaging videos, each piece of content should educate, inspire or entertain your audience.
- Build lasting connections. Successful content marketing is founded on understanding the needs, interests and behaviors of your audience. By conducting thorough research and actively listening, you can tailor your content to resonate and foster a stronger connection.
- Establish expertise and authority. By consistently delivering high-quality content, you can position your brand as a trusted authority. Share expert insights, thought-provoking analysis and innovative ideas to demonstrate your expertise and earn the respect of your audience.
- Keep the content flowing. Content marketing should be thought of as an ongoing conversation aimed at building a relationship over time. It often begins slow, but through consistent communication, you begin to foster connection with people. And once they engage with you, the conversation can become a dialogue.
- Focus on long-term relationships. Unlike traditional advertising, which may deliver quick awareness and initial conversions, content marketing is an investment. It requires steadily building momentum and gaining trust over time to achieve audience affinity, loyalty and commitment. Prospects become residents, and residents become ambassadors and advocates of the community.
BONUS: Make sure to take it offline. Ultimately, the goal of your communications should be to create real-world relationships. Take every opportunity to transform your online efforts to in-person conversations. And, while your sales and marketing goals may be occupancy, it’s your residents who build true community.
By consistently providing valuable and engaging content, Life Plan Communities can build trust, establish themselves as thought leaders and ultimately attract qualified leads, leading to higher occupancy rates. In senior living, empathy and compassion are essential to the process of meeting people wherever they are in their decision-making journey. Sharing content that not just educates and informs but also demonstrates an understanding of the emotions and challenges people face can connect in a more meaningful way.
Relationship-building can be tricky. With content marketing the challenges of time, effort, frequency and the human condition in general can make it all seem unproductive. Developing an effective content strategy requires understanding and discernment; building an online community takes patience and persistence. If you’re looking to boost your content marketing program, we can help.
